Embedded Files
Business Challenge & Opportunity
Business Challenge & Opportunity
COVID 19 lockdowns forced DSG to shutdown 800+ retail stores. Contactless curbside pickup has become business critical and needs to be implemented as the top priority. Shoppers can buy online and pick them up at the curbside contactless
COVID 19 lockdowns forced DSG to shutdown 800+ retail stores. Contactless curbside pickup has become business critical and needs to be implemented as the top priority. Shoppers can buy online and pick them up at the curbside contactless
Key Result
Key Result
Team deployed Contactless Curbside Pickup within 48 hours
Contactless Curbside Pickup explained in the video below
Business Impact: DSG achieved
Business Impact: DSG achieved
3x increase in curbside sales
135% increase in e-commerce sales
10% increase in Customer Satisfaction, largest ever
Testimonials
Testimonials
Dick's CEO interview on CNBC (see below)
UX Goal
UX Goal
Ensure a safe online shopping experience with contactless curbside pickup for customers and team members safety
Ensure a safe online shopping experience with contactless curbside pickup for customers and team members safety
My Role
My Role
UX Research : Curbside pick up best practices research
UX Design: Wireframes, Customer Journey, Interaction Design, Prototyping. Collaboration with Developers
Collaborators
Collaborators
Senior Product manager
Senior UX Designer in Purchasing, UI Designer
Front end developers
Key Deliverables
Key Deliverables
Industry Best Practices research on Curb Side Pickup
User testing to gain customer insights and experience
Brainstorm with product team on messaging and placement
Screen prototyping, Interaction design
Collaborate with developers
Tools Used
Tools Used
Figma
Miro
Contactless Curbside Pickup improved sales and customer satisfaction
Contactless Curbside Pickup improved sales and customer satisfaction
Industry best practices Research
Industry best practices Research
Scope
Scope
We selected Lululemon and Olive Garden as the targets for our research. User interviews or surveys are not conducted due to very short project deadline
Business Analysis
Business Analysis
User can view COVID-19 policy on every page on the site
Product detail pages show contactless pickup as an option
Restaurants asks user for pickup date and time as it is food related
Used illustrative examples on how contactless curbside pickup works
Lululemon Homepage
Lululemon Homepage
Provides the COVID-19 FAQ on every page
Lululemon Product Detail Page
Lululemon Product Detail Page
Product Detail Page provides an option for Contact-Free pickup
Olive Garden Pickup
Olive Garden Pickup
Makes the user schedule the pickup time before the order entry
Olive Garden Cart
Olive Garden Cart
Cart preview before checkout.
Recommendations from the Analysis
Recommendations from the Analysis
COVID-19 policy should be listed on throughout the shopper's journey
Contactless curbside pickup process should be presented with clear examples throughout the shopper's journey (see the video above)
Pickup in store details should include contactless curbside is available
Customer can select from one of the two options: Ship to me or Free curbside Pickup
UX Design
Presented the recommendations to the purchase team
Decided on utilizing COVID-19 message throughout the shopper's journey
Provide curbside pickup option throughout the purchase journey which is a similar concept to Lululemon
Worked with product manager on exact marketing message and the positioning
Developed Hi-Fidelity wireframes as shown below
Worked with a senior UI designer and frontend developers on the implementation
Curbside Pickup Design - Hi-Fidelity wireframe
Curbside Pickup Design - Hi-Fidelity wireframe
Created on Figma
COVID message "Our stores are temporarily closed, but we are offering CURBSIDE CONTACTLESS PICKUP at select locations" during the lockdown period
Curbside Pickup is still an attractive option for customers after stores are reopened
Curbside Pickup is still an attractive option for customers after stores are reopened
Created on Figma
DSG decided to keep the curbside pickup option along with pickup in store as customers are trending to use it
Key Learnings:
Key Learnings:
COVID-19 forced business to prioritize customer and team member safety
Team responded quickly and deployed contactless curbside option within 48 hours
Contactless curbside pickup positively influenced customers to shop at DSG
Customer satisfaction is up by 10%, largest ever
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