Buy Online, Pickup in Store

I was the sole product designer for the Levi’s mobile app post-launch. During this time we rolled out a number of new omnichannel features, including ‘Buy Online, Pickup in Store’. Our goal with this work was to create a store pickup feature for mobile app purchases to meet consumer expectations and drive incremental revenue growth.

Overview

Levi’s launched a mobile app to offer new features and a more personalized shopping experience for its most loyal customers. It also invested in omnichannel features to provide a more seamless shopping experience whether shopping on desktop, mobile app, or in a brick and mortar store. The first major feature under the omnichannel umbrella was ‘Buy Online, Pickup in Store’.

Understanding the opportunity

Target customer

Target app users are digitally savvy fans of the brand, shoppers who are fashion and style-oriented. They typically buy higher priced items, more frequently.

Selected Business metrics

Store pickup order fulfillment – How many orders placed on the app use a ‘store pickup’ feature? And what percentage of total orders does this number represent?

Store pickup financials – How much revenue comes from app sales with ‘store pickup’? What is the average order volume (AOV)? How does this compare to the AOV of non-store pickup orders?

addressing known user needs

Drawing on our research findings, I identified user needs that could be addressed by the addition of a ‘store pickup’ delivery option

Explorations & Scoping

Where to introduce store pickup?

How might we introduce a new feature requiring a new mental model without cannibalizing existing core checkout flows?

A few rounds of lo-fi design explorations grounded conversations about feature scope and technical complexity. Given how this feature had the potential to alter the core shopping flow, stakeholders pushed for a conservative, incremental approach. We landed on the smallest coherent solution that would still allow us to gather evidence of its efficacy once shipped. We chose to introduce pickup on the Product Display Page (PDP).

Updated user flows & high fidelity

pdp store selection flow

New users will need to search and select a store to use the new pickup feature

Design: PDP

I designed an exposed radio button selector pattern to integrate the pickup flow into our standard ‘Add to Bag’ flow

Design: Bag & Checkout

Integrating the ‘pickup’ sector into the existing shopping bag experience

The checkout experience required capturing more user data to ensure a smooth and seamless pickup from the store

Design: Store Pickup

To help users move from order confirmation to store pickup, I updated each step in the flow to include relevant order details and status updates, provided dynamically. We indexed on clarity and communication for the first version of this feature to ensure shoppers would be able to successfully go from online order to in-store pickup.

Results & Impact

Customer use began immediately after we released the feature, with no major changes required out of the gate. Tracking the KPIs we had established at the outset, we found the feature to be successful from a business and shopper standpoint. This led to increased confidence in the feature, and thus we decided to scale it further up the shopping funnel.