Case Study
Buy Online, Pick Up in Store Experience
Design Strategy and Design for the end-to-end BOPIS Experience
with the Customer Support App, Digital Kiosk App, and Voice AI Online Shopping for Integrated CX.
Context
What is this about?
Our company was invited to pitch to T-Mobile as a potential innovation partner and underwent the three selection phases. In phase 2, we pitched our innovation idea of helping the T-Mobile retail business. We built an integrated CX solution for the Buy Online, Pick Up in Store (BOPIS) experience for T-Mobile customers.
I played a role as a researcher and lead product designer designing the high-fidelity prototypes.
My Role
Lead UX
Skill: UX Research/ CX+UX Strategy / UX+UI Design / Kiosk Industrial Design
Team
Team Project Oversight
Experience Designer
Product Designer
Industrial Designer
Service Designer
Business Analyst
Software Engineer
Deliverables
Customer Interview
Existing CX/UX Audit
Insight Generation
CX Strategy
Persona Creation
Customer Journey Map
Wireframing
Prototyping for
A Voice-enabled AI chatbot
A Customer Care App for retail staff
A Self-Service Kiosk + Locker to overcome existing frustrations
Retail Store Design
Impact
Selected as a T-Mobile innovation partner
Our successful redesign of the BOPIS experience for a leading mobile telecom company culminated in our selection as their preferred innovation partner. This critical business objective highlights our expertise and sets the stage for future collaborative ventures.
Phase 1
Research & Synthesis
We researched to discover areas of innovation
User Interviews
Customer and trends research
Comparative review
Future frames
How will customer needs evolve
Why customers choose ONLINE vs. IN-STORE :
ONLINE SHOPPING
Consumers value efficiency and convenience in their shopping experience.
IN-STORE SHOPPING
Consumers value personalized social and emotional experiences.
BOPIS at T-Mobile is broken
The self-serve experience breaks down with the inability to do self-service in stores. Customer experience wasted time due to long waits for their turns.
Most customers do not see T-Mobile stores as experience destinations.*
*Validated by user interviews
Translating Customers’ Needs into Opportunities
Need
Efficiency: “I needed it now”
Opportunity
Fast Service Experiences: A shift to self-service
Need
Trust: “I trust what I can see and feel”
Opportunity
Ability to see before you commit Enhance the showroom model
Need
Reliability: “Peace of mind knowing it is there that day”
Opportunity
Items in Stock Connected inventory and data
Design Goals
How might we minimize customers’ confusion and frustration during the buy online, pick up in-store (BOPIS) experience?
Goals for BOPIS
Improve the ease of online ordering
Reduce order abandonment
Create in-store experiences to draw customers
Reduce customer wait time in store
Personalize the customer experience
Key Measurement
User behavior data in-store and online in a unified customer view, including:
Web/app activity (pick up at store carting/checkout funnel)
In-store activity (check-in, fulfillment, abandons, total time in-store)
Post-purchase satisfaction survey (at the kiosk, in email, etc)
BOPIS operation metrics (time to pick, error reporting)Reduce order abandonment
Create in-store experiences to draw customers
Reduce customer wait time in store
Personalize the customer experience
Phase 2
Defining User Experience
We defined the ideal customer experience with
Personas
Service Blueprints
Scenarios
Interaction flows
Persona
DYLAN, a busy mom, middle school teacher
Values convenience in their shopping experiences
Doesn’t have a lot of time
Needs help navigating technology and complex processes
Prioritizes convenience, clarity, and ease
KEITH, a freshman at the local college,
values customization and having control of their experiences
Busy with his social and school schedule.
Likes making things his own.
Enjoys exploring technology that fits his lifestyle: streaming and wearables.
