Why its important to design every part of the service experience, not just the start

Recently, I had to return an item purchased from the online store of a well-known American fashion brand. Returning the items revealed major flaws in their user experience.

As a service design consultant, I quickly spotted how poorly the returns process had been designed for UK customers. It felt like an afterthought. Multiple friction points created stress for me as a user and likely caused extra work for the business too.

Here is what stood out:

• Limited return options
  The brand directed me to drop off the items at a DHL location in central London or one of their stores. In the UK, most people expect to use the Post Office or a local courier like Evri to return online purchases. By ignoring local norms, they made the process unnecessarily difficult.
• Broken support experience
  I was issued a Case ID, but the email came from a ‘no-reply’ address. There was no way to respond or ask for help, breaking the support experience and leaving me without a clear path to resolution.
  
  
• Complicated refund process
  The retailer requested my international bank account details to issue a refund of the postage cost. I had to contact my bank to request this information. This is a step most UK customers will not be familiar with and one that adds friction.
• Unexpected fees
  When the postage cost refund arrived via international transfer, my bank charged me £5 to receive it. The brand likely also incurred additional costs. Both sides lost out unnecessarily.

Individually, these issues might seem minor. But together, they add up to a frustrating experience for UK customers, increased service costs, and potential reputational damage for the brand.

Why it matters

Poor post-purchase journeys increase support tickets, refund requests, and operational costs. They lead to frustrated customers who are less likely to buy again and more likely to share negative experiences publicly.

Designing only for the purchase journey is not enough. Good service design understands and improves the entire experience, including when things go wrong.

Good service design builds loyalty, protects reputation, and reduces hidden costs.

And when you operate internationally, understanding local customer expectations is critical. Small missteps can snowball into bigger problems across markets.

Recommendations for improving the service experience

Service design is not just about spotting pain points, it is about designing practical improvements. Based on my experience, here are some immediate opportunities to reduce friction for UK customers:

• Expand return options
  Offer returns via the Post Office and local couriers like Evri, aligning with UK customer expectations.
• Enable two-way case communication
  Allow customers to respond directly to case emails, so they can easily provide proof of return and resolve issues without creating extra support tickets.
• Simplify the refund process
  Avoid asking customers for international banking details. Instead, offer domestic refund methods that are familiar and seamless.
• Remove or offset unexpected fees
  Investigate local payment options that prevent customers from being charged for receiving refunds. Consider covering fees if international transfers remain necessary.

Next steps to design a better service experience

Beyond immediate improvements, designing a stronger service journey means stepping back and looking at the full post-purchase experience.

If I were working with this organisation, I would start by mapping the entire journey for UK customers, not just the purchase flow. I would identify pain points like the ones above and support them with qualitative research: interviews (with customers and staff), usability testing, and analysis of customer support data.

From there, I would collaborate closely with the product and CX teams to design solutions that align with local expectations, improve customer satisfaction, and reduce operational costs.

This approach is not about rebuilding everything for every market. It is about properly understanding your users and designing thoughtful services that deliver value both to customers and to the business.