Role: Primary product designer in this squad
Highlight: Research, problem definition, solution alignment, implementation support, and QA
Launch year: 2021
Success metrics achieved after launch
3.0%
Reduce checkout bounce rate
3.5%
Reduce customer contact rate
14.6%
Boost conversion rate
Problem
Due to the default store settings*, many guests start their shopping journey at the default store, which does not reflect the unique assortments available in different locations. This leads to confusion and frustration among customers when they encounter products that are unavailable in their selected store. As a result, it may negatively impact customer satisfaction, increase abandonment rates, and hinder overall sales performance.
*default Store Settings: When a customer lands on the website or app homepage and does not allow the merchant to use location cookies, the merchant assigns a retail store to the guest. This ensures that the guest can view the merchandising on the site without seeing a blank page.
Validate the problem
I conducted a test among different guest segments, and the sections highlighted in neon green are the most problematic.
Problem 1
Problem 1: 50% of users did not click the option to modify the postal code and remained on the default postal code L3T
Problem 2
During the checkout process, 20% of users experienced errors because certain items were unavailable based on the address they entered or the service model they selected.
Solution - assign the right store
For those who don't allow location access, we redesigned the workflow. Now, when a customer clicks "add to cart," a modal pops up asking for their postal code. We use this information to allocate them to the respective store.
For those who didn't click the add to cart button, we assume them as the browser, so we will not popup any modal to ask for more input, let them enjoy the browse.
Best balaced solutions
Why do we let people choose the service module after clicking the “Add to Cart”?
We are an omnichannel. When the user doesn't allow us to use the location, we will assign a default postal code – L3T to the user. In this way, we ensure to show everyone a rich assortment of online grocery websites in any scenario.
Any questions?
Say hello at liqing.chen0909@gmail.com
For more information, here's my resume