Pret: Omnichannel commerce transformation programme.
User research across a range of new digital services to support the design of a best-in-class customer experience & unlock new revenue channels.
Brief
Provide UCD process consultancy + set up & execute a UX research programme to support Pret's digital transformation.
Approach
Mixed methods research approach consisting of regular UX testing sessions, quant data review, surveys & in store contextual research.
Outcome
Over 15 rounds of UX research completed. Reporting directly to Global Director of Product, several research outputs informed key decisions & future digital strategy.
User research planning
Defining UR plans to support a wide range of tranformation initiatives across mobile app, web, in-store & internal operational systems. Each round specifically tailored to the project objectives, supporting rollouts in both the UK & US.
Outcome: Extremely successful UR integration into the design & product planning process. High engagement of product, cross functional & senior exec stakeholder groups.
Pret Click & Collect
3 rounds of UR to support US rollout, with 6 more in the UK to support service optimisation & live service review. UR included testing of Figma prototypes, competitor reviews & testing, user needs gathering and roadmap feature prioritisation research. Several sources of live data from GA, sales trackers & general industry retail reports were combined onto a dashboard to track rapidly changing customer behaviour during Covid.
Outcome: Fast turnaround research to support ongoing design team needs and assist the business in navigating challenging market conditions. Testing of the live service to uncover critical UX issues, undermining the adoption of the service.
Pret Coffee Subscription
A more strategic piece evaluating the end -to-end customer experience of the coffee subscription in order to capture pain-points + identify & prioritise high value features for evolving this very successful proposition. Included a novel research approach of collaborative experience mapping in Miro with actual Pret customers.
Outcome: A set of experience maps and customer feedback compilation videos used as stimulus for product planning workshops with senior decision makers.
Pret Perks loyalty scheme
Several rounds of research with customers to evolve the Pret Perks loyalty scheme feature set: treat redemption, special offers & settings for managing the Pret account. This was supplemented with feature prioritisation surveys and GA data to help define how a Pret digital account should work.
Outcome: Specific design recommendations for maximising customer understanding & benefit of loyalty perks. A matrix of prioritised features for account management on app & web.
Pret mobile app
Several round of UX testing of various app feature relating to Pret Perks, Order ahead in the US & account management.
Outcome: Numerous new features & improvements launched successfully on the iOS app in the UK & US.
App notifications strategy
Defininbg user needs & industry best practice for implementing notifications and managing notification settings. Approach included a comprehensive competitor review of 10+ food & drink apps, review of industry best practices & recommendations for maximising uptake of notifications as well as testing numerous design options with target users.
Outcome: Delivery of a comprehensive set of user needs & best practices, backed up with quant data from industry on the effectiveness of various strategies.
Self checkout kiosks
Desk research & industry review of self checkout & smart cashless store solutions. Included rsearch in several concept stores (e.g. Amazon Fresh) and field testing of competitor self checkout apps.
Outcome: A regular newsletter reporting insights on various self-checkout challenges & topics that went out to all Pret employees on a weekly basis. Evidence to show strong benefits of ussing the Pret app for self scanning alongside dedicated self checkouts.
Pret shop employee needs
For customer facing digital solutions to be effective, it's critical to adapt and align in store operations. Numerous rounds of in-store research with employees & observing operational practices to support click & collect, marketplace, B2B delivery & loyalty services.
Outcome: A backstage fulfilment & process ,map for several services identifying operational bottlenecks & shop needs for process & technology changes.
Competitor research
As part of the overall research approach numerous competitor apps & experiences were reviewed and mapped out. Several rounds of UR included competitor users demonstrating their favourite features + revealing how the digital ordering apps are used in practice.
Outcome: Identifcation of best practices, conventions & ready made solutions for simple yet elegant experiences. For example a key insight was that a 'recent orders' feature does the job of capturing user favourites with minimal input required by the customer (yet providing all of the same benfits).
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