MACYS.COM
BOPS
FEATURE DESIGN
BOPS, Buy Online Pick Up in Store, is a site-wide feature that allows customers to purchase items online, and pick it up in store. This allows our customers to get their items immediately rather than waiting a couple of days for shipping. This also brings foot-traffic into our stores for exposure.
PROJECT SCOPE
Our BOPS mobile and desktop flow were complicated and inconsistency. Customers are always confused on how to select/change their pick-up store, and which items are available for pick-up. We were tasked to improve the flow, test it and scale it.
2 UX Designer: Takashi H & myself.
2 Product Managers
+12 Developers
Lean Lab
OUR CUSTOMERS
Customer Insights
"Showed pick up in store and I have no store close by! Could not get it to change to ship"
"I was very disappointed because it wouldn't give me the option to check for item in the store, forcing me to have to call the 800 number which is an inconvenience."
"awkward navigating between checking for store to shipping, pictures at check out do not match item ordered. Would have bought other item but could not easily navigate back and became frustrated."
THE CHALLENGE
The challenge was clear; BOPS had a complicated flow that confused and frustrated our customers. By creating a system & user flow, we were able to distinguish the significant problems, and where the opportunities are to solve & redesign.
USER FLOW
IDEATION
After understanding our customers, and the challenge, we went straight to the drawing board. We brainstormed new BOPS flow & new interactions that would help improve the experience for our users while also increasing BOPS penetrations and site conversions.
SPEC + SCENARIO
Each scenario triggers a different experience, which could break the experience if not throughout thoroughly. For instance, what happens when there are no available stores nearby? Specs help create consistency across the feature and prevent design to developer errors.
A/B TESTING
A/B testing allows us to test our top ideas and compare how they perform with our control / current experience. We wanted to understand whether our suggested flow would improve BOPS understanding and add clarity to the feature.
WINNING DESIGN
After testing and collecting metrics, the team decided to scale a more responsive solution that is both desktop and mobile friendly. Making the radio button visible and reducing the confusion of selection led to an increase in the features penetration rate.
