Product design
Gene Agency: E-commerce Hermes
Gene Agency is a Magento and e-commerce specialist focused on optimising online customer experiences. Work included the Hermes Returns redesign, a UX roadmap initiative, and user testing for a global baby-products client.
Gene Agency is a Magento and e-commerce specialist focused on optimising online customer experiences. Work included the Hermes Returns redesign, a UX roadmap initiative, and user testing for a global baby-products client.
Industry
Industry
Product design
E-commerse
Product design
Headquarters
Role
Headquarters
Headquarters
E-commerse
UX consultant
E-commerse
Founded
Project length
Founded
3 months
3 months
Key skills
Key skills
User testing (UserZoom), prototyping, UX roadmapping, competitor analysis
User testing (UserZoom), prototyping, UX roadmapping, competitor analysis
Design Brief
The project centred on creating an efficient, user-friendly returns experience for a Hermes drop-off process. Users needed clear return instructions, a confirmation email, and access to a QR code from the account area. The journey required clarity, minimal friction, and all necessary information for a successful return.
Competitor Analysis
Three return journeys were benchmarked: Amazon, John Lewis, and Harrods. Each item was purchased and returned to measure total steps and identify common UX patterns. Across competitors, a full return journey averaged ten clicks.
UX Review
The existing returns flow was evaluated through a cognitive walkthrough, supported by customer reviews. These insights formed the basis for improvement recommendations.
Design Brief
The project centred on creating an efficient, user-friendly returns experience for a Hermes drop-off process. Users needed clear return instructions, a confirmation email, and access to a QR code from the account area. The journey required clarity, minimal friction, and all necessary information for a successful return.
Competitor Analysis
Three return journeys were benchmarked: Amazon, John Lewis, and Harrods. Each item was purchased and returned to measure total steps and identify common UX patterns. Across competitors, a full return journey averaged ten clicks.
UX Review
The existing returns flow was evaluated through a cognitive walkthrough, supported by customer reviews. These insights formed the basis for improvement recommendations.
Design Brief
The project centred on creating an efficient, user-friendly returns experience for a Hermes drop-off process. Users needed clear return instructions, a confirmation email, and access to a QR code from the account area. The journey required clarity, minimal friction, and all necessary information for a successful return.
Competitor Analysis
Three return journeys were benchmarked: Amazon, John Lewis, and Harrods. Each item was purchased and returned to measure total steps and identify common UX patterns. Across competitors, a full return journey averaged ten clicks.
UX Review
The existing returns flow was evaluated through a cognitive walkthrough, supported by customer reviews. These insights formed the basis for improvement recommendations.
Prototype Preview
Four key account-area screens were redesigned: Orders Summary, Single Order Overview, Return Item, and Return Confirmation. The updates focused on clearer visuals, improved item visibility throughout the process, and enhanced instructional content to guide users step-by-step.
User Testing Overview
User testing was conducted through UserZoom with eight mobile participants in an unmoderated format. Screening ensured the correct demographic. The study covered introductory questions, contextual insights, task-based testing, and final experience feedback.
Tasks included:
Returning a faulty baby bottle as a guest.
Returning an item from the orders page as a signed-in user.
Retrieving a QR code from ‘My Returns’ when at a drop-off location.
These tasks validated usability, clarity of instructions, and the effectiveness of the updated flows.
UX Roadmap
A UX Roadmap presentation was developed to help Gene pitch ongoing UX engagement to its clients. The roadmap aligned user needs, agency planning, and client goals. It ensured designers had time for proper research and testing, improved forecasting and billable work for the agency, and provided clients with a structured approach to maintaining and improving their sites without neglecting any product area.
Prototype Preview
Four key account-area screens were redesigned: Orders Summary, Single Order Overview, Return Item, and Return Confirmation. The updates focused on clearer visuals, improved item visibility throughout the process, and enhanced instructional content to guide users step-by-step.
User Testing Overview
User testing was conducted through UserZoom with eight mobile participants in an unmoderated format. Screening ensured the correct demographic. The study covered introductory questions, contextual insights, task-based testing, and final experience feedback.
Tasks included:
Returning a faulty baby bottle as a guest.
Returning an item from the orders page as a signed-in user.
Retrieving a QR code from ‘My Returns’ when at a drop-off location.
These tasks validated usability, clarity of instructions, and the effectiveness of the updated flows.
UX Roadmap
A UX Roadmap presentation was developed to help Gene pitch ongoing UX engagement to its clients. The roadmap aligned user needs, agency planning, and client goals. It ensured designers had time for proper research and testing, improved forecasting and billable work for the agency, and provided clients with a structured approach to maintaining and improving their sites without neglecting any product area.
