- "We have lots of merchandise sitting in the shopping cart and never being checked out."
- > Make more merchandise available to customers.
- Lower the distribution cost.
- Increase store traffic.
Make more products available in store
Kohl's now provides this new buy online ship to store service to improve the shopping experience online and in-store. This is an omni-channel project impacting 4 channels: desktop, mobile browser, native app and tablet. The desktop experience is currently available online. Feel free to check out.
🎨 Experience Designer
⏱️ Pilot Launched in 08.2018
📄 Omni-channel Experience
I explored various wire concept content strategy to best translate this new buy online and ship to store concept to all level of customers across channels.
I evaluated where are the touchpoints on the customer journey, in what scenarios customers would like to be informed and in what level of details with 5 channel designers and 2 product managers.
I examined if we are providing a consistent experience across different channels in-store and online by balancing business goals and understanding customers’ behavior.
I empowered the product team and the engineer team to smoothly shipping this mobile experience for pilot lunch and beyond.
CUSTOMER REVIEW
"Perfect solution to obtaining a blouse in my favourite color where my size wasn't available in store. Efficient
and reasonably fast."
"I love it! It was quick easy and I was able to get my size even though it was not in stock at the local store."
DESIGN OPPORTUNITY
DESIGN TOUCHPOINTS
After defining the problem space and see the business value, we stepped back looking at the customer's journey map to determine where are the key touchpoints for them during online shopping. To provide a basic idea here, I have simplified the customer journey map as below to help you understand the reason we picked the three pages to start with. This is an omni-channel design solution, so we have provided designs for both desktop and mobile experience. I've picked three design examples from across the channel to provide more details about the project and also would like to share how I make my design decisions.
DESIGN WALKTHROUGH
Product matrix page is the first stop when customers considering purchasing with Kohl's. So the design goal here is quite straightforward: to make this service visible for customers in the very beginning to influence their purchase decisions.
Since mobile screen has limited space, when we design the omni-channel experience, we firsty focusing on how to include the BOSS experience in mobile. We have explored rounds of designs and also invited our customers to the testing lab for feedbacks. I have picked some main concepts we tested and provided the rationals alongside.
DESIGN WALKTHROUGH
Product details page is designed to help customers to make a purchase decision. At Kohl's, when we look into our customer profile, we found that many of them are senior customers or customers is not that tech-savvy. This is something we often obligated when living in the silicon valley. Here is a good example when we designning the product details page, how we empathize with our customers.
Due to the operations' constraints in product details page, we are not able to display the shipping options until a certain size and color is selected. Instead of disabling "Add to Cart" button, we decide to have it always enabled and show the size and option panel when it's not specified. This helped our customers to make their purchase decisions without interrupting their workflow. Because we found that some of them will get confused and thought they did something wrong so that the button is disabled.
Show "ship to store" when color/size selected
Display with radio button
CTA button always in active state
Below are the variations on different shipping options for customers.
DESIGN WALKTHROUGH
Order details page is to ensure that the experience is seamless from end to end. After placing the order, the most relevant information would be available right away at a glance. The hierachy of the information is based on the user feedback: where to pickup, when the store is open, how long the store will keep my package, etc.
DESIGN IMPACT
