Overview
Coles is one of Australia's largest supermarket chains
Focusing on Coles Click & Collect mobile app experience which allows customers to conveniently order groceries online and pick them up at a nearby store.
MY ROLE
- Research
- User Testing
- Design (UX/UI)
TEAM
- Engineers
- Product Manager
- Business Analysts
- Delivery Lead
- Content designer
- Researcher
Project Overview
This project is designed to optimise the Click & Collect experience by making the app the primary order tracking channel and deploying Bluedot technology in all Australian stores. For privacy-conscious customers, we created an alternative method to inform the store of their arrival without enabling location permissions. Allowing customers to view order status and communicate with the store through the app, along with providing estimated arrival times, helps team members prepare orders more efficiently, reducing wait times and boosting customer satisfaction.
Discovery Research
The project began with stakeholder workshops and detailed mapping of the Click & Collect process, including various store types such as direct pickups, service desks, lockers, donation points, as well as interactions through emails, push notifications, watchOS, CarPlay integrations, and live activities. Customer journey maps were created to improve the omnichannel experience. Analysis of feedback and data highlighted the importance of encouraging Bluedot usage while respecting customer privacy.
Comprehension testing
We conducted several comprehension testing sessions. Firstly, we assessed participant understanding of the Bluedot stores' Click & Collect Location Prompt feature without location permissions enabled, focusing on clarity and app flow comprehension. Secondly, we evaluated participants' understanding of Click & Collect estimated time of arrival times for non-location sharing participants. Lastly, we explored if providing more explanations about wait times could improve participants understanding of delays and whether it met their expectations.
Testing & Findings
Based on our findings, participants demonstrated strong comprehension of app flow and the Click & Collect Location Prompt feature. They understood the importance of providing arrival times for efficient order prioritisation. While providing more information about wait times did not significantly alter their expectations, most participants anticipated short waits of 1-2 minutes upon arrival, with flexibility for urgent needs or delays. Improving communication methods for notifying stores of delays emerged as a key recommendation to enhance customer experience.
Interface Design
Taking stakeholders and the team on a journey through the 30/60/90 framework, gathering feedback and ensuring alignment throughout the process. Collaborating closely with accessibility, content, and web designer to ensure consistent cross-channel alignment. Working with developers to integrate custom and Lottie micro-animations for delightful and seamless experiences. Delivering detailed designs that account for edge cases on both iOS and Android platforms.
Next steps
The Click & Collect experience is a continuous journey for us. We're constantly evolving by refining the balance between a seamless digital experience and efficient operations, all aimed at maximising customer satisfaction. By actively gathering customer feedback, data insights, and our team's valuable perspectives, we'll continue working collaboratively across channels to ensure the Click & Collect experience aligns with customer expectations.
