A unified in-store order pickup experience for Modivo and eobuwie customers
I led the redesign of the in-store order pickup experience for Eobuwie and Modivo. The goal was to unify the pickup process into a single, clear flow, simplify the customer journey, and address ongoing pain points for both customers and store staff.
Skills
Competitive analyse
Deep user interview
Survey
Workshop
Prototyping
Testing
Deliverables
Clikable Prototypes with instructions of implementation
Files with animations
Files with research outcomes
Role
UX / UI Designer
Company
Nanovo (2024)
Outcomes
The redesign led to noticeable improvements in key metrics, while still leaving room for further development. Ongoing monitoring of user behavior and exploring personalized kiosk experiences based on past order history will help drive continued usability improvements.
Simplified kiosk flow with single-step access to all orders
1.5 min
Reduction in average pickup time per customer
4,9
Customer satisfaction achieved through a more intuitive and guided experience
Overview
Two brads in one space
Modivo and Eobuwie are physical stores operating in the same space, where the entire shopping experience happens digitally. Customers browse and place orders on tablets, and items are brought directly to fitting rooms. If a product isn’t available in-store, it can be ordered without upfront payment and picked up later after an SMS notification.
Previously, the order pickup process was fragmented. Customers had to enter order numbers or scan barcodes for each order separately. For customers, this led to longer queues, confusion during pickup, and inefficiencies for staff managing fitting rooms and validating orders.
Discovery
Click & Collect experience
When redesigning the Click & Collect experience, I started by analyzing the existing user journey. Together with the product manager, we mapped the current flow based on staff observations to understand how it worked in practice. Then I designed customer surveys, which were sent by SMS after pickup to customers, combining rating questions with open-ended feedback to better understand user pain points.
Survey questions
After collecting the feedback, I synthesized the findings with the team. We highlighted the most urgent. The existing Click & Collect experience required customers to enter or scan each order number separately and repeat the kiosk flow for every order. This made the process time-consuming and fragmented, especially for users with multiple purchases.
At the same time, staff faced challenges merging Modivo orders into a single fitting room session, which added operational complexity. As a result, the experience led to longer queue times, customer confusion and frustration, and inefficiencies in managing fitting rooms and order validation.
Ideation & Iteration
2 flows to test
Modivo and eobuwie have a complex backend with several constraints that limited possible design solutions. To speed up decision-making, I ran a workshop with the lead developer and product manager, where we explored and aligned on two possible flows.
The first flow was shorter and more streamlined, asking users two quick questions before showing their order status. The second flow was slightly longer but featured a simpler interface with more detailed steps.
Through A/B testing, I found that the shorter flow significantly improved the user experience by making order pickup faster and smoother. It proved to be the more successful solution, so we moved forward with it and continued refining it based on survey feedback.
Solutions
What changed in the user flow?
The redesigned Click & Collect experience simplifies order pickup by using the customer’s phone number to retrieve all available orders in one place. This removes the need to repeat the process for each order and allows users to manage everything from a single screen.
If a customer has orders from both Eobuwie and Modivo, they can choose which brand to proceed with. If orders belong to only one brand, the system takes them directly to the relevant list. From there, users select the orders they want to pick up and confirm their selection to proceed to the finalization step.
The flow also adapts to real-time conditions. For example, if there is a long queue for the Modivo fitting room, customers are given alternative options for the next step like "Pay without fitting" (direct checkout).
