Noel Leeming (part of The Warehouse Group) is a leading tech retailer in New Zealand. Noel Leeming contact centre was receiving a massive amount of customer calls asking about delivery and collection timeframes and store stock information before or after they purchased a product online. We started unpacking the problem with a goal to improve the customer experience as well as reduce the calls.
As the Experience Lead on this initiative, I worked through the e2e design process, including discovery, ideation, prototyping, user testing, and implementation. It was the first time the team and stakeholders were working closely with a dedicated UX designer. So this was also an excellent opportunity to coach the business and development team on customer-centric problem solving, and take them on the design journey as we progressed towards the solution.
We reviewed the current state and identified key issues leading to this problem.
Incorrect, confusing or no delivery estimates, especially around special orders which make up for a substantial % of total products.
Fulfilment options scattered across the product details page make them difficult to discover and read.
The ‘find in store’ button had only 6% click-through rate, out of which only 0.05% of users ended up completing the transaction.
Messaging about delivery & collection was inconsistent across purchase & post-purchase journey.
We did two rounds of prototype and testing on high fidelity prototypes to understand users’ mental model around fulfilment options, and what information are they looking for to make the right decision throughout the online purchase journey.
Before implementing the solution, we documented 13 different scenarios around product type and fulfilment rules, so we could design and have a message structure which is consistent across all of them. The final solution had –
After delivering the solution and enhancing the experience, we successfully managed to reduce customer calls around delivery, collection and store stock estimates. We also received positive customer feedback on the update. The easy to understand fulfilment options and estimates helped them in making their purchase decision much more efficiently.
