Context setting
Printing paper receipts and handing them to the customer at the doorstep is expensive, costing a huge amount of money per year. Ocado Retail want to make this cost saving. At the moment customers are receiving two copies of a the receipt: via email on the day of delivery, and on paper delivered by the driver.
Research – Insight – Concept - Design
Key Stats
Research shows that when customers use paper receipts:
58% review it and bin it: Why? For budgeting or planning.
33% review it and save it: Why? For taxation reasons.
9% bin it without reviewing: Why? already reviewed your email receipt/trolley or don’t have enough time.
Key points to consider (KPIs)
Supporting the switch off of paper receipts
Make substituted items more visible and the substitution more clear
Refund option accessible for users, but not being promoted to not increase the refunds cost.
Conversion to next order
The Opportunity
From the Key Stats we see that over 90% of the users review their receipts. Leaving aside that removing paper receipts will help on both saving money and trees, there’s a real opportunity to add value to the business by turning digital receipts into a whole new feature allowing users manage their expenses as well as increasing revenue.
Understanding the audience
According to a study carried out by foodinsignt.org, on-line shoppers spend 34.53% of their online shopping time in buying groceries, just behind clothing, which tops the list at 37.21% of their online shopping time. Their demographics are of an under 45 years-one woman, from minority background, living in an english-speaking country. Amongst all the barriers they find when shopping online, cost and delivery time are the two main concerns. The most popular types of food to buy online are snacks, followed by cereals/breakfast foods and canned goods, probably because of their long expiry date.
Source: https://foodinsight.org/new-research-evaluating-online-grocery-shopping-trends/
App audit
After downloading the app and playing around, I could get a grasp of the current interaction when searching and ordering. However, since Ocado’s delivery service only runs in the UK, I could not test the Orders & Receipts feature from the app. Searching online I could find an image of a digital receipt that would serve me as a stepping stone to start imagining the user flow.
Persona & Scenario
From the primary research I tried to imagine the prospect users for the Ocado app to aid me on the creation of assumptions based on their behaviours and needs.
Meet Sarah, a 42 year old, single mother of a 4 years old child, who lives in an apartment in north-east London. Sarah is a middle class officer struggling to keep up with her busy life. She worries she doesn’t have even time to do the shopping. She’s in charge of paying all the expenses and she likes to keep control of the bills, although she can’t put up with all the paperwork. She appreciates any kind of time-saving strategies. She actually keeps a very structured schedule in Google Sheets. She always says: “If I could only scrap two minutes a day for myself...”.
Assumptions
In order to create hypotheses to allow me validate the ideas, first I brainstormed a few assumptions based on the persona’s needs.
I assume Sarah would probably review the receipts if the information was easier to read.
I assume Sarah would probably keep and review the receipts if the information was helpful.
I assume Sarah would probably keep the receipts if she could track them easily.
I assume Sarah would probably stop printing receipts if she had the option.
Defining hypotheses
I believe that conversion to next order will increase if Sarah could review the digital receipts and copy/edit the information to create new orders.
I believe that the review of digital receipts will increase if Sarah could review her monthly budget by allowing the system to calculate her monthly expenses.
I believe that the switch off of paper receipts will be less painful if Sarah could successfully use digital receipts for taxation purposes by sending them via email, direct message, etc.
I believe that the discard of digital receipts will decrease if Sarah could successfully refund, replace or return items easily from the digital receipt feature.
Validating business value
Alter reviewing the hypotheses I run a prioritisation matrix to identify the most important problems to focus in the sort time in order to maximise business and user benefits.
User flow
Placing an order from the receipt
Building an MVP
Feature list:
Receipt history
Receipt information
Add to trolley
Adding all to trolley
Delete button
Archive button
Bookmark button
Sharing options
Refund/replace/return options
Monthly expense calculation
Sketches
I started sketching roughs onto 2 inches stripes of paper, equivalent to a 320px viewports to allow small screen sizes. Then I transferred the roughs into Sketch and added more detail.
Testing the MVP
In order to spot interactive frictions early on, I mounted the wireframes into a Marvel prototype. Then I carried out a user testing session based on a set three tasks with the aim of validating the goals related to the KPIs.
Tasks:
Q1: You’re about to do the weekly shopping. Since each week you’re buying more or less the same items, I want you to use the same items you bought last week and put them back in the trolley. Interaction satisfaction:
Q2: Imagine you’re a very organised person (which I’m sure you are) and you want to forward a digital receipt to your email so you can categorise it in folders. How would you go and do it?
Q3: Imagine you just received your order and you spotted a pack of broken eggs. How would you go and refund the item?
Iteration 1
User flow
Summary
The retailer wants to reduce costs by eliminating paper receipts.
The challenge was to come up with a win-win solution, both customers and the business.
The breakdown of the information brought a list of features that needed to be prioritised.
The whole workflow was redesigned to accommodate the desired KPIs.