Precise Delivery Date

Checkout

Role

Product Designer
User Researcher
UX Copy Writer

Timeline

June - Sept 2020

Platform

Macys.com

Tools

Adobe XD, Miro, UserTesting

Overview

Precise Delivery Date at PDP, Bag & Checkout page helps to enhance the online shopping experience for customers at Macy’s. They feel more confident and informative when they see the clarity and accuracy in the communication of delivery dates.

Old Designs

These designs depicted the delivery dates in terms of business days at both PDP and Bag levels. The transit time at the Checkout screen prompted customers to do additional calculations about receiving their shipment, which resulted in uncertainty and drops at the checkout level.

Challenge

To improve the customer experience by providing an accurate delivery date at PDP, Bag & Checkout level for people shopping at Macys.com, which will increase conversion rate and customer satisfaction in 2020.

A combo of exact dates and a range of dates with copy variations and padding of dates needed to be uniquely highlighted to increase sales. Navigating a customer right from PDP through Checkout with clarity and accuracy of delivery dates was a high priority. The use cases like Vendor Direct and Mixed Bag scenarios made this project even more challenging, which needed multiple designs with copy variations.

Goals

To understand the type of information around shipping and delivery day/dates that customer wants to see while shopping
To improve customer experience by increasing clarity and accuracy in communication of delivery dates
To understand the likes/dislikes of the users about the features of their preferred websites

KPIs

Decrease in cart abandonment
Increase in sales
Decrease on Macys Customer Care Service (MCCS) calls
Decrease time spent on Checkout
Increase on customer satisfaction

Research

Secondary User Research

Competitive Analysis

The analysis of our potential competitors shows that we are lagging in clarity and precision when communicating delivery dates to customers across the funnel.

Problem Statement

Customers have a difficult time guessing delivery dates by converting Macy's processing time, non-business days, and transit time into an estimated delivery date. It's difficult to choose different shipment options without clear delivery dates. The inability to control multiple items' shipping options separately on the checkout page is confusing and frustrating. Inaccurate delivery information and delivery speed affect how the customer feels about Macy's brand.

Solution

Design it from a customer-centric view
Improve checkout usability
Better algorithm for prediction is required
Implement exact vs. range of delivery dates for use cases like:

Usability Test Findings

Goals

Understand users' preference to order arrival date: exact date vs range date. Testing with both: a short & a long window
Understand users' expectations regarding the number of days in a range date and in an exact date
Understand users' preferences in the way we display dates for shipping information

Research Insights

Recommendations:

Regardless of the window, use a range to show the user when can they expect their package
Anything more than 4 days the users mentioned to be “too many days” in a range or exact date
Users preferred day & date as the format to show their shipping information
Users found the copy “Arrive by Monday 7/18”, as a promise that they would receive the order by then

Final Designs

The current designs are more user-centric providing a range of dates right from PDP, Bag, and Checkout. This provides users more clarity around the expected dates & makes necessary arrangements for their shipment.

RESULTS

After running the first PDD Experimentation for 2 weeks we found that most customers assumed to get the shipment in 3-4 days, however, it was taking longer than that due to current challenges with Supply chains.

Exact date was down by 3-4% & Range of Dates was down by 5-6%.

What I learned?

Keeping consistency with the delivery dates is very important to retain customer’s trust
Mental Models are effective
Collaboration = More Ideas

Precise Delivery Date

Checkout

Role

Timeline

Platform

Tools

Overview

Old Designs

Challenge

Goals

KPIs

Research

Secondary User Research

Competitive Analysis

Problem Statement

Solution

Wireframes

Usability Test Findings

Goals

Research Insights

Recommendations:

Iterations

Final Designs

RESULTS

What I learned?