WHEN: 2020 (4 weeks ) WHAT: Service design WITH: VIPPS and Cannelle Rambaud-Measson, Ana Vik, Kamilla Bedin, Bendik Vestre
Vipps’ easy return service allows you to return your orders directly through the vipps app without worrying about printing a label or getting your money back.
How can Vipps play a larger role in online shopping?
In our user research we identified a huge paradox between the quick and easy online shopping experience and the time-consuming and frustrating return process.
By integrating returns into the Vipps app, we make the return process easy. Our additions also strengthens and differentiates Vipps position as an online payment option.
Three main findings informed our project's direction:
1. Users are frustrated with the existing laboursome return process.
2. When returning a product, or trying to get a refund, actors (shop, shipping, payment) blame each other. No one feels responsible for ensuring a good experience for the end user.
3. Users trust Vipps as an actor.
Our brief was the ‘wallet that keeps social distance’. We decided to focus on the online shopping experience. Marit and Kimia told us Vipps would like to be a bigger part of this shopping experience, so decided to look at the entire user journey.
and here we saw a huge paradox between the very quick and easy online shopping experience and the time-consuming and frustrating return process.
Therefore, we decided to develop a free return service inside the Vipps app.
Therefore, we decided to develop a free return service inside the Vipps app.
How did we get to this insight? 25 in-depth interviews, 8 guerrilla interviews and 5 observations. Our target group was very broad. We’ve been interviewing and observing users from 17 to 72 years old, from Vipps experts to people who’ve never used Vipps before.
Interviews and observations led to our key-findings.
First one, is that almost every person we talked to, trusted Vipps. Like this user said: “It is a Norwegian company and it feels safe when i have to use my Bank ID, and log in with my personal code.”
The second one is how many people who commented on the hassle around the return process. ‘It takes so long.. so sometimes I end up just keeping it, giving it away, or even selling it to a flea market.’ Connected to this quote … In most interviews it was about returning clothes. So we decided to focus on the fashion industry.
Little information lead to insecurity with the refund part. On user said ‘I did not know when the money was transferred so I had to check daily.’
Last one is the ‘blame each other part.’ Here is what one user told us: ‘When I bought a drum it got ruined and broken during shipping. I complained to Posten. They couldn’t do anything with that, they said they had delivered just the way they use to. Then I complained to the drum company and they blamed Posten.’
We identified 2 main problems within the return-prosess.
1: Today it is hard and time consuming doing the return-prosess. So there is great potential in making it easier .
2: Also People return too much and sending it back and forth is not sustainable. So There is a portential trying to decrease the amount of returns.
We decided to work in the direction og making it easier.
So we did a concept validation together with 6 vipps users. We tested scenarios and our prototype, and people thought that it was.
Helpful to have control over all orders and returns in one place
One said: « seems easier than the existing return process.»
And also one of them asked: «why is this not already existing?"
Lets take a look at how the existing system compares to our proposal: If you were to return something in the existing system, you might start out confused: Who do I contact - the shipping company, the shop I bought something from, or the payment company?
In our proposal, you can manage your returns, and change your size or colour directly from the VIPPS app, then you scan the barcode of your box to activate your return, and choose your preferred transport method, and finally, you can keep track of your return, and when you’re gonna get refunded right inside the app.
This box was a part of our early concept.
The customer will receive their order in this box, and it says «Hi! keep me if you want to return me». There is a QR-code in the corner and we also added a little catchy rhetoric question in the corner. «Do you remember that time when you still needed a printer to return your item?».
Just to remind the customer about how stressful it was to return before and how easy it has become. We decide to remove it because of financial, organizational and marketing challenges. But maybe this could be a part of it in the future.
So before; the return process was confusing and time-consuming because of the printing and lack of information. And now with Vipps easy return you can return your orders without hassle and with all the information you need.
