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Pick-up in store was a new delivery method designed to allow customers to purchase products online and collect them at a nearby physical location. The challenge was to design an end-to-end experience that worked not only on the website, but across marketing, logistics, customer support, and in-store pickup. From the start, this project had clear success metrics: generate revenue quickly and deliver a high-quality customer experience.
The work started at the scope definition stage. Together with stakeholders, I helped define how the new delivery method should work across the entire journey, from product selection to pickup.
Benchmarking played a key role. I performed real purchases using similar pick-up solutions, analyzing every step of the experience, including checkout flows, transactional emails, in-store interactions, and package handling. These insights informed the feature set and interaction patterns.
Early wireframes were created and reviewed with internal teams and a small group of customers. Once the approach was validated, I mapped the full user flow and moved into final UI design.
Key activities
• End-to-end journey mapping
• Competitor and usability benchmarking through real purchases
• Wireframing and concept validation
• User flow definition
• Final UI design and interaction details
The UI was intentionally aligned with the existing website to avoid a fragmented experience. Instead of introducing new visual patterns, the focus was on clarity and discoverability.
The core interaction was a contextual modal that appeared on product pages, the cart, and checkout, allowing users to enter their zip code and instantly see available pickup locations.
What was designed
• A consistent pick-up selection experience across product page, cart, and checkout
• Clear location availability based on user zip code
• UI patterns aligned with the existing visual system
• A seamless flow that reduced uncertainty and decision friction
This project reinforced the importance of designing beyond the interface. Being involved from concept to launch meant working closely with multiple teams and understanding how design decisions affect logistics, operations, and customer support.
Designing a solution that worked well across departments, and seeing it deliver strong business and customer results, was both challenging and rewarding.
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