Dan Tase
tasedanmarian@gmail.com
+44 7449 984 331
dantase.com
Farfetch
Order History
In order to increase transparency and trust for our converting customers we redesigned the Order History and Orders and returns flow. The aim was to provide a better understanding of the order status, especially for multiple baskets (single orders from multiple boutiques).

The main purpose was to improve our post order experience by surfacing critical information and decrease the number of customer care calls.


Goal: Improve the post order experience and decrease the number of customer care calls
Defining the problem
The first step was defining the problem and understanding more about our users' needs. We started by conducting interviews with the customer care team, identifying the major problems our customers had after placing an order.

The second step was prioritising the information, and figuring out the most effective way of surfacing it to the user.

Interviews with the customer care team ✊
We travelled to Porto, where the Farfetch customer care team sits, looking to understand more about the issues we're currently facing. As much as we think we know our users, those that help customers on a daily basis know way way more.

Analytics ⚖️
Farfetch has an amazing data team, which helped us figure out where our users feel stuck and have to ask for help.

Benchmarking
Last but not least, we tried to understand more by looking at what others are doing. We researched direct competitors (Net a Porter, Yoox, Selfridges, etc) and other companies that have stellar services (Deliveroo, Uber, Airbnb, etc).
Workshop
After gathering all the data required to make informed decisions, we ran a workshop with the internal team, looking to identify potential solutions and prioritise them accordingly. During that process we split this big problem into 3 smaller ones.

What's the status of my order? ⏰
Most users call customer care due to the fact that they're not sure what's the status of their order. For most orders, it can take up to 2 days to process and 4 days to deliver.

Where can I see my order details? ☘
The order history wasn't present in the app. There was no way for users to see their previous orders, unless they opened the confirmation email or used the web platform.

What if something goes wrong? ⛈
Help was hard to find, being hidden under lots of secondary menus.
Order listing
During the exploration phase we tackled lots of directions, but we had to prioritise and stick to what's achievable short-term. Everything else was added to the backlog.

On the Order Listing we separated active from completed orders, to have a clear differentiation between the two. To add more clarity, we also used product thumbnails, order number and date.
Exploration:
While exploring the listing page modules, we had to prioritise the ones that make more sense. Some options were dismissed due to technological reasons (too many API requests) while others because of UX reasons (overcomplicating the experience).
Final module:
In the end, we stuck with the simplest version: order number, date and the first 4 product thumbnails. The average user has 2.4 items per order, while VIP customers have close to 15. We had to accommodate both scenarios.
Order status
From a user's perspective one of the most important pieces of information is the status of the order.

We had to display it as clear as possible, so that we can remove any doubt and increase the level of trust. This is highly difficult especially giving the fact that on Farfetch you can order from multiple boutiques.
Status exploration:
We started exploring various ways to surface the Order status, keeping in mind the information architecture, edge cases and localisation.
Final status:
We went with the variant that was easiest to adapt for multiple countries, while also requiring a minimum number of assets. To make it easier for users to properly track their order, when possible, we surface the tracking code.
Return & Help
The last thing we needed to solve was the return & help sections. The return flow was pretty straightforward, so the only thing we needed to do is to surface it once the order status switched to 'delivered'.

Help, on the other side, was a bit more complex. Previously, it was hidden under secondary menus, really hard to reach. We've added it on each order details page, making it really easy for customers to tap & call.
iPhone to iPad
We took a bit of time to make this work nicely on iPad, as a vast majority of our customers have a frequent browsing behaviour on larger devices. Due to the two column layout, we removed the product thumbnails on the listing page.
User testing
At Farfetch, our talented research lab has bi-weekly usability testing sessions. This meant we could get this in front of users quickly to get some early feedback. For example, the 'In Progress' status wasn't clear enough for some users. Others weren't sure why their order was being delivered by multiple boutiques.

We took all those issues and added them to the backlog, so the team can further iterate.
Thanks to the Farfetch team ✨
Project built on top of Rob Penny's early work, with help from José Ferreira, Josh Newton and the rest of the Farfetch design & dev team.
If you'd like to hear more about this project, or to talk about how I might be able to help your business, reach out at tasedanmarian@gmail.com