Redesigning Macy's Shopping Bag
Macy's
Overview
I worked with a small team to redesign Macy's shopping bag to improve BOPS (Buy Online Pickup In Store) experience. BOPS provides Macy's customers with a faster and more convenient way to purchase products by providing a “pick up in store” option. I partnered with product manager, UX researcher, data analyst, and developers to design, test, build, and ship this feature.
User Pain Points
To create better customer experience, we first looked at customer feedback from ForeSee surveys. It showed customers were frustrated by poor BOPS experience while on the shopping bag. User commented
I was very disappointed because it wouldn't give me the option to check for item in the store, forcing me to have to call the 800 number which is an inconvenience.
- Not clear which items are pickup eligible.
- Too much information.
- Item information not readable.
- Not clear which option is selected.
Business Goals
A recent study showed that customers who shopped online and picked up in store spent an additional 25% while at the store. Therefore, BOPS has become a key initiative since 2017. By improving BOPS experience, we hypothesized that more customers visit store and therefore increase overall revenue.
The Users
Based on user interviews and marketing research, we came up with 2 user personas.
Kim
The Deal Seeker
“I don't want to pay for shipping”
Background
Kim receives a price drop notification for a pair of shoes she has been wanting to purchase.
Use case
Kim adds the pair of shoes in her shopping bag and see if she can find other items to qualify for free shipping. Unfortunately, her order total is below free shipping threshold, so she selects BOPS and changes her pickup store.
Rose
The Household CEO
“I need a new sheet set today”
Background
it's Friday, her friends will be visiting for the weekend. She would like to purchase a new sheet set for her guest bedroom.
Use case
Rose searches a sheet set and selects BOPS in PDP and confirms BOPS is selected and it's ready for pickup today in shopping bag.
Exploration through iterative user research
After we learned the customer pain points and business goals, we explored better solutions for 3 main areas through iterative user research.
- User Flow
- Pickup Selection
- Store Finder
1. User Flow
First, we analyzed the old user flow and explored simpler solutions. With the developers support, we were able to remove multiple steps from the flow and also improved the site performance. Additionally, we created wireframes based on the new flow for each user persona.
Old User Flowe
New User Flowe
2. Pickup Selection
We tried to simplify the selection between ship and Pickup in Store by moving it to the shopping bag from the different page. We also removed unnecessary/duplicate information form the shopping bag and made the selection more visible.
3. Store Finder
Instead of moving users to the different page for a new store selection, we created the in-bag experience in order to prevent users to get lost.
Final Prototype
A/B Testing Results
4 weeks after we launched the A/B testing, we received positive results.
- Pickup penetration rate (number of customers who selected BOPS in bag) increased by 11%.
- Conversion rate increased by 1%.
Reflection
Though the experiment was successful, and the new design was scaled, there were several improvements we wanted to further implement to elevate the BOPS experience. For example, customers are able to see how many items were available for BOPS within the store finder. However, the new experience still does not provide a way to determine which items are available for BOPS before they select a store.
