Work.Order History
SHIPPED
Product DesignAccount ExperienceEnd-to-End

Company

American Eagle Outfitters

My role

Product Designer

Scope

15M+ Loyalty Members

Improving Customer Self-Service Through Order History Redesign

Orders appeared as dense rows of data with product details hidden behind clicks, forcing customers to remember order dates or totals just to locate the purchase they needed.

Before expanding the feature to include store purchases, we redesigned the foundation of order history so customers could quickly recognize the order they were looking for.

Shipped - Mobile Web
From spreadsheet rows to visual, scannable cards
The same data, designed for how customers actually look for orders
Before: Spreadsheet Style
No product images, no visual anchors, status easy to miss
After: Visual First Cards
Product images lead. Status, date, total surfaced immediately
01
Product images front and center
Customers identify orders visually, not by order number. Images replaced the spreadsheet as the primary recognition anchor
02
Status immediately visible
Product images lead. Status, date, total surfaced immediately
03
Built to scale to In-Store
The Online / In-Store toggle architecture was designed from day one — the framework store purchase history launched on a year later
Shipped - Mobile Web
From spreadsheet rows to visual, scannable cards
The same data, designed for how customers actually look for orders
Before: Spreadsheet Style
No product images, no visual anchors, status easy to miss
After: Visual First Cards
Product images lead. Status, date, total surfaced immediately
01
Product images front and center
Customers identify orders visually, not by order number. Images replaced the spreadsheet as the primary recognition anchor
02
Status immediately visible
Product images lead. Status, date, total surfaced immediately
03
Built to scale to In-Store
The Online / In-Store toggle architecture was designed from day one — the framework store purchase history launched on a year later
THE MOMENT THAT CLOSED THE LOOP
Designing the order history framework to support store transactions from the beginning proved valuable when store purchase history launched about a year later. Because the structure already existed, the team was able to extend the experience without rebuilding the system.
Overview

A recognition problem disguised as a data problem.

The original ask was simple: add store purchase history to the existing order history page. The existing page made it impossible to do that well. Orders appeared as dense rows of data with product details hidden behind clicks, forcing customers to remember order dates or totals just to locate the purchase they needed.

Business context
Order history is one of the most visited areas of a retail account, customers rely on it to track deliveries, start returns, confirm purchases, and reorder. However, it is not a direct revenue generating feature, but a customer enhancement. By re-designing we would have the chance to use this as an additional feature for loyalty accounts, potentially increasing trust and loyalty to the brand.

UX partnered with product and engineering to reframe the initiative from a feature add into a foundational redesign, one that improved findability, reduced customer effort, and set the groundwork for supporting both online and in-store purchases without repeated rework later.

My role and contributions

Led end-to-end UX design for order history
Conducted competitive analysis and listening lab observation
Introduced re-order flow to strengthen business case
Collaborated across PTC, stores, customer care, product, and engineering

Project context

Redesign intentionally architected to support future store purchase history
Required early alignment with stores and customer care teams
Business case supported by introducing re-order capability for repeat-purchase categories
Why this mattered to the business
Reduced customer support volume by making it easier to quickly identify the correct order
Improved task completion rates for key actions like tracking, returns, and reordering
Lowered customer effort in a high-traffic account area, strengthening overall account experience and retention
Problem & Solution

From spreadsheet to something you can actually scan

The existing experience treated order history like a database export. Every piece of data was present but nothing was prioritized. The redesign flipped that: lead with what customers use to recognize an order, not what's easiest to store.

The problem

A data-dense list that customers couldn't navigate

Orders displayed in spreadsheet rows. Product images hidden behind clicks. No visual anchors. Customers had to remember dates or prices to find what they needed. That is recall-based design in a recognition-based context.

The solution

Card-based layout leading with product images and key details

Front-facing product images for up to five items per order. Order number, status, date, and total surfaced immediately. Condensed card layout replacing spreadsheet rows. The same framework built to support online and in-store purchases without redesigning later.

Research

Customers recognize orders. They don't remember them.

I reviewed order history experiences across major retailers and observed customers navigating competitor pages in a listening lab setting, watching for where friction and hesitation showed up.

The research focused on what information customers look for first, how they identify an order they care about, and what makes the difference between a quick find and a frustrating search.

Visual first

How customers scan

Customers rely on product images to identify orders, not order numbers or dates

3 signals

What they look for

Order total, date, and product image are the three pieces of information customers look for immediately

Recognition

Not recall

Customers can recognize an order much faster than they can recall the details needed to search for it

"Product images paired with order totals and dates dramatically reduce search time and cognitive load."

The design direction became clear: lead with recognition. Surface what customers use to identify an order visually, without requiring additional clicks to get there.

WORKSHOP

Old Order History

1st Tested Wireframe

2nd Tested Wireframe

Two Rounds of Testing

We conducted two rounds of prototype testing, to discovery what information was relevant for customers at this point in the journey and if customers were able to navigate these versions effectively. As a result we decided to keep information to a minimum, only showcasing the basics such as status, order number, order total etc. We also made sure to design with store purchase in mind so that we use this same system to implement later.

