I used service design methods to audit and map the current experiences for Target Pickup services.
Service design methods used:
1. Service Safari
2. Service Blueprint
Service Safari Summary:
Goal: Use Target app to order items for pickup at Target Drive Up.
Observations:
• Touchpoints: The target app features a connected, multi-step ordering process. It is generally simple to use: shop, select Target Pickup as you add each item to your cart, and complete your purchase. The experience is intuitive, with conversational UX writing and clearly guided process. A lot of engagement with the app is required to complete this experience, including notifications that your order is received, that your order is ready for pickup, notifying the app that you are on your way, and that you have arrived, and in which spot. I show my number on the app to the employee delivering your items. Then a signature for confirmation that I received my items.
• Environment: The Reston, Virginia Target location recently renovated their Drive Up services to expand parking availability. There are clearly marked signs. Shopping carts and bags are additional artifacts.
• Digital Interfaces used: Target app on phone.
• Frustrations: Slight frustration not knowing how long I would be waiting for the Target employee to deliver my items to my car. I don't check the bags until the process is completed, so if something is damaged or missing, I have to report it through the app.
• Thoughts / Feelings: Efficient process. Many steps, heavily dependent on use of app, and engagement with, the Target app.
