top of page

DriveUp & Go

Introducing DriveUp & Go, a project that was designed to be truly customer-driven. The experience is designed based on extensive research to understand how customers use their products and the pain points they face, making it a customer-centric solution. By leveraging NPS feedback, DUG 2.0 was created to address these concerns and provide a better experience for customers.

Company / Albertsons

Year / 2023

Holding-Hand-Smart-Phone-Mockup-vol2.png

Goals

Redesign the Drive Up & Go experience to be faster, easier and more reliable for customers. The aim was to reduce wait times, eliminate confusion during pickup, and create a seamless handoff between store associates and customers—all while aligning with customer expectations for convenience, clarity and speed.

Improvements

1 / Simplified user experience:

Reordered and reduced pick-up steps.

2 / Added visual real-world cues:

Added visuals and illustrations that represent what customers will see when they pick up at any Albertson's stores, making it easier to find the parking spots.

3 / Reduced cognitive overload:

Created a visual experience eliminating lines of text across the journey.
 
Illustrations convey when, where, and how the customers should proceed with their pickup for the best experience.

The impact

The redesigned DriveUp & Go experience set a new standard for grocery pickup, making Albertsons a best-in-class leader among retailers. Post-launch, customer wait times dropped significantly, and the end-to-end experience became faster, more intuitive, and stress-free. With clearer instructions, real-time updates, and a seamless flow, it’s never been easier for customers to pick up their orders.

Location Sharing
Customer wait time
Check-in before
reaching the store
Checkin rate

+25% 


<3.5 min

48%

87%

Issues with the old design

  • Customer communication was not very clear and did not communicate the benefit of starting their arrival flow when they were on their way.

  • The previous arrival flow allowed them to bypass the “on the way” flow by giving them the functionality of marking themselves “Arrived”.

  • Customers have concerns about location sharing and do not understand the benefits of doing that.

  • Customers who start their arrival flow at the store and bypass the “on the Way” flow are not even asked to share their location.

  • Customers are not aware that “I have arrived” is not the final step in the arrival flow.

old design.png

New Design

DUG flow.png
Visual real-world cues

Designed visuals with real world elements representing pickup experience such as home background to remind customers to check-in from home, associate utilization of location and parking spot signs.
 

Contextual pickup instructions

Introduced intuitive instructions on the order details page and email to help customers understand each step for a smoother experience.

Reduced cognitive overload

Replaced lines of text across the journey with illustrations that convey when, where, and how the customers should proceed with their pickup for the best experience.

Streamlined user experience

Re-organized and reduced steps to simplify pickup. A repeat customer can now complete check-in in as little as 5 clicks ( 50%)

1.png

Pickup ready

Objective​

Drive customers to start arrivals flow when they leave home, not when they arrive to the parking lot.

​

Enhancements 

  • Highlighted value proposition​ to Incentivize customer to start the journey by taping "I'm on my way"

  • Clear illustration showcasing person leaving home clicking on “I'm on my way”​

  • Replaced “check-in” with “I’m on my way”​ for clarity

  • Removed “I have arrived” so customers do not bypass the step

  • Reduced clutter​ on the screen

Share location

Objective​

Encourage customers to share their location to reduce wait time.​

​

Enhancements

  • Emphasized value proposition in the title​

  • Clear communication on how we use their location through illustration & subtitle​

  • “Arriving soon” verbiage is used instead of geo-location points and maps to show exactly what associate at the store sees. Some people feels uneasy thinking someone may be tracking them.

2.png
3.png

Parking directions

Objective​

Help customers find the DriveUp&Go parking area and the store. Ensure that customers complete their arrivals journey.​

​

Enhancements 

  • Illustration on parking sign is matching what customers see in the real world​

  • One click option to navigate to the store address​

  • Updated CTA verbiage so customers know they must take additional steps​

Parking spot

Objective​

Enable customers to share where they parked.

​

Enhancements 

  • Dynamic illustration to make it easy for Customers to find parking spot number​

  • Multi-select to reduce Customer errors​

  • Car details moved to a follow-up screen so we can notify associates to start with fewer inputs​

  • Reduced number of clucks from 4 to 2 for entering parking​​ number

4.png
7.png

Car type

Objective​

Get car details from Customers to help find them​​.

​

Enhancements 

  • Intuitive Illustration focusing on the car and parking sign​

  • Dynamic illustration to make this a fun experience​

  • Car types and colors prioritized by frequency of selection​

  • Removed the “Make/Model” field since not many customers leverage this input

Share the code

Objective​

Enable customers to understand how to complete their authenticated pickup.​

​

  • Easy to understand illustration​

  • Removed additional progress bar

5.png
6.png

Pickup complete

Objective​

Let the customers know that they are order is complete and share their experience.​

​​

  • Intuitive illustration with sparkle​

  • CTA to provide feedback (NPS)

My role

As the lead product designer, I played a central role in the comprehensive redesign initiative, guiding it from its inception through to its successful launch. Guided the entire design process, from ideation to implementation, ensuring that every step was meticulously executed to achieve our overarching objectives. Collaborating closely with product managers, I adeptly identified key performance metrics, enabling us to track the efficacy of each design iteration and measure its impact on user experience. This data-driven approach not only facilitated the evaluation of our success but also illuminated valuable insights for future enhancements.

​

My role extended beyond mere design execution; I provided strategic direction and oversight, inspiring and empowering my team to push the boundaries of creativity while staying aligned with project goals. Additionally, I played a pivotal role in coordinating the creation of illustrations, ensuring they seamlessly integrated with our design objectives and effectively communicated our brand's vision.

​

Thank you!

bottom of page