At Central Retail Digital, the technology arm of Central Retail — one of Thailand’s largest retail groups, with businesses across department stores, food, home, and e-commerce — I led a three-person Service Design team working with Central’s department store, food, and home business units to improve end-to-end retail and online customer journeys.
Central was strengthening its omnichannel value proposition: making shopping more convenient, connected, and reliable across online and offline channels. While other teams focused on browsing, personalization, and checkout, we focused on what happens after purchase — order fulfilment, delivery, tracking, returns, exchanges, and refunds.
These journeys mattered because they shaped whether customers trusted the promise of easy, seamless shopping. The challenge was to make the online post-purchase experience feel as clear and supportive as shopping in-store, while accounting for the operational complexity behind fulfilment, inventory, payments, policies, and delivery.
Post-Purchase Journey Mapping
We mapped end-to-end post-purchase journeys across digital and physical channels, including fulfilment, delivery, tracking, returns, exchanges, and refunds.
We triangulated customer feedback, CRM data, competitor analysis, and service walkthroughs to identify where customer expectations, UX flows, policy communication, store operations, customer service, and back-office processes were not aligned.
Returns, Refunds & Service Recovery
We worked on returns, refunds, and exchange journeys where customers needed clearer guidance on eligibility, next steps, refund timelines, and support channels.
The work included reviewing return and refund reasons, customer communications, complaint patterns, payment-related refund rules, and differences between retail and marketplace fulfilment. This helped identify where clearer UX writing, policy communication, and process alignment could reduce confusion for customers and staff.
Omnichannel Service Blueprinting
We co-created service blueprints with frontliners, customer service, online operations, supply teams, and back-office stakeholders to connect the customer-facing journey with the operations behind it.
A senior service designer on my team helped translate complex journeys, policies, and backstage processes into clear visual materials that made the issues easier for stakeholders to understand and act on.
The work resulted in a prioritized backlog of issues and proposed solutions for order tracking, easy returns, refunds, and exchanges — helping teams define clearer improvement priorities for future omnichannel integration.