Research

Customers recognize orders. They don't remember them.

I reviewed order history experiences across major retailers and observed customers navigating competitor pages in a listening lab setting, watching for where friction and hesitation showed up.

The research focused on what information customers look for first, how they identify an order they care about, and what makes the difference between a quick find and a frustrating search.

Visual first

How customers scan

Customers rely on product images to identify orders, not order numbers or dates

3 signals

What they look for

Order total, date, and product image are the three pieces of information customers look for immediately

Recognition

Not recall

Customers can recognize an order much faster than they can recall the details needed to search for it

"Product images paired with order totals and dates dramatically reduce search time and cognitive load."

The design direction became clear: lead with recognition. Surface what customers use to identify an order visually, without requiring additional clicks to get there.

WORKSHOP

Old Order History

1st Tested Wireframe

2nd Tested Wireframe

Two Rounds of Testing

We conducted two rounds of prototype testing, to discovery what information was relevant for customers at this point in the journey and if customers were able to navigate these versions effectively. As a result we decided to keep information to a minimum, only showcasing the basics such as status, order number, order total etc. We also made sure to design with store purchase in mind so that we use this same system to implement later.

Outcomes

A better experience and a foundation worth building on.

The redesign improved findability, reduced effort, and established the architectural groundwork for store purchase history. That groundwork was used exactly as intended when the store initiative launched about a year later.

Higher
Customer Satisfaction

Among users navigating order history post-launch

Reduced
Customer Care Effort

Easier self-service reduced order-related contacts for customers and agents

Scalable
Foundation Built

Architecture designed from day one to support online and in-store purchases

Beyond the metrics

The architectural decision to design the order history framework for store purchases from the start paid off a year later when the store purchase history initiative launched. The foundation was already there. That kind of foresight shortens timelines and reduces rework in ways that don't show up in a single project's metrics.

What I'd do differently

Pushed harder for a stronger satisfaction measurement framework at launch, so the post-launch story had more specific data to point to.

Made the scalability rationale more explicit in stakeholder communications earlier. It was the strongest part of the case and undersold.

What I'm proud of

Reframing a feature add into a foundational redesign. Convincing stakeholders the bigger scope was worth it required a clear argument, and the store launch a year later validated it.

The listening lab findings shaped the entire design direction. Leading with recognition over recall was the right call.

Building strong cross-functional relationships

Outcomes

A better experience and a foundation worth building on.

The redesign improved findability, reduced effort, and established the architectural groundwork for store purchase history. That groundwork was used exactly as intended when the store initiative launched about a year later.

Higher
Customer Satisfaction

Among users navigating order history post-launch

Reduced
Customer Care Effort

Easier self-service reduced order-related contacts for customers and agents

Scalable
Foundation Built

Architecture designed from day one to support online and in-store purchases

Beyond the metrics

The architectural decision to design the order history framework for store purchases from the start paid off a year later when the store purchase history initiative launched. The foundation was already there. That kind of foresight shortens timelines and reduces rework in ways that don't show up in a single project's metrics.

What I'd do differently

Pushed harder for a stronger satisfaction measurement framework at launch, so the post-launch story had more specific data to point to.

Made the scalability rationale more explicit in stakeholder communications earlier. It was the strongest part of the case and undersold.

What I'm proud of

Reframing a feature add into a foundational redesign. Convincing stakeholders the bigger scope was worth it required a clear argument, and the store launch a year later validated it.

The listening lab findings shaped the entire design direction. Leading with recognition over recall was the right call.

Building strong cross-functional relationships

Outcomes

A better experience and a foundation worth building on.

The redesign improved findability, reduced effort, and established the architectural groundwork for store purchase history. That groundwork was used exactly as intended when the store initiative launched about a year later.

Higher
Customer Satisfaction

Among users navigating order history post-launch

Reduced
Customer Care Effort

Easier self-service reduced order-related contacts for customers and agents

Scalable
Foundation Built

Architecture designed from day one to support online and in-store purchases

Beyond the metrics

The architectural decision to design the order history framework for store purchases from the start paid off a year later when the store purchase history initiative launched. The foundation was already there. That kind of foresight shortens timelines and reduces rework in ways that don't show up in a single project's metrics.

What I'd do differently

Pushed harder for a stronger satisfaction measurement framework at launch, so the post-launch story had more specific data to point to.

Made the scalability rationale more explicit in stakeholder communications earlier. It was the strongest part of the case and undersold.

What I'm proud of

Reframing a feature add into a foundational redesign. Convincing stakeholders the bigger scope was worth it required a clear argument, and the store launch a year later validated it.

The listening lab findings shaped the entire design direction. Leading with recognition over recall was the right call.

Building strong cross-functional relationships

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Shana Shields
SENIOR PRODUCT DESIGNER (UX & STRATEGY)
© 2026 S. Shields · All rights reserved
Shana Shields
SENIOR PRODUCT DESIGNER (UX & STRATEGY)
© 2026 S. Shields · All rights reserved