MVP
Customers create a recurring order from their order list, in a few short steps instead of one long form. Machine learning fills the basket for them, so they only change what they need to.
Recurring order
- Company
- Ocado
- Role
- UX Designer
- Year
- 2021
- Team
- 20+
- Platform
- Web / Apps
Goal
Reduce churn by letting customers get the same order delivered automatically, as often as they choose.
Scope
Designed for 3 European retailers: Ocado, ICA and Panda.
Impact & Results
- Reduced friction when ordering for 2 million users
- Increased customer retention by 15%
Problem
Imagine you buy the same groceries every week. Each time, you open the app, find your last order, add every item to your basket again and go through 4 checkout steps.
15% of customers complained about it, and that kind of friction is what makes people stop ordering.
Challenge
Technical
Recurring engine can have a different configuration according to retailers.
Collaboration
Need to communicate and understand engineers’ point of view.
Capacity
Product needed to be the most MVP possible having in the meantime a long term strategy of the feature.
Solution
Customers can now set up an order once and receive it at the frequency they choose, instead of rebuilding the same basket every time.
I designed it in two parts:
- MVP: creating a recurring order. Machine learning fills the basket for them, and they can still change it.
- Post MVP: managing it, so they can change their recurring order’s options later.
Process overview
- Discover
- Research
- Explore
- Design sprint
- Iterate, 2 rounds
- Design iterations
- Testing with UK
- Ship
- Engineers handover
- Design QA
Thinking
Post MVP
Customers can change their recurring order whenever they need to: its frequency, the next delivery date, the payment method and the address.
Learnings
- Be more assertive during discussions
- Saying NO can save tons of time on project scope
- Focus on the scope rather than increasing it
- Not all feedback is good to take