E-commerce Digital Self-Service
Background
At Home is a home décor superstore with over 200 stores and 10M customers across the US. They launched their website last year with very basic order-related features. However, the customer experience is not good. To provide a better customer experience, we decided to roll out a redesign and new features on the Order History page.
My Role
The only UX designer
Team of one product manager, three engineers, and third party digital self-service team
Timeline
6 months from ideation to launch
The Problem
Our customers are tired of calling stores for order-related issues, they need more functionality and flexibility tracking and editing their orders.
Research
I did some market research to find out the main purposes user come to the order page.
Basing on market and competitive research, we decided on:
To show clear status for each order fulfillment type (Store Pickup, Local Delivery, Parcel Shipment)
Add online return and cancel feature
Redesign order history page to show clearer information
The ability for users to extend their pickup date
Key Flow Design
Key Page DesignOrder Overview Page
Challenge: how to show order status intuitively crossing different fulfillment methods?
Desktop Design
Key Page DesignOrder Detail Page
Challenge: how to clearly show our users their product's eligibility for cancel/return?
Success Measurement
We have just launched the project in July. I have worked with my PM to set up some metrics to track how successful these features will be.
Reflection and Next Steps
This is my first work with a third party that manages our digital self-service part. I learned how to mapping my status with code and work with lots of technical restrictions.
In the next step, we plan to take over all the digital self-service parts so that we can create a better UI and customer experience.
If I had the opportunity to do this project again, I’d involve a third party in my design presentation so that I can be aware of technical restrictions at an early stage