WISMO Discovery — Background, Findings & Insights
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Tesco is the UK's largest grocery retailer — serving over 27 million customer transactions per week through more than 3,800 stores and one of the world's largest grocery ecommerce operations.
Beyond food retail, Tesco has diversified into banking, mobile, and digital services, cementing its position as one of the world's most recognised consumer brands. In recent years, the company has invested heavily in digital transformation — with a strong focus on its ecommerce platforms and the experience customers have managing their orders, deliveries, and post-purchase journeys online. The refunds and returns experience sat at the heart of that: a high-volume, high-stakes touchpoint where poor transparency was generating avoidable service contacts and eroding customer trust at the moment it mattered most.
Embedded Product Designer within Tesco's ecommerce team — owning the end-to-end design of the refunds and returns experience from discovery through to post-launch measurement.
At Tesco's scale, WISMO — "Where Is My Order" — was a significant operational cost driver. Customers couldn't track delivery or refund status, so they called. Surveys and feedback confirmed that uncertainty around order and refund progress was the primary trigger for avoidable CS contact, not product or policy issues.
The opportunity was clear: give customers real-time visibility into their refund and return status — removing the uncertainty that sent them to the phone — and let them manage the whole journey themselves, on any device, inside their account.
Embedded within Tesco's ecommerce team, I mapped the existing journeys to find the pain points in tracking and status visibility, then designed responsive web flows for initiating, monitoring, and completing requests.
Working across product, engineering, and customer service, I validated the designs through usability testing and iterative prototyping — then measured outcomes against business metrics.
A structured Discover → Define → Design → Deliver process — with feedback loops at every stage to keep user insight, business goals, and engineering feasibility aligned.
A complete self-service refunds and returns platform — from initiation flows and real-time status tracking through to returns management and performance dashboards.
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.