[Case 03]
AI-Powered Returns
Make the unhappy path feel fair
UX Lead
End to end
2024
Project Time
378K
Fewer contacts/year
65.5%
Lifecycle coverage
Making returns feel fair, fast, and clear
Redesigned returns to cut 378K support contacts/year, lift lifecycle coverage 61% → 65.5%, clarify ~85% vague reasons, and identify 28.8% of fashion returns as normal trialing.
My Scope
The Problem
Refund status is unclear
Customers can’t confidently answer “where is my refund?”
“Did my refund go through?”
Low-signal return reasons
Vague reasons don’t help products or policies improve
“I don’t like it… what do I choose?”
Normal behavior treated as risk
Trialing and high-return cohorts handled the same
“Why am I being penalized?”
Too many one-off return flows
Inconsistent rules and screens across categories
“Why does returns work differently every time?”
The Bet
Guide customers to the right path with clarity, transparency, and minimal friction.
What I Build
AI Reason Clarification
Vague text → 1–2 questions → structured intent
Reusable Modular System
Proof capture + multiple choice
Outcome
Research
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