UX design is very important in the Obs and Obs Bygg projects. That's why the UX design team works very closely with the developers and plays an important role in driving agile improvement work. Together, they work according to the Design Thinking process. Interviews and user tests form the basis for a deeper understanding of the website visitor and customer needs, and for getting the customers’ perspective on a use case or problem. Together, the team tests and experiments in quick iterations to find the best and most user-friendly solution.
One example of development based on a consumer need is the design of the purchase buttons. Not all products shown online can be bought online, but many use the online store to research the product before purchasing it in a physical store. This is especially important in a pandemic, when you want to avoid going to the store unnecessarily and discover that the product is out of stock. It is therefore important that good product information and stock status are displayed for all products.
In cases where you can both buy the product online and in store, the purchase button had to be optimized for several scenarios. Tests and interviews early on in the project showed that customers who wanted to buy online wanted delivery information before pressing the purchase button, while customers who wanted to pick up in store wanted to know when the goods were ready for pick-up. To optimize both buying journeys, the team tried out two purchase buttons: Buy online and Click & Collect. In this way, all customers can get the information they need before they complete a purchase, and Coop can sell store stock even if the store is closed.
It’s a great example of how a flexible e-commerce platform can be used to quickly adapt to user feedback to provide a better experience.