ReturnPal
A B2B Productized Service
ReturnPal
A B2B Productized Service
Transforming the product from B2C to a B2B service, unlocking new revenue opportunities by creating a dashboard feature for businesses to gain insight into data-driven analytics
Transforming the product from B2C to a B2B service, unlocking new revenue opportunities by creating a dashboard feature for businesses to gain insight into data-driven analytics
Context
Context
ReturnPal is a startup providing courier services to facilitate the return process for both customers and business owners, making the whole return process stress-free.
They're also committed to corporate social responsibility (CSR) which involves collaboration with businesses and nonprofit organizations to find new life for unwanted goods.
ReturnPal is a startup providing courier services to facilitate the return process for both customers and business owners, making the whole return process stress-free.
They're also committed to corporate social responsibility (CSR) which involves collaboration with businesses and nonprofit organizations to find new life for unwanted goods.
Problem | No Access Point for Businesses
Problem | No Access Point for Businesses
Imagine you are a business owner who wants to partner with ReturnPal to streamline your return process. When you head to their website, you'll find it's designed solely for customers. You search for a signup or partnership section, but nothing...
Imagine you are a business owner who wants to partner with ReturnPal to streamline your return process. When you head to their website, you'll find it's designed solely for customers. You search for a signup or partnership section, but nothing...
Project Overview
Project Overview
Timeline
5 Weeks
Timeline
5 Weeks
Timeline
5 Weeks
Team
3 UX/UI Designers + Startup CEO
Team
3 UX/UI Designers + Startup CEO
Team
3 UX/UI Designers + Startup CEO
Role
Ux Designer/ UX Researcher
Role
Ux Designer/ UX Researcher
Role
Ux Designer/ UX Researcher
Tools
Figma
Tools
Figma
Tools
Figma
Outcome
Currently in development
Outcome
Currently in development
Outcome
Currently in development
↓ Keep Scrolling to See the Design Process ↓
Keep scrolling to see the design process
Research | What Do Businesses Seek in Partnership?
Research | What Do Businesses Seek in Partnership?
Canadian business owners were our target users and due to the challenge of identifying and recruiting target users for in-depth interviews, the team relied heavily on secondary research to establish a strong knowledge base.
Canadian business owners were our target users and due to the challenge of identifying and recruiting target users for in-depth interviews, the team relied heavily on secondary research to establish a strong knowledge base.
Efficiency
Efficiency
Efficiency
Businesses appreciate solutions that offer efficiency.
Businesses appreciate solutions that offer efficiency.
Businesses appreciate solutions that offer efficiency.
Online Presence
Online Presence
Online Presence
Prioritizing a user-friendly website is crucial for credibility and discoverability of a B2B business.
Prioritizing a user-friendly website is crucial for credibility and discoverability of a B2B business.
Prioritizing a user-friendly website is crucial for credibility and discoverability of a B2B business.
Transparency
Transparency
Transparency
Transparency about upholding social responsibility can enhance brand image and attract businesses.
Transparency about upholding social responsibility can enhance brand image and attract businesses.
Transparency about upholding social responsibility can enhance brand image and attract businesses.
Data-driven Decisions
Data-driven Decisions
Creating B2B and CSR Pages + Business Dashboard
Creating B2B and CSR Pages + Business Dashboard
Designing a business dashboard feature
Designing a
business dashboard
Design a dedicated B2B section to clearly communicate partnership opportunities and services
Design a dedicated B2B section to clearly communicate partnership opportunities and services
Design a dedicated B2B section to clearly communicate partnership opportunities and services
Highlighting CSR Initiative on the company website
Highlighting CSR Initiative on the company website
Highlighting CSR Initiative on the company website
Designing a business dashboard
Forming a Solution Path
Forming a Solution Path
To understand how business owners use the platform, we mapped out two main user flows.
To understand how business owners use the platform, we mapped out two main user flows.
Low-Fidelity Exploration
Low-Fidelity Exploration
With these flows as a guide, we sketched ideas that keep things clear and minimal, while also giving the design a unique touch the client wanted.
With these flows as a guide, we sketched ideas that keep things clear and minimal, while also giving the design a unique touch the client wanted.
Bringing Ideas to Life
Bringing Ideas to Life
Since the website’s basic structure and look were already in place, the design team decided to skip wireframing for the B2B pages. Selected sketches were directly transformed into high-fidelity screens, following the client's Style Guide.
