TeePublic Shipping Address Verification UX
TeePublic is a B2C e-commerce DTG marketplace that features user-generated artwork on apparel, accessories, and home goods that customers can purchase.
I researched and designed a custom address validation experience, which resulted in an estimated 5% reduction in lost packages, and a 9% reduction in lost package customer support tickets.
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Company
TeePublic
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Industry
E-Commerce
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Platform
Website
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Project
Feature (2021)
TeePublic’s Customer Service team was frequently replacing lost customer orders orders due to incorrectly entered shipping addresses. Our product team focused on using an address verification service to help correct address errors before order submission.
I was tasked with researching, redesigning, and user testing the Checkout page to incorporate this new customer experience and to reduce business risk as a result of this significant change.
I led the design of this experience by referring to Baymard Institute’s e-commerce address validation research and performing unmoderated user testing with Maze to ensure the new 2-step experience was easy for customers to use.
After design handoff, I worked directly with the engineering team to implement and QA the experience. This included extensive testing of different scenarios with real addresses that caused the most errors.
📊 Project Results & Impact
Overall, this experience change led to fewer lost packages, resulting in happier customers, fewer issued refunds, and a less-stressed support team.
As an added bonus, the new checkout experience improved CVR, which we believe was the result of a more legible address preview section.
5% reduction in lost packages, and 9% reduction in related support tickets, resulting in lower costs.
Zendesk
Overall 1.5% order completion CVR increase for participants in the address validation test group.
Rails Split
Disclaimer: Some specific project metrics are confidential.
