Company: Cogision

Client: Retail Robotics

Country: Poland

THE CHALLENGE

Our client developed an automated pick-up solution for online grocery shopping delivery that can replace traditional pick-up points.

The initial challenge was: “Designing the magical experience that would redefine the delivery of groceries and would become a well-known benchmark for the whole category”.

The solution was designed for inhabitants of bigger cities with Paris as the first location. Our main objective was to implement the experience strategy that would make it more human, fast, and easy to use. Key metrics we wanted to influence were the average duration of the pick-up process, satisfaction with a service (measured with CSAT), and percentage of returning customers.

THE PROCESS

The service design process included 4 stages:

1. Immersion - when we did desk research, analysed the data from the functioning prototype, and conducted a series of kick-off workshops with the client, as well as created the first Customer Journey Map TO-BE
2. Understanding - with qualitative (Experience Sampling Method) and quantitative (CAWI) research to identify key areas for improvements, as well as did service safari of similar solutions and benchmarking of other categories of self-service solutions
3. Prototyping -  with a series of intense sessions with potential users that were partially co-creation sessions, and partially user-testing sessions of developed prototypes
4. Delivery - when we gathered and prioritized all of the recommendations along with ready-to-implement designs (including e.g., user flows, hi-fi screen mockups, animations, and copy)

THE OUTCOMES

The outcomes from Immersion and Discovery & Definition stages consisted of research reports, design principles, Business Model and Value Proposition canvases, as well as Customer Journey Map AS-IS.

The outcomes from Prototyping and Delivery stages included, e.g.:

• Set of recommendations for hardware, software, processes, and interiors (each with argumentation and drafts of solutions to be developed by the engineering team or external providers)
• The redesigned wireflows for courier and client processes with 190 high-fidelity screens (including alternative low-screen versions for people using wheelchairs)
• Customer Journey Map TO-BE,
• Set of model copy for several touchpoints.

THE IMPACT

We’ve opened a new category of delivery solutions in France (with our client’s service being the first network of multibrand automated pick-up points for groceries).

After the launch of the first pick-up point in October of 2021 with only one retailer, right now the network consists of 6 points in Paris and 3 partnerships with leading retailers.

The model proved to be effective and desired by both customers and businesses. 5 months after the launch, the SCAT score was 4,45/5. 38% of customers used the service 3 or more times, with some of them using it 30-50 times in such a short period of time.

Service Designer/team:
- Filip Makowiecki - Lead UX & Service Designer
- Izabela Styburska - Project Manager
- Marta Krokoszyńska - Lead Researcher
- Hanna Bielerzewska - UX Writer
- Agnieszka Olek - CX Strategist
- Dawid Wiener - Research Strategist

Service Provider: Cogision
Client/In-house project: Retail Robotics / Delipop

Project Location(s): Warsaw, Poland; Paris, France

Duration: 12.2020-07.2021
Year of Service Launch: 10.2021