Post-Purchase UX CK & TH

When I joined PVH, I became part of the My Account team, responsible for key post-purchase and account-related journeys across TH and CK. Customer service teams were overwhelmed with inquiries, especially “Where is my order?” questions. Meanwhile, low Sign In/Sign Up rates prevented users from fully benefiting from account features. Each customer call came at a cost, impacting efficiency, satisfaction, and budget.

Goals

• Increase Sign In and Registration rates

• Empower users through self-service features

• Reduce customer support volume and cost

• Maintain brand consistency and intuitive UX

Approach

1. Improving Sign In & Registration

   
   

To encourage account creation and boost engagement:

• Introduced Social Sign-In (Google, Apple, Facebook), making the process easier and more familiar.

• Result: 40% of new sign-ups came via social in the first week.

• Supported targeted A/B testing to further optimize the funnel, which contributed to a €700K annual revenue increase.

2. Enhancing Post-Purchase Self-Service

   
   

Designed and optimized core post-purchase flows to reduce dependency on Customer Service and empower users:

Track & Trace

Brought real-time package tracking directly onto our platforms. Launched in the Nordics and UK, resulting in a 15–20% drop in “Where is my order?” contacts.

Guest Order Tracking

Enabled non-logged-in users to track their orders using only their order number and postal code, reducing pressure on Customer Service and improving accessibility.

Cancel Order Self-Service

Designed an intuitive cancellation flow that empowered users to cancel orders independently. Within the first 35 days, 1,712 orders were canceled via self-service, resulting in significant operational cost savings.

Returns Registration Flow

Delivered a user-friendly return registration journey informed by research, user testing and analytics. Balanced user needs with complex business constraints.

3. Collaboration & Execution

   
   

• Partnered closely with UX researchers, developers, QA, PMs, and data analysts to ensure strong usability, technical feasibility, and seamless handoff.

• Translated insights from analytics, testing, and user feedback into actionable design improvements.

• Maintained consistency with the visual language of both brands.

Outcome

• 15–20% decrease in “Where is my order?” contacts



• €700K+ in incremental revenue through A/B testing and feature enhancements



• Stronger sign-in funnel and increased user engagement



• Higher user satisfaction and reduced CS volume



• Scalable and brand-consistent experience across locales