Get it your way.
Delivery, but make it curbside.
To compete with drive-thru experiences, Wawa needed to implement a new service using the existing mobile app and store infrastructure. Customers can select from delivery options that matter as they navigate a clean, expected e-commerce checkout experience fit for a love brand.
Role: Experience Director, Designer
Trust the process.
Everything started with contextual inquiry in 3 stores — each with their own unique setup and challenges. Store associates and customers were interviewed at different stations and points in their path through the store and checkout lines. Up next, several workshops with key stakeholders and SMEs were curated and executed to validate findings and refine our insights.
On-brand moments.
User research of brand new design solutions with mobile app customers and store associates provided invaluable insights leading to moments of delight — and these tests were with a live test app and live store systems.
Test participants were pleasantly surprised to see that we considered their pets or little ones could be in the vehicle. Why not bring a puppy treat? Or perhaps whisper because a baby might be sleeping?
“…my son is in a baby carrier. So, honestly…this is a total game changer!”
“Oh! …and I played the trivia.
That was nice to see while I was waiting.”
— Customer participant“This is great! I was stocking the cooler and I got notified about a Curbside order.”
— Store associate