In-Store Mode Data & DesignsCX Design - Marianne Carmona | Brett Taylor | Rishabh Bhardwaj | Olesia Zub

CX Research - David Strybel

August, 2019

App In-Store Mode - Research

Overview“In Store Mode” (ISM)

A new app experience for Kohl’s customers while shopping in the store.

A self service companionto serve customers in store needs

Guiding principles: Kohl’s In Store app mode is a friendly concierge to guide self service while in store or at home.

Bringing basic features to the customers phone for use at their convenience.A satisfying customer experience is key to brand loyalty.

Value Hypothesis:Problem: Ability to find items easily, view a final price and checkout quickly.Solution: Create a mobile app with an In Store self service experience giving the customer control over their own experience.Result: ROI is a happy customer who becomes a social influencer, driving trust and more traffic.

ResearchTo view all in-store mode research reports, go to: sites.google.com/kohls.com/instoremode/previous-reports

App In-Store Mode - Research

Summary of Research

3 online surveys - 1200 participants- Focused on customer behavior for in-store app users and compared the behavioral differences between the Amanda segment

and the Older shoppers

3 remote studies - 46 participants (2 moderated, 1 unmoderated)- Compared multiple designs, helped to solidify design concepts and gauge understanding and usefulness of designs

To view all in-store mode research reports, go to: sites.google.com/kohls.com/instoremode/previous-reports

Research Design Imperatives

Emphasize the Wallet and include all coupons, rewards, and Kohl’s Pay in the Wallet.

Display applicable coupons and rewards for a scanned item and a final price preview

Prioritize coupons, sales, and clearance items for the current store.

The design must reconcile simplicity and complexity for all user groups. Amanda shoppers use apps in-store more frequently and extensively than older generations.

App In-Store Mode - Research

Finding Items In-Store“An app where you could make a list of things you want to buy… show the quickest route… and where items are”

“Scan items to find out price & details along with any deals on this item... [check] if store has [more] in stock.”

The most useful in-store feature was...

Scan items to view price, ratings, & reviews

In-Store App Survey Findings

Quick Checkout“Pick an item, scan it... skip cashier & get phone scanned at exit.”

“Locate the item, add to cart, pay & leave without seeing a cashier”

“What features do customers want in an in-store app?” Open Responses

App In-Store Mode - Research

In Store Feature Value

App In-Store Mode - Research 7

Feature MatrixTarget Macy’s Walmart Nordstrom Home Depot Dick’s Sport Lowes Kohl’s

Scan PriceStock status

Single Scan

Build List

Mobile Checkout

Map/Interactive

Curbside/In store p/u

Apply OffersWallet

Auto switch mode

Augmented Reality

FEATURES

RETAILERS

Home Depot Sephora Walmart Macy’s

Most Common Feature Find an item in-store View available deals/rewards

Scan price/reviews/ratings

View available deals/rewards

Most Useful Feature Find an item in-store Scan price/reviews/ratings

Scan price/reviews/ratings

View available deals/rewards

*Data from CX Survey*

Design Concepts2020 Release (Ph 1)

App In-Store Mode - Research 9

● 2015: Designed a page with a few features customers may want to use while in store.● 2017/2018: Concepts for a more refined, separate experience as part of the Wallet deep dive.● 2019: Started the official redesign of ISM based on our Wallet deep dive designs.

Link to timeline PDF

Design Timeline

App In-Store Mode - Design Concepts

A/B Testing Initial Concepts (feature vs. product focus)

Remote Study Findings (9 participants):

Self-service easier to use due to key features on top (Wallet & Scan)

There must be a clear path for selecting coupons in the Wallet

Participants need to see all wallet sections at once

Wallet should afford that tapping each option will open that section

Based on the Wallet deep dive, we focused on a self service direction using modular features.

We tested initial designs for feedback along with a survey to find out what they expect from an in store app.

App In-Store Mode - Design Concepts

In Store Home page (Phase I)Links to ISM customer journey:https://drive.google.com/open?id=1LJjsjuBt2kMqKw0v3tr7ddjZf3pw5Isr

Remote Study Findings (8 participants):

*Homepage was easy to understand and navigate for all

“Like bigger buttons on screen - easy to find. So much better than current.”

