Homepage

Ecommerce Order Return & Cancel Flow

Beymen stands as Turkey's biggest high-end retail store. During my tenure as an onsite User Experience Lead at Beymen, I developed the Order Return and Cancel Flows

My Role

UX Supervisor

Client

Beymen

Project Name

Building an Easy Cancel & Return Flow

The problem

Users were unable to initiate the Cancel and Return process directly from their accounts. Instead of having a self-service option within the platform, they were required to manually complete a return request form and send their order back following the provided instructions. This added extra steps to the process, potentially causing frustration and delays in completing their returns.

The above photo is from the return form.

Research Findings

We knew we wanted to build an online flow where users could initiate their cancel or return process beyond just addressing the most obvious issues.

A survey we conducted via Hotjar focused on "My Account." The survey findings confirmed that 5% of users reported difficulties and complaints, with many user comments specifically about the Cancel and Return flow.

The survey results provided a lot of input and complaints about returns, such as:

"I sent my order back four days ago, but I have no way to check the status of my return."

"There should be an online cancellation process."

"I have no idea where to make the return..."

"It scares people from making a purchase.
Your entire tracking and return system needs to be changed..."

Goals

From a user and user experience point of view,
Providing users with an easy-to-use cancel and return flow includes:

A self-service option that allows users to manage their orders independently, without needing to contact customer service. This empowers users, offering them control and reducing friction in the process.
The ability to view the status of their return at any time, ensuring transparency and reducing uncertainty. This visibility builds trust and allows users to feel confident that their return is being processed.
A return delivery code that can be generated digitally, allowing users to simply stick it on the box without needing to print anything. This streamlines the process, making it quicker and more convenient, removing unnecessary steps.
A seamless return and cancellation flow that reassures users they can easily return or cancel their orders anytime before the parcel is shipped. This gives users peace of mind, knowing they won’t face complicated or time-consuming processes if they change their mind.

Customer service point of view

Reducing the time spent assisting users with cancel requests or return flow-related questions, allowing support teams to focus on more complex issues.

Decreasing the number of tickets created for cancel and return requests, which helps to streamline workflows and improves overall efficiency.

User Flow

We had focused on the main 3 pattern:

1. Logged-in User
Where user has an account and placed the order through using their accounts. So that the entry point was to Account > Orders to initiate a return or cancellation.

2. Guest User
For guest users, we envisioned a stand-alone entry point where users can enter their order ID and the email address used when placing the order.

3. Return of a Gift
I considered this an edge case but still made sure to include it as an entry point. In this case, users have an order ID where some information is masked, and they need to enter it into the return form. These users have limited options, such as not being able to receive a refund but instead converting the product refund into a gift card that can be used online.

Impact & Lessons learned

I worked with at least 3 different departments.
I designed edgy cases, small details of cases.
The reasons for returned order led to another improvement regarding product detail page.

Impact & Lessons learned

I worked with at least 3 different departments.
I designed edgy cases, small details of cases.
The reasons for returned order led to another improvement regarding product detail page.