Amazon In-store Pickup

My Role: UX, Visual Design

Based on usability research by myself and from others, it was clear that Amazon's pickup UX needed updating. I eliminated many points of confusion, and I refreshed the visual design to match the rest of Amazon's new look that just started rolling out.

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Before

Customers can choose to pick up their package instead of having it delivered. Once they place their order, they receive an email notification telling them their package is ready to be picked up. Tapping the button in the email brings them into the mobile pickup experience, seen in the screens below. Customers must wait about 30 seconds for an Amazon associate to put their package in a locker, then the screen switches over to a barcode the customer can scan to open the locker.

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Problems with existing design:

  • The 15-minute countdown on the barcode screen alarms customers unnecessarily. Some even assumed their package would be sent back if they don't pick up their package within 15 minutes.
  • Users thought the large number on the barcode screen indicates "step 1" instead of "locker #1".  If users go to the wrong locker number, their barcode will not work.
  • The visual design is inconsistent with the rest of Amazon.com.

After: Wireframes

I simplified the wording, eliminated the 15-minute countdown, and made the barcode screen more digestible. User testing verified that customers went to the correct locker and picked up their package stress-free.

After: Visual design

It's important for customers to have a continuous cohesive experience across Amazon.com, so I updated the visual design to be in-line with Amazon's new visual standards.

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Email notification

Before

  • Problem: Customers assume they will get their pickup code immediately upon tapping the button, and don't understand why they need to wait for it to generate once they enter the mobile pickup experience.
  • Problem: Inconsistent with Amazon design standards

After

  • New wording explains that Amazon associates will need some time to prepare the pickup, eliminating the expectation of getting the barcode immediately
  • Visually in-line with new Amazon design standards
  • Store address easier to see
  • Consolidates expiration date with item list

First-time customer email

Research and customer feedback showed that new customers aren't sure what to expect when walking in to an Amazon pickup location. Customers are caught off-guard picking up their items from the lockers instead of from the counter, and are confused as to why they have to wait for a pickup code to generate.

Brainstorming

To alleviate some of this confusion, I facilitated a brainstorming session with dev and product management to come up with ideas for how to help new customers.

One of the solutions we ended up implementing was to send a "How-To" email to new customers explaining how the pickup process works.

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