A survey I conducted revealed some major flaws with a previous iteration of ShopRunner.com. Many of them were well-known to my team and were flaws in the code itself. There were major fixes in the work so that the visual refresh would match changes under the hood.

But what surprised me to learn was that users were struggling to understand how the order and return tracking process works. Some changes to the information architecture—the layout and emphasis of elements on the screen—could help that.