Robert Wollmann | Store Update

Guests could choose delivery or in-store pickup at checkout, but pickup meant whichever store the system assigned, not necessarily the one closest to them or the one they'd already shopped at in person. Across a large store footprint, that mismatch was the friction point usability testing kept surfacing. I redesigned the flow around a different default: let guests choose the exact store and see when it could actually have their order ready, so pickup became something guests chose on purpose instead of a fallback they tolerated.

Creating Focus

Checkout is a critical step in the shopping journey, and dropping a decision guests hadn't made yet, which store, into the middle of it risked them second-guessing everything else on the page. A slide-out drawer that dimmed the background kept that one decision contained: guests could weigh their store options without losing their place in the rest of checkout, and closing the drawer dropped them back exactly where they'd left off.

One decision contained in a drawer, checkout state undisturbed underneath

My Store

Store selection wasn't a one-time checkout decision for most guests, it was a preference. Usability testing showed guests who'd found their nearest location once wanted the site to remember it, not ask again on their next order or their next device. I designed a persistent "My Store" setting behind a simple toggle, so choosing a store once carried that choice everywhere pickup mattered: checkout, inventory availability, and store-specific promotions.

One decision, made once, read by checkout, inventory, and promotions alike

Store Pickup Hours

Knowing which store wasn't enough on its own, guests wanted to know when. Pickup hours varied by location and sometimes by season, and that variability was exactly what testing flagged as the biggest source of pickup confusion. I added a dropdown for each store showing its actual pickup hours, pulled from the same data driving the store locator, instead of pointing guests to a generic hours page that might not have matched pickup availability.

Pickup hours read live from store-locator data, not a static hours page

Store-pickup support calls dropped 19% within the first quarter after launch, guests weren't calling to ask something the page could already tell them.

Now

Store selection went from a hidden default guests never saw to a choice they make once and rarely revisit. The underlying fix generalizes past this one flow: treat a repeated decision as a persistent preference the system carries forward, not a question asked fresh at every touchpoint that needs it. Pickup isn't the option guests fall back to because delivery costs more, it's the option they choose on purpose, at a store they already know, on hours they've already checked.