About

Challenge:
Vodafone could offer “Deliver to store,” but also needed to offer same-day order-and-collect for customers who needed urgent or secure pickup.

Client:
Vodafone

My Role:
Lead Product Designer

Key Outcomes

On-site interviews and a personal purchase exposed where the experience broke down

To understand the business and customer need for Click & Collect, I started by mapping the current state through several enquiries:

In-store interviews with staff

After reviewing previous research and talking to Customer Support, I went in-store — interviewing staff who handled “Deliver to store” collections and observing the process directly. I also surveyed customers on my mobile to understand why they’d want Click & Collect, and what pick-up time they’d expect.

Important and validated  insight to champion

In-store staff confirmed what Customer Care had already suspected — and identified the cause: post-purchase emails weren’t clear about what customers needed to bring in (ID, ID type, etc.).

A side investigation settled the “Click & Collect” naming debate

Was “Click & Collect” a familiar enough term?

As Click & Collect was a new concept at the time, stakeholders were split on whether to call it “Click & Collect” or “Pick Up In-store.” I ran a small investigation, surveying customers directly, to settle it with evidence rather than opinion.

Click & Collect discovery insights

Testing a real-world Click & Collect showed exactly where the journey fell apart

While we had the “Deliver to store” journey mapped, I wanted to experience Click & Collect firsthand—so I bought a bike from Kmart using their service, and mapped my own experience across days and channels.

The experience fell apart after the online purchase: the confirmation email wasn’t clear about next steps, and what I saw online didn’t match what Customer Care told me on the phone.

Existing Click & Collect models confirmed one more design rule

I researched existing Click & Collect models online to see how others approached the problem.

Defining design principles to guide us

Research became three design principles to guide build decisions

My ‘lite’ service blueprint kept stakeholders aligned

To keep stakeholders across channels aligned on our goal to optimise the cross-channel communications and experience, I created a “lite” service blueprint covering customer and staff expectations for the MVP, then played back the blueprint, principles, and research findings to the wider team for feedback.

Editing a live prototype let us test the real checkout complexity

The Click & Collect journey needed to live inside the existing checkout and post-purchase communication. Editing the existing high-fidelity prototype let me accurately test checkout complexity, rather than building new wireframes from scratch.

I used the three design principles as a guide throughout, to make sure customer and staff needs were addressed at every stage.

An end-to-end test confirmed the experience before launch

To make sure customer and staff needs were genuinely met, I took part in a full end-to-end test of the Click & Collect experience prior to launch.

Zero issues in the digital journey

The pilot launched with zero issues reported in the digital journey, 77% of customers collecting within 3 hours, and every customer surveyed saying they’d use Click & Collect again — then expanded into a full strategic rollout across every store and state.

The successful pilot formed the foundation for a strategic rollout

A year later, this work fed directly into Vodafone’s wider digital transformation—rebuilt with real-time store data, working alongside the Service Designer on the updated service design and new designs.