Understanding the current state

In-store surveys, contextual observations, interviews

To better understand the business and customer problem, I wanted to know more about the impact to business and the customer need for Click & Collect.

I started by mapping out the current state through several enquiries.

After reviewing previous research and talking to Customer Support, I headed into store, interviewing staff handling ‘Deliver to store’ collections and observing these collections.

I also spoke to several customers using a survey app on my mobile to understand why they would need or want Click & Collect, and to get insight on there expectation of pick-up time in store.

Key Insights: Customers’ two key needs for C&C were ‘Urgency’ (to obtain the latest model fastest or to urgently replace a broken or lost phone) and ‘Security’ (Low trust in security of delivery method or address)

Also, as ‘Click & Collect’ was a new concept at this time, stakeholders were conflicted over whether we should call it Click & Collect or Pick Up In-store, so I asked customer about their comprehension of the terminology.

Determining terminology

In-store surveys, data analysis, market analysis

Now knowing ‘Click & Collect’ as a term was well understood by customers, we needed to explore how we used it with the existing offering ‘Deliver to Store’, so I ran a small investigation to get data and evidence to determine the terminology.

Mapping a customer journey

Journey mapping

While we had the ‘Deliver to store’ journey mapped, I really wanted to experience a Click & Collect journey, so I chose Click & Collect for one of my own personal purchases. I bought a bike from Kmart and mapped my experience over days and across channels.

The experience fell apart after the online purchase, with the email not being clear about next steps, lack of alignment between what was online and what care said on the phone.

The personal experience also gave me great empathy for the user and made me more determined to ensure a clear and consistent experience.

Key insights: I was reminded of the importance of communicating the next steps not only for the happy scenarios but also for the unhappy scenarios, such as the need to change an order, etc.

UX Pattern research

Desktop research

I also researched existing C&C models online.

Key insights: Click & Collect was not always offered as same-day, and patterns usually offered ‘search for a store location’ first and were then told the delivery time-frame.

Design principles

I synthesized the discovery research into needs and design principles to guide the UX and Development.

Aligning stakeholders

To address the potential lack of consistency across channels, I created a ‘lite’ service blueprint to ensure we were all aligned on customer and staff expectations for the C&C MVP.

I also played back the blueprint, design principles, and research findings to all stakeholders to give them an opportunity to give feedback.

UX/UI Design

The C&C journey needed to be embedded in the existing checkout and post-purchase communication, it was quicker to edit an existing hi-fi prototype than create new wireframes so I could accurately test the complexity of the checkout experience.

I used the design principles as a guide to ensure the customer and staff needs and pain points were properly addressed at every stage.

Pre-launch journey testing

To test the experience and ensure customer and staff needs were met, I participated in an end-to-end test of our CLick & Collect experience prioir to launch.

My customer-led research approach (journey mapping, in-store surveys), combined with agile stakeholder engagement and real-world, end-to-end customer journey testing contributed to a successful launch that was then expanded into a proper strategic solution. across all stores and states.

In the following year, Vodafone underwent a digital transformation program to streamline the backend systems, business processes, and website experience.

As part of this transformation, I worked with the Service Designer to evolve my pilot Click & Collect experience into a complete iteration using real-time store data.