UXDI Project #1 Retrospective

Re-thinking Online Purchase Returns

4.18.16–4.22.16

The goal of this initial project, simply put, was to create a design solution to a problem within a 4-day time frame. The problem was determined by interviewing someone on a subject of their choice.

Monday 4.18: Contextual Inquiry and Interviews

We learned about the ethnographic interview process and then implemented it by interviewing our partner for 45 minutes about the topic of their choice. The interview process is similar to what I learned as an undergrad studying Anthropology, but different. It has also been 3 years since graduation, so practicing was helpful. Things I had a hard time with were working on not using leading questions and framing the questions in the best way. I also had a hard time staying on topic and not turning the interview into a conversation. For example, when Sarah would tell me about a time she had to return something, I would launch into my own story. Next time, I will stay more focused on keeping on track. Something that was great was that the questions I’d prepared ahead of time evolved while I was interviewing and allowed me to gather useful information.

Rough draft of questions:

Tuesday 4.19: Synthesizing Research

The initial interview where Sarah and I talked about the general topic of “Shopping” revealed themes. I identified those themes from the interview by synthesizing my research using the affinity mapping technique. Originally, I separated my map into three separate categories and that was not helpful. It didn’t allow for new connections. Responding to some feedback, I decided to interview Sarah again, but this time more about her feelings about shopping and the experience. That second interview helped me immensely and allowed me to create a better affinity map and clearly determine insights. Next, I saw that meshed together, the insights could create the problem statement…

The Problem Statement: A barrier to the positive experience of shopping online is anxiety caused by the confusion and hassle of individualized return policies, lack of packaging materials and labels, and unknown package deposit locations.

There was an opportunity to solve this problem by simplifying the return process and I explored that. My broad goal was to help alleviate the anxiety of returns by simplifying the process. A goal that came out of this, a secondary goal, was to increase sales by helping relieving customers of their worries surrounding returns.

Wednesday 4.20: Design Direction

By EOD on Wednesday I had my design direction. I learned not to try to determine the solution too early. I was very proud of my design direction because it incorporated the problem statement but also proved to be advantageous for both the buyer and the store.

Design Direction: User hesitation to purchase clothing online caused by anxiety and confusion surrounding individual return policies can be eased by clarifying, simplifying and comforting.

I like the way that this direction not only helps the user but is advantageous for the online store selling because it will inevitably increase sales. By comforting users and removing the hassle of returns, users will be more likely to buy items online. A statistic I found while working on the project proved that research has already been done on this topic:

• From Fedex: 75 percent of consumers say a simple returns policy is a deciding factor in their shopping behavior.1 A convenient returns solution provides an opportunity for businesses to increase customer retention, minimize the impact of returns on profits, and maximize and extend the value of goods sold.

1KPMG survey, published by MultiChannel Merchant, June 1, 2008.

http://www.fedex.com/us/smart-post/returns.html

Thursday 4.21: Sketching and Introduction to Prototyping

I walked into Thursday feeling very confident and walked to lunch feeling very incompetent. If there was one thing I learned from this project it was not to jump ahead. Only figure out what you’re supposed to figure out in that step, don’t try to come up with the solution too soon. I was either trying to “Invent the wheel” and getting too ambitious with my ideas, or trying to simplify too much. My first idea I explored in depth was to have a flow app where the user answers 1,000,000 questions and then the app determines how it can help the user with their specific return issue. My second idea was to just have a guy come pick up the item and return it himself. The first idea was too complicated and the second idea was too simple.

A positive was working with others to spitball ideas, but I learned to accept as many ideas ideas before too quickly deciding on one. With many iterations, another interview, spitball idea session and combining the best components of each idea, I finally settled on my product. I found a middle ground between the too-simple “guy does it for you” solution and the complicated question flow chart.

The process of prototyping was foreign, but I determined I was able to do it because I’m a Millennial. I’ve used many apps and websites, received tons of emails, and generally can draw what a each of those looks like. What helped was using the Pop app and thinking strategically about how to move from screen to screen. Originally my prototype looked childish on Pop so I re-drew it using a ruler and created a new project on Pop for my final product.

Friday 4.22: Presentation

I learned a lot from watching my classmates’ presentations. Both on what to do better and what not to do — but mostly what I can do better! Specifically, presentations that I liked did great job keeping slides interesting, informational and helpful at the same time. They also were interesting and used ways to draw me in and not just clicking through their design.. I realize I did a “landscape tour” of my app which we were told not to do. I need to work on keeping my sentences streamlined but still making sure I say everything that is important.

I feel that I achieved the goal by finding a solution for this large problem in 4 short days. Next time I will trust more in the process, take time to do more “spitballing” and hopefully encounter less roadblocks. Or, at the very least, try not to get discouraged by the roadblocks. I will also attempt to feel less “lost” when I don’t immediately see a solution. I felt like I was taking steps but I wasn’t exactly sure where my foot would land. Project #2, here I come!

Final Product on PopApp: https://popapp.in/w/projects/5719a4aed0819bd218d1faf7/preview