Walgreens In-Store Mode (ISM)
Problem Statement
A disconnect between digital and in-store experiences leads to inadequate customer guidance and long queues, inconveniencing both customers and employees.
Timeline
Jan - Apr 2024
Responsibilities
UX/UI Design, Product Research, Presentations
Defining Project Objectives
To address these issues, I investigated how customers typically check in, pick up items, and expedite checkout with minimal assistance from team members. I created a user flow diagram and utilized existing customer information to illustrate the process and identify any bottlenecks or pain points.
Breakdown of digital vs. in-store steps in typical purchase flow
57%
check product info on their phones while in-store
31%
prefer shopping through apps over in-store or websites
65%
want better alerts for curbside or online order pickups
10%
increase in coupon clipping and wallet transactions at POS
3%
decrease in missing order pickups (~$15M value)
1 million
store check-ins through ISM in 1 year
Problems Identified
Confusion over applying digital coupons in-store
Product Info
Hard to retrieve details and compare items
Difficulty with check-ins via the app
Unclear guidance for in-store appointments
MVP Wireframes
I mocked up options for entering store mode and chose a bottom-up, sheet approach. This method aligns with familiar mental models and activates when users are near a store, making it intuitive and contextually relevant.
How will customers enter Store Mode?
Then, I designed MVP mockups, focusing on high-priority pages like the landing and wallet screens. The MVP features were discussed with client leadership and design teams and finalized during an ideation workshop.
Payment barcode
Item scanner
Weekly Ad
Clippable coupons
Product recommendations
Option A
Option B
‘Tools’ section options
Option A
Option B
‘Deals & Offers’ personalization options
Payment: Dropdown and Checkbox
Payment: Text Button and Toggle
After biweekly feedback sessions and iterative development, two main pieces of feedback emerged: first, the payment barcode should be more accessible and ever-present; second, order pickups and appointment arrivals should be added as MVP features.
Options for an exposed payment barcode and wallet screens
Card variations for order pickups and appointment details
User Testing
To gather user feedback and usability insights on the in-store mode (ISM), we conducted qualitative testing with 20 users across 3 Walgreens locations. Involving 12 customers and 8 team members (TMs), they performed tasks such as scanning items, requesting assistance to an aisle, clipping coupons, purchasing items, and picking up online orders. Our goals with this research were to:
Gather feedback on the perceived value of ISM features
Assess usability of ISM, including shopping and arrival features
Better understand customer experiences with features they use in-store at other retailers, as well as their expectations for Walgreens ISM.
The optimal digital store experiences empower customers to save money, maximize their time, and facilitate self-service.
Key Takeaways
Self-Service: Customers wanted more autonomy of their Rx and retail experiences.
Tools: The payment barcode was highly valued, with additional interest in deals, product locator, and out-of-stock support
Service Speed: Customers expected faster service from ISM, but TMs were concerned about meeting these expectations
Top Recommendations
Boost ISM Usage: Use notifications and copy to drive discovery and clarify that ISM activates upon entering a store
Enhance Key Features: Prioritize the payment barcode's development and explore more advanced use cases
Improve TM Processes: Explore internally how barcodes can streamline counter processes
Unfortunately, I concluded my involvement in this project before additional rounds of testing could be conducted. For full results of this user testing phase, please click here.
Quick Payment Barcode
I recommended a tap-free barcode that simplifies checkout by automatically applying payment method, loyalty rewards, and coupons. Customers can pre-select payment options, reducing cognitive load and streamlining the process.
The revised payment barcode includes a prompt, rewards cash, and the ability to edit payment methods. Option 2 was recommended if stores support QR code scanning.
Order Pickup & Arrivals
The pickup and arrivals cards provide real-time updates, allowing customers to check in, share their location, and receive order status, appointment details, and required forms.
All states for order pickup and arrival cards include increased utility through interactive elements in the appointment flow.
Interactive Prototype
I collaborated with another UI designer to apply visual design and styles to the finalized wireframe concepts. Additionally, I created interactive prototypes for key user flows to be used in future user testing.
Quick Pay Barcode
The quick payment barcode streamlines checkout by enabling instant scanning, payment, and application of clipped coupons. It reduces wait times, enhances the shopping experience, and maximizes savings while minimizing errors and freeing up staff for other tasks. Additionally, it provides valuable data on purchasing patterns and coupon usage, optimizing marketing strategies.
Order Pickup and Arrivals
Using interactive cards, customers can easily announce their arrival for any pickup method or item with a simple click. They can then scan a barcode to verify their order, mirroring the existing process used during payment.
Scan & Go
Upon completing the MVP, I shifted focus to prototype longer-term features and screens. Notably, I wireframed and prototyped Scan & Go, enabling customers to scan products while shopping and checkout directly from their digital cart, providing the fastest shopping experience possible.
Scan & Go wires
Scan & Go prototype
Reflection
It was exciting to contribute to such a large-scale project with the potential to revolutionize the entire shopping experience for our customer base. I would have loved the opportunity to continue refining prototypes, conducting quantitative testing, and advancing development. I’m thankful to my team for the opportunity to work together, and am optimistic about the future direction of this work.
Pat on the Back
Creating prototypes for testing, providing designs beyond MVP
Lessons Learned
Keeping goals and KPIs in mind; how to better balance design and business goals
Outcomes
Stay tuned for further developments