top of page

Jordan Herbert

Click & Collect

Overview

Tesco Mobile aimed to introduce a pre-order feature for users to secure the latest handsets before launch. The challenge was to design a seamless, intuitive experience that aligned with user expectations and industry standards while allowing flexibility, such as the option to cancel pre-orders.

click+collect.jpg

Discovery

Understanding User Demand for Click & Collect

User research, primarily from  surveys, revealed that:

  • 62% of Tesco Mobile customers expressed interest in Click & Collect, citing convenience and flexibility.

  • Customers familiar with Tesco’s grocery Click & Collect service wanted similar options for mobile products.

  • Many users faced challenges with missed deliveries, prompting interest in in-store collection options.

  • Customers valued the ability to confirm stock before visiting the store.

Personas

  • Busy Professional: Needs flexible collection options due to irregular schedules.

  • Savvy Shopper: Prefers Click & Collect to avoid delivery fees or ensure stock availability.

User Research

In-depth interviews with Tesco Mobile users (ages 25-70) uncovered key expectations:

  • Stock visibility and collection timeframe details were critical to decision-making.

  • Users wanted flexibility in switching between delivery methods during the order process.

  • Clear communication, including email and SMS updates, was highly desired.

Problem statement

“I want to purchase a new phone and collect it from a convenient location, ensuring I know when and where to pick it up.”

Business goals

  • Offer the option to click and collect from Tesco Mobile stores

​

  • Still allow users to check store stock should they want to visit the store and place the an order

​

  • Customer will be verified by SMS when collecting their package

Hypothesis

We believe that a well-integrated Click & Collect feature with clear stock visibility, collection timeframes, and flexible delivery options can increase customer satisfaction, improve order completion rates, and drive foot traffic to Tesco Mobile stores.

Solution Highlights

Journey Map

  • Product Detail Page: Displayed Click & Collect availability and collection timeframe.

  • Stock Visibility: Users could check stock at nearby stores and view opening hours.

Basket and Checkout

  • Reaffirmed Click & Collect selection in the basket with an option to switch to delivery.

  • Added detailed information about the collection process to reassure users.

Order Confirmation

  • Mapped user pathways for browsing, selecting, and collecting items. Key pain points included unclear communication and gaps in stock visibility during the journey.

Product Pages

  • Included clear Click & Collect details in confirmation emails.

  • SMS notifications for when orders were ready to collect.

ezgif-1-954ed79f95.gif

Usability Testing

Objectives

  • Assess user understanding of Click & Collect functionality.

  • Identify potential barriers in the journey.

  • Evaluate communication clarity regarding collection timelines and store details.

Methodology

  • 10 qualitative tests using a prototype.

  • Users tasked with browsing, selecting Click & Collect, and navigating the checkout process.

Findings

  • All users easily located and understood Click & Collect without prompting.

  • 4 users valued the stock status feature, opting to visit the store instead of ordering online.

  • All users wanted store opening hours accessible via a “Store details” link.

  • 6 users requested clearer collection timeframes.

  • Users expected order confirmation emails and SMS updates when orders were ready.

Recommendations

  • Include accurate collection timeframes (e.g., “Ready to collect within 2 hours”).

​

  • Provide Click & Collect details in all customer communications (email/SMS).

​

  • Ensure store opening hours are accessible during the selection process.

​

  • Integrate the in-store collection experience with the online journey for consistency.

bottom of page