lululemon App | Order list
Problem
A guest can not see all of the purchases they’ve purchased at lululemon in one place creating a poor guest experience.
Retail purchases can only be seen in retail stores
Sources
lululemon brand
lululemon guidelines
iOS (HIG)
Android (Material design)
Baymard
Nielsen Norman Group
Dribble
Competitors
H&M
Best Buy Canada
Etsy
Amazon
UberEats
Indigo
Aritiza
Sephora
REI
Target
JCrew
Walmart
Wayfair
Ikea
La Senza
American Eagle
ChicMe
Awe
Vessi
David’s Tea
Conclusion
Commonalities
(18) Order date
(15) Order number
(14) Order status
(11) Order total
(9) Product images
(8) Quantity of items in the order
(7) Filter results
(7) Help/support option present
Less common, but useful:
(5) Tracking link (if applicable)
(4) Purchase location
(4) Online
(4) Purchase search functionality
(4) Ability to add gest in-store orders to account
(4) Barcode for in-store returns/exchanges in purchase details (H&M)
Barcode for in-store returns/exchanges in purchase details (H&M)
Packages shipped/shipping quantity (if applicable) (indigo)
E-commerce account features most important to users
1,849 responses |. US adult internet shoppers. |. 2020. | Baymard
63%
Check the delivery date, track order, check the status of delivery
40%
Able to quickly scan categories by groups
31%
Review order history (past orders)
30%
Return an item
26%
Contact customer service (call, live chat, email)
18%
Edit/update order
16%
Cancel order
15%
Print, download invoice / receipt
13%
Manage wishlist, saved items
7%
Manage addresses
5%
Give feedback to the e-commerce site
5%
Manage newsletter subscriptions (unsubscribe, update)
Feature | Competitive analysis
Summary of recommendations
Status
Let guests quickly see the status of their purchases and orders (Shipped/partially shipped, delivered, picked up, cancelled, etc..)
Important information
Show important order information to guests on the overview page (Order #, date, status, etc..), but don't overwhelm them with info that can be found on the purchase details page
Return or buy again
Recommend keeping "Return items” and "Buy it again" links in the order details page
Return
Give guests the ability to easily return items/orders in-store or online (purchase details page)
Barcode
Include a barcode to allow for easy in-store returns (purchase details page)
Online/in-store
Blend online/in-store purchases into one seamless experience, and allow guests to filter
Iconography
Differentiate between purchase type (digital, retail, etc..) through text/iconography
Images
Product images help guests navigate purchase history more easily than text only
Card-type
Presenting purchases in a card-type view allows for easier scanning and mobile compatibility (Wayfair) as opposed to a shipping manifest-type view (American Eagle)
Through Purchase History (order list), we can provide guests with valuable insight into their purchases and empower them through self-service, while reducing confusion and support requests.
Flows | Account, order list and details
Solution
Simplify card with the top features so that the order list is scannable and easy to interact with the cards.
63% of users say the most important features are:
Check the delivery date, track order, check the status of delivery
Top features
Speedy & Timely Status Updates
As a guest, I receive immediate information upon completing purchases regarding the status of my order and regular status updates until delivery.
Multiple Shipments/Mixed Bags
As a guest I know which items are in which box with each tracking ID and the status of each shipment.
Easy Tracking
As a guest, it is easy for me to track the current status of my order.
Easy Returns
As a guest, it is easy for me to initiate a return from any channel.
Easy support
AAs a guest, I can easily and quickly connect with a real person to receive help with the product(s).
Buy it Again Links
As a guest, I can click on a link to quickly purchase items again.
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