🛒 Quince | E-Commerce (B2B)
Ary Mega
User Researcher
Product Designer
Responsive Design
Figma
Jira
Slack
Quince
📜 Overview
The company: Quince
My role: Contract Senior UX/UI Designer
The goal: Optimize the Quince responsive web app to streamline the order return flow, decrease customer support tickets related to returns, and reduce cart abandonment rates.
🧗♂️ The challenge
Context: Quince, known for its affordable luxury goods, experienced a high volume of customer support tickets related to their return process. Additionally, analysis revealed a significant cart abandonment rate, particularly on mobile devices.
Constraints: The optimization needed to integrate seamlessly with their existing e-commerce platform and inventory management system.
User needs: Users needed a clear and efficient return process with easy-to-understand instructions, readily available information, and self-service options to minimize the need for contacting customer support. Additionally, users needed a smoother checkout experience to reduce cart abandonment.
💡 The solution
Approach: A user-centered approach focused on simplifying the return flow, improving communication, and optimizing the checkout experience to address both challenges.
Key features:
Intuitive return portal: Developed a user-friendly online return portal with clear step-by-step instructions, FAQs, and a streamlined process for generating return labels.
Proactive communication: Implemented automated email notifications and order status updates to keep users informed throughout the return process.
Enhanced product information: Improved product descriptions and size guides to provide more accurate information and reduce the likelihood of returns due to sizing issues.
Optimized checkout flow: Streamlined the checkout process by minimizing steps, offering guest checkout options, and clearly displaying shipping costs and delivery timelines.
Live chat support: Integrated a live chat feature on the website to provide immediate assistance to users with questions or concerns during the checkout process.
🧩 The process
Research: Analyzed customer support tickets, website analytics, and user feedback to identify pain points and areas for improvement in the return process and checkout flow.
Ideation and iteration: Developed user flows, wireframes, and interactive prototypes to explore different design solutions and gather feedback from stakeholders and users.
Testing and validation: Conducted usability testing with target users to ensure a seamless and intuitive experience. A/B testing was used to optimize the return portal and checkout flow.
Collaboration: Worked closely with customer support, logistics, and development teams to ensure a smooth integration with existing systems and a successful implementation of the optimized flows.
🎖️ The results
Quantifiable outcomes:
19% decrease in customer support tickets related to returns within the first quarter.
7% reduction in cart abandonment rate after optimizing the checkout flow.
5% increase in order completion rate on mobile devices.
-3% decrease in customer satisfaction with the return process despite the reduction in support tickets.
+8% increase in return shipping costs due to increased return volume.
Address the negatives:
Decreased customer satisfaction: While support tickets decreased, user surveys revealed frustration with the limited return window and lack of free return shipping.
Next steps: Explore options for extending the return window and potentially offering free returns for specific products or membership tiers.
Increased return shipping costs: The simplified return process unintentionally led to a slight increase in return volume, impacting shipping costs.
Next steps: Implement strategies to further reduce returns, such as improved product information, virtual try-on features, and fit recommendation tools.
Qualitative outcomes:
Users reported a more efficient and user-friendly return experience.
Improved perception of customer service responsiveness due to proactive communication.
