Same-Day Delivery

Added same-day delivery from store to Rite Aid’s ecommerce experience.

Final PLP and cart screens

Aiming for a best-in-class omni-channel shopping experience, Rite Aid partnered with Doordash to integrate same-day 3rd party delivery from stores to our ecommerce website.

Challenges:

Adding an additional fulfillment method brought a number of new problems to solve with the interface:

• Inventory for delivery from store would be shared with the in-store pickup, but the delivery store may not always be the store the customer shops at and has selected, so we would need a new way to filter product search based on customer address, rather than store.
• We offered mixed-fulfillment, allowing customers to have items in their basket that are not available in-store, which would be shipped from the warehouse. Adding a third fulfillment option increased the possible scenarios for available fulfillment selections for a cart page from 6 to 22.
• We would need a new way to group items on the cart page to avoid fulfillment confusion.

Prototypes of cart page scenarios. Each represents a differnt combination of pickup method availability.

Process:

I started by performing the following research to inform our direction:

• Competitor Analysis
• User Journeys
• Flowcharts

Using this information, my team and I built out low-fidelity prototypes in Figma and designed some user tasks to test with users. We ran these tests using the platform UserZoom to quickly spin up and run tests asynchronously.

Once our tests results came in, we refined our prototypes and moved to high-fidelity. The pages that were impacted by this feature were:

• Product List Page
• Product Details Page
• Shopping Cart
• New Checkout Flow for Delivery Orders
• Order History

Lower fidelity prototype examples

Outcome:

The feature was launched successfully starting with a few pilot stores. During the pilot, very few issues were encountered, and we quickly expanded across all stores (around 2,000 at the time). The ferature increased our average order value. Delivery outpaced shipping as our second most popular fulfilment option.

Checkout and order confirmation pages