Rent the Runway - 2019
“Where is my order?”
Rent the Runway used a third-party company to provide customers with information after they placed an order. This made it hard to have consistent messaging and meant that we didn’t have enough data to fully meet the needs of our customers. All of this left the customers in the dark and CX often received high volumes of calls from them asking for the status of their orders.
The Problems
This was very old, legacy code. No developers or designers had touched these screens in years. This felt like an exciting opportunity to me!
We used a third-party tool, which didn’t give visibility to the user on the status of their order
The Order History page was out of date with the brand and inaccessible.
The status of an order represents 15% of CX inquiries, and some of the most time consuming and complicated cases. Additionally, CX response time is cited by 15% of churned subscribers to the RTR Unlimited plan.
The Hypothesis
Through this project, we will eliminate inquiries related to Tracking and Order Details, which will enable us to more efficiently handle more complex delivery and return issues via our agents.
The “How”
By integrating with Convey, we have a single source of truth that allows us, for the first time ever, to provide onsite tracking and to proactively communicate delivery status and issues across all our carriers.
Role
Product Design
Team
Hana Tran (UX Designer), Mike Simic (iOS Developer), Emma Sarachan (SF Developer), Lauren Joseph (Product Manager)
Output
Desktop, Mobile Web, and iOS
Existing screens for a subscriber to track their order
Through competitive analysis, we identified the key touchpoints where it would be most useful to communicate the order statuses within the existing core experience:
The item tiles in the Home Page
The Order History (aka, “Your Orders”) page
The specific order’s Tracking Page
We then worked together with Back End Developers to identify the live cycle of an item from 'Order Placed' to 'Returned to RTR'. With Rent the Runway, you can rent items in two ways, as a 4-8 day rental (“Reserve”) and as a Subscription order. Looking at competitors and considering the uniqueness of our business, we decided which of these statuses were the most relevant to surface to the users.
“In the Works”
“In Transit”
“At Home”
“Returning to RTR”
“Received at RTR”
Throughout this phase, we conducted an audit of all our current type of orders and language we use for each. We also worked with the Copywriter to make sure all the points of communication (Push Notifications, Emails and Product Experience) were consistent.
We conducted user testing to validate the clarity of the statuses and their placements. We ran two tests, one for a 4-day rental order and one for a subscription member order.
In general we asked:
Do our users understand the new language and status of their order?
Do our users understand how to interact and find the expected information?
Have we provided enough transparency so they know where their order is?
Do they still have questions or need additional information?
Can the user easily get to their order details?
Can they make edits or cancel if needed?
We saw that:
Our users comfortably went through the flows without hesitation or confusion. There was a very positive reaction to the changes on the “Your Orders” page as well as the new “Order Details” page that replaced our Narvar integration. A large majority of users understood the status of their orders at all stages of the process and understood how to navigate through the new designs and pages.
Final Designs
Homepage
Your Orders
Tracking Page Final Designs
Collaborating with Engineers
Specs & Components
In order to account for every type of order, I created these two systems with detailed specs. I communicated closely with the developers in order to ensure the components were flexible and able to accommodate all states.
1. Item tiles on the Homepage
2. Progress bar on the Tracking Page
Edge Cases
After the visual language and system were done and tested, we found out there were edge cases we did not account for. As the Back End and Front End engineers dug more into the project, we saw that an order could have the following states:
Error with order (lost, delayed etc.)
Reserve + membership order
Reserve + membership purchase
Big orders with multiple shipping bags
No tracking information available
Canceled Order
Finally, we conducted regular visual QA sessions with the engineers in order to ensure these new states looked cohesive and in line with the designs.
The Results
20% decrease YoY in monthly CX inbound volume related to WISMO (Where is my order?) inquiries
87% of users actively engaged with order tracking
Key Learnings
Before starting a project, speak with the entire cross-functional team members that have insights into the feature. This will help us anticipate possible edge cases and design them along with the main cases.
Not everything we design will get built. The “Your Order” page got new Back End implementations however, the UI Designs were descoped due to shortage of time and COVID-19.
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