The decisions that enabled omnichannel experience
1.
Make store selection persistent and actionable
Research showed customers expected their browsing experience to reflect their selected store immediately, including filtering products by pickup eligibility checking availability, and selecting pickup at checkout. However, store context was not consistently visible or accessible, making it difficult for customers to understand relationship between store and digital experiences.
Navigating constraints:
The challenge was making store selection a core part of discovery without adding navigation complexity. I introduced a persistent "Your store" entry point and ensured store selection became a foundational input to discovery, allowing customers to browse inventory based on their selected store throughout the shopping journey.
2.
Surface pickup availability to support urgency-driven decisions
We learned from usability testing that customers often preferred pickup when they needed the items urgently and actively looked for products available the same day. While pickup filters existed, it was not clear enough for customers to confidently determine whether pickup met their needs. Without this information, customers had to navigate across multiple screens to validate fulfillment options.
Navigating constraints:
Using journey mapping, research, and competitive benchmarks, I identified discovery as the critical decision point for fulfillment. I introduced dynamic fulfillment messaging on product listing pages to surface pickup availability and readiness timing early, preventing customers from discovering constraints later in the journey.
3.
Making store access and switching easy within discovery
Customers expected immediate access to store information when landing on the site, but store entry points were difficult to find and inconsistent across platforms. This made it hard for customers to set or change their store and evaluate fulfillment options, limiting engagement with store inventory. Internal testing showed that improving store access significantly increased engagement and conversion
Navigating constraints:
I redesigned the filter and navigation flow to make store selection and switching easier, allowing customers to quickly see fulfillment options based on their selected store. Customers can access relevant inventory earlier, increasing engagement with store pickup.
The result
Driving engagement and conversion through store-enabled discovery
Introducing store navigation and fulfillment signals earlier in discovery significantly improved customers’ ability to engage with store inventory and make purchase decisions. By making store availability visible and actionable, customers were more likely to explore products, evaluate fulfillment options, and complete purchases supported by store inventory. This validated that surfacing store context earlier directly influenced downstream conversion and store-driven revenue
Prioritizing rollout based on feasibility and impact
Introducing omnichannel end-to-end was a significant technical effort. I worked closely with engineering to understand system dependencies and constraints, then helped prioritize features based on customer impact and implementation effort. This ensured we delivered the most valuable improvements first while building toward a cohesive long-term vision
Reflections
