Hybrid Fulfillment
Pickup & delivery
Wisp
2023
Introduction
This case study explores the development of a Hybrid Fulfillment option, where customers can choose between shipping, local pickup, or delivery options. This project was focused on improving checkout conversion by providing flexibility in fulfillment choices.
Context
We offered static fulfillment options, limiting user flexibility, especially for items like birth control. Recognizing the need for adaptability, the team decided to explore a Hybrid Fulfillment option, allowing users to tailor their fulfillment methods to their evolving needs.
Challenge
The main challenge was to develop a process that allowed patients to easily choose or change their fulfillment method, catering to their need for adaptability across products. The goal was to ensure that this enhanced process not only met patients' expectations for flexibility but also effectively improved conversion rates.
Constraints
The new system was required to integrate with the current checkout process, ensuring that there were no disruptions to the user experience. It was crucial that the design catered to a diverse range of users to guarantee ease of use during the checkout process.
Any enhancements made to the backend system had to be extensible and and flexible, allowing for future updates or modifications in fulfillment options, ensuring the system's long-term viability and adaptability to evolving business needs and customer preferences.
Research
Key Findings
Users expressed a strong desire for flexible fulfillment options, indicating that their preferences might vary based on urgent circumstances or future needs. For example, accessing birth control highlighted the value of an immediate local pickup option.
There was user frustration due to the rigidity of the existing fulfillment process, often leading to abandoned checkouts. Users also indicated that they wanted control and transparency in their purchasing journey as they valued how different fulfillment options would affect pricing, particularly for essential products.
Key Insights
The need for flexibility and the ability to change fulfillment options during checkout was the top priority for user satisfaction.
Visible and easily accessible fulfillment options within the checkout process was critical to prevent user frustration and abandonment.
A user-friendly approach was essential for users to easily select or modify their fulfillment options, enhancing their overall checkout experience.
How might we
I wanted to start by framing this project with "How might we?" questions as it encouraged a solution-oriented and collaborative approach. These questions helped shift the challenges to opportunities, focusing on service design and user-centric solutions.
How might we design a user interface that enables patients to easily select or change their fulfillment options during the checkout process?
How might we clearly communicate the implications of each fulfillment choice, such as differences in cost and delivery times, to ensure transparency and informed decision-making?
How might we design the solution to be flexible enough to accommodate future changes in fulfillment options or business requirements?
How might we gather real-time feedback from patients during the checkout process to continuously refine and improve the fulfillment options?
Sketches
The initial objective of Hybrid Fulfillment was to provide a flexible way for users to choose their preferred method of receiving their orders, improving the user experience with a sense of control and personalization. In the early stages, I explored a couple of options for how to visualize the various options to make the selection process engaging and informative.
Design Iterations
The initial prototype, incorporating a dynamic fulfillment option selector within the checkout process, was subjected to user feedback. Participants highlighted the importance of clear, intuitive interfaces that allowed them to easily switch between fulfillment methods. Based on this feedback, subsequent iterations focused on enhancing the visibility and accessibility of these options. The design was refined to ensure that users could effortlessly understand and interact with the fulfillment method selector, minimizing the risk of confusion or abandonment.
Final Deliverable
The final deliverable is a redesigned checkout process featuring a dynamic fulfillment option selector. This interface allows users to choose between shipping, local pickup, or end of day home delivery adapting to their immediate needs and preferences. It includes clear indications of any pricing or delivery time changes associated with different fulfillment options, ensuring transparency and trust.
Takeaway & Reflection
This project demonstrated the importance of creating a service that was straightforward to navigate and communicated its purpose aligning with what users expectations. It also highlighted the need for adaptability to changing needs, maintaining a coherent and integrated journey.
Hybrid Fulfillment
Pickup & delivery
Wisp
2023
Introduction
This case study explores the development of a Hybrid Fulfillment option, where customers can choose between shipping, local pickup, or delivery options. This project was focused on improving checkout conversion by providing flexibility in fulfillment choices.
Context
We offered static fulfillment options, limiting user flexibility, especially for items like birth control. Recognizing the need for adaptability, the team decided to explore a Hybrid Fulfillment option, allowing users to tailor their fulfillment methods to their evolving needs.
Challenge
The main challenge was to develop a process that allowed patients to easily choose or change their fulfillment method, catering to their need for adaptability across products. The goal was to ensure that this enhanced process not only met patients' expectations for flexibility but also effectively improved conversion rates.
Constraints
The new system was required to integrate with the current checkout process, ensuring that there were no disruptions to the user experience. It was crucial that the design catered to a diverse range of users to guarantee ease of use during the checkout process.
Any enhancements made to the backend system had to be extensible and and flexible, allowing for future updates or modifications in fulfillment options, ensuring the system's long-term viability and adaptability to evolving business needs and customer preferences.
Research
Key Findings
Users expressed a strong desire for flexible fulfillment options, indicating that their preferences might vary based on urgent circumstances or future needs. For example, accessing birth control highlighted the value of an immediate local pickup option.
There was user frustration due to the rigidity of the existing fulfillment process, often leading to abandoned checkouts. Users also indicated that they wanted control and transparency in their purchasing journey as they valued how different fulfillment options would affect pricing, particularly for essential products.
Key Insights
The need for flexibility and the ability to change fulfillment options during checkout was the top priority for user satisfaction.
Visible and easily accessible fulfillment options within the checkout process was critical to prevent user frustration and abandonment.
A user-friendly approach was essential for users to easily select or modify their fulfillment options, enhancing their overall checkout experience.
