TikTok Global Award Winner
Awarded TikTok Global Best Project Awards. Boosted NPS & CSAT Significantly.
Awarded TikTok Global Best Project Awards. Boosted NPS & CSAT Significantly.
TikTok Shop Post Purchase Revamp
TikTok Shop Post Purchase Revamp
Context & responsibility
In Q4 2024, I was assigned to revamp the entire Post-Purchase experience (Order, Logistics, and Aftersales) of TikTok Shop Southeast Asia as the Product Design Point of Contact (POC). As the Product Design POC, I lead a team of two other members and primarily focus on fundamental end-to-end projects that involve high risk and require close collaboration with stakeholders.
In Q4 2024, I was assigned to revamp the entire Post-Purchase experience (Order, Logistics, and Aftersales) of TikTok Shop Southeast Asia as the Product Design Point of Contact (POC). As the Product Design POC, I lead a team of two other members and primarily focus on fundamental end-to-end projects that involve high risk and require close collaboration with stakeholders.
Company
TikTok Shop
Release Date
Q1 2025
Role
Product Design POC | Principal
What’s the background behind this project winning the TikTok Global Project Award?
What’s the background behind this project winning the TikTok Global Project Award?
We had no clear direction on how to improve post-purchase and I took the lead to uncover the answer & influence all cross-function stakeholders.
We had no clear direction on how to improve post-purchase and I took the lead to uncover the answer & influence all cross-function stakeholders.
Tight timelines, good planning was the key!
Tight timelines, good planning was the key!
To ensure I delivered the design solution in 2 months, I defined the scope, objectives, and timeline for the entire design process and aligned it with key stakeholders, including the Head of Design, Head of Product, and Product Lead.
To ensure I delivered the design solution in 2 months, I defined the scope, objectives, and timeline for the entire design process and aligned it with key stakeholders, including the Head of Design, Head of Product, and Product Lead.
1
1
Problem Discovery
2
2
Design audit
3
3
Ideation
4
4
Craft Design Concept
5
5
Usability Testing
Problem discovery
Problem discovery
Users tend to think the TikTok Shop Aftersales experience is complex, takes too long time, and is frustrating.
Users tend to think the TikTok Shop Aftersales experience is complex, takes too long time, and is frustrating.
I took the initiative to establish them using a combination of frameworks and aligned everything with all cross-functional stakeholders. Frameworks including affinity diagrams to identify core issues from research, NPS, and CSAT data, as well as competitive analysis. Core users’ pain points:
I took the initiative to establish them using a combination of frameworks and aligned everything with all cross-functional stakeholders. Frameworks including affinity diagrams to identify core issues from research, NPS, and CSAT data, as well as competitive analysis. Core users’ pain points:
Aftersales
Refund details page is not clear enough for users
Refund details page is not clear enough for users
Aftersales & Order
Hard to track users’ aftersales status
Hard to track users’ aftersales status
Aftersales & Order
Hard to find the entry point for initiate aftersales
Hard to find the entry point for initiate aftersales
Aftersales
Seller ask buyer to resolve the problem outside the app
Seller ask buyer to resolve the problem outside the app
Aftersales
The process to request the aftersales is too long & confusing
The process to request the aftersales is too long & confusing
Order
Order page is showing to much information for users
Order page is showing to much information for users
Logistic
Hard to find the logistic entry point to track users’ order
Hard to find the logistic entry point to track users’ order
Aftersales
Lack of evidence from buyers that make long aftersales process
Lack of evidence from buyers that make long aftersales process
Influencing all cross-function stakeholders
Influencing all cross-function stakeholders
I led cross-functional collaboration to align stakeholders, leading to shared ownership, unified requirements, joint FGD sessions, and a clear design strategy.
I led cross-functional collaboration to align stakeholders, leading to shared ownership, unified requirements, joint FGD sessions, and a clear design strategy.
FGD Session across 6 SEA countries
FGD Session across 6 SEA countries
Discussion to define the directions
Discussion to define the directions
The product & design collaboration resulted key experience metrics that we should aim:
The product & design collaboration resulted key experience metrics that we should aim:
NPS
NPS
Increase aftersales NPS/CSAT score. (Based on Q4 2024 OKR).
Increase aftersales NPS/CSAT score. (Based on Q4 2024 OKR).
Cost per Order
Cost per Order
Decrease the cost per order to reach better sustainability.
Decrease the cost per order to reach better sustainability.
