Designing features that last longer by simplifying complexity

This client's fulfilment processes were very complex and unlike any other multi-channel retailer.

Problem space

When fulfilment involves stores, hubs and distribution centres and the movement and availability of products between them you end up with a complicated picture and on top of all that, fulfilment for certain products categories varies; how do you prevent the business from presenting that complexity to the customer?

The initial ask for this was to design an easy way of rescheduling a delivery (from your account) that worked especially well on mobile. However, it soon became evident that upcoming strategic changes would soon require us to design something that would scale. Whatever we came up with had to be used as a baseline by other designers later down the line who may not have enough time to gather insights, so there needed to be confidence of it's appropriateness.

Design processes

  • Started with an understanding of fulfilment roadmaps from potentially competing business units through stakeholder workshops
  • We then gathered visibility on any upcoming propositional changes to those methods, such as dynamic pricing and green slots
  • By working UX’ers from the checkout team to remote test various design patterns with over 150 users. eight scenarios that demonstrated the various complexities were tested
  • Core patterns from the various scenarios were distilled.


  • A clean and stable design that worked well for the desired context
  • Clearly documented findings future feature development.
  • A reduction in calls to the call centre
  • Final Interaction design for rescheduling delviery from within the customer account
  • Delviery pattern variants and scenarios that were remote tested

    Applied capabilities


    • Managing design debt
    • Heuristic evaluations
    • Feature prioritisation


    • Cross channel analysis
    • Remote and Lab testing
    • Sentiment analysis
    • Online Surveys

    UX Design

    • Scamping and conceptual modelling
    • Scenarios, User journeys and storyboarding
    • Wireframing and Prototyping
    • Interaction and process flows


    • Axure
    • Sketch
    • Jira and Confluence

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