Tesco direct: Improving 'Linksave' Customer Journey
Problem Statement:
The exit/abandon rate for the current link save journey is high and the bundle completion rate is lower than expected.
Vision Statement:
Improving the customer journey will increase adds to basket, and the bundle completion rate.
Research and user testing:
Bundles Research Themes
The current implementation of bundles made it really difficult for participants to get the
bundle - just 1 out of 5 participants managed to do it.
P5 "This is all a bit confusing, it's not straightforward"
● Most participants expected the software to be automatically added, so they were
surprised not to see it after adding the laptop to basket in recommender of the
basket overlay.
P4 “it’s too long winded"
● The 4 participants that were unable to add the bundle to basket went around in
circles trying to do it. Most indicated that they would have given up early and gone
to another website.
However, the prototype fitted better with participants way of shopping and it was easier
for them to understand. This had a beneficial effect when describing the experience of
finding and adding a bundle with the prototype.
P1 "This was easy, seemed to be more straightforward, was more in your face."
P5 "It's a lot easier, the other one led your in circles and was quite frustrating"
Proposed new journey flow:
Current Journey:
New Journey:
New Navigational Header:
New Basket Overlay:
