Publix wanted to provide a convenient way for customers to rediscover their previous orders, reducing the number of steps and enabling quick conversions. They wanted to allow customers to easily reorder items they have previously purchased for in-store pickup. By surfacing recent orders in multiple areas, the aim was to reduce friction and encourage rediscovery. The goal was to increase reorders by providing convenient access points throughout the customer journey.
Currently the primary reorder feature is buried in the account pages. Subs, meats and cheeses are the most common items reordered. More than 90% are building these previously ordered items from scratch on the product details page rather than navigating to the reorder feature.
I reviewed the findings of the Baymard report, identifying areas of concern and recommending solutions for improving the ordering process of past purchases.
I researched competitors to analyze how and where they displayed customer's previous purchases. Through this evaluation, I identified additional possibilities for integrating an "order again" function. The results of my research are outlined in the chart below. In addition to identifying placement, I also determined an "add to cart" action next to a "customize" action would be useful to customers, giving them a choice in how they wanted to reorder an item.
In preparation for a presentation to leadership , I conducted a comparative audit of the current customer experience in accessing previous orders through search. Through this analysis, it became apparent that at each step of the user journey, there is a potential opportunity to prompt the user to reorder their previous purchases.
Another designer had already initiated work on this feature by creating a card component for the account page. Realizing the potential for this feature to be implemented across multiple pages, I began exploring alternative variations of the "order again" component suitable for each of these pages. This involved exploring whether the component should function independently or within a carousel, as well as considering whether it should be uniform or adapted to fit each specific page. Additionally, I delved into the distinctions between a component displaying a single previously ordered item and one showcasing multiple items from a previous order.
I finalized three different designs for a card component to accommodate various scenarios. These include a single item card, a multi-item card, and a product details page card selector. Each design will be implemented in a carousel format that can be easily added to the pages specified by the content manager. Additionally, we will be updating the current product cards by adding an "order again" badge to assist customers in identifying previously purchased items during a search.
The project presented challenges not only in the design of the feature, but also in the internal working dynamics of the company. The director and VP had introduced a new organizational process that required adaptation. Additionally, I was working with a designer I had not previously worked with. There were moments of ambiguity that amplified the importance of seeking clarification and making deliberate decisions before moving forward.
