Improving online shopping experiences during and after checkout
I led a three-person Service Design team at Central Retail Digital, the technology arm of Thailand’s largest retail company. We worked with Central’s department store, food, and home business units to improve retail and e-commerce customer journeys.
As Central strengthened its online and offline shopping experience — including product browsing, personalization, product pages, listings, and checkout — our team focused on what happened after checkout: order tracking, delivery updates, returns, exchanges, and refunds.
The challenge was to make these moments feel clearer and more connected for customers, while considering the fulfilment, inventory, payment, policy, and delivery processes needed to make them work.
Post-Purchase Customer Experience Insights
Understanding what customers needed after checkout
Where customers wanted more clarity: After checkout, customers wanted more visibility and centralized information: where their order was, when it would arrive, what would happen if something was out of stock, how to return or exchange an item, and when they would get a refund.
What we studied: We looked at these moments through customer feedback, CRM data, competitor analysis, and service walkthroughs. This helped us identify recurring issues across order tracking, delivery updates, returns, exchanges, refunds, and service recovery.
Connecting Customer Experience with Retail Operations
Mapping what needed to happen behind the scenes
What we mapped: We worked with customer service, online operations, supply teams, store teams, and back-office stakeholders to understand what needed to happen behind the scenes. Through journey mapping and service blueprinting, we connected the customer-facing experience with the policies, systems, fulfilment processes, payment rules, customer communications, and stakeholder responsibilities behind it.
What we recommended: We reviewed return and refund reasons, complaint patterns, payment-related refund rules, and differences between retail and marketplace fulfilment to identify where clearer communication or process changes were needed. The work resulted in a prioritized backlog of issues and proposed solutions for order tracking, easy returns, refunds, and exchanges.
