Return flow optimization for El Corte Inglés
Rol
Designer
Contribuciones
UX/UI design, prototyping, research, information architecture
Descripción
Restructuring of return flow on the El Corte Inglés website, improving user experience, updating the interface, and implementing a design that supports minimizing user errors.
After analyzing the returns of El Corte Inglés, deficiencies were found in the trust in the return process, the clarity of the return conditions, and the ease of requesting it. Similarly, pain points were identified for the company in the correct marking of the number of packages and the correct delivery of products to the messenger.
Goals: Reduce the return NPS, which has a percentage of detractors of 29% Reduce the number of incorrectly returned packages to the warehouse
Benchmark insights: create with the design that offers the most transparency in the process: Provide return details in the same flow, keep the user informed at every step restructure and prioritize the return flow: Separate the process into sections so that the content is better digested and understood by the user
Process (brainstorming): For the creation of an initial visual design, we identified the pain points in the current return flow and created a prototype with screens gathered from the benchmark and adjusted to the needs of El Corte Inglés. With the objective of identifying the key steps in the process and determining the sections to separate from the flow.
Design solution: Implementation of clear and detailed information about the different return methods and the differences in the process of each one, with notices in the process to minimize possible errors or confusion for users explicitly stating the return time for each product.