Since the website’s basic structure and look were already in place, the design team decided to skip wireframing for the B2B pages. Selected sketches were directly transformed into high-fidelity screens, following the client's Style Guide.
Redesigning the Previous Screen
Redesigning the Previous Screen
While designing the B2B pages, changes were made to the sign-in screen, which initially lacked an entry point for businesses to access their dashboard.
While designing the B2B pages, changes were made to the sign-in screen, which initially lacked an entry point for businesses to access their dashboard.
Putting Designs to the Test…
Putting Designs to the Test…
After creating a prototype, the goal was to validate its ease of navigation for users during specific tasks and identify any potential pain points. The team did two rounds of usability studies, and based on the results, the website's primary purpose was clear to users, and they found the design clear. However, some issues were identified, including:
• Terminology confusion
• Readability
• Discoverability and navigation
After creating a prototype, the goal was to validate its ease of navigation for users during specific tasks and identify any potential pain points. The team did two rounds of usability studies, and based on the results, the website's primary purpose was clear to users, and they found the design clear. However, some issues were identified, including:
• Terminology confusion
• Readability
• Discoverability and navigation
Iteration 1 | Terminology Change
Iteration 1 | Terminology Change
Not Every Business is a "Brand"!
60% of users, identifying as small business owners rather than “brands,” found the “For Brands” tab confusing. As this tab is key for B2B and CSR features, it was renamed “Business Services” for clarity.
Not Every Business is a "Brand"!
60% of users, identifying as small business owners rather than “brands,” found the “For Brands” tab confusing. As this tab is key for B2B and CSR features, it was renamed “Business Services” for clarity.
Iteration 2 | Improving Readability & Accessibility
Iteration 2 | Improving Readability & Accessibility
Although the design met WCAG 2.0 standards, 40% of users felt that some dashboard pages needed better readability, especially when displaying large amounts of data. To improve this, a white background container was added to define the main content area and enhance accessibility
Although the design met WCAG 2.0 standards, 40% of users felt that some dashboard pages needed better readability, especially when displaying large amounts of data. To improve this, a white background container was added to define the main content area and enhance accessibility
Iteration 3 | Improving Discoverability & Navigation
Iteration 3 | Improving Discoverability & Navigation
40% of users struggled to understand how to engage with ReturnPal's CSR services due to:
• Insufficient time spent reading about the CSR project
• Confusion about what CSR entails
40% of users struggled to understand how to engage with ReturnPal's CSR services due to:
• Insufficient time spent reading about the CSR project
• Confusion about what CSR entails
Usability Test Results | 100% success rate in usability enhacement
Usability Test Results | 100% success rate in usability enhacement
A metric was created to measure design success, comparing performance across two rounds of testing. This validated the iterations and ensured that all user pain points were resolved.
A metric was created to measure design success, comparing performance across two rounds of testing. This validated the iterations and ensured that all user pain points were resolved.
Reflection & Takeaways
Reflection & Takeaways
Embracing Challenges: I learnt that the ideal situation may not exist, and sometimes I have to work with the resources at your disposal.
Time Management: Managing my time effectively became especially challenging since the project wrapped up at the end of December, when holiday plans were in full swing. Coordinating everyone’s schedules during this time was difficult, but breaking down tasks and setting clear priorities helped our team stay on track.
Open Communication Fueled Success: One of the most valuable lessons I learned was the power of open communication. Regular check-ins and progress updates built trust, kept us aligned, and made it easier to address uneven contributions within the team.
Embracing Challenges: I learnt that the ideal situation may not exist, and sometimes I have to work with the resources at your disposal.
Time Management: Managing my time effectively became especially challenging since the project wrapped up at the end of December, when holiday plans were in full swing. Coordinating everyone’s schedules during this time was difficult, but breaking down tasks and setting clear priorities helped our team stay on track.
Open Communication Fueled Success: One of the most valuable lessons I learned was the power of open communication. Regular check-ins and progress updates built trust, kept us aligned, and made it easier to address uneven contributions within the team.
Thank You for Reading My Case Study!
Thank You for Reading My Case Study!
Want to work with me? Feel free to contact me!
Email: faranak.vn@gmail.com
LinkedIn: https://www.linkedin.com/in/faranak-vn/
* All illustrations were sourced from Storyset.com and were modified by me
Want to work with me? Feel free to contact me!
Email: faranak.vn@gmail.com
LinkedIn: https://www.linkedin.com/in/faranak-vn/
* All illustrations were sourced from Storyset.com and were modified by me
