Background
Driver tipping is a feature that designed for Walmart online grocery customer so they can tip delivery driver after they received grocery. We believe by designing this feature, We can remind the customers about the online tipping opportunity which will also remove the need for customers to have cash on hand when the driver arrives.
In addition, Remove any awkwardness for the customer while interacting with the driver at their door, let the driver have chance to earn tips from the service they provide.
From business perspective, Driver tipping is designed to unlock negotiated delivery cost with 3rd party providers (DoorDash) , and save company extra expense.
My role
I led the design of the Driver tipping between February 2019 and December 2019. Partnered closely with product, business,legal, and engineering teams, I developed the principles, strategy, interaction flows, and screen-level executions. I presented my concepts to our Senior Director of design, VP of design, and cross-functional partners for feedback, alignment, and final sign-off.
The feature launched on Walmart grocery app on April.2019, The feature re-launched on combined experience for unified Walmart app on March 2020.
Who are we design for ?
Driver tipping is a service that available via Walmart grocery delivery service.
This feature is designed for the time-starved busy grocery Families, Financially stretched that are looking for easy to use, friendly, and low-priced groceries and efficient purchasing experience.
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Ugh! Grocery shopping is just another chore I have to deal with, on par with hand washing dishes, I dread headaches like traffic, parking & long checkout lines. Fussy kids makes it all worse.
Online grocery is lesser of two evilest Itās not perfect, but what a relief I can avoid the hassle of the grocery store!
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We carefully track our spending in our budget and Iām always looking for ways to save.
I am proud of my skills and expertise and I am a great grocery shopper. I carefully plan our meals based on whatās on sale and what in my freezer to help me minimize my spending. I love that online grocery is cheap and convenient
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With two working parents , our time is very scarce. Grocery shopping is one more ting to do in our longāto doā list
We are always looking for ways to streamline and simplify to make time for the things that really matter, like time with our kids.
Sketching out the idea
Different Exploration
Final Result of first launch
Second version - Adding more variance to feedback
With rating system user choose will depend on which one of these factors is most important to the product. A 5-star rating system may be perfect for influencing complicated buying decisions, while a simple thumbs up/down may be better for the algorithm. We gain more qualitative datapoint from adding more layers of nuances.
Third version - Refinement and Revamp
The third version launch is about integrating the Walmart living design language into the new feature. In this project we also contribute new atomic components as a styleguide to living design language
Driver tipping styleguide
Outcome
After launched 6 month, With the current post-delivery tipping design, we are currently achieving a digital tip rate of ~49%.
We have reached $40K/ week expense reduction based on our current column delivery. (Based on latest agreement with DoorDash offers us a $0.50 reduction in the fees they charge us per delivery (whether the delivery is ultimately tipped by the customer or not) on delivery of this feature to production.
More detail of project š