MY ROLE: LEAD UX DESIGNER & END-TO-END RESEARCHER
CHALLENGE
Allow customers to reserve products online and pick them up in an adidas/Reebok store
INSIGHTS
BEST PRACTICE RESEARCH
Objective: What are the key features for Click & Collect (C&C) from other eCommerce websites?
10 Websites Viewed: Apple, Bol.com, Crate and Barrel, The North Face, Nordstroms, REI, Walmart, Pier 1 Imports, The Home Depot, Argos
Key features
PROCESS
STEP 1: USER FLOW
STEP 2: PHASE 1 WIREFRAMES
STEP 3: END-TO-END USER TESTING
End-to-end user testing of the phase 1 Click & Collect is conducted with German and Russian participants. Germany and Russia are the pilot countries for Click & Collect. The goal is to understand if users can checkout with Click & Collect, reserve their products, and pick them up in the store. From reserving to picking up, how clear is this journey to users?
6 Key Findings:
- 1. Stock Availability: Users check store availability when their size is not available online.
- 2. Pick Up Location: Mobile users confuse the plus sign (expand) button as a button to add this store as their pick up location.
- 3. Finding the Map: Many users expected to see a map when they clicked on the location icon; however, this was not clickable.
- 4. Pick Up Time: When it says "Ship to Store," it is unclear to users when they can actually pick up their product.
- 5. Copy: Some users comment that the German copy seems "Google translated."
- 6. Store Experience: adidas informs users to print out their reservation confirmation, but users mention not having a printer. However, all users that went to the adidas store had a smooth experience.
STEP 4: PHASE 2 WIREFRAMES
RESULTS
When reviewing the analytics of the two pilot countries, Germany and Russia, there was a significant increase of orders from the launch year of 2014 to 2015
- Germany — Compared to the launch month of December 2014, orders increased in the month of December 2015 by 425.68%.
- Russia — In Russia, orders increased by 1554.36% in the month of December 2015.