Return flow optimization for El Corte Inglés
Role
Designer
Contributions
UX/UI design, prototyping, research, information architecture
Description
Restructuring of the return flow in the El Corte Inglés app, improving user experience, updating interface, and implementing a design that supports minimizing user errors.
Context
After analyzing the returns of El Corte Inglés, deficiencies were found in the trust of the return process, the clarity of the return conditions, and the overall usability of it. Similarly, pain points were identified for the company in the marking of the number of packages and the correct delivery of products to the messenger.
Objectives
Reduce return NPS, where the percentage of detractors is 29%.
Reduce the number of incorrectly returned packages to the warehouse.
Research
A benchmark was conducted to analyze the return process in various competitive applications.
Benchmark insights:
Designing with greater transparency in the process: showing the details of the return within the same flow and keeping the user informed at each stage.
Restructure and prioritize the return flow: divide the process into clear sections so that the content is easier to understand and assimilate.
Brainstorming
To create an initial visual of the design, we identified the pain points in the current return flow and developed a prototype with screens taken from the benchmark, adapted to the needs of El Corte Inglés. The goal was to detect the key steps of the process and define which sections should be separated within the flow.
Design solution
