Product design case study · Tesco Mobile
Tesco Mobile: Click & Collect
Give Tesco Mobile shoppers the option to collect their order from a local store.
01 · Discover
Who already does click and collect well
Goal: compare the experience competitors and alternative industries offer customers who want to click and collect.
Direct competitor
Currys
Sells mobile devices, without usage contracts
Direct competitor
Argos
Sells mobile devices, without usage contracts
Direct competitor
Apple
Sells mobile devices, without usage contracts
Different industry
Smyths Toys
A completely different market, with click and collect
Sister service
Tesco
Click and collect for grocery orders
Competitor audit
What works, and what falls short
Currys
Works well
- Collect sits with delivery info by the add to basket button
- Nearest stores listed with distance from your postcode
- Collect choice carried into the basket, with a switch to delivery
- Store can still be changed at checkout
Falls short
- No indication of when the item will be ready
Argos
Works well
- One stock check covers delivery and collection
- Points you to the nearest store with stock
- Tells you when you can collect
- Method can be changed in the basket
Falls short
- Many actions on the product page, easy to pick wrong
- Collect now versus tomorrow could be clearer
- Equal weight in the basket can make your choice look ignored
Smyths Toys
Works well
- Two options and stock shown on the product page
- Store search shows actual stock numbers
- Method can be changed in the basket
Falls short
- Collection time sits apart from the method choice
Apple
Works well
- Two options shown before add to basket
- Plenty of detail about your local store
- Clear timeframe, almost always same day
- Someone else can collect for you
Falls short
- You must book a collection slot, which may be too strict
02 · Frame
Problem statement and hypothesis
"I'm a Tesco Mobile customer buying a new phone or SIM contract. I want to collect my order from a store near me, at a time that suits me, so I don't have to wait in for a delivery."
Hypothesis
We predict that offering Click & Collect from Tesco Mobile stores alongside delivery, with store stock and distance shown, can result in shoppers choosing a store collection when it suits them better.
We will know this to be true when we see users locate, understand and select Click & Collect in testing, and a share of orders placed for collection once live.
Business needs
What the service had to do
Collect from store
Offer the option to click and collect from Tesco Mobile stores.
Check store stock
Still let users check store stock if they would rather visit and order in store.
Verified by SMS
Customers are verified by SMS when they collect their package.
Consideration
Extending Click & Collect locations beyond Tesco Mobile stores.
Personas
Who we designed for
The weekly shopper
Kevin
"I'm a busy man so want to be able to collect my order when best suits me"
- Needs
- To pick up his order during his weekly shop, ready when promised, with no collection fee.
- Frustrations
- Parcels left with neighbours or taken back to the depot while he's out all day.
The busy professional
Maria
"I'm all for convenience when it comes to buying items online"
- Needs
- To find a store with stock, and know her order is held securely until she can collect.
- Frustrations
- Not wanting valuable items delivered to her apartment when she isn't in.
Service design
Mapping the service across online and in store
- 01Product page
- 02Choose a store
- 03Basket
- 04Checkout
- 05Collect in store
Behind the screens
Store stock
Live stock per store, so shoppers can collect or visit to order in person.
Behind the screens
SMS verification
Customers verified by SMS at the counter when they collect.
Behind the screens
Store network
Tesco Mobile stores first, with more locations under consideration.
03 · Ideate
Key opportunities from the audit
Location, distance and timing
The information that matters most when choosing where to collect.
Switch method later
Changing between delivery and collection later in the journey is common practice.
Broad collection windows
Keep the timeframe broad rather than booking a specific slot.
Someone else can collect
Should a friend or family member be able to collect your order?
These shaped a set of initial ideas for the journey.
04 · Design
From initial ideas to a working prototype
Based on the initial ideas, a series of high-fidelity components were created in Figma, then built into a fully working prototype ready for usability testing.
What the prototype covered
- Collect beside deliveryBoth options sit together on the product page, before add to basket.
- Stock and distanceStores listed with distance from your postcode and live stock.
- Change your mindDelivery options shown again in the basket, to confirm or change.
Product page
Collect or delivery, chosen before add to basket
Home delivery and Click+Collect sit side by side as tabs on the product page. Choosing collect shows the nearest store, whether the phone is in stock there, and when it will be ready.
Component states
Every delivery state, on the product page and in the basket
The delivery component was designed for every state a shopper could hit, so the journey never left them guessing. The same pattern carried from the product page into the basket, where the main button changed from Add to basket to Go to checkout.
States covered
- Home deliveryStock status and a countdown to the next free delivery slot.
- Choose your local storeCollect selected but no store yet, so the main action stays disabled until one is chosen.
- In stock, or out of stockStock for the chosen store shown in green or red, with when the order will be ready to collect.
- UnavailableA clear message when a product can't be collected, with the action disabled.
05 · Test
Usability testing
"We want to understand whether Click & Collect would be a beneficial proposition to Tesco Mobile shoppers and whether there are any barriers in the journey that may be a cause for concern."
Objectives
- To understand if Click & Collect is a useful feature to Tesco Mobile shoppers
- To understand whether delivery options are presented at the right time
- To see if customers can operate Click & Collect, or if any steps cause confusion
- To learn whether users feel well informed, or want more information when selecting
- To learn about any areas of pain in the journey
Participants
Mobile users, aged 25 to 70
How
10 qualitative tests, with users navigating tasks in a prototype
Findings
What we found
Found it unprompted
10/10
Every user located and understood Click & Collect without being prompted.
Valued the basket choice
10/10
All appreciated seeing delivery options again in the basket, to confirm or change.
Would visit the store
4/10
Seeing stock per store made some inclined to travel and order in person instead.
Useful when not in
2/10
Some saw it as useful when unsure they'd be in for a delivery.
Gaps
Where users wanted more
Expected opening hours
10/10
Everyone expected 'Store details' to show the store's opening hours.
Wanted a ready time
6/10
Users wanted to know when their order would be ready to collect.
Expected a ready message
7/10
All expected their choice in the confirmation email, and 7 an email or SMS when ready.
Recommendations
What we took forward
Sharper collection timing
Add more accurate collection information if possible, with a date and time.
Confirmation email
Add Click & Collect details to the order confirmation email.
Customer comms
Define comms for collection orders: confirmation, ready to collect SMS, thanks for collecting.
In-store experience
Explore how the in-store experience joins up with the online journey.