Order Details
Project Overview
This project focuses on improving post-purchase communication to enhance customer retention. The goal is to streamline communication to keep users engaged, build lasting relationships, and drive more visits to the UMA application.
Results
- 676% increase in post purchase visits on UMA
- reduced contacts by 42% for where is my order contacts
- Contributed a Progress Tracker Component (and all variants) to the Design System
- Designed and Managed 100+ screens
Hypothesis
How do we increase customer retention?
A new customer is 5-20% likely to make a purchase, while existing customers are 60%–70%.
Acquiring new customers cost X times as much as it costs to retain existing customers.
Increasing customer retention rates by 5% leads to an increase in profits of at least 25%.
Based on these insights, We hypothesize that contextual, and personalized communication about their order will help build customer confidence and trust, which would lead to increased site visits, and an increase in profits.
Design Process
Post Purchase Communication Touch Points
I started by creating a matrix to visualize all the communication touch points throughout the post-purchase journey. This matrix defined the corresponding states for each touchpoint that I was responsible for redesigning including the "Where is My Order" module, the Order Details page, and the Order History page. Each of these pages needed to clearly communicate the right messaging at the right time, ensuring a seamless and informative user experience. In addition, the user would be informed on all updates on their order, which would drive more traffic to our mobile application.
Information Architecture
I mapped out the information architecture to track all the touch points in the post-purchase communication funnel. I worked closely our copy writers to ensure copy consistent with shopper experience standards, and kept our stakeholders up-to-date with any changes made.
Design Process
Iterative Design: Progress Tracker
I collaborated closely with the design system manager to create the “Where is my order?” tracker for the homepage, a high-visibility area that needed alignment from multiple stakeholders. We focused on ensuring the tracker was both visually contrasting and appropriately sized, while also aligning with other components on the page. I explored multiple design options and ensured the progress tracker was consistent across all touch points in the post-purchase funnel.
Results
Impact
The Order Details project was a high-priority initiative. Although we couldn't conduct usability tests, I worked closely with stakeholders throughout the process to ensure alignment and give them the confidence to launch when they felt the design was ready.
Success Metrics
- 676% increase in post-purchase visits on UMA
- 42% reduction in "Where is My Order" contacts
Project Metrics
- Designed and Managed 100+ screens
- All Post Purchase Communications from the Matrix designed in the “Where is my Order?” Module, the Order Details Page, and the Order History Page
- Responsive Versioning for devices (786px, 1024, and 1440px)
- Fulfillment type Permutations: Delivery, and Pickup (Locker, Counter, Kiosk, Drive Up and Go)