MICAH, a store staff at the local T-Mobile retail store
values efficiency and ease of managing her workload
Committed to providing excellent customer service
Wears a lot of hats and has limited time
Prioritizes efficiency
Service Blueprint
Phase 3
Design
We then designed the end-to-end customer experience
Concepts
UX/UI design
Validation & testing
Design Solution 01
Customer Care app
Customer support tool
for the retail store staff
My team designed a Customer Care App for the retail store staff. This app helps them keep track of customer appointments, personal details, and information about customers' family members. This way, our staff can better understand each customer's needs, leading to a more personal and practical service experience.
Early Sketches
Walk Through
Key Features
Appointment Management:
Enables staff to schedule and manage customer appointments efficiently.
Digital Kiosk+Locker Integration:
Seamlessly work together with the Kiosk+Locker to enable customer’s smooth pick up experience.
Personalized Service Suggestions:
Offers tailored service options based on customer profiles.
Design Solution 02
Zero-Wait Self-serve Kiosk & Locker
I led designing a self-serve kiosk, locker and in-store experience that allows customers to reserve, modify their orders, and even unlock their product locker without waiting in line - offering a seamless and stress-free pickup experience.
Coupled with in-store assistance for phone setup, data transfer, and product learning, all while customers relax at the M-Mobile in-store café, this solution transforms the conventional retail pickup process into a more pleasant and efficient experience.
Concept sketch, Prototyping
KIOSK & Retail Store Design
Final Design
Key Features
Order Reservation and Modification: Customers can reserve and modify their store visits and orders.
Product Recommendation: Offers tailored recommendation based upon customer’s data
Zero-wait Product Locker Access: Enables customers to unlock and access their product lockers for pickup.
In-Store Café Integration: Offers the option to relax at the in-store café while waiting for data transfer, etc.
In-Store Device Set-up Assistance Allows assistance for phone setup, data transfer, and product learning.
Real-Time Inventory Check: Provides instant access to store inventory for product availability.
Design Solution 03
Stress-Free Shopping
with Voice AI
Simplifying the Shopping
Experience with AI
The Voice AI feature that allowed non-tech savvy customers, such as busy moms, to effortlessly research and place orders, removing the stress often associated with navigating complex product information.
Key Features
Easy Order Placement:
Simplifies the process of researching and placing orders via voice commands.
Multi-Language Support: Accommodates different languages for a wider range of customers.
Product Information Access:
Provides detailed product information through voice interaction.
Voice-Activated Help: Offers instant help and answers to customer queries.
Order Customization:
Allows customers to customize their orders using voice commands.
Personalized Shopping Suggestions: Gives tailored product recommendations based on customer preferences and history.
Phase 4
Deliver
We worked on the following to improve our solution and build plans for the future.
Measure performance
Refine implementation
Roadmap future improvements
Outcomes
DYLAN
Benefit:
Streamlined mobile purchasing
Personalized experience with relevant offers and recommendations
More choice and control in the mobile purchase process
Business Value
Increased revenue share (% ecomm rev represented by BOPIS)
Positive impact to LTV through increase in AOV
KEITH
Benefit:
Personalized Recommendation
Ability to change/modify order
Enhanced location information with service options give Keith choice & control
Premium instore experience
Business Value
Reduced cancellations
Increase in AOV
Customer data collection
Zero wait time in store
MICAH
Benefit:
Personalized Recommendation
Guided Checklist Reminders
Prioritized customer context w/ Self-serve deep dive opportunities
Business Value
Increased ME capacity
Increase in AOV / Income apps
More predictable day/influence on the day
Design Process
Outcomes
Our team delivered an end-to-end experience, personalized to fit the unique needs of diverse customers.
For busy moms,
we introduced a voice-enabled AI chatbot, making online ordering effortless and less time-consuming.
For retail staff
We empowered retail staff with our Customer Care App, enabling them to provide personalized customer service.
For customers at the retail store
In addition, customers gained the convenience of picking up their orders from our self-service kiosk, with the option to set up their phone or device at the in-store café. The client recognized our innovative contributions and chose us as their preferred innovation partner, a testament to our team's success.