Bunnings Click & Collect
Help one of the oldest retailers in Australia go through the process of transforming from a brick and mortar to a digital business.
Bunnings is one of the most stablished brands in Australia founded in 1887 and with 295 stores currently in the country, it accounts for around 20 percent of the Australian retail hardware sector.
The agency responsible for enabling the transformation is AKQA Melbourne, in which team I take the role of Experience Designer, bringing the customers and the importance of Design to everything we do.
– Help Bunnings create the best possible Click & Collect experience
– Deliver a feasible solution that can be tested and validate in increments
– Design an experience that adds value to our costumers and improves their shopping experience
In this project my role as a Designer was to the help define the best possible experience digitally and also offline keeping the customers as the forefront of every decision while also the finding business opportunities that Bunnings could leverage from.
This was a significant effort that involved different teams, including:
– CX Strategists
– Experience Designers
– Business Analysts
– Solution Architects
– Product Leads
– Digital Strategists
1. Context first
Historically, the Customer Experience and Research teams at AKQA had done research to better understand the Bunnings customers, this combined with research about in-store behaviour and a very detailed landscape review gave the team a solid foundation to start from. When I came onboard to this project, the team knew clearly what a best in class Click & Collect experience looked like compared to an average one, what was needed then was to design one which suited Bunnings, their customers and that was feasible for us to build and test.
A framework was also designed early on in the project:
These phases gave the team a breakdown of the end to end experience and were fundamental for us to start thinking about how each phase could work for our customers, its impacts for the business, and the technology needed to enable them.
In order define what to solve, we run brainstorming sessions where as a team we ideated possible solutions for each phase in the process. Out of all the different ideas some where prioritised over others based on a their feasibility and customer value.
Once the ideas were presented to Bunnings leadership team, it was time to begin mapping the experience. at this point, I took the lead in creating a series of user flows to help drive the conversation among the team and laid out the user flows across the different phases.
These flows were only the start and really helped the whole team to aligned – a important challenge to address when working in such large an complex projects.
Next, I began to work closely with the BAs, Service CX strategist and Solution Architects to digitise the experience and create an artefact that would become the source of truth for the project.
The result of all of that effort looks something like this:
3. Ideation and prototyping
To complement the ‘Click & Collect Service Blueprint’ the Experience Design team and me worked on imagining how the digital experience would look like for Bunnings customers. This required us to create a series of mock-ups to show the different touch-points from finding Click & Collect items on the site all the way to collecting orders or potentially forgetting to collect them.
Here are some of the mock-ups we created:
Once all the artefacts were designed, I created an interactive version of the blueprint which facilitated sharing all the mock-ups and the thinking among ourselves and more importantly the client.
We also printed everything and brought it to the Bunnings Head Office in order to present to the teams and help drive the conversation with them.
As a result of all the work done in this project, Bunnings began a process of co-location. This was a huge milestone for the account in years and it meant we could now work in more collaboration, improve efficiency and align everyone towards one goal.
I was very fortunate to be selected as the first designer to take the lead and move to the Bunnings offices. While there, I represented the AKQA Design ethos and built the relationship that opened the door for a complete re-location and formation of a much bigger team.
This strategical move gives the teams and opportunity to learn from each other and to go through the process of Design Thinking something which is fundamental to create effective solutions.
In March 2019, Bunnings launched Click & Collect in Melbourne at their Craigieburn store, where the service is currently being tested and continuously iterated as more and more customers use it and provide their feedback.