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PARTYCITY.com BUY ONLINE, PICKUP IN STORE MOBILE Experience
80% of customers shopping on ParyCity.com were mobile customers so this project was a focus on the mobile experience with desktop mimicking mobile. PartyCity.com expanded their mobile experience to include Buy Online, Pick Up In Store (BOPIS). With this new mobile feature, a customer would be able to shop directly from their mobile device, pay for it online and then pick it up from the store. In order to create this experience, I started with mapping out the user flow and creating a flowchart of what the experience should be like for mobile. From this flowchart, I was able to visually identify the screens I needed to design. I created wireframes of the design and then added the design elements to the various pages. The final outcome is a Buy Online, Pick Up In Store feature that allows the customer to not only purchase, but to schedule the inflation of their balloon pickup.
What was i trying to solve?
Party City wanted to incorporate a Buy Online, Pick Up In Store experience to allow for customers to purchase without having to wait for a delivery or have to shop in-person
Integration needed to occur on an omni-channel level
Party City wanted to expand their balloon business and one way to do so was incorporate a scheduling feature with the BOPIS experience
user testing: User Testing Report
After I pulled together all my research and socialized my research and recommendations with the stakeholders within the company, I began to wireframe out the experience and start to incorporate the design elements. I worked with cross-functional teams to make sure each use-case was accounted for and put the experience through user-testing to make sure we were launching the correct user experience. Overall observations after conducting user testing were as follows:
None of the users realized the In Store Pickup text link on the PLP or PDP was clickable to purchase and pick up in store.
3 out of 5 users couldn’t complete checkout process. Consistently gave them the “Please check your spelling or use different keywords and try again" error page during various areas of the page.
Being that the users didn’t know the “In Store Pickup” text link was clickable to add to their cart for in store pickup, 3 out of 5 users became frustrated when their whole party was added to cart and when switched to Pick Up In Store, discovered the product was not available at their store, and sometimes not even within 50 miles of their location.
Users would like to know an item is out of stock in their store prior to getting so far into the checkout process.
2 out of 5 users used search to find products rather than the menu.
2 out of 5 users were able to complete checkout and thought the checkout process was easy and to the point.
All users thought the balloon scheduling was easy to use, quick and to the point. Understood each step clearly and had no issues.
All users liked the option of having their balloons inflated or not inflated when picked up.
2 out of 5 users thought the store they select when they select their first item pickup location should automatically be applied to each item once it’s selected one time.
All users appreciated the clarity of the promo code and what it did and didn’t apply to.
4 out of 5 users thought the pricing was fair and comparable to other retailers.
4 out of 5 users had issues with product availability or product selection. Would like more options for various themes
2 out of 5 users bought a kit rather than items individually. 1 of those users found their kit to be out of stock in store and became frustrated by this.
Additional user testing: Balloon Delivery User Testing Report
After the launch of the BOPIS and balloon scheduling experiences, Party City continued to make iterations and ended up offering balloon delivery services. With that said, I performed user testing on the balloon delivery experience that was designed by another team member. I compiled all the data and presented it back to the UX designer so the issues that were discovered were able to get resolved prior to development.
measurement of success:
This experience led to an increase in mobile web sales by 30% in first 2 weeks of launch ($2 million in sales for first 2 weeks of launch).
overall Functionality:
Select desired store from list of stores within 20 miles
Apply "Check Stock" to all product facing pages, including product description pages, directory pages, cart and checkout
Allow the customer to switch between "Pick Up In Store" and "Ship to Home"
When switching to "Pick Up In Store" or "Ship to Home" in cart, allow the customer to apply that function to all
Balloon scheduling functionality:
Ability to select whether to inflate or not
Scheduling capabilities
Quantity selection
Total cost of inflation
