Support and optimize the on-site customer journeyCreating and organizing the spatial elements, being architecture, interaction modules and signalisation to ensure a smooth and branded service delivery for grocery pick-ups. In 2015, Colruyt Group asked us to redefine the grocery pick-up service “Collect & Go”. Doing groceries is often looked at as a nuisance, requiring significant efforts and time. Offering an e-commerce solution can offer relief, on the condition that an excellent service and experience of receiving the goods is provided. Together with their internal design team, we were tasked to design the on-site spatial elements and the user flow to position the service as a fast, dedicated, cost-and-client-friendly service provider.
Analyzing, designing and service scenariosBy analyzing different pick-up types, interviewing consumers and employees, and performing service safaris of both the current and competitive services, we laid out a framework that enabled strategic input and evaluation of design decisions for the customer journey and experience. This was used to initiate a collaborative process of designing new scenarios, tapping into the knowledge of a multidisciplinary team of marketeers, strategists and designers. Newly developed scenarios were used to list and describe the processes and touchpoints that had to be designed or redesigned. Using the criteria, such as total service delivery time, a broad array of solutions were developed: interaction modules, architectural solutions and signalisation concepts.
Spatial service systemThe value of its solution is not only how well each individual component is designed. The real value is sum of all its parts, how well they integrate into each other. Reducing the time you spend on picking up your groceries, will depend on the time it takes to understand the architecture, which will be supported by wayfinding solutions or how car-friendly the site is. It will also depend on the time spent on interaction modules, such as the scanning or checkout-module, where the shape of the hardware and or comprehendability of the screens is important. It will even depend on how well you can maneuver your cart through each passage.
The result is a grocery pick-up service point, that is easy to understand and faster in use. It puts more emphasis on supporting and informing the user during the entire journey, from entering the site, to exiting with your groceries.