vijay chekuri ux designer

While You're Away from Waitrose.

It'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.

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vijay chekuri ux designer

My Role

Service design, Process design, Apps Design, Email Design, User Testing, Research(Analytics based), Product & UX/UI design

Team Size

Approx 20

Product Designer (me) & other team members

Tools Used

Axure, Sketch, inVision, Google Analytics, SessionCam, ProtoPie, Survey monkey etc

1. Overview

To take part in this trial, customers must have a new smart lock fitted to their front door by Waitrose. Drivers open the door by entering a temporary 24-hour code that customers must send to Waitrose via the shopping app the night before delivery. Once inside the property, the driver puts chilled or frozen goods in the fridge or freezer and leaves everything else on a kitchen counter. They wear a body camera and customers can request to see the video of the delivery the next working day. The drivers also wear “special foot covers” to avoid traipsing in dirt from outside. To be involved, customers must make a minimum of six orders, each of at least £25, a measure to be reviewed after the trial.This service has great potential to revolutionise the way people do their shopping in the UK and the goal of extending this trial is to find just how much of an appetite there is for the service.

2. My role

  • Being responsible for end-to-end digital design, I helped define the main messages, creating compelling experiences across the mobile and web and app. I also played a vital role in influencing the user experience and evolving the brand, voice, user testing & research.
  • Redesigned the On-boarding website & 2 mobile apps (iOS, Android & for special driver handsets).

3.Challenges

  • Delivery when customer is not present
  • Smart lock installation & usage (security)
  • In-home delivery & Shopping frequency
  • Filtering customers (eligible & non-eligible) & Real user testing
  • Shop on waitrose.com site and adding WYA line during checkout.
  • Customer App & Driver App design

Understanding the risks

Together with store customer interviews 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.

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Product potential risks & priorities

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.

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Customer research (in Waitrose store)

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Thinking as a user and questions gathered from Customer interviews

User Research

To understand better user-needs I organised a card-sorting research activity with waitrose customers. A questionnaire also gave users an opportunity describe scenarios we may not have accounted for.

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Interview & research session & brain storming sessions

User Testing

After i have gathered enough data, followed the below process

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UX Process

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Early sketches (Delivery process)

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User testing

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Sketch file sample

Product Flow

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On-boarding journey

This is a trial product to measure the concept of in-home delivery so it's not suitable for everyone yet. we filtered the users based on their Location, Present lock type, Pets, etc.

Instead of a standard form, i have designed an interactive form with only 4 steps (shown below)

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Iteration & Final user testing

we did a user-testing workshop with five customers to see how they experienced it for themselves. Mainly centring around understandability — we did a five-second test, free exploration and then a quizzing session on what they had taken in. We learnt that almost all participants only read headers and the first sentence after the header, and any information after seemed to be skipped, so it was essential to be as concise and clear as possible. We also found that many customers had some visceral reactions when thinking about some key elements of the service, related to security, trust and the fridge.

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In the news

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While You’re Away was run as a trial service, which now brought to a close owing to the current situation around COVID-19.

The Result

The While You’re Away from Waitrose experiment has been successful in terms of learning about in-home delivery and customers behaviour. Post experiment, we experienced a 31% increase in customers shopping online instead of in-store and a larger average order basket size as well as average order value. The business is taking these learnings with the view to explore all possibilities relating to creating valuable in-home services.