HOW UX STRATEGY DROVE MEASURABLE BUSINESS IMPACT
ACROSS 1800+ RETAILERS
Despite courier investment and strong shopper interest, adoption of local pickup remained stubbornly low. That changed when our team identified the Launch Experience as a highly influential moment in the customer journey, with little consideration thought through by competition. Through research, testing, and strategic redesign, we found the inflection point that turned pickup from an overlooked option into a performance driver.
Led Design: Creating foundational UX processes to ensure success across Design touchpoints
Ongoing Timeframe: From research to implementation across multiple features, with ongoing strategic improvements
Strategic Significance: Through address of core business metrics while improving customer experience
Multi-faceted Challenge: Serving both B2B (Retailers/Couriers) and B2C (Shoppers) needs
Comprehensive UX Process: End-to-end research, design, and testing grounded in real user behavior and business goals
Measurable ROI: Drove a 12x increase in adoption, reduced delivery failures, and boosted retailer satisfaction
Retailers were underutilising pickup at checkout, despite mounting courier investment and consumer demand. Integration complexity, unclear value propositions, and friction-filled user journeys were blocking adoption. Shoppers didn't understand why they should choose pickup, and businesses lacked the tools to communicate it. Our challenge was to redesign the experience so both retailers and shoppers could unlock its full value.
E-commerce retailers were struggling to integrate pickup points into their checkout experience despite courier investment in OOH networks:
Creating a seamless pickup point experience would deliver value for multiple stakeholders:
Led Design Strategy
For the entire pickup point experience
Established Research Methodologies
To align with user behaviour
Created Frameworks
For measuring success and iterating solutions
Mentored Junior Designers
Across our design process
Collaborated with Stakeholders
Through product, dev, and more
Shoppers don't want to pay for shipping.
Speed matters, but transparency matters more.
Immediate discounts make pickup irresistible.
It has to feel easy. It has to feel nearby.
Emphasize Free Delivery and cost savings at the decision point
Clear Delivery Timelines to set expectations for the customers
Highlight Proximity
and other relevant convenience factors
Showcase Trust
through branding to increase confidence
Simplify Selection
to reduce cognitive load on the user
Provide Context
around relevant amenities and services
The "LaunchEx" (launch experience) represents a critical decision point where users choose between delivery methods. Our data showed that direct improvements to this part of our experience has dramatic effects on adoption rates - from 0.7% to over 12% in one case study.
Tested and re-tested with multiple retailers, the pattern of evidence was clear with improvements taking effect across the board when implementing our researched, strategic design changes
After selecting pickup as their delivery method, users entered the "Widget" - our interactive map and list experience for selecting a specific pickup location.
Reducing friction in this experience was critical to preventing abandonment, and ensuring success towards confirmation.
From 0.7% to 12%+, and up to 28% in key markets.
With optimized value propositions and UI updates, we saw consistent increases across retailers. In one A/B test, reverting to baseline UI dropped adoption back to 0.7%, proving the central role UX plays in growth.
Better UX didn't just get more users to choose pickup, it helped them finish.
Our updates to the widget and confirmation flow reduced abandonment and improved conversion-to-checkout rates. Once the value was clear and the process was simple, users stayed committed.
Retailers saw more volume, lower costs, and better CX.
Retailers like Sandbanks, Glamify, and Oh Polly saw measurable improvements in adoption and shipping efficiency. Pickup also reduced failed deliveries and customer support requests, cutting costs while enhancing brand trust.
A plug-and-play solution enabling rapid deployment and consistent UX gains.
Driving volume OOH, saving retailers on costs, and boosting courier efficiency.
Every design change was tested, iterated, and proven to improve usage.
Frameworks ensure long-term performance, scaling naturally as adoption grows.
Through a comprehensive, research-driven approach to understanding and optimizing the local pickup experience, we transformed a previously underutilised delivery option into a significant business driver for both retailers and courier partners.
By focusing on clear value communication, reducing friction, and enhancing contextual information, the redesigned experience delivered measurable improvements in adoption and satisfaction.
The success of this project demonstrates the power of user-centered design to solve complex business challenges while simultaneously improving the customer experience. The frameworks and methodologies established continue to drive ongoing optimisation and feature development, ensuring sustainable growth in local pickup adoption.