Retention
Retention
Improving users’ perception that can drive increase of retention & repurchase rate.
Improving users’ perception that can drive increase of retention & repurchase rate.
Design Audit & Co-Design Session
Design Audit & Co-Design Session
Ensuring we get better understanding and have same vision, I led the co-design audit along with Content Designer, Localization Manager, and Product Manager.
Ensuring we get better understanding and have same vision, I led the co-design audit along with Content Designer, Localization Manager, and Product Manager.
3 points that need to be addressed based on the process above:
3 points that need to be addressed based on the process above:
How might we
How might we
change users’ perception about the complexity?
change users’ perception about the complexity?
How might we
How might we
improve the communication clarity on all touch points?
improve the communication clarity on all touch points?
How might we
How might we
have designs that scalable for further use cases?
have designs that scalable for further use cases?
Design Strategy
Design Strategy
To answer the HMW above, I need to find the design opportunities and test the design concept, that aimed to:
To answer the HMW above, I need to find the design opportunities and test the design concept, that aimed to:
Improve Aftersales request initiation journey by cut the process and show the entry point directly to solve the complexity & reduce user spend time.
Improve Aftersales request initiation journey by cut the process and show the entry point directly to solve the complexity & reduce user spend time.
Improve how we communicate terms, schemes, and action that needed by users. The communication should be contextual and direct.
Improve how we communicate terms, schemes, and action that needed by users. The communication should be contextual and direct.
Define new UI design that is scalable for further use cases & following the latest design system by breakdown all of the business logic first before jump into the design explorations.
Define new UI design that is scalable for further use cases & following the latest design system by breakdown all of the business logic first before jump into the design explorations.
Design principles
Design principles
I initiated a set of Design Principles (based on users’ and business’ needs, goals, motivation, objective, and visions) to be reflected in the solutions, including:
I initiated a set of Design Principles (based on users’ and business’ needs, goals, motivation, objective, and visions) to be reflected in the solutions, including:
Assuring by presenting clear information
Assuring by presenting clear information
Prioritize most important information based on intention
Prioritize most important information based on intention
Give more transparency
Give more transparency
Regardless of the Afrersales result, the experience should deliver it effectively
Regardless of the Afrersales result, the experience should deliver it effectively
Build user trust by guiding users in all aftesales process
Build user trust by guiding users in all aftesales process
Define the design solution with an easy and direct approach with lless friction
Define the design solution with an easy and direct approach with lless friction
Support users to complete the task
Support users to complete the task
Give suggestion, but not blocking
Give suggestion, but not blocking
These design principles will guide us in reaching the goals of this project
These design principles will guide us in reaching the goals of this project
Solution
Solution
Based on the current experience and the problems stated above, I have proposed some solutions to address them:
Based on the current experience and the problems stated above, I have proposed some solutions to address them:
Cut the steps when users fill the aftersales request form
Cut the steps when users fill the aftersales request form
Old Experience
Old Experience
In the current version, users need to complete 8–9 steps to request aftersales. This feels frustrating to them, and they often perceive the process as too long.
In the current version, users need to complete 8–9 steps to request aftersales. This feels frustrating to them, and they often perceive the process as too long.
New Experience
New Experience
In this new solution, I removed unnecessary information, reduced the flow to just 3 steps, and consolidated everything users need to review into a single page because:
In this new solution, I removed unnecessary information, reduced the flow to just 3 steps, and consolidated everything users need to review into a single page because:
Old design was based on US users’ behaviors, not suitable for SEA market who tend to:
Old design was based on US users’ behaviors, not suitable for SEA market who tend to:
Skip information when there's too much text
Find one action per page/step overwhelming, they prefer a more straightforward experience
Skip information when there's too much text
Find one action per page/step overwhelming, they prefer a more straightforward experience
Interactions is repetitive. Users need to click next, again and again. This interaction make the users confused and frustrated
Interactions is repetitive. Users need to click next, again and again. This interaction make the users confused and frustrated
Reflected from the user research findings.
Reflected from the user research findings.
Optimize the order list to support aftersales initiation
Optimize the order list to support aftersales initiation
Old Experience
Old Experience
There’s no information that identify aftersales status on order list.
There’s no information that identify aftersales status on order list.
New Experience
New Experience
After delivery, users typically want to review or request a return/refund. We show the review first to guide behavior, while still offering easy access to return/refund options.
After delivery, users typically want to review or request a return/refund. We show the review first to guide behavior, while still offering easy access to return/refund options.
