Program goal

How might we

How might we expand our footprint and value prop by offering our customers a more convenient, secure and cost-effective way to pick up their items when there’s not a Walmart store nearby – i.e., in metro and some rural areas; or for customers concerned about porch piracy.

Focus on our customers

“What we have seen over and over again is [that] convenience drives the customer — and what they buy.”

“By making it easier for the customer to care for themselves, and really set the pace of the experience, that is the most powerful offering either a general retailer or a grocer has.”

How do we measure success

From customer perspective:
Our customers are able to discover the FedEx pickup options easily
Our customers can easily select the stand-alone pickup option when it’s right for them

Business metrics:
4-channel GMV lift - with some shift towards pickup in the delivery vs. pickup mix
Transportation savings (~$1 per package)
Decrease in LAD “Lost after delivery” cost ( ~$30 per occurrence)
NPS growth (at least 3 points gain over S2S)

What we tested and learned

Determine discoverability and comprehension of 'FedEx pickup' option

1. Do customers interpret FedEx as a pickup option and understand why it's being shown as a potential pickup option?
2. Do they understand that there are more than just 2 pickup options?
3. Are they able to understand that the pickup dates may vary by location?

Challenges

However, if we only show this option in Checkout, by the time our customers discover the option it will be too late to make impact that we desire for customers and business.

Why is it hard to show this option upstream?

• •Only ~46% of assortment eligible for FedEx pickup points at launch
• •No cart context
• •Inconsistency of store display: 5 stores vs 1 store
• •Not accurate current location cases (11% unknown, ~8% low-confidence)

Experience vision

Provide one consistent pickup location throughout the customer’s shopping journey and make it really easy for users to discover their pickup location, change it, and understand impact of doing so.

Be smart about defaulting to the “closest” pickup location and remembering the previous pickup location.

Role

Design Lead

Led the UX development by defining the overall goals of expanding pickup beyond the stores to increase the relevancy of pickup to more US Households. Created design brief and identified the primary targeting demographics. Explored e2e vision options and eventually recommend to serve up this FedEx pickup option at checkout only – when the basket is relevant. Leveraging the right data points, presented user-tested design concepts in leadership meeting with challenges and vision plan. Mentored others to create and deliver robust design solutions to end user. Oversee overall e2e experience.

This feature will be launch starting Jan 2019. Targeting ~$117M GMV lift, ~$1.18M Transportation Savings and +8 points NPS growth.