In 2015 Asda(subsidary of Walmart) launched a fulfilment service called toyou in UK market. This service enables the third party retailers to offer their customers the ability to collect or return their online orders through any of ASDA’s 614 stores nationwide.
Utilise un-used capacity in ALS (Asda logistics services)
Better click & collect experience for ASDA customers
Additional revenue to ASDA by providing logistics services for business and end consumers.
Product and domain(click & collect) discovery
Understand the competitors in the space
Build the initial IA and wireframes based on the product requirements for the tracking portal (b2c)
Conduct product/business reviews and get signoff
Provide design deliverables and conduct UX reviews with dev team
Proof of concept for C2C(customer-to-customer) proposition in Release 2
Revamp the whole experience for customers in Release 2
Worked along with other designer, dev team, product team, domain experts and business stakeholders.
With the e-commerce booming up, there were lot of other players in the market providing similar services. We did some assessment to understand the way competitors were operating.
Inflexible delivery slots
High number of failed first delivery attempts
Broad delivery slots
Bad delivery reliability during peak season
Product Release 1
Release 1 of product focused on getting a basic portal up for the customers to collect and return their orders. It included the following deliverables -
Services and About
Emails and error pages
Product Release 2
Release 2 of product focused on revamping the whole experience of the portal for customers to differentiate our product from the competitors. A POC was done for the C2C(customer-to-customer) proposition “SEND” - which meant customers can pack and send their own parcels to other customers across the country.
A brand new home page with parallax effect had six main sections - Send, Return, Collect, Location, Partners, and Testimonials.
Checkout page was introduced for C2C proposition. This page required the customers to fill in all the details(sender/recipient/content etc.) of the parcel they are sending and pay the required amount. The customers would then receive a toyou label to stick on the parcel. The parcel can be dropped off to any of the toyou locations across the country.