Suggest best method for users to reduce click & cognitive load
Suggest best method for users to reduce click & cognitive load
Old Experience
Old Experience
Users need to select solution, return method, and refund method manually, even though there is only one option.
Users need to select solution, return method, and refund method manually, even though there is only one option.
New Experience
New Experience
The system pre-fills data with personalized suggestions for each selection, so users only need to enter a message and upload images. This approach aims to reduce the perception that the aftersales request process is lengthy and complex.
The system pre-fills data with personalized suggestions for each selection, so users only need to enter a message and upload images. This approach aims to reduce the perception that the aftersales request process is lengthy and complex.
Reorganize aftersales detail page
Reorganize aftersales detail page
Old Experience
Old Experience
The information was too much for the users & not clear enough for the users.
The information was too much for the users & not clear enough for the users.
New Experience
New Experience
As mentioned earlier, Southeast Asian users don't respond well to text-heavy and descriptive approaches. Based on this insight, I reorganized the information architecture to ensure a more straightforward flow, prioritizing content from most to least important.
As mentioned earlier, Southeast Asian users don't respond well to text-heavy and descriptive approaches. Based on this insight, I reorganized the information architecture to ensure a more straightforward flow, prioritizing content from most to least important.
Optimize aftersales status communication
Optimize aftersales status communication
Old Experience
Old Experience
Status communication in the current version is not clear enough. Users have to read carefully, and the messaging is inconsistent.
Status communication in the current version is not clear enough. Users have to read carefully, and the messaging is inconsistent.
New Experience
New Experience
Users often feel frustrated when reaching this page, which makes it hard to process information. I simplified the status communication to help them quickly understand the status and required actions.
Users often feel frustrated when reaching this page, which makes it hard to process information. I simplified the status communication to help them quickly understand the status and required actions.
Make the action on aftersales detail page easy to find & to reach
Make the action on aftersales detail page easy to find & to reach
To ensure users can access information easily, the page must be reachable with their thumb. This ease of use reduces the effort required to take action.
To ensure users can access information easily, the page must be reachable with their thumb. This ease of use reduces the effort required to take action.
Usability Testing
Usability Testing
From the usability testing I led in Indonesia, Thailand, and Malaysia(Biggest market), we learned that the new design concept scored higher than the current online version.
From the usability testing I led in Indonesia, Thailand, and Malaysia(Biggest market), we learned that the new design concept scored higher than the current online version.
Most of our initial assumptions used to define the solution were validated—only minor improvements were needed. Key insights include:
Most of our initial assumptions used to define the solution were validated—only minor improvements were needed. Key insights include:
Simpler
Simpler
In the new design, all of the information can be seen and can be edited on one single page. Different with the online version that has too many steps to submit the request.
In the new design, all of the information can be seen and can be edited on one single page. Different with the online version that has too many steps to submit the request.
It’s easier to find the entry point to initiate Aftersales, compared to online versions.
It’s easier to find the entry point to initiate Aftersales, compared to online versions.
For users, finding the entry point to initiate is crucial. Improving this will also enhance the perception of TikTok Shop Aftersales.
For users, finding the entry point to initiate is crucial. Improving this will also enhance the perception of TikTok Shop Aftersales.
Have fewer clicks from the prefilled return & refund method
Have fewer clicks from the prefilled return & refund method
In the online version, participants need to click the selection & next button on every step.
In the online version, participants need to click the selection & next button on every step.
Even though perceived as more simple & have fewer clicks, the new design still lacks clarity compared to the online version.
Even though perceived as more simple & have fewer clicks, the new design still lacks clarity compared to the online version.
Participants still think that's the important things (Such as SLA & refund method information) that need to be improved from the new design.
Participants still think that's the important things (Such as SLA & refund method information) that need to be improved from the new design.
In addition, we also captured users’ emotions while they interacted with our design concept, aiming to iterate based on the emotional responses observed.
In addition, we also captured users’ emotions while they interacted with our design concept, aiming to iterate based on the emotional responses observed.
Result
Result
We successfully identified the opportunities to work on in Q1 2025. We now understand what needs to be done and how users behave when interacting with the post-purchase feature. Key result:
We successfully identified the opportunities to work on in Q1 2025. We now understand what needs to be done and how users behave when interacting with the post-purchase feature. Key result:
50+
50+
Users’ Pain Points and Opportunities Captured
Users’ Pain Points and Opportunities Captured
14
14
New projects opportunities for Q1 initiated with this project as baseline
New projects opportunities for Q1 initiated with this project as baseline
5
5
Collaborative research and brainstorming session across stakeholders
Collaborative research and brainstorming session across stakeholders
All insights from usability testing and the latest design iteration will serve as key references for stakeholders in defining the 14 projects/PRDs planned for Q1 2025.
