CONSOLIDATED RETURNS
OVERVIEW
ASOS has a relatively high returns rate which costs the business a significant amount of money in return carrier fees each year. Our most engaged customers place multiple orders within the same returns period, however ASOS did not support returning items from different orders in the same parcel.
By enabling customers to consolidate their returns this would improve the customer experience, reduce the cost of the return for the business, and also have a positive impact on sustainability.
CUSTOMER PROBLEMS
Previously customers were only able to create a return containing items from the same order, however some customers were still putting items from different orders into a single parcel and sending them back to ASOS. Although this reduced the cost of the return for ASOS, customers had less visibility over their return and when it arrived back at the returns centre it had to go through a longer returns process which would then delay the customer being refunded.
ASOS had also started consolidating orders placed on the same day, at the time around 30-40k parcels were being consolidated per week. This meant customers were receiving multiple orders in one parcel but were being advised to return them in separate parcels.
CURRENT EXPERIENCE
GOALS
We wanted to give customers the ability to return items from multiple orders in a single return to:
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Reduce the number of returns the customer has to create
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Decrease the time the customer has to wait for a refund for a consolidated return
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Reduce the returns costs for the business
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Have a positive impact on sustainability
This had an estimated financial saving of £6.6 million per year in return carrier fees
KEY SCENARIOS
There were two main scenarios we needed to cater for:
SCENARIO 1:
RETURN AN ITEM(S) FROM ONE ORDER
e.g. a customer wants to return 1 item from one order
SCENARIO 2:
RETURN ITEMS FROM MULTIPLE ORDERS
SCENARIO 2:
RETURN ITEMS FROM MULTIPLE ORDERS
e.g. a customer wants to return 1 item from one order and 2 items from another order
IDEATION
OPTION 1
The first option displayed the “Create Return” CTA under each individual order on the My Orders page and it was also displayed on the Orders Details page. This is also where it was located in the current experience.
When the customer clicked on "Create Return" they were shown the items that they can return from that order first as well as items from other orders that were also eligible for return.
OPTION 2
The second option displayed the “Create Return” CTA at the top of the My Orders screen.
When the customer clicked on “Create Return” they were shown all the items that were eligible for return in chronological order.
CLICK TEST
In user testing we also saw customers going to My Returns rather than My Order to create a return, so in order to decide where the "Create Return" CTA should be positioned I conducted a click test where I asked participants where they would go if they wanted to send an item back to ASOS.
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There was an even split of customers clicking on My Orders and My Returns which suggested we should allow customers to create a return from both sections.
USER JOURNEY
I then mapped out the user journey for the different scenarios and entry points and user tested both options.
ACCESSIBILITY
Once we had decided what option we were going with I documented the tab order and the voiceover prompts for accessibility.
FINAL DESIGNS
MWEB
IOS APP
ANDROID APP
DESKTOP
