SOCIAL MEDIA

Improving the Aftersale Journey

Year

2023 - 2024

Company

TikTok

Role

Product Design

Background

Returning multiple items in a single package is a baseline experience across major e-commerce platforms. However, until now, TikTok Shop (TTS) did not support multiple-item returns.

Previously, buyers needed to initiate separate return requests for each item in an order. In user interviews, over 30% of buyers who struggled with returns had attempted to return multiple items together, leading to failed requests when some items weren’t included in the correct packages.

Previous Experience

Past experiment with a batch return process for UK buyers encountered key issues:

  • Lack of clear, step-by-step instructions, creating confusion.

  • No clear flow to add additional items to a return.

  • Forcing buyers to select a single reason across all items was inaccurate, as reasons often varied.

Design Approach …

Phase 1: Batch Return

Problem: Buyers could not return multiple items together, creating friction and unnecessary complexity.

Solution: Designed a batch return flow allowing buyers to:

  • Select multiple items for return within the same request.

  • Ship them back together in a single package.

  • Reduce churn and frustration for buyers.

  • Improve seller processing efficiency for handling multiple returns

bathreturn-new.png

Phase 2: Replacement

Problem: No option to replace missing or damaged items, forcing customers to pursue refunds instead.

Solution: Introduced replacement options for missing or damaged items, ensuring buyers could receive the items they ordered in good condition without added inconvenience.

replace-new.png

Phase 3: Exchanges

Problem: Clothing returns account for 25% of all returns, often due to sizing issues. There was no way for buyers to exchange for a different size, color, or variant during the return flow.

Solution: Designed an exchange flow to allow buyers to swap for the correct size, color, or variation without re-purchasing, improving satisfaction and reducing refund-related churn.

exchange-new.png

Outcome

The aftersale batch return and replacement features launched with significant improvements in customer satisfaction:

  • Multi-return: Aftersale satisfaction increased by 2.93% (from 73.08% → 76.01%).

  • Multi-refund: Return-only satisfaction improved by 4.14% (from 57.19% → 61.33%).

  • Replacement: Achieved 77% satisfaction, a 15% improvement over refund-only flows.

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