Target Drive Up Case Study
Self-directed thoughts on a usability problem
PROJECT OVERVIEW
Why can't I get curbside delivery through the desktop version of target.com? Why do I have to use the mobile app to access this feature? Why is Target choosing to limit the user journey flow's by channel?
While most likely designed to drive traffic to their app, Target currently does not allow web-only users access to their drive up curbside service. Especially during this time of COVID-19, many people either do not have access to the app or would prefer not to enter a store to pick up items. I designed a solution that I believe solves this problem.
Why can't I get curbside delivery through the desktop version of target.com? Why do I have to use the mobile app to access this feature? Why is Target choosing to limit the user journey flow's by channel?
While most likely designed to drive traffic to their app, Target currently does not allow web-only users access to their drive up curbside service. Especially during this time of COVID-19, many people either do not have access to the app or would prefer not to enter a store to pick up items. I designed a solution that I believe solves this problem.
SKILLS & TOOLS UTILIZED
User Flow
Adobe Photoshop
Adobe Illustrator
Adobe XD
User Flow
Adobe Photoshop
Adobe Illustrator
Adobe XD
THE CHALLENGE
To bring parity for the desktop user. They should have access to the same curbside delivery feature, regardless of the channel they use.
To bring parity for the desktop user. They should have access to the same curbside delivery feature, regardless of the channel they use.
THE APPROACH
The user journey begins with the customer searching for Drive Up eligible items and ends with the customer successfully receiving their purchase in their vehicle.
The user journey begins with the customer searching for Drive Up eligible items and ends with the customer successfully receiving their purchase in their vehicle.
CURRENT SYSTEM
Target currently uses two systems- Drive Up for app users and Pickup for web-only users.
Target currently uses two systems- Drive Up for app users and Pickup for web-only users.
With the Target app, the user purchases their eligible items and are notified via the app when to head to their store. Once the user has arrived, they use the app to noitify the store they have arrived. The store then delivers items directly to the user’s vehicle.
source: target.com
Using the website, the user’s journey is almost identical to the app. The one exception is that upon receiving the notification their purchase is ready. The user must go into the store for pickup with no curbside delivery option available.
MARKET RESEARCH
I did a quick analysis of Home Depot and Petco’s at-store delivery sevices. I specifically focused on the details of their ordering/pickup structure. Understanding my challenge for Target, I identified the key differences & factors Home Depot and Petco used to allow pickup without an app.
I did a quick analysis of Home Depot and Petco’s at-store delivery sevices. I specifically focused on the details of their ordering/pickup structure. Understanding my challenge for Target, I identified the key differences & factors Home Depot and Petco used to allow pickup without an app.
HOME DEPOT
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source: homedepot.com
Using Home Depot’s website, the customer purchases their pickup-eligible items. At checkout, they are presented the option to be notified via Home Depot’s app, email or text message. The user then heads to their selected store and upon arrival, follows the instructions they were sent for Curbside Pickup.
PETCO
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source: petco.com
With Petco’s website, the customer purchases their pickup-eligible items. At checkout, they select the “I’ll Pick It Up” option. The user is sent an email with the phone number to call upon arrival. Once at the store, the user calls the number provided and their purchase is brought to their vehicle.
USER FLOW
I created a user flow to help visualize how a web-only customer would use Target.com to receive curbside delivery.
I created a user flow to help visualize how a web-only customer would use Target.com to receive curbside delivery.
MY SOLUTION
Understanding the desire to drive traffic towards the Target app, I still prompt the user to use the app as the easiest way to order items. However, my solution now provides a reasonable way for web-only customers to access curbside service without leaving their vehicles.
Understanding the desire to drive traffic towards the Target app, I still prompt the user to use the app as the easiest way to order items. However, my solution now provides a reasonable way for web-only customers to access curbside service without leaving their vehicles.
Adapting Target.com’s current iconography and layout, I created a simple means to access curbside delivery as a web-only customer.
TASK- How it works
By understanding Target’s intentions to drive most of their online traffic to its app, I made it clear that using the app is still the easiest, most direct solution.
TASK ONE- Order ahead
All online user’s can now participate in the Drive Up curbside service.
TASK TWO- Choose your store
This task remains unchanged from Target’s current web-only Pickup system.
TASK THREE- Wait for Notification
While this task was previously only available to Target app users, it now conveys that a notification will be sent via text or email.
TASK FOUR- Drive up & Call
Web-only Pickup customers are now provided the information via text or email, telling them where to park and the phone number needed to have their vehicle loaded with their purchased items.SUMMARY
With my solution, I created a simple four step process allowing web-only Pickup customers access to curbside service. By providing the selected store’s information via text or email, the customer can receive their purchase without exiting their vehicle.
With my solution, I created a simple four step process allowing web-only Pickup customers access to curbside service. By providing the selected store’s information via text or email, the customer can receive their purchase without exiting their vehicle.
