Client : Waitrose & Partners
Project : While You’re Away
Background: It's a trial from Waitrose to test a concept of "in-home delivery" service which will allow drivers to enter a customer's home while they are out, and put their groceries away.
I worked with
PMs, Stakeholders, BAs and Developers
I have used
Figma, Sketch, Miro, Analytics
Time scale
6 months - 1 year
Design Team
Just me (end-to-end design)
What I have worked on (End-to-end)
A website, A customer app (iOS & Android) & a Driver app (custom handset)
To join this trial, customers need a new smart lock installed by Waitrose on their front door. Delivery drivers use a temporary 24-hour code provided by customers through the shopping app. After entering, drivers place chilled or frozen items in the fridge or freezer and leave other items on the kitchen counter. They wear body cameras, and customers can request to see the delivery video the next working day. Drivers also wear "special foot covers" to avoid bringing dirt inside. To participate, customers must make at least six orders, each totaling £25 or more. This requirement may change after the trial period. This trial could change how people shop in the UK, and extending it aims to see how much interest there is in the service.
Overview of the project
As the lead in end-to-end digital design, I shaped core messages and crafted engaging experiences for mobile, web, and app platforms. My influence extended to enhancing user experience, refining brand identity, and conducting user testing and research.
My role
UX Process for this project
This is a greenfield project , set in a fast-paced startup environment with a small team. I adapt my design process according to the specific nature of the product.
1.Requirement gathering / Discovery
2. Research & stake holder + user interviews
3. Data gathering & prioritisation
4. Understanding the risks and UX roadmap
5. Concepts + Customer journey mapping
6. Feedback gathering & wireframes creation
7. Feedback gathering & Prototypes testing
8. Worked with the development team
9. Gone Live and Google analytics & Hotjar setup.
Requirements gathering / Discovery
I am solely responsible for end-to-end design, as there are no other designers or leads involved. I began by gathering the brief and conducting stakeholder interviews to understand their perspectives and business goals.
Who are our end users?
What are the initial and long-term problems?
What are the opportunities & time scales & tech stack/limitations?
Define Objectives
Research & stake holder + user interviews
In the 'In-home' delivery market, there are currently no competitors, making this initiative a first of its kind in the retail space. As a result, our focus has been primarily on determining the optimal approach for introduction and assessing how quickly we can pilot this service in the UK.
To see the initial reactions and gather valuable insights, I visited Waitrose stores in central London to engage with customers and present the concept to them. During these interactions, I carefully documented their questions and concerns, which I then presented to the stakeholders
Data gathering & prioritisation
I led a workshop with all team members to bring all of them onboard and shared the research data .
As a team, we have agreed to prioritise the following key points and have categorised the data accordingly for each.
What do we need to solve first?
How it impacts our brand?
What our customers want?
What are the next steps?
I have gathered the initial data from the in-store surveys. These surveys helped me understand customers' perspectives on the project and some initial recommendations from them.
Quantitative Analysis: Surveys generate quantitative data, enabling me to analyze trends, patterns, and correlations across responses. This statistical analysis helps identify common themes and preferences among Waitrose users.
Identifying User Needs: Surveys helped me to understand what users want and need from a product or service. By asking targeted questions, surveys uncover specific pain points, preferences, and desired features.
Tested initial hypotheses & our assumptions to get some potential customers’ expectations
Prioritised the key pain points and business opportunities.
I can't share the survey results and other data documents online due to the NDA. However, I can show them to you during the interview if required.
Understanding the risks and UX roadmap
Based on the feedback from potential customers, stakeholders and logistics team
UX & Final designs delivery Roadmap
The roadmap has changed a few times for various reasons, but it didn't affect my timelines and delivery. I worked closely with a small team of developers on a daily basis and collaborated closely with other cross-functional teams, such as Logistics and Marketing.
I have gathered the necessary features and functionalities required for this MVP project. Following the Agile methodology, we divided all the work into sprints and created user stories for each feature.
There are roadmaps for Web & App (iOS & Android).
Concepts, Customer journey mapping
After gathering sufficient data, I delve into conceptualizing end-to-end journeys. I lead workshops to identify gaps and refine concepts, followed by testing key journeys with users to gauge their experience with the wireframes and flows.
Feedback gathering & wireframes creation
I have designed low-fed wireframes to start with and iterated based on customer expectations/feedback.
designed wireframes for the website (onboarding users
Background : This app is designed for customers to securely send their key code to their house before the delivery. Additionally, customers can:
Leave reviews
Watch delivery videos
Provide feedback
View driver information
Contact the Waitrose team for assistance with any issues or concerns.
Customer App
Wireframes and final designs
Onboarding screenHome screen
Driver detailsKey code screenThese key screens provide a glimpse into the design process. During the interview, I can offer additional screens, Figma files, and detailed user journeys to provide a comprehensive understanding of the project.
Background: This app is designed for delivery drivers who need secure access to customers' key codes prior to delivery. Customers securely send their key code through their customer app, ensuring the driver receives it before the delivery. It's important to note that this app is specifically designed for a custom device tailored to the needs of delivery drivers.
Driver App & designs
Website landing page
Background: The purpose of this website is to provide users who have decided to sign up for the trial with additional information about the service. Users can visit the website to access resources such as explanatory videos and information on how the service works. Additionally, the website serves as a platform to onboard users by presenting eligibility questions and offering the option to download the app. Furthermore, users can provide feedback about both the service and the website, facilitating continuous improvement and refinement of the user experience.
Product flow
WYA Website
Signup for the trial and download the app
Shop at Waitrose.com
Eligible customers add "WYA" option at checkout
Please watch the brief video.
It demonstrates the installation process of the smart lock and illustrates how the driver gains entry into the house.
Customer app
Users download the app to send their key code to driver. Securely
Waitrose-WhileYouareaway-video
Driver App
This Android app receives key codes for custom handsets.
User testing
I've conducted user testing on various user journeys and key screens. This included in-house lab testing as well as recruiting participants based on factors such as location, house type, and work culture to ensure comprehensive feedback.
Session 1
Session 2
Iterated some screens based on the feedback. Tested with some users in the store too.
I've collaborated closely with the Development team, actively contributing to component development. I've been involved in sprint calls and user story writing sessions to ensure alignment and prevent any oversights.
Handover to the Dev team
I used Sketch, inVision, and Zeplin for this project. I uploaded all the screens to Zeplin so the developers could access them easily.
Results & Media
Signed up for this trial
5000+ households
Feedback
“Excellent“
Awards
Best Delivery Innovation
Extended trial
to 800 postcodes
Sales
£1 Million+
The service began with an initial 50 customers participating in the trial. The expansion of postcodes will result in a 200% increase in the number of participating customers. This trial has demonstrated an appetite for this type of service. However, due to Covid, Waitrose has halted this trial.