THG
Kept users up to date with their orders
I redesigned THG platform's account section navigation to prioritise order status visibility, addressing the limitations of the previous structure. This improved order discoverability and reduced customer service contacts.
Key results
Reduced customer service inquiries about order tracking by 17%.
Decreased the number of clicks needed to check order status.
My role & timeline
Led product design
Worked with Product Manager, Data Analyst and Engineering team.
February 2020 - June 2020
The challenge
I discovered that the dense, disorganised structure of My Account was causing navigation difficulties, resulting in increased CX calls about orders.
To address this, I collaborated with data science to analyse user behaviour, including customer funnels, click-through rates, and the last page visited before contacting CS. Key findings included:
Nearly 50% of users visiting My Account were checking a specific order.
The account home and order details pages were the most frequent last steps before contacting CX.
Customer service interviews
I conducted interviews with customer service operatives and collaborated with the CS data team to better understand customer issues.
Our findings revealed that the most common CS queries were: “where is my order,” “returns and refunds,” and “problems with my order.” We also discovered that customer frustration peaked when they weren’t informed about order delays.
Evaluating the current state
I collaborated with UX research to design scenarios and tasks for remote unmoderated usability studies to assess the current user journey. I also led a heuristic evaluation with UX and product teams, analysing competitors and the existing account section. Key findings included:
Account home page length is overwhelming and not fit for purpose.
Order statuses were unclear and users expected to see estimated delivery dates.
Multiple “track order” buttons for the same order also caused confusion.
Defining navigational structure
I ran a card sort study to reorganise the navigation and enhance scalability. I gathered approximately 200 responses from customers via marketing emails. Using the dendrogram and similarity matrix, I redefined the information architecture for the navigation structure.
Prototype and test
To ensure the platform redesign was adaptable across different brands, I developed three prototypes for key brands: Lookfantastic, Myprotein, and Coggles.
Collaborating closely with our user researcher, I planned remote unmoderated usability studies to gather user feedback. This iterative process enabled me to refine the prototypes quickly, ensuring the designs effectively met user needs and were scalable across brands.
Responsive and scalable designs
Using our pseudo design system, ‘Gravity,’ I developed a comprehensive set of responsive designs, spanning from mobile to desktop.
I collaborated closely with engineers to ensure the template was built to precise specifications.
Once completed, the template could be deployed to brand teams, allowing them to customise brand-specific elements like colour, iconography, and typography in minutes.
The outcome
Quantitative
Reduced customer service inquiries about order tracking by 17%.
Qualitative
Made it easier for users to access their recent orders.
Reduced the number of clicks to check estimated delivery dates.
