02

Piccadilly

na sua casa, no seu tempo

Add value to the shopping experience of frequent buyers who often lack time to visit a retailer.

END USERS

According to Piccadilly, between 10 to 15% of its sales are online. The target of this project are loyal Piccadilly's clients and potential new ones.

My role 

Planned and ran a Design Sprint to validate hypothesis and co-create a solution with stakeholders. The ideation in 4 steps was essencial to understand what the stakeholders had in mind to build the app based on their knowledged about business and users. A high fidelity prototype was built and used for the usability tests.

OUTCOME

A mobile e-commerce app which facilitates delivery scheduling and product returning.

Piccadilly at home is an app with seamless experience that allows choosing shoes, scheduling its delivery and collect at home. The app added value not only for the clients of Piccadilly but also for its franchisers as the app was linked to the client's favorite shop.

The starting point was a pre-game meeting to understand the scope of the project. The conversation provided inputs to plan a five days workshop with the most appropriate techniques, clarify working format, behaviour and topics approached.

DAY 1

Alignment Matrix

 

In order to get a better understanding of the problem, we followed up with the alignment matrix, a powerful tool to discuss certainties, assumpions and doubts about the project.

Among certainties was readyness and increase customer loyalty. On other hand, some assumptions such as overload operational system and online return/exchange. Finally the main doubts were related to delivery costs and if the app should focus only on retail.

Stakeholders Map

The stakeholders map helped us to identy the main user, suppliers and areas at the company that would not be involved in the first place. 

Strategy blueprint

As the app is a service touchpoint, challenges related to the backstage (what happens "behind the curtains’to deliver a frictionless service) and frontstage (what the users see and experience) were discussed: 

1 - how might we keep track of our customers, geeting to know them better to facilitate their lives when buying shoes; 

2 - how might we avoid channel conflict, managing its mixes and streamline logistics.

Personas

Based on the group knowledge about Piccadilly's clients, it was requested to each participant to create two pro-personas and present individually for the whole group. After the presentations, we have identified that some of them were similar so we clustered those one. Each particpant voted using dot votes on the persona that better represented the potential user of the app.

Paula was the most voted. 

EMPATHY MAP

In order to get a better understanding of Paula (the user), identify major pain points to transform them into business oportunities, we have fulfilled an empathy map.

USER JOURNEY MAP

 

Having knowledge about the persona and her needs, we built the journey map, synchronizing touch-points with the product to create a seamless user experience. 

LIGHTENING DEMO

I have invited all participants to search for references of good practices in the market regarding delivery. The fun point here was that they were encouraged to find solutions not only in their area.

They concisely wrote down 3 big ideas to share with the whole group. 

 

LIST OF FEATURES

In order to define the features to solve Paula's needs, by using user stories, we turned questions into features, making sure that all features were aligned with the end-user perspective.

 

Several features were generated to be used later on the business and technical review canvas.

DAY 2

PRIORITIZATION MAP

Time to measure the value for the user x value for business by placing each feature on the canvas according to its value.

BUSINESS AND TECHNICAL REVIEW

The features placed on the squares 1 and 2 of the previous session, were moved to the business and technical review. In this sessions, the developers took the stage to help us to envision the feasibility of each feature x the return on investment (ROI) for the business. 

MVP CANVAS

The features placed above the dashed line in the previous session, defined the very first MVP.

The canvas MVP in adition of considering the results of each session, it also considers the vision of the product, cost and timeline, expected results and metrics to validate business hypothesis.

DAY 3

IDEATION IN 4 STEPS

The features placed above the dashed line in the previous session, defined the very first MVP.

The canvas MVP in adition of considering the results of each session, it also considers the vision of the product, cost and timeline, expected results and metrics to validate business hypothesis.

DAY 4

PROTOTYPING

The features placed above the dashed line in the previous session, defined the very first MVP.

The canvas MVP in adition of considering the results of each session, it also considers the vision of the product, cost and timeline, expected results and metrics to validate business hypothesis.

DAY 5

USABILITY TESTS & OUTCOMES SHOWCASE

The features placed above the dashed line in the previous session, defined the very first MVP.

The canvas MVP in adition of considering the results of each session, it also considers the vision of the product, cost and timeline, expected results and metrics to validate business hypothesis.

— CONTACT

If you want to learn more about a specific project, feel free to say hello.

Stef Carvalho

Brasília - Brazil

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© 2020 Made with  by Stef Carvalho