Decrease return rate
CONTEXT
Brastemp is a Brazilian brand under Whirlpool Corporation and one of the largest, most established household appliance manufacturers in Brazil. In recent years, particularly during and after the pandemic, Whirlpool has increased its investment in e-commerce for its brands.
As the Senior Product Designer of the Conversion team, my role was to create a distinctive customer journey that used innovative approaches to enhance satisfaction, strengthen purchase confidence, and deliver business value.
BLACK FRIDAY
Black Friday is Whirlpool's biggest annual event, with revenue increasing 300% and traffic surging across platforms. The Brastemp Conversion team coordinates initiatives that align with needs from Commercial, Consumer Care, Payments, Media, and CRM departments.
A major pain point for the company following the 2021 Black Friday was the increased return rate, particularly for Brastemp products, which represented 29% of returns in January 2022. As a result, reducing returns became the highest priority across the entire company.
In 2021, around 20k products were returned, resulting in a loss of 7.2 million in customer returns and handling costs.
HYPOTHESIS
Since 9% of Brastemp returns are due to incorrect payment selection or price misunderstanding, improving the display of prices, payment methods, and badges on product cards could reassure users and reduce returns.
OPPORTUNITIES TO ENHANCE PRODUCT CARD USABILITY
- Improve the text hierarchy, highlighting the product name and prices.
Understand what really needed to be a badge or label, in order to clear the product image component - Add the functionality of clicking on the coupon component to automatically copy its content.
- Confusing way of displaying the different prices for different paying methods
IMPROVEMENTS
- Stakeholders requested a Built-in Appliance badge in the product card. Since it wasn't clear information, it could also help reducing returns.
- Social proof is key to building confidence in users/customers, especially when purchasing a high-priced product. So, I added the customer review summary to the card.
- Product image is cleaner than before.
- Improve the text hierarchy, highlighting the product name and prices.
- Add the functionality of clicking on the coupon component to automatically copy its content.
- Rearranged how prices and discounts were displayed and made their hierarchy prominent.
RESULTS
I left Whirlpool before I could map how impactful the redesigned product card was. However, most of the enhancements proposed for the product card are still in production as of today. It illustrates that the redesign implemented 2.5 years ago achieved the its mission to reduce return rate of products bought using a different payment method.