AE Returns Flow Redesign

Transformed American Eagle's hidden store-only return process into a fully digital experience. Designed end-to-end flow enabling users to initiate returns, choose fulfillment method, and track refunds directly in-app — reducing support tickets while improving customer satisfaction.

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CLIENT

American Eagle (concept project)

PROJECT DURATION

2025

SERVICE AND OFFER

Mobile App Design

UI/UX Design

Post-Purchase Experience

E-Commerce

PROBLEM

The American Eagle app lacked any digital returns flow, forcing users to dig through help pages and visit stores, so I redesigned the experience with a dedicated “My Returns” section that enables in-app return requests, method selection, and real-time refund tracking.

SOLUTION

I introduced a dedicated “My Returns” section accessible from the account menu, allowing users to initiate returns directly from order details, select items, choose between in-store or pickup options, and track refunds in real time. This streamlined, self-service flow replaces hidden help pages and manual store visits, improving user experience and reducing support dependency.

VALUE DELIVERED

• Frictionless returns: Users can now start and complete returns directly in the app.
• Transparency: Real-time refund tracking builds trust and clarity.
• Time saved: Streamlined flow reduces steps and user effort.
• Lower support load: Fewer return-related inquiries for support teams.
• Business impact: Improved satisfaction, loyalty, and competitiveness.

IN-APP RETURN SYSTEM

To address the lack of a digital return process, I created a streamlined in-app journey that lets users initiate and complete returns directly from their order history.
Instead of sending users to help pages or customer support, the new flow guides them step-by-step through a clear and transparent process.

Two return methods: Users can choose between free in-store returns or paid pickup for added convenience.
Refund clarity: A live refund summary shows exact amounts, deductions, and timelines before confirmation.
Guided interaction: Each stage — from item selection to refund tracking — is clearly structured to minimize confusion.
Integrated access: The flow is seamlessly embedded within the existing account and order ecosystem.

This approach transforms returns from a disconnected support task into an intuitive part of the shopping experience, reinforcing trust and convenience at every step.

To address the lack of a digital return process, I created a streamlined in-app journey that lets users initiate and complete returns directly from their order history.
Instead of sending users to help pages or customer support, the new flow guides them step-by-step through a clear and transparent process.

Two return methods: Users can choose between free in-store returns or paid pickup for added convenience.
Refund clarity: A live refund summary shows exact amounts, deductions, and timelines before confirmation.
Guided interaction: Each stage — from item selection to refund tracking — is clearly structured to minimize confusion.
Integrated access: The flow is seamlessly embedded within the existing account and order ecosystem.

This approach transforms returns from a disconnected support task into an intuitive part of the shopping experience, reinforcing trust and convenience at every step.

SUMMARY / DESIGN IMPACT

The redesigned return experience eliminates one of the most common sources of frustration in e-commerce — unclear and inconvenient return processes. By transforming returns into a simple, guided, and fully digital flow, American Eagle can now offer users the same ease and clarity they experience while shopping.

A poor return system doesn’t just create friction — it erodes trust and loyalty. When users can’t find how to return an item or face delays in refunds, they’re far less likely to purchase again. This redesign directly addresses that risk by introducing transparency, choice, and control at every step.

For the business, this means fewer support requests, faster resolution times, and stronger repeat purchase behavior. By improving post-purchase confidence, American Eagle strengthens its relationship with customers and positions itself as a modern, user-first retail brand.

The redesigned return experience eliminates one of the most common sources of frustration in e-commerce — unclear and inconvenient return processes. By transforming returns into a simple, guided, and fully digital flow, American Eagle can now offer users the same ease and clarity they experience while shopping.

A poor return system doesn’t just create friction — it erodes trust and loyalty. When users can’t find how to return an item or face delays in refunds, they’re far less likely to purchase again. This redesign directly addresses that risk by introducing transparency, choice, and control at every step.

For the business, this means fewer support requests, faster resolution times, and stronger repeat purchase behavior. By improving post-purchase confidence, American Eagle strengthens its relationship with customers and positions itself as a modern, user-first retail brand.

AE Returns Flow Redesign

AE Returns Flow Redesign

Two return methods: Users can choose between free in-store returns or paid pickup for added convenience.

Refund clarity: A live refund summary shows exact amounts, deductions, and timelines before confirmation.

Guided interaction: Each stage — from item selection to refund tracking — is clearly structured to minimize confusion.

Integrated access: The flow is seamlessly embedded within the existing account and order ecosystem.

This approach transforms returns from a disconnected support task into an intuitive part of the shopping experience, reinforcing trust and convenience at every step.

For the business, this means fewer support requests, faster resolution times, and stronger repeat purchase behavior. By improving post-purchase confidence, American Eagle strengthens its relationship with customers and positions itself as a modern, user-first retail brand.