A 5 months project in Huge with a team of 12, partnered with Shipt.com, worked from research to final prototyping deliverables.
Miro / Figma / Zeplin
User Experience Lead
Shipt started in 2014 in Birmingham, Alabama, as a retail and grocery delivery service. In late 2017, Target acquired Shipt. Shortly after, they launched same-day delivery nationwide.
Shipt members shipper) and customers.
Even Shipt‘s upper funnel page is still very low.
Upper funnel (.com/hi, .com/overview)
Upper funnel (.com/hi)
Middle funnel (.com/discover)
* Previous version.
Sources: Google Analytics and Optimizely via EXT Shipt.com | GA Queries, /hi vs. /hi/a lp test Quant Analysis, Discover Quant Analysis.
Create easy, engaging pathways to conversion for prospective Shipt customers.
Tell the Shipt story in a compelling way to make a distinct impact on users.
As possible, set or broaden expectations for prospective Shipt customers to overcome re-engagement challenges later in the life cycle.
01/02. IDI + workshops
Collaborated with research team to figure out the true voice of existing customers, shoppers, prospective customers.
Throughout research, users indicated that they look to their community of friends, family, or neighbors for recommendations, reviews, reassurance, or connection.
"I’d much rather take a few minutes out of my day to thank my delivery person...than have a clinical, cold transaction that can be substituted by two robots."
“I like having that ‘human connection’ on a face-to-face level.”
“I first heard about Walmart Grocery when I moved in with my current roommate…I decided to look into it.”
“Getting help increases the possibility of what can be accomplished opposed to being alone.”
It is rarely possible to navigate between landing pages. Most of them are isolated from the main site.
Since there is no way to navigate between landing pages, your only option to experience Shipt is to log in.
02/03. Site Map Solution
An ecosystem that connects different landing pages and embedded the former log-in shopping experience to a logged-out journey.
Different entry points and sub-domains are incorporated into the main shipt.com site.
Customers could have the former log-in shopping experience without login.
It has been defined by tactical goals and does not provide an inspiring experience. It provides little utility to first time users and limits their opportunity to explore.
In the current experience, key consideration points aren’t fully answered Considerations such as:
What’s the true value of a membership?
How Shipt could make life easier or more enjoyable?
How does it resonate with my personal values?
Why Shipt is reliable (reviews, social proof)?
Currently, there isn’t a strong enough “value case” for users to provide personal information (zip code). Similarly, the information pre-Registration could be inadequate and contributing to attrition.
03/01. The backbone
The backbone of the new website redesign was based on the Shipt Design system built up by my team.
03/02. The Search moment
Allow customers to search and switch between stores.
03/03. Dynamic modules
Real-time discovery modules connecting visitors to their own community through live stats, interactive polls, and trending products.