Leading the customer experience workstream for Apparel Co’s online returns transformation, I helped redefine returns as a customer behavior and experience challenge rather than a reverse logistics problem. Combining behavioral research, journey mapping, and service design, I identified the key moments driving return decisions and uncovered opportunities to influence customer behavior before, during, and after purchase.

I led the development of an end-to-end returns strategy spanning purchase confidence, sizing and fit, returns experiences, and circularity propositions. By aligning customer needs with commercial and sustainability objectives, the work created a shared vision for how returns could become a source of value rather than cost.

The resulting strategy identified a 3 percentage-point gross margin opportunity and accelerated initiatives including the launch of a pre-loved resale program and improvements across the online customer journey.