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.
Discovery
Competitor Analysis
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Amazon: Clear pre-order messaging, precise release dates, and cancellation options via user dashboards.
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Currys: Communicates “delivered on release day” but lacks cancellation flexibility.
Key Takeaways:
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Use familiar pre-order language.
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Provide clear and precise delivery timelines.
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Ensure the journey mirrors a standard purchase flow while adding cancellation options.
Personas
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Tech Enthusiast: Prioritises securing the latest device on launch day.
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Pragmatic Shopper: Values clarity on timelines and flexibility to cancel.
User Research
Interviews with mobile users aged 25-70 revealed key expectations for pre-order functionality:
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Clear launch and delivery timelines.
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The ability to cancel pre-orders without hassle.
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Familiarity with a process similar to standard orders.
Journey mapping
Mapped user journeys from contemplation to purchase and cancellation. Highlighted pain points such as confusion about stock availability and contract details, and opportunities to simplify the process.
Problem statement
“I want to pre-order a new phone to ensure I receive it on launch day, but I also want clarity about the delivery timeline and the option to cancel if my plans change.”
Business goals
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Allow users to pre-order devices upon announcement for delivery on launch day.
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Enable users to cancel pre-orders between the order date and fulfilment.
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Ensure pre-order messaging aligns with industry standards and provides precise delivery timelines.
Hypothesis
We believe that introducing a clear, intuitive pre-order experience with precise delivery timelines and flexible cancellation options can increase user confidence, drive pre-order uptake, and enhance overall satisfaction with Tesco Mobile’s service.
Solution Highlights
Product pages
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Product Listing: Added a “Pre-order” label and expected delivery date.
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Product Detail Page: Persisted the “Pre-order” badge with stock status and delivery date reminders.
Basket experience
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Highlighted pre-order details with an info panel explaining the process.
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Added clarity on contract terms and expected delivery timelines.
Cancellation
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Enabled cancellation via order confirmation emails and the user’s “My Account” dashboard.
Usability Testing
Objectives
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Test user comprehension of the pre-order concept.
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Identify pain points and assess cognitive load in the purchase flow.
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Gauge confidence in delivery timelines and cancellation options.
Key Findings
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Pre-order Messaging: Recognised by all users as indicating a not-yet-launched handset.
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Delivery Timeline: Users preferred precise dates over “estimated delivery.”
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Stock Status: Clear communication of availability was appreciated.
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Basket Info Panel: Effective in building confidence with clear, concise copy.
Results
Uptake
All reserved Tesco Mobile stock for the iPhone 14 launch sold out during the pre-order period.
Conversion rate
Conversion rates increased by 8% compared to non-pre-order handset purchases.
Customer feedback
92% of users surveyed reported being satisfied with the pre-order process, citing clarity and ease of use as key factors.
Outcome
By leveraging user insights, aligning with familiar patterns, and addressing pain points, the pre-order functionality provided a seamless, user-centered experience. It met business goals of early customer engagement, increased checkout conversions, and ensured users could confidently secure their preferred devices before launch day.