Overview
Mobile Checkout is a Contactless Shopping feature inside the 7-Eleven App available in select Convenience Stores in the US. Currently live in Dallas, NYC, and Utah markets.
Mobile Checkout experience can be summarized in 3 steps: SCAN, PAY & CONFIRM. This feature lets customers scan products while they are browsing in the store, pay with their preferred payment method and confirm using a physical device near the exit of the convenience store, striving to be quick, frictionless, and contactless.
This purchase model in c-stores is specially appreciated by regulars (daily customers), for quick visits with "small" baskets (1-3 items), and when customers want to get in and get out in a snap.
Program Specs.
• Industry: Retail, Convenience Stores
• Type: Customer (B2C) and Enterprise (B2B)
• Scope (B2C): Mobile App feature (iOS & Android)
• Scope (B2B): Transaction Tracker App (in store facing device)
Assignments
Having supported Mobile Checkout program since early stages, we've handled several requests. Here are some highlights:
• Contextual Onboarding: Ease camera permission concerns (Permission Handling).
• UTAH Launch (Mid 2020): 2 physical interaction modes for purchase confirmation.
• NYC Launch (Mid 2019): Re-imagine experience for awareness and engagement.
• DALLAS Launch (Late 2018): Purchase confirmation physical/digital experience.
• PILOT Launch (Corporate Store - Mid 2018): Identified improvement opportunities and interesting social dynamics that require UX Research.
Case Study: Contextual Onboarding
Ease camera permission concerns (Permission Handling)
Context:
• Funnel drop-offs during onboarding.
• Fullscreen tutorial is dismissed instinctively.
• Camera permission dissuades many customers to continue the flow.
• Poor comprehension, when customers get to the main feature.
1. Task Analysis: Current onboarding flow.
2. Highlight OS Platform differences: iOS / Android.
Cross-Functional Team(s)
• Product Team: Group Manager and Product Managers (Customer and Store sides).
• Dev Teams: iOS, Android (Customer Apps)
UX Team
• UX Direction / UX Manager(s)
• UX Lead / Sr. Interaction Designer (myself)
• Interaction Designer(s)
Left to Right: Concept, Schematic flow, Wireframes.
My Role (UX Product Team)
• Lead UX Refinement meetings to gather priorities and requirements.
• Product collaboration: Design critiques, clarification & define next steps.
• Ideation: Flows, interactions, architecture, and layout.
• Research & Usability: Remote usability study (Validately / UserZoomGo).
• Visual Design: Supported / Defined final style.
• Prototyping (Intermediate in Figma): Custom interactions and Micro-Interactions.
• Handoff: Screens, Flows, Prototypes, and Lottie Animation.
• Refinement with Dev Teams: Clarify intent and address feasibility.
• Production & Pre-Production: Illustration, Animation (Lottie).
UX goals and Hypothesis Definition.
Business Goals
• Improve customer First Time Customer retention.
• Avoid conversion funnel drop-off during onboarding.
User Personas
• Security Relaxed: No pronounced security concerns.
• Security Aware: Expresses security concerns and look for security affirmation.
User Needs
• Ease security concerns.
• Comprehend purpose of requested information or permission.
1. Personas identified in remote usability study (Tool: Validately / UserZoomGo).
2. Behavior observation and/or quotes from remote usability study.
UX Objectives
• Permission handling: Address customer concerns when faced with a camera permission.
• Contextual: Trigger permission at the time where it makes sense in the journey.
• Comprehension: Clarify permission purpose.
Challenges
Reasons for drop-off behaviors were challenging to read in data platform (Mix Panel). We needed to move forward with prior qualitative feedback on Camera Permission concerns. Before implementation, a remote usability study was setup to identify effectiveness of the recommended improvement.
Scales comparing Trust Confidence Feeling with Factors that Ease Security Concerns. While also graphing out where our feature is in that scale and showing a potentially GOOD BALANCE spot to strive.
Results
During the participant analysis, there was no apparent impact with the new designs, but after digging a bit deeper in the nuances of the responses we could identify patterns associated with the level of concern, and also identified in the open ended responses, interesting facts that led us to lay out a scale of perceived security factors, customer expectation, and where can we lead our next efforts in this matter.
• Participants get the feature purpose clearly before triggering the Permission Alert.
• Participants entering with wrong assumptions about the service got the purpose clarified with copy and animated graphic, depicting the feature usage.
• Conversion funnel experienced aprox. 9% retention.
