Non Returns Across Boohoo Brands
The Project
The Boohoo Group, encompassing brands such as Boohoo, BoohooMAN, Karen Millen, and Nasty Gal, sought to improve the clarity and prominence of messaging around products that are not eligible for returns. These include categories such as jewellery, underwear, and cosmetics. To achieve this, we redesigned key user touchpoints: the Product Description Page (PDP), cart/bag, checkout process, order confirmation, and returns information pages.
Research and Analysis
To kick off the project, we conducted a competitor analysis to identify industry best practices for displaying non-returnable product messaging. The goal was to understand how other retailers handle similar challenges and explore ways to elevate our design journey.
The analysis revealed that clear, consistent, and prominently displayed messages improve customer understanding and reduce post-purchase friction. Competitor insights guided our approach to designing visually engaging and user-friendly solutions.
Stakeholder Alignment
Key stakeholder meetings were held to align on project objectives, ensure brand consistency, and address user concerns. One critical decision was determining how prominently the messaging should appear across different pages.
Stakeholders agreed that while clarity was essential, the messaging needed to blend seamlessly with the brand’s aesthetic and tone. This balance ensured the user experience remained smooth and reassuring, even when delivering potentially sensitive information.
Design and Implementation
Product Description Page (PDP)
Messaging about non-returnable items was added beneath the product details section. Icons and concise text highlighted the policy without overwhelming the user, maintaining the focus on the product itself.Cart/Bag Page
Non-returnable items were clearly flagged in the cart summary with a subtle yet noticeable badge. This provided a gentle reminder before proceeding to checkout.Checkout Process
During checkout, non-returnable product messaging was reinforced near the order review section. This ensured customers were fully informed before completing their purchase.Order Confirmation
The order confirmation page and email summarised the purchase details, again flagging non-returnable products. This consistent communication helped manage customer expectations post-purchase.Returns Information Page
The returns policy was updated to include a dedicated section explaining which products are non-returnable. Clear categorisation and FAQs helped address potential customer queries.
Development Handover
Once designs were finalised, we held demos with the development team to ensure a smooth handover. These sessions provided clarity on the functionality and interaction design, reducing the likelihood of implementation issues.
Outcome and Learnings
The redesigned journey successfully improved the visibility and understanding of the non-returnable policy, leading to a reduction in customer service queries and returns-related disputes.