Pickup with Google Maps

Design Lead, 2020-2022
Design management, Design strategy, Workshop facilitator, Research testing, UX/UI design

Enables shoppers to pick up their buy-online-pickup-in-store orders faster and safer via Google Maps

Intro

Due to COVID-19, shoppers want to buy online and pickup curbside but faced long wait time at arrival and exposure concern. On the other side, stores want to accommodate the increasing curbside pickup demand but faced inefficient process of preparing and delivering pickup orders. How might we unblock store assocites to help shoppers pickup their order safely and conveniently?

My role

I led the full design cycle: strategy, ideation, design, test, iterate, delivery, approval, handoff, QA. Managed other designers and collaborated with multiple teams and external vendors.

Google Map's solution to curbside pickup

Leverage Google Maps' unique capability and partner with grocery stores to help shoppers achieve zero-wait time and avoid exposure during pickup.

Project walkthrough

Observation

At the begining of the COVID-19 pandemic, we saw a jump in demand and supply for buy online, pickup in store use case

52%

increase in online grocery orders

11 mil

daily search queries for "curbside pickup"

23x

increase in merchant posts about “curbside pickup”

Increasingly, shoppers are opting for curbside pickup as their preferred shopping method, citing its advantages over traditional in-store visits and home delivery. The appeal lies in the swiftness of the process, offering a faster alternative to navigating crowded aisles or waiting for home deliveries. Additionally, the cost-effectiveness of curbside pickup is a major draw, as it often eliminates delivery fees. Shoppers also appreciate the assurance of consistent product quality, as they can personally inspect their selections before accepting them. Moreover, the low risk of exposure to COVID-19 adds an extra layer of security, making curbside pickup an attractive choice for those prioritizing safety while still enjoying the convenience of efficient and affordable shopping.

Our mission

Assist shoppers to pick up their buy online pickup in store (BOPIS) grocery orders from begining to end and achieve near-zero wait

Understand the users and their needs

We conducted empathy research with 50 participants and learned that frustrated shoppers faced with uncertainty about when to retrieve their curbside orders find themselves enduring lengthy waits at the store. The lack of clear communication regarding order readiness leaves customers in a state of ambiguity, leading to impromptu and inconvenient delays. As they grapple with the dilemma of when to arrive, the extended wait times exacerbate the overall dissatisfaction, highlighting the need for improved coordination and transparency in curbside pickup processes.

Pick up efficiently

Shoppers want to know the best ways to pick up their orders so that they would spend as little time and effort as possible

Manage easily

Shoppers want to easily find, manage, and take actions on all of their orders without having to look through multiple emails, websites, apps, text messages, etc.

Share responsibility

Shoppers want to be able to share grocery pickup duty with their SO and family members

Build trust

Shoppers are willing to give up some information in exchange for convenience. They want to be assured their info is safe and protected.

Design principles

Embarking on a journey of thoughtful creation, our guiding design principles serve as the compass that directs our innovative endeavors. These foundational concepts encapsulate our commitment to excellence, user-centricity, and the seamless integration of form and function.

Build new habits

User still see Google Maps as a utilitarian tool, primarily used to navigate from point A to point B

How might we help users establish new mental model of what Maps can do?

One-stop-shop

Maps enable users to easily access, manage, and take actions on all of their pickup tasks

How might we help users manage all of their pickup effectively?

Seamless experience

Maps is a part of the technology ecosystem users interact with in their daily lives

How might we build a seamless pickup experience across multiple tools/surfaces?

Entry point

“Pickup with Google Maps” widgets (on checkout page, confirmation email, partner’s app) let users add orders to Google Maps

Before I leave

Push notifications remind users when to leave and provide easy access to share ETA via Maps

I'm on my way

Users can access order information & instructions, share their live ETA with the store – all within Maps

I'm at the store

Store associates use ETAs & check-in data to efficiently stage order and locate customers to reduce wait times

"I love that I don’t have to call the store while driving, telling them I’m 15 mins away anymore. This makes everything so streamlined!"

Shopper

Impact

90k

pickups completed

4.8

average CSAT score

30%

reduced wait time

Between June 2020 and Feb 2022, we went from project kickoff to successfully scaled to 2,000 stores nationwide while delivering exceptional user experience with 4.8 CSAT score, competed 90k+ pickups and saved Krogers 1.5 mins per order equating to an estimated $59.6M savings in labor costs per year.

Want to hear more about this project? Email me at justquan@gmail.com

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