Overview
Schuh asked for a design review of their Click & Collect service on their website. Using Schuh’s branding and visual identity, I created a slide deck that I presented to the design team.
Please review the schuh website and identify any opportunities to improve the user experience of our Click & Collect services to stores.
Project Goals
Whiteboard approach to lay out information and the design process (problem, approach, result).
Conduct user research to identify user pain points within the click & collect flow.
Brainstorm solutions to the given problem. Create wireframes/mock-ups to showcase ideas.
Problems & Issues
- Less customers visiting stores in-person.
- Users missing key flow points (e.g. cta buttons) for click & collect on the website.
- Time-boxed design task, no information provided upfront.
Business Requirements
- Provide a successful click & collect service to customers online.
- Encourage customers to visit stores in-person to encourage upselling.
- Offer customers a wide range of products that can delivered into stores for pickup (& home delivery).
Whiteboard
To highlight understanding of the problem and information gathered, I created a virtual whiteboard. I revisited the whiteboard throughout the design process, updating it when necessary.
User Flow
User Research
As no existing information or research was provided, I conducted user research to discover the pain points within Schuh’s click & collect journey.
Usability Testing Key Points
- Understand user behaviour when interacting with Schuh’s website. (mobile & desktop)
- Identify problematic areas of Schuh’s website related to the click & collect service.
- Find areas for improvement within the design context.
Usability Testing
Approach
Discover the pain points throughout the journey flow
Gave participants a set of tasks to complete around Schuh's click & collect service.
User Interaction
A glimpse at one participant’s interactions with the Schuh website on mobile.
Consent was given to display the interactions on my portfolio.
Results
I brainstormed a few solutions to the design problem outlined in the early stages. I initially sketched some ideas on paper then created them digitally using Figma. Finally, I presented my design process and solutions in a slide deck that I presented to Schuh’s design team where we discussed my work and design feedback.
Design Feedback
- Research I had gathered and concluded was validated: Schuh’s design team confirmed they themselves had found the CTA button I had highlighted as an issue only had a 1% click rate.
- Schuh’s design team recognised the need for better validation on their store locator search field based on the evidence I had provided.
- Overall, the design team was impressed with the slide deck I presented and the evidence-based research.
Conclusion
Schuh already has a successful click and collect service so it was about finding improvements to the existing service rather than a big redesign.
UX research doesn’t need to be expensive or time-consuming. It’s worth doing even just a little research to help with the design process.