Buy Online Pickup In Store
(BOPIS) Experience
My Role: Lead UX + UI Designer, UX Researcher
Date: 2019
Brand: Chico’s FAS, Inc
Tools/Software: Sketch App, InVision, Usertesting.com, Powerpoint
Purpose & Overview
The Challenge
Chico’s was interested in introducing BOPIS as a new omni channel service for our customers. The CX & UX team was asked to define what a seamless BOPIS customer experience would look and feel like, and then design an MVP version for our other teams to quickly implement and support.
CX+UX Approach
Before we could map out an ideal customer journey through BOPIS, we needed to understand the competitive landscape as well as CX, expectations and preference with BOPIS.
Project Goals
Seamless Customer Journey
To provide a single view of the BOPIS omni channel journey as it relates to both online and in-store experiences.
Competitive Landscape Comparison
To shine light on opportunities and pitfalls of BOPIS through an exploration of the competitive landscape.
Future optimizations
To make recommendations of how we minimize the customer pain points by improving the overall customer experience for BOPIS.
STEP 1
Understand the Market
BOPIS
Buy online, pickup in store is a retail strategy where products are purchased online and then picked up in the store rather than shipped to the customer.
Shoppers Love Flexible Fulfillment
Speed is King and Convenience is Queen. Customers want convenient and versatile pick-up and return options. Retailers are responding, but not fast enough for shoppers.
61%
of customers place a high importance on BOPIS availability.
58%
relied on it in the 2018 holiday season, up 25% over last year
61%
use BOPIS, and 23% plan to increase their use.
STEP 2
Competitive Research
Retailers Reviewed In-Depth
Ann Taylor
Old Navy
JC Penney
Kohl’s
Nordstrom
Walmart
Target
Home Depot
Best Buy
Criteria for comparison
Online (Desktop + Mobile): Homepage/Global Header, PLP/Grid, PDP, Cart, Checkout, Location Finder
Communication: Emails, Text
In-Store: Signage, Location, Receipts, Time, Ease
Priority of implementation
Must Have (MH)
Nice To Have (NTH)
Exceeds Expectation (EE)
Chico’s BOPIS War Room
STEP 3
User Testing – Competitor Comparison
(NOTE: Only part of this analysis is shown for data confidentially reasons)
Which BOPIS experience was easier to use?
Key Insights:
Mobile users overwhelmingly selected Brand 2 as the experience that was easiest to use.
Desktop users found the brands were closer in experience, but with Brand 2 slightly ahead.
We found a strong correlation between ease of use and overall satisfaction with mobile users.
How important is same day in-store pickup to you when shopping?
Key Insights
92% of Mobile users stated that BOPIS would is very or somewhat important to them.
67% of Desktop users stated that BOPIS would is very or somewhat important to them.
How likely would a BOPIS option influence your decision to buy an item?
Key Insights
92% of Mobile users stated that BOPIS would influence their decision to buy.
83% of Desktop users stated that BOPIS would influence their decision to buy.
Understanding Customer Expectations
Implicit Expectations
Set by cultural norms, industry norms, competitive norms, word of mouth, etc.
Explicit Expectations
Set by marketing..what are we telling the customer that they can expect from us.
STEP 4
CX|UX Requirements
The CX requirements were shaped from the market, competitive and customer research collected by the CX/UX team and aligned to the overall business goals and project timeline.
As one of the 11 cross-functional teams who contributed to the final requirements, we helped to shape the end-to-end BOPIS experience by looking at it through a customer lens.
4 Parts of a CX Strategy
The CX Strategy plugs into the “how” by setting the vision for customer experience and defining the set of goals and actions needed to drive business results.
1. Vision
2. Who
(intended customers)
3. How
(critical differentiator)
4. Metrics
(KPIs for gauging success)
STEP 5
Journey Map + User Flow + Design
BOPIS Customer Persona + Journey Map
Marketing Asset Inventory
On-Site Marketing
Global Promotion
Homepage Promotion
Services Page + Modal
FAQs
In-Store Marketing
Pickup Signage
Cashwrap Signage
Triggered Email
Confirmation Email
Pickup Ready (4 hours)
Order Unavailable
Partial Order
Pickup Reminder (24 hours after Pickup Ready)
Pickup Confirmed (Instant)
Cancelled Order (Instant)
Product Page Flow
Shopping Bag Flow
Checkout Flow
BOPIS widget added to PDP
Marketing Site Asset Examples
PDP happy path flow
Store Finder Modal
Guest Checkout
Gust Checkout Order Confirmation Page
Email Sequence Example
Other Screens
Results
Measure + Learn
As the BOPIS pilot rolls out the Analytics and UX team will work closely with the business to understand KPI impact and Google Analytics results.
Optimize
Based on results and future usability testing, the UX team and I will work together with partners and stakeholders to understand future optimizations and phases to enhance the BOPIS experience past MVP the state.
Covid-19 + Curbside Pick Up
With the impacts from COVID-19 and the current BOPIS implementation the UX, Engineering and Central Store Operations Teams were able to work together to rollout Curbside Pickup for the customer within 6 weeks.
