Co-op – Online Groceries

Background

I work within Co-op's Digital Food Customer Experience Team, the aim of this team is help with the re-imagining of convenience retail. In this project you'll find examples of how I work with stakeholders and partnering teams. As well as my ability to strategise and plan for future iterations.

Team

Cross disciplinary team, design, product, front and back-end engineers, CRM team, CRO, compliance

Brief

The CRM team identified that our current methods of obtaining email submissions weren’t sustainable and that performance was on the decline. The current form is on the order confirmation page, once a customer has made a purchase they’ll see a section that asks for their email address and phone numbers to get the latest updates. With me leading on design, our team worked on understanding the issues with the current form and a plan to continually improve the form and our other ways of growing our pool of contactable customers.

Discovery

We initially did a series of stakeholders interviews and mini-workshops to identify the current problems with the form from the CRM team’s perspective. We also learnt their priorities and goals for obtaining more submissions, and the data they had on how it’s currently performing.

We found that we didn’t have an accurate or reliable way of measuring the opt-ins because of how the form was implemented. so as a team we decided that would be a focus for us in the next iteration. This was essential for measuring the value we’d create by making changes. By making it more easily accessible it’d also help teams understand how it’s performing.

I then led a point of departure session with my team to make sure everyone understood and agreed on the outcomes of the project. This went into the value we’d be providing the groups of people involved and what success looks like. At the start this seemed like a very clear, straightforward optimisation project but this session highlighted that there were technical complexities to look into further and implementation decisions to agree on with our stakeholders.

Design

My approach with the design was to optimise the content of the current form and review the placement. Then also look at other enhancement opportunities across the site.

From those initial conversations we found that the team had no immediate plans for SMS marketing so I raised the question about removing it and optimising for email submissions with the view of gaining phone numbers a different way further down the line. As a result of those conversations, I removed the mobile input.

Design

I also worked with the CRM team to create revised content, to really sell the benefits and collaborated with the compliance team to understand what we can and can’t do when asking for a customer’s marketing preferences (Example – a checkbox to confirm the customer is happy to be contacted). That was an essential part of this project as it allowed me to push for bigger changes that I believed would help reach our outcomes.

In the design phase I designed future iterations and plans for CRO tests. These included adding the optimised form into the site-wide footer and the homepage, as well as adding a marketing preferences checkbox when a customer is filling in their details for an order. Our team took this and did a story mapping session to slice the work up and agree on what we’d deliver first.

This project has gone live recently but early reports indicate that there's been a steady increase in sign-ups.