Local Pickup Day - a feature on the Wish shopping app to assist customers plan and schedule their pickup trip to a Wish Local store
Nikita T, Brandon L (PD), Meghan V (PM), Ash S (Eng), Chuhan W (Data Science)
During my Product Design summer 2021 internship at Wish, I worked on the Wish Local team for projects that were both consumer and store-facing.
One of the many high-impact projects that I got to work on, came out of an internal hackathon submission . My team explored ways to help improve the pickup rate for online orders shipped to local stores. In the end, our proposal was chosen to be added to Q4 roadmap.
What is Wish Local Pickup?
When a customer places an order on Wish, they can either have the package shipped to their address or to a local store that has signed up with the Wish Local program. With the Wish Local program, shops with a storefront can sign up to be a pickup location for customers’ Wish orders. Stores earn a commision for every order fulfilled while customers cut down on shipping costs.
Around 30% of the Wish Local orders aren’t being picked up by customers, within the 2 week window they have. Orders not picked up in time will be relisted for sale on the Wish app. From our research, we learnt a couple of reasons for this behaviour-
1. Untimely cadence of customer pickup reminders and notifications
2. Customers feel uninformed of store details such as opening hours and location
3. Customers are unaware of the 2-week pickup window and the reprecussions of not picking up their order
Orders not picked up by customers begin to occupy more store space than anticipated. With packages piling up and the sale of these items dependant on the needs of the local Wish customers, stores are left unsatisfied with the Wish Local program, resulting in them opting out of the program.
From these learnings, we noticed a recurring pattern where customers were uninformed of their pickup details because of low visibility of information and inefficient touchpoints with the existing pickup experience. This hindered customers from actualizing their pickup plan, eventually causing them to miss their pickup deadline.
Help customers receive their order by guiding them through the pick up steps
Providing customers a means to schedule their pick up, will encourage accountability and action, increasing the likeliness of picking up their orders
By gathering customers’ pickup schedule and informing stores of this information, we anticipate the following benefits:
1. Ensure adequate store staffing to be available for when customers arrive at the store
2. Sort out package ahead of time
1. Reduce wait times in the store
2. Ensures a store member will be available
3. Set personal reminders for pickup
4. Increased awareness of pickup timeline/deadline
Customers receive a push notification informing them of their package's arrival with a prompt to schedule their pickup to avoid wait time at the store.
Insight: In a diary study research I organized where participants were asked to purchase an item and pick it up from a local store, 5/8 partcipants reported having to wait a long time at the store to be attended to. By scheduling their pickup, stores can anticipate the customer's arrival and ensure there is enough staff to tend to Wish customers, thereby reducing customers' wait time in-store.
Customers can also learn of their order's pickup status through the home feed card with a CTA to schedule their pickup once the order is ready.
Insight: In a quantative study organized to understand why customers failed to pick up their orders, customers reported missing or not receiving notifications and email reminders that their order was ready. Surfacing the pickup information directly on the homefeed will ensure that customers have an additional way to learn of their order pickup steps if push notifications are overlooked.
Visiting the Wish app on the scheduled pickup day triggers a modal, with the store details and order QR code ready to be scanned. Customers can dismiss the modal and will still be able to quickly access the pickup QR code without needing to navigate to the order details page or search through their emails.
Insight:A frequently voiced store complaint is that customers aren't aware that they need to show the package's QR code to receive their order. This causes frustration for staff who need to spend additional time informing customers of the pickup process. By readily surfacing the QR code on the homepage and a modal, customers are visually primed of the pickup process, ensuring a more seamless transaction with the store staff.
Further scaling this feature, I designed a feature where customers can select their notification channel and cadence, triggered by their previously selected pickup timeframe. This is way, customers reminders become more personalized, pointed, and directed.