Adding Store Pickup to Upper Funnel

Buy Online, Pick Up in Store (BOPIS) gives customers the ability to pick up digital orders in a T-Mobile retail store. Customers want to learn about store pickup options earlier in the purchase journey, yet in the previous experience, BOPIS selection isn’t surfaced until the checkout process. With this enhancement, we improved our digital experience by surfacing the conveniences and availability of the in-store pick up option earlier in the purchase journey as the customer is making their device selection in the upper funnel.


The Team + My Role

I served as UX Lead in collaboration with product managers as well as T-Moblie’s user research team, providing them with research objectives and reviewing the test script used in the study. The study was conducted by UserZoom in the form of 1-1 recorded Zoom sessions hosted by a moderator.


How might we…

  • Raise awareness of BOPIS on the earlier in the purchase journey, with the option to select Store Pickup on the PDP, so customers will be more inclined to choose it as a delivery option.

  • Persist the customer’s selection of Store Pickup from PDP to Cart

  • Communicate which items are ineligible for Store Pickup (accessories)

 
 
 
 

Designing our solution

We decided to test our solution against the “current” flow and include several different scenarios that a user could encounter so we could gather meaningful user feedback. Flows covered fallout situations where an item might become out of stock at the chosen store as the shopper progressed through the purchase flow, along with messaging about eligibility for accessories, to ensure we deliver a clear, user-friendly experience. Below is the outcome of our user research. Flows were presented in black and white with minimal T-Mobile branding.

 
 
 
 

Study setup

 
 

  • Moderated Usability Study 

  • 60-minute sessions

  • Recruiting and study tool: UserZoom

  • 10 participants (5 Prospects, 5 Base customers) 

  • Post-paid plan

  • PAH (Primary Account Holder) or shared, full account permissions

  • Mix of genders, adult ages 18+ 

Participant experience with online shopping delivery

Participants generally prefer shipping to their home for most online shopping purchases because they find it most convenient.  

  • All participants have utilized BOPIS in the past.

  • Factors to consider when deciding BOPIS: 

    • Convenience and Location – consider BOPIS if they live close or plan to be near the store location. As such, time and distance customers are willing to travel are varied by their geographical location. 

    • Time Sensitivity – products that customer have urgent need for such as groceries and home necessities.

    • Cost Saving – shipping is too expensive or do not qualify for free shipping. 

 
 
 
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