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Sam's Club built an experimental app letting customers checkout on their mobile device. The pilot was more successful than expected, and now we need to integrate it into the core mobile app.
The Sam's Club mobile team built a standalone app called "Scan & Go" that lets you skip the checkout line by scanning your items and paying for your order from your mobile device.
The app was an instant hit with our customers, prompting us to pursue a more aggressive rollout strategy, with the goal of enabling Scan & Go in over 650 locations within a few months.
But there's a problem. We now have 2 separate mobile apps with different purposes causing lots of confusion. Before we roll it out nationwide, we should consider combining these two apps together.
Simplify and consolidate
Drive core app downloads
Behavioral insights
Increase in-store app usage
Reduce checkout time
Increase Scan & Go usage
We chose two personas to focus on.
The design brief was detailed and specific, like a mini version of this case study. It outlined the target customer, current experience, pain points, objectives, personas, design principles, and KPIs.
Another document would be created to outline the planned UX activities and project timeline.
This was a high profile project with a lot of opinions and technical constraints. We needed everyone to be a part of the solution.
We facilitated a workshop with 12 attendees including Product Managers, Business Strategists, Developers, Researchers, UX Architects and Visual Designers.
I designed all of our workshop sketches digitally, combining similar themes and ideas into a coherent document., then created a list of pros and cons for each concept. I reported this back to the group with new findings and a well reasoned path forward.
A geofence around the store's physical location would trigger the "in-store mode," which places Scan & Go on the home screen of the core app. To the user, it seems like magic. But we also needed alternate pathways if location permissions were not granted on the user's device.
After gathering feedback from the team, I began to design the workflow wireframes. This would become an Invision prototype that I presented to leadership. We got the green light to create a high fidelity prototype and test it with real customers in a number of stores.
Working with a research partner, we devised a shop-along study for 10-20 customers of varying affinities and technical proficiency. This needed to be well-planned, as we would be walking alongside them in the store, using a prototype of static screens while they interacted with real items.
• 9 Sam's Club members
• Users of core app, Scan & Go, both and neither
• High learnability of design
• All were "able to navigate with confidence"
• NPS of 9 or 10 from all participants
• Short list of improvements for next iteration
"It's all in the same app. You can see the reviews, adjust quantities, scan your items for checkout. That makes it really easy."
"The swipe up receipt is cute, but you know, in a good way. It's really fun to use."
I iterated on the previous design, addressing any issues that came out of user testing, and then got into the details of the interaction and interface design.
Interaction design, transitions, timings and animation were all crucial to the user experience of the final design.
I ended up making a high fidelity prototype in Atomic, and then translating the animation parameters into the requirements.
This project was strategically important and everyone in UX, Product and Development had thoughts on how it should turn out.
I think the success of this effort was due to the trust that the team placed in me, which was created right away by being open and collaborative during the kickoff phase, and keeping my stakeholders informed throughout the process.