SAME-DAY DELIVERY
Delivering delivery during a global pandemic
My role
UX lead
iOS & Android apps
SMS & Emails
Associate app (collab.)
Engineering teams
Product managers (7)
UX content strategists (2)
UX researcher (1)
UX designers (11)
Experience team
Platforms
Responsive web
Project overview
The goal of this project was to launch delivery to the full chain of Sam’s Club stores. The main business objectives were to meet members needs, improve membership value and protect market share.
The scope included member experiences for desktop, mobile, iOS and Android apps as well as updates to our in club associate app. The project also partnered closely with Walmart’s delivery service team. My role was to oversee the entire end-to-end experience and lead the member experience team.
This was a large project that spanned many stakeholders and teams. I used an effect map to help organize and communicate the business goals, project features and how those mapped back to the needs & wants of members, associates and delivery drivers.
Discovery
Member sentiment during covid
Through 22 member interviews, we learned that members were concerned about how to shop safely and were interested in touchless options. The pandemic had created an increase in online shopping and our members reported understanding the differences between shipping, pickup and delivery options. This helped alleviate concern about potential confusion between shipping, pickup and delivery options.
The competitive landscape
We looked at several other sites that offer delivery. We looked at some that offer 3 fulfillment options and some that had 2 or less fulfillment options. Since we would have 3 fulfillment options we continued looking at those in more detail. We found that of those, there were 2 main approaches:
Item model - choose an item and then figure out how to get it
Order model - choose the order type first and then add items to the order
Test, learn, iterate, repeat
Determine members mental model
From our competitive audit, we determined there were 2 mental models for shopping, the item model and the order model. Our first test was to determine which mental model out members used when shopping. Did they first think of an item and then determine how they want to get it or did they think about an order type and look for items they could get that way. We tested 2 prototypes with 10 participants:
Item model - we provided all 3 channels and allowed a member to choose per item
Order model - we allowed a member to switch between a pickup and a delivery order but they could not have both in the cart. Another variation of the order model could’ve been a global decision point similar to Amazon Grocery but that scope of that model exceeded our development timeline.
We found that our members wanted full control over what items to get and how they get them. In other words they shopping using an item model. We then looked at how to improve on the designs now that we understood our member’s mental model.
Item model (all channels)
Order model (switch)
From radio buttons to channel swatches
One drawback we found of the stacked radio buttons was that in our mobile view the price and the add to cart button was at times not in the same view. We wanted to make sure that in most cases we were able to get all important pricing decisions in the same view as the add to cart button. We changed to channel swatches to reduce the height. We made this treatment consistent across desktop, mobile web and the apps.
Risk mitigation
A/B testing the product page
For desktop, our proposed direction included a single Add to cart button on the product page. This was a change from the previous page which had 2 buttons, one for shipping and one for pickup. We designed and worked with developers to run an A/B test to understand if a single button would cause any negative impacts.
The results of the A/B test was that the single button page out performed the existing two button page.
Existing two buttons
Proposed single button
Mixed cart scenario
The downside of the item model was that members may end up with a “mixed cart” where they have items to ship, pickup and deliver all in the same cart. According to our data mixed cart scenarios were somewhat rare (9-10% on responsive web, 6% on apps) but we thought we could improve the cart experience to make it more clear. We explored and tested 3 ways to add messaging to the top of the cart. The test results showed that Option C was the most noticeable and actionable for members.
Option A: flyout message
Option B: message
Option C: links
Tested the best
End to end delivery experience
I had many opportunities over the course of this project to present to leadership (including the CEO). This is a walkthrough of the member, associate and delivery driver experience that I presented during one of those meetings.