Officeworks, a leading provider of office supplies and solutions across Australia, recognized the need to optimize its end-to-end customer experience, particularly in facilitating efficient product pickups and deliveries. In response, the company initiated a comprehensive UX/UI project to enhance its existing ‘On my Way’ app. This case study outlines the methodology, key activities, and outcomes of this project aimed at providing customers with a seamless real-time experience while streamlining communication among Officeworks team members across stores.
… Quick and easy. I used the “let us know when you’re in your way” option and parcel was waiting ...
This project scoped to provide more enhanced real-time experience to the customers and facilitate Officeworks team members to connect across stores and the digital service.
Domain
Domain:
e-Commerce
Notify real-time experience
Pickup service
Areas:
Enterprise B2B2C
Shopping experience
Omnichannel experience (Mobile, Web and In-store)
Skill and Expertise: Competitor research
Usability Audits
Low-Hi Fi prototypes
User interviews and testing
User flows & Empathy maps
Qual and Quan research
The scope of the project centered around refining the ‘On my Way’ app to offer enhanced features and functionalities, including:
- Allowing customers to notify stores of their impending arrival via a URL sent through SMS.
- Notifying store team members, via the PDT app, about customer arrivals.
- Implementing ‘quiet hours’ for SMS notifications, respecting customer preferences and optimizing communication timing.
Workshop Facilitation:
Internal and external stakeholders were engaged in collaborative workshops to identify pain points, define objectives, and outline the scope of the project. These sessions fostered alignment among cross-functional teams and ensured a shared understanding of project goals.
User Research:
A combination of user interviews and feedback mechanisms was employed to gain insights into customer preferences, behaviors, and pain points. This qualitative approach enabled the project team to empathize with users and identify opportunities for improvement.
Data Analytics Platform:
Utilizing data analytics, the project team conducted quantitative analysis to identify patterns, trends, and areas of optimization within the existing app. Data-driven insights complemented qualitative research findings, providing a comprehensive understanding of user needs and behaviors.
Empathy Mapping:
Empathy mapping sessions were conducted to delve deeper into the emotional journey of customers as they interacted with the ‘On my Way’ app. By empathizing with users’ feelings, frustrations, and aspirations, the project team gained valuable insights into designing a more user-centric experience.
UI Design and Prototyping:
Armed with insights from research and empathy mapping, the project team embarked on UI design and prototyping. Micro-interactions were carefully crafted to enhance usability, delight users, and streamline the overall experience. Iterative prototyping allowed for rapid validation and refinement of design concepts.
Outcomes:
The collaborative efforts of the project team culminated in the successful enhancement of the ‘On my Way’ app, delivering tangible benefits to both customers and Officeworks team members:
- Customers now enjoy a seamless and intuitive experience, with the ability to conveniently notify stores of their arrival and track the status of their orders in real-time.
- Store team members benefit from improved communication and coordination, enabling them to anticipate customer arrivals and streamline pickup processes.
- The implementation of ‘quiet hours’ for SMS notifications demonstrates Officeworks’ commitment to respecting customer preferences and delivering personalized experiences.
Conclusion:
By prioritizing user research, collaboration, and iterative design, Officeworks successfully transformed its ‘On my Way’ app into a customer-centric platform that enhances the end-to-end experience for both customers and store team members. This project exemplifies the value of UX/UI design in driving business outcomes and fostering customer loyalty in an increasingly competitive landscape.