Online return journey map template
A journey map for returning an online purchase, from deciding to send it back to getting the refund. Use it as a retail after-sales model.
- Stages
- 5
- Persona
- Mia, a runner whose order arrived in the wrong size
The journey
- Title
- Returning a pair of trainers bought online
- Goal
- Swap them for the right size without paying again
Stages
| Stage | Feeling | Pain points | Opportunities |
|---|---|---|---|
| Notice | Negative | The size on the label differs from the size ordered | Link the returns page from the delivery email |
| Start return | Negative | Returns sit under Help and need the order number typed in | Add "Return an item" to the order page |
| Choose outcome | Neutral | Stock is only confirmed after the return is received | Reserve the replacement the moment the return is booked |
| Send back | Negative | Only a printed label is offered by default | Offer a QR code for printer-free drop-off |
| Replacement | Positive | No update between drop-off and delivery | Send a message when the return is scanned in |
Questions
Frequently asked questions
What's in the online return journey map template?
5 stages, each with actions, touchpoints, thoughts, pain points, opportunities and a feeling score. The table shows the pain points and opportunities.
Is the content real?
No. It's a fictional example built to show how the parts fit together. Replace every stage with what you've learned from real users.
What happens to my own work when I load it?
Nothing is lost silently. You'll see an Undo for ten seconds after it loads, and the Journey Map asks first if it would replace work you've already written.
Do I need an account?
No. You can build, preview and download without signing in. You only sign in to share a link or save your work.