store purchase history

The online order history launched a year ago gave customers visibility into their digital purchases. But in-store purchases remained siloed. Customers had to save receipts manually, and if a receipt was lost, they relied on cashiers for assistance.

Integrating in-store purchases into customer accounts created an opportunity to deliver a unified, omnichannel post-purchase experience, improve trust, reduce support inquiries, and lay the foundation for future loyalty and engagement features.

Why It Mattered

Post-purchase moments are high-intent and emotionally charged. When customers can’t see their purchases or take the actions they need quickly, confidence drops and frustration rises.

By providing seamless integration of in-store and online purchases, we could:

• Reduce friction and support needs

• Increase customer confidence and satisfaction

• Deliver a consistent, omnichannel post-purchase experience

• Enable future loyalty and engagement opportunities

We examined store receipts across multiple transaction types: returns, exchanges, partial refunds, multi-item purchases, and bundled items. Key insights included:

• Customers need clarity on what was purchased, available actions, and how transactions relate to loyalty points and online orders

• Returning, reordering, or reviewing purchases was often confusing and fragmented

• Overloading the interface with all details risked cognitive overload

Competitive benchmarking highlighted effective ways to display complex in-store transactions while keeping the experience understandable.

Approach & Strategy

I led efforts to translate complex receipt data into a customer-friendly experience:

• Conceptualized how store transaction information should be displayed

• Conducted competitive analysis to uncover best practices

• Maintained alignment with stakeholders to ensure smooth integration into the new order history system

• Served as a knowledge point of contact for designers, leveraging previous wireframes and domain expertise

• Recommended a modular, scalable layout that works across transaction types and channels

To balance clarity with complexity, we adopted a layered, progressive disclosure approach, surfacing critical information upfront while revealing additional details as needed.

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Solution Highlights

• First-ever visibility into in-store purchases for customers

• Clear actions for returns, reorders, and tracking

• Integration with online order history for a unified experience

• Modular, scalable layout accommodating multiple transaction types

• Progressive disclosure to reduce cognitive load while retaining full information

Customer Impact

• Easier returns, reorders, and tracking

• Reduced frustration with lost receipts

• Increased confidence in managing purchases

Business Impact

• Reduced support tickets related to missing receipts

• Integrated store and online order history

• Set the foundation for future omnichannel and loyalty features

Organizational Impact

• Strong cross-functional alignment on requirements and integration

• Reusable conceptual frameworks for complex transaction design

• Guidance for designers to implement a scalable, consistent system

Building a new store purchase history system required strategic vision, cross-functional collaboration, and empathy for real customer pain points. By translating complex receipts into clear, actionable concepts, we created a system that improves the customer experience, reduces support friction, and positions the company for future omnichannel and loyalty innovation.