Click & Collect Redesign
Revamped Click & Collect flow to elevate customer experience, increase conversion rates and reduce drop-offs, resulting in an improved customer journey.
The Challenge
THG Ingenuity platform offers an end-to-end e-commerce solution that helps businesses improve customer experience. Optimising the click and collect customer journey is critical to boosting sales and driving customer loyalty. The UK click and collect market is projected to grow by 45.8% between 2020 and 2025, reaching a value of £10.6 billion. In the US, click and collect usage increased by 40% in 2020. By improving the click and collect customer journey, businesses can enhance the overall customer experience, boost sales, and increase the value of the click & collect.
The challenge is to enhance the click and collect customer journey and increase conversion rates. By leveraging research-based insights and a user-centred approach, the goal is to streamline the process and create a more intuitive experience, helping THG stay competitive in the growing click and collect market.
The outcome of the user testing phase demonstrated a significant increase in the uptake of Click & Collect, resulting in a conversion rate of 8% compared to the initial 4%. The success of the A/B testing highlights the effectiveness of the redesigned customer journey in enhancing the overall user experience providing THG Ingenuity with a competitive edge in the rapidly growing click and collect market.
Preliminary Research
In order to improve the Click & Collect journey on e-commerce websites, we conducted primary research through user testing. The aim of this research was to identify pain points and areas of improvement in the Click & Collect journey of four e-commerce sites with similar processes.
Research Method
We conducted remote unmoderated user testing sessions using Usertesting.com with participants, recording their actions and thought processes while navigating through the Click & Collect journey. The research was conducted on both mobile and desktop platforms to gather comprehensive data.
Testing Plan & Participants
We screened potential participants to ensure they met the criteria for the user test. The screener questions included a list of features found on e-commerce websites in the last 12 months, with participants required to select those that they have used. Participants who selected Click & Collect were included in the user test.
Participants Quotes
“I found the map view a bit confusing and hard to navigate”
— User 1
“The website could be improve by providing more detailed information about the stores”
— User 2
“It would be useful to find out about Click and Collect cost earlier in the process”
— User 3
User Testing Conclusion
The user testing results show that Dunelm Click & Collect provided the fastest, easiest, and most informative experience compared to the other sites tested. MyProtein and ASOS were also preferred by some users, but they encountered more pain points navigating those sites. Improvements such as adding pricing earlier on in the journey and phone numbers to store information, and showing more accurate delivery times could enhance the THG C&C experience. The THG Click & Collect mostly conforms to best practices, but there are key pain points and opportunities to address to make it best in class.
Design
The next step in the UX design process was to leverage the findings from the comparative benchmarking research of four click-and-collect experiences. Collaboratively working with my product manager ,we extracted use cases from the research that served as a guide for developing low-fidelity designs. These designs were progressively refined through design exploration. The identified pain points and opportunities were addressed during the design process, and were invaluable in shaping a more user-centric and efficient design.
User stories:
As a user on-the-go, I want to be able to quickly search for click and collect locations nearby using a map and list view on my mobile device, so that I can quickly find the most convenient option.
As a user, I want to be able to filter click and collect options by collection type so that I can find the best option for storing my parcel.
As a user who wants to use click and collect, I want to see the prices for standard and next day delivery before selecting my preferred pickup point, so that I can compare the cost of click and collect with other delivery options and make an informed decision.
A/B Testing
After completing the preliminary research and implementing the necessary design changes, we proceeded to conduct A/B testing to measure the effectiveness of our design solutions. The results of the A/B testing showed that our redesign solution doubled the use of Click & Collect, increasing it from 4% to 8%. Additionally, the redesigned journey showed a significant decrease in the number of drop-offs at each stage of the journey. This outcome demonstrates the positive impact that user-centred design can have on the user experience and business goals.
Developer Handover & Design Specs
Once the new Click & Collect design was finalised through user testing and A/B testing, it was crucial to provide detailed design specifications to developers. The design specifications included annotated wireframes, interaction notes, and design assets to ensure that the final product matched the intended design. The annotated wireframes provided a detailed overview of the design and its functionality, including button sizes, colour codes, and font styles. Interaction notes explained how different design elements should behave and interact with each other. Providing these detailed specifications ensured a smoother development process, reducing the likelihood of errors and misunderstandings.
Project Information
Client
The Hut Group
Date
2021
My Role
Usability tests
Competitive Benchmarking
User flow diagram
Wireframes for mobile & Desktop
High-Fi Designs
Desktop & Mobile Prototype
Developer handover notes
Design & Reporting Tools
Figma, Figjam, Usertesting.com
Credits
Tom Hamshire - UX Researcher
