REI in-store pick up modal
Design enhancement
REI’s Product team saw an opportunity to provide users with more information regarding in-store pick up options, by enhancing the existing in-store pick up modal.
Responsibilities: UX Research & Design
Methodology
In order to to validate the team’s proposal, a baseline user test was conducted using the current in-store pick up modal.
The test was structured so that we could identify users challenges, goals, and expectations around picking up an item in-store with the existing design and functions.
Image: Current pick up modal design
Design Recommendations
Findings from the user test as well as findings from a competitive analysis, and best practices, uncovered many opportunities for enhancing the in-store pick up modal as well as it’s flow.
A revised flow was recommended, along with additional features, functionalities, updated messaging, and additional cart details.
High-fidelity mobile mocks showing the new flow and enhancements
High-fidelity desktop mocks showing the new flow and enhancements, which (for desktop) includes a map view
Annotations for the various states
Output
The modal updates are being implemented incrementally. These initial updates have shown significant customer and business value.
Allowing the user to add a product to cart, rather than selecting the store for pick up
Including a success screen that provides the user with product recommendations based on what they added to cart.
Of those visitors who interacted with the recommendations component on the Add to Cart modal in the first 11 days:
7% of total revenue from this page could be attributed back to the visitors interacting with this component
Average order value increased 29%
Items per order increased 60%, from 1.9 to 3.1