
Discovery and Research
Rapid UX Design
UAT/QA Testing
Usability Testing
Collaborate and Present
Hi-Fi Prototype
2 Usability Tests & Results
Product Manager/Owner
3 Developers
UX Designer (me)
Customer Service
Digital Merchandising
Omni-Channel Operations
Copywriting
In early 2021, order status lookup became the #1 top call reason for our customer service center. My team was tasked with creating a tool to help alleviate the call center volume and allow customers to find order statuses online.
After improving order processes and implementing the order status lookup tool, order status calls to customer service decreased by 83%.



I used our sign-in page for inspiration based on its simplicity and ease of use.


Sketches

Hi Fi designs created in Adobe XD

• Once users are in the tool, understand if they are getting the information they need.
• Given urgency
• Shown an order confirmation email
• Given verabradley.com URL
• Asked to determine where their order is

Email shown to participants

This is what the order status lookup tool looked like, if users reached it by clicking the link in the footer. It was not linked in any other location.
2. On mobile, user had difficultly finding the lookup tool
3. Users often resorted to the chatbot, which returned incorrect responses and links
4. Users received invalid results when using all lowercase letters, instead of all uppercase
5. Users did not fully understand what "unfulfilled" meant
2. Add links on mobile site where users looked most frequently (sign in and hamburger menu)
3. Notify cross-functional teams of chatbot bugs discovered
4. Allow lowercase letters in order status lookup tool
5. Demystify "unfulfilled" status (this was determined to be a future long-term action item, as it was not in scope at this time but would be worked into future roadmaps)
• Once users are in the tool, understand if they are getting the information they need.
• Given urgency
• Shown an order confirmation email
• Given verabradley.com URL
• Asked to determine where their order is

Email shown to participants. Notice that we added links to order status lookup. Given the urgency of the work, we placed it in multiple locations for optimal visibility.

If users reached the account page, they saw a link to the order status lookup tool (new)


This is what the order status lookup tool looked like, if users got to it. A link to it existed in the email, on the sign in page, and in hamburger navigation (new). However, nothing on the page itself changed.
users found the tool
users tapped a link from the email
average CES score
2. When users got to the tool straight from their email, they thought the placeholder text was a pre-populated order number. Although this could have been caused by the test setup, we still felt we should address it for clarity
2. Update placeholder text to match the label, instead of showing an example entry

Due to the results of the 2nd usability test, we updated the placeholder copy from “VBUSA1234567” to “Order Number”

