seolhee cho

product design

product design

product design

brand identity

product design

product design




“Seria bueno tener un proceso en línea que me guiara por los pasos.”
It’d be nice to have an online process to guide me through the step

I. Introduction of SSR; Self Service Request
There are two types of Walmart in Mexico. Walmart Super(Grocery) is based on physical stores close to your location which delivers your order to you from the actual aisle whenever you want. And Walmart(General Merchandizes) is an online retailer, like Amazon.

The current Walmart Super is suffering high volume on the call center because it’s not easy for the customers to manage their order placed due to lack of online return/cancel/replace process, which also cause lowering retention rate gradually.

II. Problem statement
1) Pain points

Every request can be made only via call center or visiting physical store unless you reject the order upon delivery at the doorstep. Therefore, the call center becomes a hot channel that connects the customer’s requests and its origin store. Moreover, the manual and the process from the offline stores are also not consistent among associates. Even after the customers made a refund request, refund status is hard to track without contacting to the call center because it’s a manual process by a store associate to update. 

According to surveys we ran to the customers, about 50-70% of customer mentioned contacting the call center and not having a self-service flow was their biggest pain point. Also when the request is initiated, almost 80% of customer mentioned that they are feeling of non-responsiveness because there’s lack of visibility of status updates during a long wait for the refund.

2) Stakeholders and concerns
- Customer
The return process is time consuming, cumbersome, and lack of visibility.
About 20% of users said they were unlikely to purchase from the site, based on a poor return experience.
- Associates
Extensively manual management of customer requests.
- Business
The call center is often overwhelmed with customer calls which lead to increased wait times and cost losing customer retention rate. 

4) Competitors
I and the research team looked over several grocery e-commerce in Mexico market and US markets, there was no significant online process for grocery items yet. Most of them including Walmart Super, have a Whatsapp channel to communicate with the customers, but the requests can be initiated by the call center call.

5) Misc data
What’s the top frequent reasons why they return, what’s the top impact product categories, how much value are we losing?

︎ Consideration: Fraud risk - about 3%. (We may adopt fraud engine(Geroge from UK Market)), Loss(Returned grocery items cannot be re-sold because of contamination risk, so we let the customers keep the fresh grocery items)

III. Our approach
Understand current process ︎︎︎ Identify pain points ︎︎︎ Prioritise and plan a roadmap
  1. Investigate the current returns process
  2. Have research to aid discovery
  3. Map out the pain points from data, process, and people perspective at every step
  4. Identify data deeded for prioritization for any pain point solutionizing and stakeholders it impacts
  5. Competitive analysis
  6. Narrow down on the phased approach
  7. Build the architecture required to support the short and long term returns vision
  8. Finalize on the dependent teams and work estimation

[Note] This is an on-going long term project which planned to be start on Q4-2020 and to be published in Q1-2021. My team is done figuring out and prioritizing the stakeholders’ pain points. I am building a base structure of task flows for different scenarios. Research and planning roadmap is in progress at the same time in order to support my proposals.

IV. Requirements
1) Self Service Requests: Provide customers with a self-service flow for returns management
2) Request initiated: Provide customers a means of tracking their returns, Send customers a notification when their refund is issued, Automated tracking of returns(like order transparency)
3) Discoverability: Improve discoverability of returns policy

V. Goal
Improve cancel/return/replace experience for all stakeholders, in line with global best practices to make the process frictionless, faster, and improve visibility while also focusing on how to reduce the number of returns too. (According to Baymard Guideline, offering an online return flow is largely an e-commerce web convention, as their benchmark reveals that 70% of top-grossing e-commerce sites offer one. Hence, the ability to indicate a return is on its way will for some users be an expected site feature and a required first step for initiating a return.)

VI. Hypothesis
  • The customer wants to be able to manage their order at their convenience without any hassle with the call center.
  • Based on the customer’s mental model on the return process of general merchandize, they expect familiar ‘step by step’ on grocery return flow. 
  • The unified/consistent online process prevents the issues coming from extensive manual process. 
  • If call hours are reduced, call center cost will be saved

VII. Proposal
A request can be a combination of different considerations. 

1) Request type
Cancel: Once the package left the store it can’t be resold to avoid risk of contamination no matter how fast the request has made, so we are losing $$(Average basket is made of 60% of fresh grocery items). So the proposal is extending the cancellation eligibility before the order being shipped. 
Return: Return process will be available once the order is shipped.
Replace: the entire replace request is about 1% of entire call center volume so we decided to postpone it to next quater

2) Number of request attempts in an order

3) Item type(Fresh grocery, Non-fresh grocery, General Merch)

4) Request eligibility by Item category

5) Age of the order: If the order is made in less than 3 days, you cannot make any request for your fresh grocery items in online. 

6) Return methods: 

7) Recovery cost by return method

8) Refund methods

While I am building the task flow of wireframes, I referred to Baymard Guideline and adopted some baseline below; 
  1. Explicitly state the costs associated with return an item
  2. Give information on how much $ refund they will receive and if less than purchase explain why.
  3. Update order statuses to show key return milestones
  4. The progress of the order return process can be as important to users as the progress of the order itself, as users will be intensely focused on the status of their refund or exchange.
  5. Use descriptive microcopy, button text, and tooltip text throughout the return flow
  6. Provide detailed instructions on how to package returns
  7. Provide “other” as an option in the reason for the “returns” interface

[Miro Task flow image]

VIII. Metrics
After the implementation, we will see these metrics
L1 Metrics
1. Return NPS (Customer, Associate, Sellers)
2. Time to Process/Refund

L2 Metrics
1. Increased Customer Retention
2. Reduction CCA calls
3. Reduced Returns related cost
4. Total Return Count

Stay tuned!