Check in - Grocery pickup

Crafting the optimal grocery
store pickup experience & services

@ Walmart - Online grocery

Design at Online Grocery Team

One of the ideal future state of retail is to seamlessly integrate digital & physical shopping experience together, which is the secret sauce at Walmart. Our team aim to make living better by bringing people what they need and help them rediscover interest and love. We believe an easy and convient shopping experience can help people save money and live better.

My contribution

+ My role | Create creative solution & lead Post transaction feature design
+ Methods | Crafting E2E customer shopping journey map & IA framework
+ Collaboration | Conduct cross-functional workshop to define product strategy

What we design for : Customer shopping journey

Order fulfillment is one of the key steps of the end to end shopping trip, where many services, trackings. and communication happens. Improving the fulfillment & last mile experience can build better trust with customers and provide more value and convenience.

Check In – Buy online, pickup in store

Check-in is a service Walmart provide for online grocery order pickup customers. This feature can help the communication between customer and store associates, as a result, help shopper plan their store visit and receive orders faster and conveniently.

Research

To understand customer’s mental modal and pain points of check-in feature, We studied customer’s behavior through interviews, shop along and scenario walkthrough.

Build the customer journey map

Conduct the competitive analysis

Performed the heuristic study

Customer Journey Map

I built this journey map as a "Live document", which is build based on research hypothesis and customer's feedbacks. The goal is to use this CJM to guide design process, and generating more design concepts as well as filling in more research data along the process.

Translate insights into features

Solution & Recommendations

Design based on the journey

Design solutions

[Click to zoom into the flow]

Better prepare customers

Includes more prescriptive next steps in the check-in process, which can help turn store pickup into an engagement of multiple steps. The multiple-step wizard can also reduce customer's anxiety about what's coming next.

Flip the waiting time into engagement

By guiding customer through series of steps, we can help turn passive waiting time into more proactive tasks. For example here, the app will prompt to ask parking info once arrive at the store.

Real-time order tracking on Homepage

During the entire order lifecycle, it's critical to inform customers about the current state of the order. Surfacing the order status and actions on homepage provide them clear call to action to take.

Clarity on store pickup instruction

It's critical to communicate about the value and benefit of store pickup clearly to customer ahead of time. Through providing clear call to actions and real-time status updates, customer will have more control and make informed decision.

Right-on-time communications through the journey

In order to notify customers with the right information at the critical moment, we consolidate and re-map the order updates notifications sent to them on multiple channels: Email, App push notifications & SMS. By notifying people along the way, we can make sure they can make informed decisions no matter which step of the pickup trip.

Results & Impact

We tested out the updated design and features in 10 stores across US , which received 87%+ on-time arrival at the store and 75% of the customers experience the shorter wait time at the store.

Learning

Check-in is a challenging feature both for pickup customers and associates. During the design process, we learned that considering the hate and love from both perspective is the key principal of the design. Through working closely with store operational team and customers, we build out a unique approach to pitch the design solution.
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Aside from my role, I also had the opportunity to dive deeper into the customer journey aspect of the feature. This enabled me to develop out my own methodology of utilizing journey map with research insights.

Tools i've used in this project

Team highlights

• Conduct cross-functional workshops with business and product teams
• Fast turnaround usability testing
• Collaborate across product, store operational and marketing team

Next project

In-store shopping platforms

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