All insights from usability testing and the latest design iteration will serve as key references for stakeholders in defining the 14 projects/PRDs planned for Q1 2025.
My responsibilities don’t end there. As the Design POC, I ensure all 14 projects are delivered with a seamless, delightful experience—free of blockers or issues.
My responsibilities don’t end there. As the Design POC, I ensure all 14 projects are delivered with a seamless, delightful experience—free of blockers or issues.
To support this, I led design syncs with Product and Tech Managers, delegated projects to the team, and stayed hands-on with key initiatives, including:
To support this, I led design syncs with Product and Tech Managers, delegated projects to the team, and stayed hands-on with key initiatives, including:
Aftersales Initiation Entry Point
Aftersales Initiation Entry Point
Pain points
Pain points
Hard to find entry point to initiate aftersales from order list & order detail page, reflected from current CTR and users’ voice from NPS, qualitative, quantitative data, also Usability Testing that we conducted previously.
Hard to find entry point to initiate aftersales from order list & order detail page, reflected from current CTR and users’ voice from NPS, qualitative, quantitative data, also Usability Testing that we conducted previously.
Solution
Solution
Reorganize the order list and order detail pages based on order status, ensuring all actions—not just aftersales—align with user intentions.
Reorganize the order list and order detail pages based on order status, ensuring all actions—not just aftersales—align with user intentions.
Result
Result
Users can now easily find the entry point and request aftersales, as shown by a +~9% increase in CTR for return and refund initiation, and a +~4% increase for refund-only initiation.
Users can now easily find the entry point and request aftersales, as shown by a +~9% increase in CTR for return and refund initiation, and a +~4% increase for refund-only initiation.
New aftersales entry point
+~9%
+~9%
Return & refund initiation
Return & refund initiation
+~4%
+~4%
Refund only initiation
Refund only initiation
Simplified aftersales request flow
Simplified aftersales request flow
Pain points
Pain points
Users perceive the aftersales request process and flow as too long and complex, due to the current experience requiring them to repeat actions.
Users perceive the aftersales request process and flow as too long and complex, due to the current experience requiring them to repeat actions.
Solution
Solution
Change the approach from a “step-by-step” flow to a “single-page” layout, as SEA users tend to skim through one page rather than follow a guided process.
Use a prefilled approach for some data, so users don’t need to input everything manually.
Restructure the information flow to align with business needs while maintaining good usability and readability for users.
Change the approach from a “step-by-step” flow to a “single-page” layout, as SEA users tend to skim through one page rather than follow a guided process.
Use a prefilled approach for some data, so users don’t need to input everything manually.
Restructure the information flow to align with business needs while maintaining good usability and readability for users.
Result
Result
There was a significant improvement in CPO (Cost Per Order), indicating that the new flow supports the company's goal of increased profitability by reducing the need for customer service support. Additionally, the time spent on the aftersales request process decreased significantly & request success rate the increased significantly, meaning users can understand the information more quickly and clearly.
There was a significant improvement in CPO (Cost Per Order), indicating that the new flow supports the company's goal of increased profitability by reducing the need for customer service support. Additionally, the time spent on the aftersales request process decreased significantly & request success rate the increased significantly, meaning users can understand the information more quickly and clearly.
Prefilled by sytem
Prefilled by sytem
+~60%
+~60%
Aftersales request submission successs rate
Aftersales request submission successs rate
+3%
+3%
Net Promotor Score
Net Promotor Score
-~9%
-~9%
On aftersales request duration
On aftersales request duration
-~6%
-~6%
Return Cost Per Order
Return Cost Per Order
Optimize return method selection
Optimize return method selection
Pain points
Pain points
Currently, 25% of users select a return method, but their requests are later disapproved by sellers for various reasons. This flow is inefficient and unnecessary for users.
Currently, 25% of users select a return method, but their requests are later disapproved by sellers for various reasons. This flow is inefficient and unnecessary for users.
Solution
Solution
Move the return method selection flow to after the seller approves the request, and make it more efficient by using a prefilled data approach.
Move the return method selection flow to after the seller approves the request, and make it more efficient by using a prefilled data approach.
