UX · iOS + Web Design
Nuuly Feedback Collection
Making the process easy, efficient, and discoverable
Role UX Designer
Team ‍

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Overview
At Nuuly, garment condition is a leading cause of customer dissatisfaction and churn. The original damage reporting process was inefficient and unstructured, creating challenges for both customers and Customer Service (CS) associates.
To improve the experience, we created a new on-site damage reporting flow with four launch points, enabling customers to easily report issues at any point in their journey.
Problem Discovery + Definition
The current approach was inefficient and burdensome to CS
Today, users can only report the category, severity, and location of a damage using a single text field. This unstructured data makes it hard to generate actionable reports, burdening CS and increasing the risk of missed issues.
Exploring competitor help flows to find common patterns
Through competitor research we found that
Define
The need for an optimized feedback collection process
The challenge
Without an efficient and structured feedback collection process, recurring product issues can go unresolved, leaving customers feeling unheard. How might we optimize the damage reporting process to reduce missed issues while ensuring customers feel supported?
north star Design principles:
Discoverable: Introduce multiple launch points to reduce unresolved issues
Quick & Easy: Process should feel quick and effortless to prevent user drop off
Avoid Negative Implications: Avoid implying that damages/issues are common
final solution
A dynamic damage reporting flow that empowers users to report issues without CS involvement. Powered by an LLM that automatically resolves low-severity issues.
Click one to learn more about the process!
1. New Damage Flow
2. Initiating the flow from Box
3. Initiating the flow from Rental History
1. New Damage Flow
To guide the design process, I created a task flow outlining the key information to collect from users.
exploration
How might we make selecting the damage location intuitive and effortless?
To identify the approximate area of the damage, we needed to ask users a series of location-specific questions—while ensuring the options were intuitive and not overwhelming with excessive choices. We explored two different directions:
version 1
Text Selectors
version 2
Body Selectors
✅
Clearly labeled choices = easy selection
❌
No visual aid & slightly longer flow
✅
Offers visual aid & combines last 2 questions
❌
Broad selections & labels can't fit due to size
⚠️ Constraint: Location Selectors Can't Be Garment-Specific
We discovered that location selectors couldn’t be dynamic or specific to garment type. This made Version 2 problematic, as users might be confused by a full-body selector when reporting damage on an item like a top. As a result, we opted for Version 1, which uses simple, universal language to describe location.
Further optimizations
Added a visual aid to "left or right" selectors
No next buttons = quick + easy selection
Dynamic location questions
final solution
A dynamic form that leverages AI to reduce CS interaction
To make reporting damage quick and easy, we designed the flow to be dynamic, only showing subsequent questions if they're relevant to the user’s previous responses. (Ex: if a user selects their damage is "All Over," the flow skips to image upload).
2. Initiating the Damage Flow from Box
A user’s “Box” is a personalized space that tracks the clothing items they’ve rented for the month. Since it has a lot of foot traffic and isn't an operational space, we want to take a softer approach.
exploration
How might we make the damage flow link easily discoverable without negative implications?
While we explored various link placements such as between the product tiles or at the bottom, we concluded the link should still be easily discoverable at the top. Instead, we decided to use softer copy and in-box content slide for a subtle approach
Final solution
Utilizing softer language and an in-box content slide for a subtle approach
We made the link to the damage flow easily discoverable at the top, but used gentler language like "questions" instead of "issues" to avoid negative implications
In-box content slide doubles as an educational opportunity for new users
When the user selects "Get Answers", they'll be pushed to an in-box content slide that addresses common questions that a new customer might have at this time in their rental cycle
Easily accessible but not front & center
Content slide is capped with a clear link to "Report an issue", making reporting damage easy
3. Initiating the Damage Flow from Rental History
Clear & direct "Report an Issue" link
A user's Rental History is an operational space, so unlike in Box, we wanted to be more direct with the language and display the link upfront
Introducing Rental History's new roommate: the "Issue Reported" indicator 🏡
As an operational space, Rental History was the ideal home for the Issue Reported indicator. The indicator temporarily disables the review and buy options but reverts to the original state once the issue is automatically resolved.
Conclusion
Project Takeaways
With its various access points and need for creative problem-solving, this project was equally challenging and rewarding. I learned a lot about data mapping and quality control, and it was particularly exciting to work on a project incorporating AI/ an LLM. As my last project at Nuuly, this project taught me so much and I was happy to go out with a bang 💥
Team work makes the dream work! 🌟
Simplicity is about reducing complexity, not quantity of steps
Allow enough time before handoff to accommodate for potential changes or adjustments
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