Shopify: Improving Clarity for “Unverified Returns”
Challenge: Make the process of initiating unverified returns clearer and more intuitive
Solution: Rename the feature and design microcopy to improve usability
My impact: Delivered a clear, intuitive feature that improved task success rates
Prototype screen to initiate an unverified return
Context
Previously, the feature for initiating unverified returns was referred to as "orderless returns," a name that failed to convey its purpose. The process itself was cumbersome, requiring users to perform an exchange-based workaround to complete a return without an order. This not only caused confusion for users but also created challenges for developers due to inconsistent terminology and unclear workflows.
The project objectives included:
Renaming the feature to reflect its purpose more clearly.
Designing concise and actionable microcopy to guide users through the process.
Validating the new terminology and workflow through user research to ensure usability.
The problem
The original workflow for unverified returns created challenges for both users and developers:
For users: The term "orderless returns" was ambiguous, failing to convey its purpose. The process itself required an unintuitive exchange workaround, leading to errors and frustration during returns without proof of purchase.
For developers: Inconsistent terminology and unclear workflows added complexity to implementing and maintaining the feature.
These issues underscored the need for a clearer, more intuitive process with precise terminology and actionable guidance.
The process
Naming Exploration
Brainstormed naming options, including "Start Unverified Return," "I Can’t Find the Order," and "No Proof of Purchase."
Evaluated the options using criteria like clarity, actionability, and user expectations:
"Start Unverified Return" was selected for its clarity and alignment with POS terminology.
"No Proof of Purchase" was approachable but ambiguous about its purpose.
Collaborated with designers and developers to finalize the name and integrate it into the workflow.
Microcopy Design
Created concise guidance text, such as: "Search for order or customer to initiate a verified return." This helped users understand the distinction between verified and unverified returns.
Designed button labels and instructions to improve task completion rates and reduce hesitation.
Content flow of the proposed “unverified returns” feature
Research and Validation
Conducted card-sorting research to determine how users grouped and labeled return-related actions.
Used usability testing to evaluate the clarity and effectiveness of the proposed names and workflows. Feedback informed iterative improvements.
The outcome
Improved Terminology: Replaced "Orderless Returns" with "Unverified Returns," aligning with user expectations.
Streamlined Workflow: Eliminated the convoluted exchange workaround with a direct and intuitive workflow.
Enhanced Usability: Usability testing confirmed a 40% increase in successful task completions.
Positive Feedback: Users and developers alike appreciated the clarity and consistency of the updated feature.
Conclusion
This project demonstrated the importance of clear terminology and user-centered design in improving usability. By leveraging research-driven insights and iterative design, I delivered a feature that addressed pain points for both users and developers, reducing friction and enhancing the overall POS experience.