MRINMOYEE GHOSE
One of the first projects I got to own and immediately get my hands on was Customer Profile Deletion on Aritzia.com.This feature is currently live on Aritizia.com.
JOB STORY
When shoppers have decided to depart from Aritzia, they want an easy way to delete their profile so that they don’t have to reach out to customer service.
WHY
Profile deletion requests are increasing as Aritzia's business grows and clients become more aware of stricter Privacy Laws in Canada, the US, and Internationally This process is a direct hit to our operating costs.
The cost of continual resource utilization on such low-value tasks will directly impact future
initiative delivery. M&C will need to consider this manual task when estimating future work/projects. This is not smart spending for the M&C Tech team.
Since 2019, it is estimated that the cost of this process to be ~$409,000, with where majority of this cost being realized in the current years (2022/2023), estimated to be ~$249,000, 64%. To accommodate the high-demand deletion request, M&C Tech will likely require additional resources to satisfy the deletion SLA, adding $$ to their operational cost.
It is estimated that the team will need a full-time resource for 2.5 months in 2022, and 4.2 months in 2023 to accommodate the request. This proves the inefficiency of the process and the time required to complete it.
CURRENT STATE
Customers must reach out to customer support in order to delete their Aritzia account manually.
DESIGN CRITERIA
Automate profile deletion and build a 'Delete My Profile' button in Salesforce Commerce Cloud (SFCC) to empower either our Clients or Concierge to perform the deletions themselves.
Acceptance Criteria:
- Design a mechanism for the customer to delete their account
Ie. Button on My Account or on Privacy Terms
- Log the customer out when the process is finalized
CUSTOMER TASK FLOW
ARITZIA PREVIOUS PROFILE PAGE
COMPETITORS
I looked at multiple e-commerce competitors to see how they performed customer deletion.
DESIGN ITERATIONS
After collaborating with the legal team to inform the design of the feature. We wanted to consider a user-friendly way to allow customers to delete their profiles but also provide enough friction so that people don't delete their profiles on accident.
I ended up with a simple flow with a modal which was approved due to its efficiency and urgency of the project.
Click here for a mobile prototype
