vijay chekuri ux designer

Waitrose Rapid Delivery

This service offers customers the ability to shop from a wide range of Waitrose products and have them delivered within 2 hours or a selected 1 hour window, same day.

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vijay chekuri ux designer

My Role

Service design, Process design, Bag design, Product & UX/UI design



Year Launched : 2018-19

Team Size

Approx 40

Lead Designer (me) & others

Tools Used

Axure, Sketch, inVision, Webflow, Google Analytics, SessionCam, ProtoPie etc

1. Overview

The service, which enables customers to have up to 25 grocery items from a choice of more than 2,000 products, delivered to their home or office, within two hours or less or on the same day. Waitrose Rapid Delivery has had a really encouraging start, provide even greater convenience and flexibility to work around shoppers’ busy lifestyles. There is a growing number of customers who want to get their shopping as and when they want it which gives a great opportunity to continue testing the appetite for the service in new locations both inside and outside of London.

2. Problems

  • Product Navigation & Search Functionality
  • Postcode Validation
  • checkout journeys & pages are hidden and not directly accessible from the homepage. On mobile, categories could not be navigated to via menu.
  • Categories were broad, vague and users could not easily infer the scope of products easily in each cateogry


  • Make it fast and easy to use for everyone, everywhere.
  • Create a platform for innovation and deeper engagement.
  • Decision making based on on-site analytical data and feedback surveys.
  • Add to Basket button in the search results.
  • Shop from previous order and multiple order tracking.
  • Postcode validation (New user & Existing user) & delivery slot booking.

Existing data, analytics and empathy-mapping

Together with on-site analytical data and feedback surveys, we carried out an empathy-mapping workshop for the end-to-end experience. Below each step of the journey we mapped pains, gains and communications.

I did redesign some complex user journeys (checkout, Navigation, Postcode eligibility) to decrease the bounce rate. Looking at the data and talking to customers, made it clear that a lot of people were having a hard time to check out and finding the right product. Having gone through a series of interviews with the stakeholders and product owners, I have gathered enough information to move forward.


Empathy-mapping workshop


Google Analytics ( No permission to show Data so i had to hide it)

User Research

To understand better user-needs I organised a card-sorting research activity with existing customers. Particpants were asked to rank scenarios in order of frequency, from never - always. A questionnaire also gave users an opportunity describe scenarios we may not have accounted for.

Problems with the previous interface, identified from analytics, heuristic evaluation, User interviews, Feedback, SessionCam and against Baynard Institute benchmarks were:

  • Categories were broad, vague and users could not easily infer the scope of products easily in each cateogry
  • Secondary hierachy (intermediary category) pages are hidden and not directly accessible from the homepage. On mobile, categories could not be navigated to via menu.
  • Users are using the search bar more than ever to find the items quickly and bounce rate is high due to slow loading & customer has to click on the item and visit the category and products ... looks like a long journey and too many clicks for one product.
  • app-screen

    Card-sorting research activity. User-need and scenario hierachy

Identifying user and business goals

The primary goal of Rapid was to provide a quick delivery service for groceries. It was essential the interface would:

  • Allow users to quickly navigate to products for a rapid shopping experience
  • Allow users to easy view popular & favourite products
  • Communicate clearly the scope of categories & Search results.
  • 70% of mobile users, when landing directly on the homepage, will try to infer the type of site and the breadth of products carried by performing a “Scroll & Scan” of the homepage contents.

    The hypothesis was shortcuts beneath each category would give stronger indication of category breadth and quick navigation to popular product-list-pages.


    Homepage shortcuts & navigational drawer wireframes (Low fidelity wireframing)

    To test our assumptions on how the category shortcuts would perform, I organised a remote click-map task with 27 participants. Participants were tasked with finding a particular product by browsing. The results gave a healthy indication shortcuts were being not only being used, but guiding users to click primary categories. This validated our assumptions on user behaviour for the design.


    Click-map user-testing. 24 participants using Optimal Workshop. Category shortcuts

    Outcome and performance

    One month after pushing the new designs live, we repeated analytics and heat mapping. The results were positive and booking conversions had improved significantly on mobile. Through-traffic had improved from the homepage to the experience and gift page.


    SessionCam click and attention heatmaps


Search Functionality improvement


As per Analytics, search is the most used component so we have improved the component further where customer can search and see the relevant products and categories according to the search term. user can add to the basket at the same time without going to the category page and product page.


Postcode validation


Waitrose Rapid Delivery service is only available in selected areas only so users have to go through Postcode validation to enter into the website, to place an order and while registration.


Working on the Shop from previous order, multiple delivery, Receipes & more categories .

The Result

Waitrose Rapid Delivery increased the number of postcodes its available in from eight to 98, giving it the potential to reach up to 1.2 million households, and average weekly orders have doubled.