Big Lots
Wait...Which Store?!
Big Lots
Wait...Which Store?!
My Role
Sr. UX/UI Designer - competitive research, visual design, interaction design, information architecture
Tools
Adobe XD
Quantum Metrics
Medallia
FigJam
Team
User Researcher
Product Managers
Designers
Developers
Customer Service Team
Timeline
3 Weeks
At A Glance
Our customer service team alerted us that the user was accidentally submitting a pickup order to the wrong store. This caused many cancelled orders and angry customers.
Some Stats
46%
increase in conversion
42%
decrease in cancelled orders
34%
drop in queries, indicating clearer, more intuitive design and better user understanding
"Customers who are dissatisfied with a website’s information content will leave the website without making any purchases"
"Customers who are dissatisfied with a website’s information content will leave the website without making any purchases"
Research
Starting Point
Big Lots saw an increase in pickup orders being canceled. The first step was to find out why. We looked into our Medallia surveys and talked to our customer support team. This revealed a major pain point for our users, who do not see/understand that the Big Lots data feed shifts to the next closest store if your product is unavailable in your selected store.
Next Step
I needed to understand Big Lots' data feed, inventory, and how users were interacting based on placing orders at stores in their surrounding areas. I wanted to see if I could re-create this issue to experience it first hand. Next I went into full comp analysis mode
Who Has A Good Experience?
I immediately thought of Target and Walmart. They have an unmatched retail experience in how they go about pickup, curbside, shipping, and in-store shopping. I wanted to understand how their data worked and what happens if the item is not in stock at my selected store.
"As much as customers are interested in prices, service quality and ambience conditions, they also take into consideration the convenience offered by the location."
"As much as customers are interested in prices, service quality and ambience conditions, they also take into consideration the convenience offered by the location."
Challenges
Changing a vital piece on information involves a lot of considerations and stakeholder interest. Based on a Product Requirements Document that I worked on with our Project Manager, we outlined the key tasks that I had to accomplish for launch.
01
How will the user clearly understand what their "selected" store is?
02
How can we make sure the user knows their "selected" store has changed?
03
Where and when do we need to communicate this information?
04
Can we make sure there is always a suitable fulfillment option for the user?
Design
No Wireframes!?
With this project there was simply no time for full wire-framing. Luckily I am very quick at making high-fi mockups where they are almost like my wireframes. This process allows me to flush out more ideas and receive feedback quicker.
We wanted to create a system of recognition for the user. User-testing told us that the color-coded system made it easier to see and understand where they would be picking up their order.
Changed the data structure for when a store isn't available it shifts to the next closest store to their location.
We wanted the user to easily be able to shop their selected "hometown" store to know what was available closest to them. So we created a Shop Your Store Toggle allowing the user to see how many items and which sore they were in at a quick click.
Wanted to make sure we were communicating this in as many places that made sense.
Solution
- To bring everything together, the stakeholders had to select an existing or new brand to unify under for the website.
- Our team designed a new site header & homepage that demonstrated how these brands could be integrated
Taxonomy - We conducted workshops with internal stakeholders and utilized industry best practices to create initial taxonomy
recommendations
Navigation Design - Concept designs for the main navigation, mega menus & mobile navigation
- Entice users to create an account and sign in
- Easy access to important information & tools through the navigation.
- Dashboard that enables to users to track what's important to them including:
• Previous orders/purchases
• Subscriptions
• Saved content & products
• Personalized recommendations
We created concepts based on business goals
and industry best practices
• The wireframes integrated real content to help exemplify how our new strategy would be implemented within the design
Updated and New components were defined that would be the building blocks for the new page designs.
• We provided over 50 components and
variations
• Each component design included Desktop and mobile designs
We audited the current path to purchase and
identified the key opportunities to create an
improved experience that included these
priorities:
• Allow consumers to Learn and Shop
• Streamline purchase opportunities
• Serve up relevant products to solve problems
• Leverage community voices
• Many of the key opportunities were
addressed with new navigation and designs, while others were added to the roadmap
The Solution
A New Site From The Ground Up
We wanted to create a system of recognition for the user. User-testing told us that the color-coded system made it easier to see and understand where they would be picking up their order.
Changed the data structure for when a store isn't available it shifts to the next closest store to their location.
We wanted to create a system of recognition for the user. User-testing told us that the color-coded system made it easier to see and understand where they would be picking up their order.
Wanted to make sure we were communicating this in as many places that made sense.
Solution
Solution
Changed the data structure for when a store isn't available it shifts to the next closest store to their location.
We wanted to create a system of recognition for the user. User-testing told us that the color-coded system made it easier to see and understand where they would be picking up their order.
Wanted to make sure we were communicating this in as many places that made sense.
We wanted to create a system of recognition for the user. User-testing told us that the color-coded system made it easier to see and understand where they would be picking up their order.