2023/2024
Everli
Background
Everli helps people achieve peace of mind, simplifying life when shopping for groceries, the customer's order is picked and delivered by a Shopper directly to their home. I'm currently part of the Operations team, which is responsible for the Shopper App, the app that the Shoppers receive the customers' orders and deliver their groceries.
Core problem
The communication setup between shoppers and customers occurs only during the moment the shopper is at the store picking the items from the customer's order list, specifically when customers opt to be contacted regarding unavailable items or replacements just before making their payment.
My role
I worked as a Senior Product Designer in collaboration with a Product Manager, Tech Lead and Operations team across Everli
Analyzing design research results and outputs (research findings, insights): Benchmark of what the competitors do and how
Facilitation: I've facilitated workshops with stakeholders (PM, Tech, Operations) to define the scope, set expectations and share inspiration
User journey creation: I've mapped and drafted multiple journeys
Design flows: I've designed high fidelity prototypes covering different flows and and how these conversations would interact with the Shopper app
Localization follow up: Since the project would be release in Italian, English and Polish, I've started to map this content with the Marketing team, responsible for the content creation and localization
Challenge
How might we create a communication channel without bothering the customer and being effective to the Shopper?
Main hypothesis
Implementing a real-time communication system in the Everli Shopper App for updates on unavailable or replacement items throughout the shopping experience will boost customer satisfaction, reduce order issues and cancellations, build customer trust, and improve Shopper efficiency by minimizing last-minute adjustments.
Goals
I conducted UX research, including desk research, competitive analysis and user interviews to learn users' needs and explore problem opportunities. By testing and getting feedback from stakeholders (and beta testers of this new feature), I gained a better understanding of how users behave and got a rich insights about their personal experiences and challenges.
Approach
I started to research and analyse what competitors were doing and how. As the tech team has decided that this communication would be done through WhatsApp, I started to map when these conversations would start and end, always having in mind not to bothered the customer with purposeless messages. Moreover, the Shopper wouldn't be able to interact directly with the customer, but the customer would passively receive updated sent by the Shopper App.
Due to limited resources and budget, we chose to use WhatsApp, supported by Braze, instead of developing a new feature within Everli's Shopper App. This approach aligned with the company's priorities at the time and enabled a faster release.
Shoppers need a seamless communication system that does not slow down their workflow or create bottlenecks while picking items. Automating updates without requiring shopper intervention helps maintain efficiency.
📵 Customers may be occupied or unresponsive when the Shopper calls
🛜 Shoppers may encounter connectivity issues in the store
💸 The cost associated with phone calls is relatively high, posing a financial challenge
Process
One of my greatest passions lies in planning, organizing, and facilitating workshops. It's truly fascinating to uncover diverse perspectives and expectations from the people you collaborate with daily, especially on the same project.
In this workshop, I incorporated activities inspired by the Design Sprint methodology. This approach helped me gain deeper insights into the expertise of our team members regarding how to enhance the Shopper's experience when substituting items in an order and what would resonate clearly with the customer.
By orchestrating this workshop, I successfully aligned expectations among various stakeholders and gathered valuable inspiration, shaping a clearer vision of how this project would unfold.
Screenshot of the workshop: How might we questions and Lightning demos
Outcome
Once the feature was developed, it underwent testing by Everli's employees prior to its official launch. Based on the insights gained from this testing phase, we iterated and made modifications to enhance the overall user experience.
User-flow
Given the collaboration of various teams in this project, which necessitated scrutiny and approval from multiple stakeholders, clarity in information regarding flows, timing, and contingency planning was crucial. To address this, I meticulously designed an end-to-end flow, highlighting various touchpoints. This served as a comprehensive guide that could be easily grasped by Product Managers, Developers, Legal, Operations, and Marketing members, ensuring a streamlined understanding across all parties involved.
User flow map
Figma file with many flows to guide the development team
Content and Localization
Building on the envisioned experience for conversations between Shoppers and customers, I crafted the initial content, which was subsequently subjected to review by the Communication team. Collaborating with the Communication team, we determined the appropriate tone of voice for Everli's messages, ensuring clarity to minimize the need for additional customer calls. Following this, the texts underwent translation into Italian and Polish.
Solution
The solution was to create a seamless and friendly chat experience for live updates while the Shopper is in the store. This allowed customers to easily choose their preferred replacements, with these choices being sent directly to the Shopper via the app.
Once the feature was developed, it underwent testing by Everli's employees prior to its official launch. Based on the insights gained from this testing phase, we iterated and made modifications to enhance the overall user experience.
Screens with a conversation on WhatsApp while testing the feature
Learnings
Seek frequent feedback: Regularly involve team members to refine ideas and ensure alignment.
Align design and development early: Scope both simultaneously to identify dependencies and streamline execution.
Prioritize clear communication: Foster open dialogue to ensure shared understanding and drive project success.
Impact
81% increase in NPS: Demonstrated a significant improvement in Shopper satisfaction and trust in the platform.
Enhanced data insights: Ongoing collection of actionable metrics to inform continuous improvements and refine future updates.