Vera Bradley Order Status Lookup Tool
Implemented in June 2021
In early 2021, order status lookup became the #1 top call reason for our customer service center. The e-commerce team was tasked with creating a tool to help alleviate the call center volume and allow customers to find order statuses online.

Objective
The objective was to implement a feature that helps users find their order status, thus enhancing the user's experience and decreasing call volume to our customer service center.
Core Team Members
• Product Manager
• UX Designer (that was me)
• Developers
My Role
• Research and Discovery
• UX/UI/IX Design
• High-Fidelity Prototypes
• Quality Assurance Testing
• Usability Testing
• Align with Key Stakeholders and Cross-Functional Partners
Process
This team worked within a scrum framework. We focus on MVPs and create iterations from there, so that's exactly what we did for this project. The 3 main steps in this process were:
     1) Discovery
     2) MVP Implementation
     3) Test & Iterate
1) Discovery
We began by understanding the problem. We had conversations with the customer service team and asked about the calls they were receiving. What information did users need?
I also dove into user research. "Where do users expect to find a status? What flow do they take? What information are they looking for?" We didn't have internal data available for these usability questions, so Baymard Institute was my primary source of research.
2) MVP Implementation
With alignment from stakeholders, we established a Minimum Viable Product (MVP). This process allowed for quick implementation of a new feature–with basic features and low effort. It also would help us prevent rework in the future. We designed, developed, and implemented our MVP.
During the design process, I worked closely with developers to ensure feasibility and maintain collaboration.
3) Test & Iterate
Next, we ran some user studies. From test establishment to the analysis of results, I led the user testing process while aligning with core team members and other stakeholders throughout. This alignment ensured we were asking the user valuable questions that would provide us with actionable results.
I chose unmoderated usability testing because of time and resource limitations (I was the only UX role in the organization), but we still felt confident in the qualitative and behavioral feedback we would receive.
Study #1 (see presentation excerpt below)
For the first study, our objectives were 1) to analyze if users are able to find the new tool and 2) to understand if the tool was helpful to users.
UX Updates
Based on the study results, we created enhancements. This included increasing the visibility of the tool (users struggled to find it), addressing unmet email content expectations, and fixing a bug.
Study #2 (see presentation excerpt below)
For the second study, our objectives were to 1) analyze if users were able to find the tool more easily and 2) once users are in the tool, understand if customers are getting the information they need.
After improving order processes and implementing the order status lookup tool, order status calls to customer service decreased by 83%.