Levi Strauss & Co.
Improving Pickup In-Store Experience
The Challenge
In-store purchases have a higher Average Order Value (AOV) and lower Return Rates, yet the experience is under-utilized.
The Outcome
A new entry point in Bag that allows shoppers to more easily consider picking up items in their cart, improving BOPIS orders share by 21.5%.
1/ Background
In-store shoppers report a better shopping experience due to the assistance of stylists, the ability to try on items, and the speed of the shopping journey; therefore, higher Average Order Value (AOV), lower return rates, and higher customer satisfaction.
We realized the potential in improving the omnichannel experience.
Some shoppers expect to change their fulfillment further down the journey, for example, in Bag or Checkout.
In our current experience, the feature is offered throughout the shopping journey, but has low discoverability (Image shown), resulting in low interactions.
2/ About The Users
On the mobile app, users are younger and have higher intentions to browse than to make a purchase.
➡️ Keep Bag simple since it's a transition point between browsing and purchase, so that shoppers can quickly finalize.
Some reasons our shoppers prefer BOPIS include convenient location, speed, and other incentives like discounts. Shoppers also usually decide on an item before the fulfillment option.
➡️ Making sure this information is readily available.
Design scope: How Might We make using Pickup In-Store more convenient and enticing for shoppers?
3/ Design Explorations
Features Ranking
To inform the design, I ranked features in Bag by how shoppers progress to the next step. This ranking acts as a UI guide, establishing feature prioritization for the rest of the project.
— Actions to take
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Move to Favorite
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Remove Items
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Change fulfillment
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Quantity
— BOPIS Info to include
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ETA/ when pickup is available
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Distance
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Store information (hours, etc.)
Iteration Testing
After a few iterations, the team decided to conduct an unmoderated user test, namely for usability and sentiment.
— Shoppers were able to discover the feature organically and found the information provided sufficient.
— Shoppers were open to using BOPIS if the store location and pickup time were convenient.
However, this design posed some issues when discussed amongst business partners:
— Fulfillment expectation: Realistically, many of our products do not have a pickup option, which makes "Pickup In-Store: Not available" repetitive. Most products also have the same ground shipping timeline, so an ETA isn't necessary on a product level.
— Conflicting CTAs: This design will add 3 CTAs, whose UI now takes precedence over "Move To Favorites". This led to a conversation about updating the Design System to better define CTAs in Bag.
Final Design
A second design was tested based on the aforementioned considerations, with changes including:
1. Shipping items: Shoppers based their purchase largely on arrival time, and ground shipping is our most popular option. The design consolidates an arrival date range.
2. Fulfillment Switch: Pickup option only appears when the item is legible. It's also simplified to focus on store location and ETA so shoppers can easily compare.
3. Store Pickup items: Similarly, pickup ETA is combined since shoppers prefer to get all their items at the same time.
4. UI Cleanup: Information is chunked, and CTAs are more consistent and show a better hierarchy.
Testing findings
— Pickup section was less discoverable in the second design. However, we took it as a good sign, since it aligns with our feature list.
— When prompted, all shoppers were able to switch fulfillment and understood the provided information.
4/ Next Steps
A/B Test
The design was A/B tested and increased Pickup In-Store purchase shares by 25.1%, and showed success in improving discoverability.
Current live design
BOPIS purchase shares continued to rise, indicating an interest from our shoppers. We're currently planning to expand the feature further.
Lessons
The project emphasizes the importance of considering features as a big picture, and a reminder of the business and technical constraints of something.