How would you improve the returns and exchange experience on the AJIO app?

Introduction

Returns and exchanges are part of every fashion purchase on AJIO. Customers decide to buy partly because they know they can send an item back, and AJIO's ability to process those returns quickly, refund fast and offer an easy exchange decides whether they buy again. But returns are also one of the largest costs in fashion e-commerce: reverse pickups, quality checks, repackaging and the stock being out of sale while it travels.

The question asks how to improve the exchange and returns experience on the AJIO app. I'll clarify the problem, segment users, map the post-purchase journey, generate solutions, prioritise them and define metrics.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, what share of AJIO orders are returned today, and how does that split between returns for refund and exchanges for a different size?

• Hypothetical answer: Roughly a quarter of apparel orders are returned; only about 15% of those become exchanges.
• Impact: Converting returns into exchanges is a big lever because it keeps the sale.

• Considering user behaviour, where do customers complain most: initiating the return, waiting for pickup, or waiting for the refund?

• Hypothetical answer: Pickup reschedules and refund delays for COD orders drive most complaints.
• Impact: We'll look closely at pickup reliability and COD refunds.

• Examining external factors, are there category or seller policies we cannot change, for example non-returnable innerwear?

• Hypothetical answer: Yes; policies are set per category and brand.
• Impact: Improvements must work inside those rules and explain them better.

• Thinking about company alignment, what is the priority: customer satisfaction or reducing reverse-logistics cost?

• Hypothetical answer: Both, but with a near-term target to cut cost per return.
• Impact: Solutions that keep the sale (exchange) or avoid a pickup score highest.