Same-Day Delivery
Leveled up omni-channel features, partnering with Doordash.
2-Min Read
Challenges:
Adding an additional fulfillment method brought a number of new problems to solve with the interface:
We would need a new way to filter product searches based on customer address, rather than store.
Adding a third fulfillment option increased the possible scenarios for available fulfillment selections in cart from 6 to 22.
We would need a new way to group items on the cart page to avoid fulfillment confusion.
Process:
I started by performing the following research to inform our direction:
Competitor Analysis
User Journeys
Flowcharts
Using this information, my team and I built out low-fidelity prototypes in Figma and designed some user tasks to test with users. We ran these tests using the platform UserZoom to quickly spin up and run user tests asynchronously.
Once our tests results came in, we refined our prototypes and moved to high-fidelity. The pages that were impacted by this feature were:
Product List Page
Product Details Page
Shopping Cart
New Checkout Flows for Delivery Orders
Order History
Outcome:
The feature was launched successfully starting with a few pilot stores.
Very few issues were encountered in pilot, and we quickly expanded across all 2,200 stores.
Delivery outpaced traditional shipping as our second most popular fulfilment option.
3P delivery accounted for an incremental $20 million increase in annual ecommerce sales at Rite Aid.
© 2025 Brian Talbot
brian@briantalbot.design