Bellacor Order Communication
Role: UI/UX Designer
Company: Bellacor
Year: 2017
Bellacor is an online retailer known for its extensive selection of lighting, home decor, and furniture. With an impressive inventory boasting over 200,000 choices, Bellacor caters to diverse tastes and customer needs. By embracing a customer-first philosophy, Bellacor prioritizes personalized service and implementing best practices in user experience, to ensure an exceptional shopping experience.
The Challenge
According to previous user research, we found significant challenges in the customer communication process. Customers were expressing frustration with unclear, inconsistent, and impersonal email communications, with particular challenges regarding order status updates. As the sole designer I led the UI/UX portion of the project to improve Bellacor's order communication system.
Previous order confirmation page
Previous order confirmation email
Approach
I worked closely with the marketing and development teams to ensure a holistic approach to the redesign. The project involved redesigning both the email templates and the order confirmation web page to create a seamless and consistent user experience. The process was divided into several key phases:
Research and Analysis
As a team we reviewed the external research team’s documentation and analysis of customer feedback, existing email communications, and current user journeys to identify pain points and areas for improvement. This included reviewing customer complaints, analyzing open and click-through rates of existing emails, and assessing competitor practices.Design
Based on the insights gathered, I designed desktop and mobile email templates and web pages to address the identified deficiencies. This involved simplifying and streamlining the design to improve clarity and readability, as well as incorporating Bellacor's brand voice and aesthetic.Feedback & Revision
Throughout the design process, I partnered with the marketing and development teams to gather feedback, ensure alignment with business goals and technical requirements. Regular reviews were established to iterate on designs and address any concerns or constraints.Implementation and Testing
Once the designs were finalized, they were handed off to Bellacor’s development team. Testing was conducted to ensure compatibility across devices and platforms, as well as to verify the accuracy and effectiveness of the communication triggers and messages.
Deliverables
Order confirmation web page
Redesigned the post-purchase web page to provide customers with a clear confirmation of their order and express gratitude for their purchase. The page also included links to helpful resources and customer support contacts.
Order confirmation email
The order confirmation email provides customers with essential details such as order number, itemized list of purchased products, and estimated arrival date. The email was designed to reflect Bellacor's brand identity and establish trust and professionalism.
Shipment confirmation email
Iconography at the top of the email was used to highlight the status of a customer's order. The email includes tracking information, expected delivery date and links to track the package's progress. Calls to action were included to encourage customers to reach out with any questions or concerns.
Order changes email
Notification emails inform customers of any changes or updates to their order, such as delays or item substitutions. The email was designed to convey transparency and reassurance while providing clear instructions on how to proceed.
Back in stock email
This email alerts customers when a previously out-of-stock item becomes available again. It includes a direct link to the product page for easy purchasing and emphasizes the exclusivity and desirability of the item.
Conclusion
By prioritizing user experience and brand cohesion, Bellacor successfully transformed its order communication process to better meet customer needs and expectations. The new order communication system resulted in a significant improvement in the overall customer experience at Bellacor. Customer feedback indicated a higher level of satisfaction with the clarity, professionalism, and timeliness of communications. The collaborative effort between design, marketing, and development teams ensured a comprehensive and effective solution that enhanced customer trust and loyalty while reinforcing Bellacor's position as a premier destination for high-end home furnishings.