Curbside pickup experience using Service Design

Skechers had a valuable opportunity to significantly enhance its omnichannel capabilities by introducing BOPAC (Buy Online, Pick-Up Curbside) and BOPIS (Buy Online, Pick-Up In-Store) options, thus improving the overall customer experience and establishing a strong foundation for future growth.

In this project, my role was to develop a comprehensive Service Design Blueprint that seamlessly integrated BOPIS and BOPAC processes into Skechers' service experience, focusing on enhancing the mobile app and website from a UX perspective. Throughout the project, I collaborated closely with other designers, product managers, marketing professionals, and engineers to successfully launch this initiative.

Business case

1. Skechers recognized the importance of entering the online market with BOPAC and BOPIS experiences, laying the groundwork for future development and expansion.
2. It was crucial for Skechers to enhance the customer experience and introduce key functionalities that would bring them on par with major competitors in the industry.
3. Skechers aimed to differentiate itself from the market by innovating and going beyond the standard offerings, incorporating non-critical functionalities that would add value to customers and set Skechers apart from competitors.

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In this project, my role was to develop a comprehensive Service Design Blueprint that seamlessly integrated BOPIS and BOPAC processes into Skechers' service experience, focusing on enhancing the mobile app and website from a UX perspective. Throughout the project, I collaborated closely with other designers, product managers, marketing professionals, and engineers to successfully launch this initiative.

Our team started by asking the right question:

How might we create a seamless in-curb and in-store pickup experience for Skechers?

This are the stages we went through using a Service Design approach.

Discovery and Alignment

Service Design Blueprint

I analyzed the information collected by the research team during phase 1 of the project. This initial phase involved conducting a brief discovery and gathering contextual information. Based on the findings, I revisited the stakeholders and research team to validate the information and initiate the development of a Service Design Blueprint.

To ensure alignment among key stakeholders, I facilitated several workshops with representatives from various areas, including frontstage, backstage, operations, engineering, and marketing, along with our design team. The purpose of the workshop was to collectively define the customer journey for online purchases, identify touchpoints, and establish the correlation between processes using the Service Design Blueprint.

Multiple iterations were conducted to refine the Service Design Blueprint, aiming to accurately capture the current processes and propose an integrated blueprint that incorporates BOPIS and BOPAC processes.

Competitive Audit

In order to stay competitive, it was crucial for us to gain a comprehensive understanding of the BOPIS & BOPAC landscape. We conducted an analysis of both direct and indirect competitors, including Nike, DSW, Target, Nordstrom, and other relevant players in the market.

To gather insights, I thoroughly explored their mobile apps and websites, carefully examining their user interfaces, interactions, and overall experience. This allowed us to identify existing patterns and trends within the industry while also uncovering potential opportunities for improvement and innovation.

Design

Mobile Wireframes

Utilizing the existing component library for mobile and web, I proceeded directly to incorporate high-fidelity wireframes into a set of agreed-upon user flows. These flows were determined through collaboration with the client and design team, taking into account the roadmap and insights gained from the competitive analysis.

Adopting a mobile-first approach, I prioritized the creation of the mobile app experience for both iOS and Android platforms. I developed high-fidelity wireframes for essential screens such as the Product Listing Page (PLP), Product Detail Page (PDP), visualizing product availability, selecting between in-curb or in-store pickup options, navigating the checkout process, splitting orders, locating stores with various pickup options, and other key interactions

Web Wireframes

As the team lead, I provided guidance and direction to a team of 3 designers who were briefly involved in the project. My main focus was on ensuring the seamless integration of the new user flows into the website. I provided clear instructions and oversight to ensure the design changes aligned with the overall project goals and maintained a cohesive user experience across the different platforms.

Delivery

I documented the newly designed user flows using Zeplin to facilitate understanding and collaboration with the development team. By utilizing Zeplin, we were able to provide detailed specifications and assets, ensuring a smooth handoff between design and development.

To experience the functionality firsthand, I encourage you to download the Skechers App.

• Client's satisfaction with the process, deliverables, and final result of this phase led to continued collaboration between our Design Team and Skechers for integrating phase 3 and beyond.
• As the responsible person for building the Service Design Blueprint, I found it to be an enjoyable design challenge. It provided an opportunity to enhance my facilitation and presentation skills, which I highly value. While the blueprint can still be improved, it served as an effective tool for aligning the internal and client teams.

Feedback

I am convinced that Franzia can do anything. She is one of the most hard-working, curious, and thoughtful designers that I’ve had the privilege of working with. She consistently does fantastic work that meets user needs, project requirements, and client expectations. She is excellent at storytelling, collaboration skills, and project delivery. She comes across as a leader on projects, and she is constantly working to grow and better her skills.

H. Sherwood, UX Manager