What

A feature that shows item assortment and fulfillment options for a customer’s most relevant ZIP code across every page of the site.

Problems

• •Different pages across the site was calling multiple location serivces and caused inconsistent location along the customer shopping journey. Different stores were display across the funnel.
• •No-zip (location unknown) and low-confidence location accounted for approx. 15%

Goals

• •Improve accuracy and consistency of customer location, to enable more accurate delivery and pickup promise dates and location-based discounts for our customers
• •Improve accuracy and consistency of location and store information across the site

Success metrics

• •GMV lift
• •Reduce percentage of location unknown and low-confidence location segment

Solution

• •All pages will be making the call to one common location service
• •Consistent list of stores and display logic
• •One consistency user interaction for ZIP code input entry and feedback

Location services logic flows

Stores ranking display logic

Priority of label

1. In this store: In-store mode (App only)
2. Nearest store: SEM deeplink from google search
3. Your store: User preferred store
4. Last pickup store: Last transacted
5. Nearby stores

E2E design recommendation

Global ZIP code component

ADA guidelines

Key results and learnings

The feature A/B tested well, observed stats sig success metrics lift, which is mainly driven by location consistency and accuracy improvement and has engaged customers to have more view items, ATCs.

• •Order per visitor TvC: 0.64% (significant)
• •GMV per visitor TvC: 1.31% (significant)
• •This have translated to $131 million per year.

The E2E ZIP prompt for location unknown use case did not reduce the percentage of unidentified users after 2 round of A/B tests, so we didn’t move forward with any ZIP prompt in discovery touchpoints.

Role

Design Lead
Led this Customer Location project E2E, across web and app platforms.