Accurate and transparent estimated delivery

Accurate and transparent estimated delivery

Overview

With online shopping on the rise, The Bay was eager to launch same-day delivery to stay competitive and top-of-mind. This new offering was the perfect catalyst to enhance their lackluster promising engine.

My Role

I collaborated with product owners, developers, and business partners to launch the Estimated Delivery Date enhancement within Cart & Checkout.

Deliverables

The Problem

The Bay’s Cart & Checkout experience was cumbersome and slow, resulting in the lowest CSAT and NPS scores across the website. It fell short of providing accurate and up-to-date shipping information, a key contributor to cart abandonment.

The Data

Customers felt blindsided by shipping fees, with 37% reporting they abandoned checkout when shipping and tax information was presented too late.

The most important consideration, the enhancement could not negatively impact site speed, as 32% of frustrated customers abandoned their carts due to slow load times.

The Bay's original mobile cartThe Bay's original mobile checkout

Shipping Scenarios

Much of this project's complexity happened behind the scenes. The promising engine would fetch core dates for each fulfillment method and follow allocation business rules to show customers the earliest dates possible. All the customer had to do was select their desired shipping method.

Due to the tight timelines of this project, products selected for pickup in-store, Modern Home Furnishings, and Marketplace products were considered out of scope.

The Bay's shipping and fulfillment logic

The Cart

Our goal was to help customers distinguish between products available for same‑day delivery and enable customers to receive accurate estimated delivery dates if they entered their postal code.

The first proposed cart design for the estimated delivery enhancement.

Before Testing

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Customers were confused by the grouping of same‑day eligible products as they wanted to avoid marketplace items

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Customers liked the addition of the free shipping threshold

The final cart design for the estimated delivery enhancement.

After Testing

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Customers were able to identify same‑day eligible products with ease

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Customers liked seeing additional information about the estimated delivery dates

The Checkout

Our goal was to present the customer with delivery options and an estimated delivery date based on item location, customer location, and shipping eligibility.

The first proposed checkout design for the estimated delivery enhancement.

Before Testing

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Customers were frustrated that they had to select the shipping method for each group of products

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Customers were confused by how products were grouped together

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Many customers preferred to receive their order in as few packages as possible

The final checkout design for the estimated delivery enhancement.

After Testing

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Customers were clear on when they could expect their package

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Customers found it easy to understand if items in their order were not eligible for their selected shipping method

The Next Steps

Our research revealed that guests comprised nearly 50% of The Bay’s online customers. However, because they didn’t add a postal code until late in the checkout process, they were not offered same‑day delivery. Our business partners were keen to address this problem in the upcoming quarter.