Express · UX Director
Buy Online, Pick Up In Store
BOPIS lives or dies on trust. You order online, and the thing had better be waiting when you walk in. Ours wasn't reliable enough. I led the redesign to tighten up inventory accuracy, keep people informed from order to pickup, and make the in-store half feel as considered as the online one.
The Challenge
- The pickup checkout was convoluted, and it soured the experience before it started
- Inventory data didn't match reality, so people showed up to disappointment
- Long waits at the counter undercut the whole point of picking up in store
- Between buying and arriving, customers had no idea where their order stood
The Solution
- 1 Simpler checkout: pick a store, confirm it's in stock, done
- 2 Inventory you can trust: RFID tracking and a "Find in Store" nearby search
- 3 A real pickup counter: shorter waits, with appointments for busy hours
- 4 Status updates: texts and emails from "preparing" to "ready"
- 5 Check in from your phone: a tap on arrival, no line
Results
- A clearer, more honest checkout brought more BOPIS orders across the line
- Accurate inventory meant far fewer orders that couldn't actually be filled
- Shorter counter waits turned a frustration into a reason to come back
- Steady status updates replaced the silence that used to worry people
Gallery
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"The hard part of BOPIS isn't the website. It's the promise that what you ordered will be there, ready, when you walk in. Most of this project was about keeping that promise."