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Modivo / Eobuwie

Unified In-Store Order Pickup Experience for RC MOD x EOB

Overview

To meet rising customer expectations and improve operational efficiency, we redesigned the in-store order pickup experience for eobuwie  and  Modivo brands. This project aimed to unify the pickup process under a single flow, simplify the user journey, and resolve persistent pain points for both customers and store staff. The new RC order pickup path leverages phone number recognition, minimizes friction at kiosks, and introduces a scalable model for future integration of CC orders.

My role

UX designer, CX, Researcher, Strategist, Prototyper, Tester

I have closely collaborated with the product manager, researchers, developers, UX copywriter, and business development specialist to create seamless and user-centered digital experiences. This has been achieved by effectively bridging the gap between user needs and business goals.

Modivo/Eobuwie
Modivo/Eobuwie
Modivo/Eobuwie
5 min read
5 min read
5 min read
E-commmers
E-commmers
E-commmers
2 months
2 months
2 months
Kiosk, Pick up point
Kiosk, Pick up point
Kiosk, Pick up point

Now it’s time to unify
both brands!

What are Modivo and Eobuwie?

Modivo and Eobuwie are physical stores that operate in the same location. Their shops are inclusive because they don’t display any clothes. The entire shopping experience takes place on tablets. You can order from a tablet, and the staff will bring the clothes to the fitting room.

If you order something that is not available in the store, you can place the order without making a payment, and once you receive an SMS notification, you can pick up your order.

Problems definition

The previous pickup flow required customers to:

  • Enter or scan individual order numbers or barcodes per odrer.

  • Repeatedly go through the kiosk interaction for each order.

  • Face challenges in merging Modivo orders into a single fitting room session.

These issues led to:

  • Increased queue times.

  • Customer confusion and dissatisfaction.

  • Operational inefficiencies for staff managing fitting rooms and order validation.

Goals

  1. Unify the pickup journey for RC orders across both brands.

  2. Enable multi-order recognition via a single data point: the customer's phone number.

  3. Provide brand-consistent, intuitive kiosk interactions.

  4. Reduce the dependency on barcode scanning and physical SMS codes.

Design process

Discovery & Research

I collected and synthesized feedback:

  • Interwies with Store staff, who highlighted challenges in managing multiple orders and guiding users.

  • I conduct surveys with our customers. When customers ordered items to pick up later in the store, they received surveys after picking them up with open questions and rate questions.

Ideation & Solution Mapping

I mapped out a unified flow centered on the phone number as the key identifier. This would:

  • Allow the kiosk to automatically recognize all available RC orders.

  • Give customers the option to choose which brand/order to pick up.

  • Merge multiple Modivo orders into one fitting room session.

UX/UI Design

I designed a step-by-step journey:

  • Entry screen prompts users to input their phone number.

  • The system detects all available RC orders (Modivo and/or Eobuwie).

  • If multiple orders exist, users can select which to pick up, or proceed with all.

  • Users then choose between:

    • “Try it on” (Modivo fitting room option).

    • “Pay without trying” (direct checkout).

  • The interface is equipped with language options (PL & EN) for inclusivity.

Iteration & Testing

After launching the first iteration for Modivo, I:

  • Monitored adoption rates and customer behavior.

  • Collected feedback from in-store staff.

  • Identified edge cases such as incorrect phone entries or missing orders and introduced error messages suggesting next steps.

Impact & Results

✅ Simplified kiosk flow with single-step access to all orders.

✅ Decreased average pickup time per customer.

✅ Higher fitting room efficiency with merged Modivo orders.

✅ Improved customer satisfaction through a more intuitive and guided experience.

✅ Positive feedback from in-store staff due to reduced support requests.

Next Steps

  • Continue monitoring user behavior for usability improvements.

  • Explore personalized kiosk experiences based on past order history.

Key Learnings

✨ One source of truth (phone number) can streamline multi-touchpoint experiences.

✨ Early customer feedback is crucial when deploying in physical retail environments.

✨ Even small UX decisions (e.g., message clarity or brand consistency) significantly impact customer behavior and service load.

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