“Wallet right up front really matters.”

“Like offers and cash in one place.“

“Even if I’m at home I can check deals to see if worth going to the store.”

“[Would use] Kohl’s Pay [most often] because would include all my coupons, Kohl’s Cash, Y2Y, KCC…”

App In-Store Mode - Design Concepts

Price Check Improvements (Phase I)

Next Steps/Phases

App In-Store Mode - Design Concepts

Next Steps

Phase 1TBD

● Improved Price Check● Use cases for next release

Phase 2TBD

● Full cart function (Scan-n-Scoot)

● Checkout on the phone(Scan-n-Scoot)

● Wallet, Kohl’s Pay and Mobile Self-checkout merge

● Product “add-ons”

Phase 3TBD

● AR (Catch a coupon...)● RFID technology● Quick Returns● Interactive Wayfinding● KCCM Marketing integration

(make a payment etc)

Appendix

App In-Store Mode - Research

(p7) “Retailers Must Deliver On Customer Context… Help users find products in the first place...Implement in-store product scan capabilities that don’t leave customers hanging…”

Key Takeaways:● Make Your App Relevant For Customers In-Store

● Give Customers Access To Digital Tools

● Digitize Checkout Features

Forrester: Retail Mobile App In-Store Best Practices For 2019 https://www.forrester.com/report/Retail+Mobile+App+InStore+Best+Practices+For+2019/-/E-RES145015

Pymnts: App Fatigue Is Real, But Retailers Can Fight It https://www.pymnts.com/news/retail/2019/app-fatigue-is-real-but-retailers-can-fight-it/

Industry Research

App In-Store Mode - Design Concepts

Phase I Scan-n-Scoot (cart with self checkout)

Link to customer journey: https://drive.google.com/open?id=1HrkDaLTwgS6200C2UBmmxjRVxIUDj0z2

Link to flow: https://drive.google.com/open?id=1HrkDaLTwgS6200C2UBmmxjRVxIUDj0z2

App In-Store Mode - Design Concepts

Phase I Scan-n-Scoot (checkout and leave)

Customer can check out using Scan-n-Scoot using their own phone

Scan-Checkout-Leave store (no bags or tag removal necessary)

Scan-Checkout-Tag and Bag at Scan-n-Scoot station (bags and tags necessary) - Leave store

“Freedom, convenience, trust”

Increase Customer satisfaction with:

Quicker checkout timeConvenience of no lines, proximity of tag & bag stationsLess Restrictions (more locations, freedom to choose when and where to scan/checkout)Feel in control of the experience (whole experience builds upon itself from scanning items to checking out and leaving the store)Reduce steps to leave the storeTrust the device (using your own phone)

App In-Store Mode - Design Concepts

Scan-n-Scoot station is mobile and modular

Much cheaper to build and maintain than a traditional self checkout station.

Mobile on wheels for easy transport.

Modular as each piece is removable. Monitor, tablet, stand.Can turn into a “mini” unit without the monitor.

Cross functional unit. Can be repurposed for training associates, in store marketing, holiday specials etc...*not appropriate for use with a free kitten basket

App In-Store Mode - Design Concepts

In Store Deals/Find an Item/WalletPhase 1 features:(Leveraging current data)In Store Deals (sections separated contextually)Find an Item (improved search)Wallet (summary, quick drawer access)Kohl’s Pay (as is today)Price Check (improve info including offers, possibly final price)

Future concepts include: ● Wayfinding mapping with accurate stock and

location for finding an item

● Cart capability with self checkout through the app using a mobile concierge for tag/bag

● Final price scans including any offers and Kohl’s cash

● Catch a coupon

● AR

App In-Store Mode - Research

Problem Statement(s)

Understanding the final price of an in-store purchase before getting to checkout

More awareness of in-store inventory (“complete the look” for scanned items)

Increased awareness of deals and offers (the wallet)

Business problem statements????

Less employees/reduced payroll when automate services

Improve customer experience = improve loyalty Draft

App In-Store Mode - Research

Need info from Vivek and Libby

- More app downloads?- Increase Kohl’s Pay usage?- Download and then delete? - Modular downloads - light version- Increase loyalty by improving experience

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Business KPI’s