Jet’s Reorder Experience
A revamp to the replenishment experience on Jet’s native apps.
User's goal: to complete the entire household shopping trip in 30-60 seconds from the comfort of the couch.
Technology's goal: to create a modular system that could be used at any part of the app.
Business' goal: to increase Average Order Size and repeat rate.
It had been more than a year since Easy Reorder had been launched on both native and web platforms, and had not evolved since then. As most of Jet’s customers buy within the grocery and household categories the replenishment journey is core to the experience .
A quick research which involved a usability evaluation highlited as key issues:
1. Customers had problems discovering the reorder hub.
2. Customers had problems identifying the items they had purchased before.
3. Customers had a problem with the amount of time needed to repurchase the same items over and over.
In order to solve these issues we followed a design sprint methodology that combined research, prototyping, testing and design into 2 weeks . After a research analysis, that included in-person user testing, competitive analysis and journey mapping, we concluded the main problem for the cusotmers was:
- Customers find it time consuming to buy all the items they need often.
As a solution we set our goal:
- I want to complete an entire shopping trip in 60-120 seconds from the comfort of my couch.
Based on the insights from the research and competitive analysis, a group made up of a product designer, a front end developer and a designer began brainstorming and sketching solutions together. We sketched on our own and as a team. This excercise then proved to be valuable as all the team was aware of the design principles we had agreed to follow:
1. Easier ways to discover replenishment items.
2. Easier ways to replenish an item.
3. Easier ways to replenish a list of items.
We aligned on two design directions and quickly built two prototypes to validate our hypotheses.
The first direction, which proved to be closer to solve the customer’s problems, was a modular system of reordering solutions introduced along the journey.
Interact with the prototype->
The second direction was a set of different hubs that provided the solutions in a more focused manner.
Interact with the prototype->
The feedback we gathered from the prototypes clarified for us that the replenishment journey involved more than the reorder hub. It’s a customer’s mindset, and as such, the entire journey has to be thought through in order to solve the need. We went back to the drawing board and aligned on the solutions for each part of the journey focusing on the three design principles.
As we got to the implementation phase we decided to overcompensate and allow for replenishment from every part of the shopping experience. We prioritized the development of four key features:
1. Ability to shop entire past orders.
2. Ability to highlight previously purchased items.
3. Ability to add multiple items to cart at once.
4. Ability to easily navigate through previously pruchased items.
As all the designed features get built, the entire replenishment journey get’s easier and shorter to complete. Usability evaluation and analytics showed that:
1. the average time to buy a list of repurchased items had decreased by 1.2 times.
2. The amount of replenished items increased by 1.5 times.
3. The amount of visitis to the reorder hub that involved an addition to cart almost doubled.