Empowering store associates to support customers where, when & how they need.
UX Case Study
Roles
Regina Rakhlin - UX Direction & Design
Store Operations Team - Project Management & Development
Stakeholder
Victoria’s Secret Store Operation’s Team
KPI
Increase daily productivity & customer satisfaction.
The Challenge
Associates aren’t equipped to help customers on the sales floor. To answer most questions, they have to leave customers waiting, rush to the back office computers, then return to the customer who will most likely have follow-up questions.
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Hypothesis
We believe associates with a salesfloor tool having the same information as the POS would enable optimized store productivity & greater customer satisfaction.
We’ll know this is true when store daily sales increase.
01 : Understand
An omnichannel effort to support both business and customer needs. Stakeholders & UX brainstorm identified desirable and capable features critical for launch. Store associates prioritized features, based on pain points. Technology partners evaluated system availability. Alignment on project scope was reached.
Item Inquiry
Customer Profile
Return Item
House
• Account
• Item Transaction
• Suspend/Retrieve/Cancel Transaction
• Post Void
• Reprint Receipt
• Gift Receipt
02 : Ideate
Item Inquiry, the most frequently used function, provides customers with sizes & colors not available in the store.
Associates can simply search by category, size, color, and more. Search results display available products that can be shipped free of charge to the customer.
An associate can search for an item in many different ways: keyword, product SKU, filtering facets. When filtering, first narrowing down by category, then dynamically additional facets display to help narrow results as desired. This dynamic data is being passed from the eCommerce database to the tablet app via WiFi in real-time.
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Wireframes & user flows were created leveraging language from the existing POS (Point of Sale) while optimizing the experience. Each flow was approved independently since overlap in the experiences existed. This process saved time & reduced duplication of effort.
03 : Prototype
Wireframes were transformed into a low fidelity clickable prototype, including enough of the flow for store associates to validate navigability, optimization & usefulness.
04 : Usability Testing
Round 01
Initially, associates used the prototype with customers to ensure feature completeness.
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Round 02
During a second usability test, associates in various store locations validated the tool during peak and off-peak hours to ensure efficiency.
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Round 03
The final round confirmed revisions were executed and the tool was approved.
05 : Results
Validated prototypes were shared with store operations executives. After incorporating the executives’ feedback, the user interface was designed. Lastly, store associates approved the final high fidelity designs, micro-interactions, and language.
Final User Interface Layouts
An iPad app combining the core functionality of the store's point-of-sale system and the eCommerce product catalog database. Leveraging the store's WiFi the associate can support customers with product inventory, product information, order history, customer profile, gift card balance, checkout, and more.
Daily store productivity increased in the stores where this tool was piloted. And insights are being gathered for the next round of enhancements.
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Once results display a summary of selections are displayed at the top of the page. If sizes and/or colors are selected those attributes will carry over to the product page as preselected and associate image and price will display.
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The results display page displays a summary of the selections made: size, color, collection, sub-collection, and style. Number of product results displayed and also has the ability to modify the search.
—— All Project Samples ——
