Solving Amazon's problem with E-commerce returns
SOLUTION
ECOMMERCE
STRATEGY
“Our goal is to address the issue of excessive product returns by pioneering innovative design solutions aimed at minimizing return rates to the fullest extent possible.”
APPROACH
RESEARCH & INSIGHTS
We used two main methods for our research: looking at existing information (secondary research) and asking people questions in an online survey. We got responses from 31 people for the survey, which provided us with useful insights. It also showed that people were frustrated with this issue and was interested in talking more about the issues they faced. With this list of people we had an in-depth chats with 5 people to gather more detailed information. After gathering all this info, we organised it into groups using a special diagram to find common themes and connections.
The affinity diagram helped us identify four different types of users, which we then used to create proto-personas. These proto-personas helped us better understand the different kinds of people using the platform, along with their specific needs and traits.
“Who are the users that use the app and why are they returning the products they buy?”
PROTO PERSONA
JOURNEY & RESULTS
Afterwards, we conducted a customer journey mapping exercise to understand every step of a customer's buying journey. This included their initial thoughts about the product all the way to returning the product if they weren't satisfied.
Based on our user research, we've developed several potential solutions aimed at reducing overall product returns. These solutions can be categorised into two main groups.
Immediately achievable:
Change in logistics flow to allow for a store and forward option in the case of return instead of shipping the product back to the seller.
Improved Product description with mandatory images to provide a sense of scale to improve the users understanding of the product.
Ambitious (Further research needed):
Providing a 15-minute return window for the user to try it and return the item on the spot, this can reduce logistics costs and the overall carbon footprint.
An AR(Augmented Reality) try-on option for items like clothes and furniture so that they can viewed in 3d space before buying.
"Solution involves adjusting the logistics process to enable a "store and forward" option for returns, rather than shipping the product back directly to the seller."
SOLUTION 1
SOLUTION 2
The Mixed Reality view enhances the shopping experience by providing shoppers with a clearer understanding of the products they're interested in. Utilising the 3D space mapped out by a lidar sensor, which is already integrated into the latest iPhones, this feature offers a more precise representation of scale. Users can interact with the product in real-time, enabling them to better gauge its features and dimensions before making a purchase decision.
“Including comparison images of the product, like comparing it with an average human size, can greatly enhance the understanding of its scale and dimensions for potential buyers.”
SOLUTION 3
SOLUTION 4
Providing a rapid return policy can seem counterintuitive initially, as we are trying to reduce the return rates in the first place. Providing options like cash-on-delivery and a 15-minute window can convince the older generation and people who are sceptical about buying things online to buy their first product. It can also reduce logistics costs and the overall carbon footprint.