How might we
I wanted to start by framing this project with "How might we?" questions as it encouraged a solution-oriented and collaborative approach. These questions helped shift the challenges to opportunities, focusing on service design and user-centric solutions.
How might we design a user interface that enables patients to easily select or change their fulfillment options during the checkout process?
How might we clearly communicate the implications of each fulfillment choice, such as differences in cost and delivery times, to ensure transparency and informed decision-making?
How might we design the solution to be flexible enough to accommodate future changes in fulfillment options or business requirements?
How might we gather real-time feedback from patients during the checkout process to continuously refine and improve the fulfillment options?
Sketches
The initial objective of Hybrid Fulfillment was to provide a flexible way for users to choose their preferred method of receiving their orders, improving the user experience with a sense of control and personalization. In the early stages, I explored a couple of options for how to visualize the various options to make the selection process engaging and informative.
Design Iterations
The initial prototype, incorporating a dynamic fulfillment option selector within the checkout process, was subjected to user feedback. Participants highlighted the importance of clear, intuitive interfaces that allowed them to easily switch between fulfillment methods. Based on this feedback, subsequent iterations focused on enhancing the visibility and accessibility of these options. The design was refined to ensure that users could effortlessly understand and interact with the fulfillment method selector, minimizing the risk of confusion or abandonment.
Final Deliverable
The final deliverable is a redesigned checkout process featuring a dynamic fulfillment option selector. This interface allows users to choose between shipping, local pickup, or end of day home delivery adapting to their immediate needs and preferences. It includes clear indications of any pricing or delivery time changes associated with different fulfillment options, ensuring transparency and trust.
Takeaway & Reflection
This project demonstrated the importance of creating a service that was straightforward to navigate and communicated its purpose aligning with what users expectations. It also highlighted the need for adaptability to changing needs, maintaining a coherent and integrated journey.
Hybrid Fulfillment
Pickup & delivery
Wisp
2023
Introduction
This case study explores the development of a Hybrid Fulfillment option, where customers can choose between shipping, local pickup, or delivery options. This project was focused on improving checkout conversion by providing flexibility in fulfillment choices.
Context
We offered static fulfillment options, limiting user flexibility, especially for items like birth control. Recognizing the need for adaptability, the team decided to explore a Hybrid Fulfillment option, allowing users to tailor their fulfillment methods to their evolving needs.
Challenge
The main challenge was to develop a process that allowed patients to easily choose or change their fulfillment method, catering to their need for adaptability across products. The goal was to ensure that this enhanced process not only met patients' expectations for flexibility but also effectively improved conversion rates.
Constraints
The new system was required to integrate with the current checkout process, ensuring that there were no disruptions to the user experience. It was crucial that the design catered to a diverse range of users to guarantee ease of use during the checkout process.
Any enhancements made to the backend system had to be extensible and and flexible, allowing for future updates or modifications in fulfillment options, ensuring the system's long-term viability and adaptability to evolving business needs and customer preferences.
Research
Key Findings
Users expressed a strong desire for flexible fulfillment options, indicating that their preferences might vary based on urgent circumstances or future needs. For example, accessing birth control highlighted the value of an immediate local pickup option.
There was user frustration due to the rigidity of the existing fulfillment process, often leading to abandoned checkouts. Users also indicated that they wanted control and transparency in their purchasing journey as they valued how different fulfillment options would affect pricing, particularly for essential products.
Key Insights
The need for flexibility and the ability to change fulfillment options during checkout was the top priority for user satisfaction.
Visible and easily accessible fulfillment options within the checkout process was critical to prevent user frustration and abandonment.
A user-friendly approach was essential for users to easily select or modify their fulfillment options, enhancing their overall checkout experience.
How might we
I wanted to start by framing this project with "How might we?" questions as it encouraged a solution-oriented and collaborative approach. These questions helped shift the challenges to opportunities, focusing on service design and user-centric solutions.
How might we design a user interface that enables patients to easily select or change their fulfillment options during the checkout process?
How might we clearly communicate the implications of each fulfillment choice, such as differences in cost and delivery times, to ensure transparency and informed decision-making?
How might we design the solution to be flexible enough to accommodate future changes in fulfillment options or business requirements?
How might we gather real-time feedback from patients during the checkout process to continuously refine and improve the fulfillment options?
Sketches
The initial objective of Hybrid Fulfillment was to provide a flexible way for users to choose their preferred method of receiving their orders, improving the user experience with a sense of control and personalization. In the early stages, I explored a couple of options for how to visualize the various options to make the selection process engaging and informative.
Design Iterations
The initial prototype, incorporating a dynamic fulfillment option selector within the checkout process, was subjected to user feedback. Participants highlighted the importance of clear, intuitive interfaces that allowed them to easily switch between fulfillment methods. Based on this feedback, subsequent iterations focused on enhancing the visibility and accessibility of these options. The design was refined to ensure that users could effortlessly understand and interact with the fulfillment method selector, minimizing the risk of confusion or abandonment.
Final Deliverable
The final deliverable is a redesigned checkout process featuring a dynamic fulfillment option selector. This interface allows users to choose between shipping, local pickup, or end of day home delivery adapting to their immediate needs and preferences. It includes clear indications of any pricing or delivery time changes associated with different fulfillment options, ensuring transparency and trust.
Takeaway & Reflection
This project demonstrated the importance of creating a service that was straightforward to navigate and communicated its purpose aligning with what users expectations. It also highlighted the need for adaptability to changing needs, maintaining a coherent and integrated journey.
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