Sketching e-commerce returns - pain points along the customer journey
Updated: Oct 30, 2018
A picture is worth a thousand words. I sketch user journeys and concepts captured during user interviews and conversations with stakeholders - on a whiteboard, on paper, on Post-Its - whatever's handy.
The toy example below shows how this method helps quickly and easily communicate user pain points to other stakeholders after the fact. It's a great way to align the team on the problem to be solved.
In this example, we go over one customer's journey from trying on clothes in a store, to buying them online, to returning an item with a tear in it.
Seam tears are a defect that is hard to spot upon opening the package and hanging up the clothing. Getting ready to wear an item for the first time only to find it has a tear can make customers angry.
The exchange process is more complicated and harder to find than the return policy
Shipping charges for exchanging defective items may be a fear
Lots of complicated, possibly stressful decisions to make when an item you wish to exchange is out of stock - return to store? return via mail? Exchange for an available size? Exchange for a different color?
Asking to undo a customer support representative's actions can be stressful
To return an item by mail, a customer must have access to a printer, an empty box, scissors, tape, enough time and transportation to get to a UPS drop-off point
Some UPS drop-offs are poorly designed and packages can get stuck in the chute
Automatic emails with old information about package activity can cause stress
Emails contradicting a previous support agent's interactions with the customer can cause stress
Customer first went to a physical Macy's location to try on outfits
Customer used cell phone's camera to remember clothing to look up later
Customer waited for an Amazon package to show up before mailing back the Macy's item
At least some UPS drop-off points contain free packing material that could be used for returning small enough clothing items
Some customers may prefer to drive to a local Macy's location to return it rather than finding all necessary packing materials
The hand-off between the original support agent and the second agent did not communicate that the transaction was not an exchange but a return
Sales tags can be designed to help find the item in the online store
Detailed information on exchanges can be more easily findable online
Support agents can give customers information on UPS drop-off points near them - whether they have free packing material, dimensions of the largest box that can fit, etc
Depending on financial feasibility, Macy's clothing could be shipped in packages that can be re-used.
Support agents can ask for permission before taking certain actions on the customer's behalf: (1) if the customer or Macy's representative would transfer money (2) if they're about to expend effort on the action (3) if the action is one of many resolutions and the customer still needs time to decide which resolution would make them happiest.