BJ’s Wholesale Club

Shop Your Way

is a product aimed to enhance customer shopping experience by allowing them choose, and save their preferred delivery method, to simplifying cart additions and minimizing cart abandonment

Senior UI/UX Designer (Lead role) — End-to-End UX & UI Design Process

What customer problem are we trying to solve?

Cart and shopping journey abandonment

  • When a customer adds an item to the cart, it defaults to "Pickup" as the delivery method and they can only choose their delivery method on the product detail page. This frustrates customers as they lack the ability to easily shop according to their preferences.

  • 35% of customers encountered their items to be within a delivery method in the cart that they didn't expect.

Business Opportunity

BJ’s can drive higher conversion, reduce friction, and grow order sizes by personalizing and streamlining fulfillment (delivery options) selection

Goal

Reduce cart abandonment and increase cart size by informing customers of fulfillment (delivery) options.

KPIs

Key challenges in current app

Pain points and findings gathered by testing over 2,000 users via Qualtrics, with feedback from app reviews. Competitive testing and design analysis. Additionally, a key performance benchmark review focused on cart abandonment and drop rates.

No ability for users to select their delivery method at the start of their shopping trip

82% of users start shopping with a preferred delivery method, while 85% want to choose their method at the beginning.

The product listing page does not clearly show the available delivery options.

62% of groceries are added from the product listing pages (PLP) and 72% of orders are a single fulfillment type.

Higher abandonment rates for mixed carts

51% of users switched delivery methods in cart. 48% of mixed carts face higher abandonment.

Solution

  • Allowing customers to select their delivery method at the start of their shopping journey, with a consistent and easy-to-use experience and providing available delivery options on product listings to aid decision-making.

  • Provide alternate path for customers to select delivery method during the shopping journey

Allowed users to select their preferred delivery method

Users can choose and change delivery method for their shopping journey from the home tab and product listing page (PLP). They can also see other information that helps them make these selections

Redesigned product listing page to create visibility for delivery options

Users have visibility on delivery method availability on product level information that allows them to make decisions during their shopping journey

Provided alternate path to select delivery method

Users can select delivery method when adding an item to cart.

Redesigned delivery selection module for product detail page

Making delivery selection experience consistent and easy to use throughout the shopping trip experience

Initial results

Initial data for percentage improvement obtained by comparison of key shopping metrics between two app versions (v11.4.4 and v12.0.0) over a test period (March 12-23, 2024) with a 50/50 traffic split.