RG
WSJWINE
HOLD WINE AT LOCATION
The Wall Street Journal Wine Club offers customers the option to pick up wine orders at a specified location.
The Problem
To have wine delivered to your home, you are required to sign for it. The delivery person must verify that you are of legal drinking age, so an ID and signature are necessary. This can be an issue for people who do not work from home. The business has partnered with local establishments like Walgreens and FedEx to address this challenge. This allows customers to have their wine delivered to these locations, where they can pick up their orders and have their ID checked by a store employee. Having the pick up at location option eliminates the problem of wine not being delivered directly to the customer's home.
The Solution
Select pick up location modal
All designs owned by Direct Wines Inc.
The Process
Competitive Analysis
I researched to understand how other companies like Best Buy, Home Depot, Walmart, and others were handling orders online and pick-up in-store.
The companies had several features in common, such as:
- A Zip Code entry field is used to determine stores within a radius.
- A map to see where the store is located.
- The ability to select the store you would want to pick up from and view their hours.
- A designated pick-up person for the order
User Flow
I met with the product owner and developers to clarify the requirements. Based on that understanding, I created a user flow for review to ensure we were all aligned on the solution's structure.
Branded Mockups
Ideally, I conduct usability testing with wireframes before the mockup phase. However, due to time constraints and a recent project where we revamped the checkout flow with user testing, we decided to proceed with usability testing using branded mockups.
Shipping Page with Local Pickup link
Hold at location modal (3 steps)
Step 1: Who is picking up the wine order?
Step 2: Select Pickup Point
Step 3: Confirm
The checkout payment page
Review order page
Order Confirmation page
Usability Testing Results
We found that users overlooked the "Switch to Local Pickup" link during usability testing. They focused on filling out the form and did not notice the link. When asked about their thoughts on it, there was no clear consensus regarding its purpose. I modified the design to address this issue by adding a pickup location section lower after the form fields. This adjustment also allowed us to use the entered zip code to determine a default pickup location.
Users understood the flow and content of the modal clearly. The experience resembled other sites they had visited. They also believed the feature was beneficial for people who were away during the day.
Updated Final Shipping Page
Conclusion
The project was successful because we conducted a competitive analysis to understand how other companies handled pickup at their locations. We also performed usability testing to validate our designs. Additionally, we engaged in early discussions with key stakeholders and developers to ensure alignment on our design direction and to avoid any potential technical issues related to the tech stack.
All designs owned by Direct Wines Inc.
