PROJECT OVERVIEW

Usability issues discovered, and adjusted in a 2 week sprint

CLIENT

Costco a membership base retailer sales in bulk quantities of merchandise are sold at deeply discounted prices.

ROLE

Individual product designer
(no affiliation with Costco)

TIMELINE

2 WEEKS

PLATFOM

iOS Native

The Problem

Users having trouble browsing product details and share products through text messaging.

The Opportunity

Improve navigability by asking users to sign in before shopping or browsing for products.

Enhance clarity by moving delivery link to the bottom of the product detail and adding delivery filter

Improve organization by combining social media share icons and share link icon together.

DELIVERABLES & RESULTS

Having bulk discount on your products are great but applying it to your mobile app makes it worthless

Working within Costco current design guidelines, I implemented changes to reduce friction for the shopping flow. These changes are backed by user testing and validation.

Pain Point 1: Keep directing users to web view and asking them to log in while users click on certain products.

 Before- When users try to add certain products in the cart, the log in page pops up 

 After- Users can log in first and start shop. Click-and-collect for an easy shop experience.

Pain Point 2: When users are trying to click on products, they keep accidentally clicking on "2 day delivery" which directs to an FAQ page.

 Before- Users can't access the product without accidentally tap on delivery detail

After- Users can tap anywhere on each product section to access product detail

Pain Point 3: Can’t find product link to share it through text message.

Before- Users can't find share link to share product by through text message

 After- Users can share product by using the icon on the top right side of the product detail page 

CONTEXT

Online grocery is a fast- growing market that requires retailers to constantly evolve in order to succeed.

Amazon is the #1 destination for E-Commerce Grocery Consumption followed by Walmart and Target.
Compared to its biggest competitor Sam’s Club, Costco has been slow to push features like buy online, pickup in-store, as well as digitize the in-store experience.
During Costco’s third-quarter fiscal year 2019 earnings call, the company said that e-commerce sales were up 22% year over year.

TASK FLOW

Redesign the user flow so that it minimizes friction for members

In order to improve the shopping flow for users we have to minimize shopping steps and eliminate unnecessary actions.

Final Design

Pain Point 1: Keep directing users to web view and asking them to sign in
while users click on certain products

Pain Point 2: When users are trying to click on products, they keep accidentally
clicking on "2 day delivery" which directs to an FAQ page.

Pain Point 3: Can’t find product link to share it through text message.

PROTOTYPE

Member shopping, made easy

Working within Costco current design guidelines, I implemented changes to reduce friction for the shopping flow. This resulted in users shopping without any navigation errors.

VALIDATION TESTING

What did the users think?

Of the seven users that validated this prototype. The following were observed:

RETROSPECTIVE

Takeaways & Learnings

The biggest challenge during this project as a designer was simplifying the features during the design process but focusing on the key pain points at the same time.

What I learned about myself as a designer is how important it is to know more about the who, what and why before optimizing the interaction and stay curious without being biased.

Next time, I would recorded the screen and users doing the task to get the data of how many clicks they have to do to complete the task so I could get more quantitative data.