Result
Result
By moving the return method selection to after the seller approves the request, we saw a ~25% increase in return success rate and a +4% increase in overall request success rate.
By moving the return method selection to after the seller approves the request, we saw a ~25% increase in return success rate and a +4% increase in overall request success rate.
Aftersales detail page
Before select return method
Aftersales detail page
Before select return method
Aftersales detail page
After select return method
Aftersales detail page
After select return method
Confirm return details
Vary based on the selected method
Confirm return details
Vary based on the selected method
User can select return method once seller approves their request to reduce unnecessary step for users.
Users can confirm return details with a single click, as the system is pre-filled with personalized suggestions.
Pickup
Pickup
Drop off
Drop off
Self arrange
Self arrange
+~25%
+~25%
Return success rate
Return success rate
+4%
+4%
Overall Aftersales request success rate.
Overall Aftersales request success rate.
Enable change return method after selection
Enable change return method after selection
Pain points
Pain points
Users can't change the return method once it's selected, which has led to an increased load on Customer Support(Increased CPO too) due to users requesting changes to their return method.
Users can't change the return method once it's selected, which has led to an increased load on Customer Support(Increased CPO too) due to users requesting changes to their return method.
Solution
Solution
Initiate change return method function on aftersales detail page, so users can change it if they have any problem with the previous return method.
Initiate change return method function on aftersales detail page, so users can change it if they have any problem with the previous return method.
Result
Result
Users get more flexible and convenient experience, because they can modify their request without canceling or raise it to customer service reflected to significant increase of return success rate by +7% and initiation rate that increased by +2%.
Users get more flexible and convenient experience, because they can modify their request without canceling or raise it to customer service reflected to significant increase of return success rate by +7% and initiation rate that increased by +2%.
Aftersales detail page
Before change method
Aftersales detail page
Before change method
Aftersales detail page
After change method
Aftersales detail page
After change method
Change method sheet
Current return method
Change method sheet
Current return method
Change method sheet
New return method
Change method sheet
New return method
To manage costs for our business team, we limit the return function and communicate this directly to users.
Users can directly read all information on a single sheet, following the previously defined principle.
+7%
+7%
Return success rate
Return success rate
+2%
+2%
Initiation rate
Initiation rate
Special Award
Special Award
In addition to delivering significant business impact, the initiatives I led were awarded 1st place in TikTok’s Global Best Project Award, due to a notable improvement in NPS & CSAT.
In addition to delivering significant business impact, the initiatives I led were awarded 1st place in TikTok’s Global Best Project Award, due to a notable improvement in NPS & CSAT.
+5%
+5%
Increase of Aftersales NPS and close the gap with competitors
Increase of Aftersales NPS and close the gap with competitors
-1.8
-1.8
Reduced & close the gap with our biggest competitors
Reduced & close the gap with our biggest competitors
102%
102%
CSAT target achievement rate
(Target 88& → Actual 91%)
CSAT target achievement rate
(Target 88& → Actual 91%)
Conclusion & learning
Conclusion & learning
We successfully achieved our goals by meeting user needs and supporting the business in reaching its objectives.
We successfully achieved our goals by meeting user needs and supporting the business in reaching its objectives.
Along the way, I also identified areas for improvement to refine further iterations.
Along the way, I also identified areas for improvement to refine further iterations.
Design by heart
Design by heart
Don’t forget the users. As designers, we should understand their behavior, needs, and pain points. This is the mindset I need to carry forward in the future even it’s tight timeline project.
Don’t forget the users. As designers, we should understand their behavior, needs, and pain points. This is the mindset I need to carry forward in the future even it’s tight timeline project.
Collaborative, not siloed
Collaborative, not siloed
We can't complete the project on our own—we need other stakeholders to help find the best solution for our users and share the same vision. As the Product Design POC, I took the initiative to involve them in the process, and it proved to be the right decision.
We can't complete the project on our own—we need other stakeholders to help find the best solution for our users and share the same vision. As the Product Design POC, I took the initiative to involve them in the process, and it proved to be the right decision.
High risk, but calculated
High risk, but calculated
It's okay to make high-risk decisions, but it's crucial to assess and communicate the risks to all stakeholders so they can prepare mitigation plans. I also emphasized this to my team—we need this mindset to move forward.
It's okay to make high-risk decisions, but it's crucial to assess and communicate the risks to all stakeholders so they can prepare mitigation plans. I also emphasized this to my team—we need this mindset to move forward.