How simplifying the store details page helps customers find pet services information
About
PetSmart is an chain of pet superstores, which sell pet products and small pets, in additions they provide pet services. Some of these services include grooming salons, pet boarding, dog day care and veterinary services.
My role
UX research & discovery, usability testing & design
Challenge
Depending on the PetSmart location, the grooming salon opens earlier than the store. This allows customers to enter the store to get to salon to drop their pet off. However, some customers assume stores are open and try to shop, creating a frustrating experience for both associates and customers. How can we clarify store details information from grooming salon information on the website.
Timeline
4 months
Goal
Provide the customer with clear and accurate pet services information on the store details pages, so they can quickly find what they need.
Constraints
Project requirements
Different pet services at each store location
Stores offer different pet services with unique offerings and functionality, including:
Grooming salon
Dog boarding
Dog daycare
Veterinary care
Dog training
Store hours vs. service hours
The pet services offered at PetSmart have different hours than the store
Store locator usage
First I just wanted to understand general user sentiment
Most users prefer search engine or mapping app to find a location
According to a Nielsen Norman Group UX research study,* 80% of users went directly to a search engine or dedicated mapping app (mainly Google Maps) when they asked them to find a nearby location for their personal bank, while the remaining 20% navigated directly to their bank’s website or app.
However, customers prefer store website for specific details
However, even people who start out at a search engine will often prefer your site’s locator tool for specific details, such as what services or amenities are offered.
*Norman Nielsen Group, 2018
https://www.nngroup.com/articles/store-finders-and-locators/
Research plan
Next I wanted to understand the store locator current experience
In order to improve the current experience, I needed to find and understand customer pain points and opportunities
1
Analyze traffic
Review data on customers interaction with current experience
2
Interview customer care team
Interview associates from customer care team to understand customer pain points with store locator
3
Customer feedback
Review feedback from website to understand the customers frustrations and pain points
4
Usability tests & audit current UX
Conduct usability tests (mobile & desktop) to understand current pain points with experience
Store locator usage
After reviewing site traffic, users are visiting “Find a store" page on mobile 3 times more than desktop
Mobile-first design is always a priority, but notating difference between devices
Customer service interviews
Next, I interviewed the customer service managers and there were 3 primary insights all related to store hours
Confusion between store hours vs. service hours
Customers are confused about hours for services vs. store. Grooming is often open earlier than the store and customers will come in trying to shop.
Service hours change
Grooming (which is largest part of services business) is ofter understaffed and has to close early, so hours are not updated on the site.
Store hours change
Issues when there are local store problems, flooding, construction, etc. There is no way for stores to update hours.