Delivering speed and convenience at scale
Pets at Home is the UK's leading pet care business, offering a wide range of products, services, and advice for pet owners, including pet supplies, grooming, veterinary care, and more.
- Contributions
- UI & UX
- Research
- Prototypes
- User flows
- Remote user testing
- A/B testing
- Team
The team comprised:- 6 Engineers
- 1 Product Owner
- 1 UX Designer
- Outcomes
- +£118k order value in the first month
- Same day delivery rolled out to 132 stores
- +3500 orders in the first month
The Problem
During peak periods, the distribution centre was overwhelmed by online orders, click & collects, and store fulfilments. This caused significant delays, resulting in 32% of customer support inquiries being “Where is my order?” (WISMO). The system was unsustainable and customer trust was eroding. A solution was needed to reduce DC pressure and improve delivery reliability.
Understanding our users needs
To unpack the complexity behind our checkout experience, I mapped out the different delivery scenarios users could receive based on basket composition. This revealed 10 distinct scenarios, which I mapped and validated early with engineering and logistics to uncover dependencies and edge cases.
[MAP SCREENSHOT]
[MAP SCREENSHOT]
With the delivery scenarios mapped, I shifted focus to user behaviour. Analytics showed that 42% of users were dropping off at the delivery step, despite having progressed through product selection and the basket stage. To understand this friction, I conducted moderated usability tests of the current checkout flow with 8 participants via UserTesting.com. The delivery section proved overwhelming for users, facing information overload with unclear language and too many options.
One user summed it up:
“I wasn’t sure what all of the options meant so I just gave up.”
Conversion data echoed this sentiment. Despite strong flows through PLP, PDP, and basket, many users abandoned at the final hurdle.
{PLP > PDP > Backet > Checkout} Show conversion figures]
One user summed it up:
“I wasn’t sure what all of the options meant so I just gave up.”
Conversion data echoed this sentiment. Despite strong flows through PLP, PDP, and basket, many users abandoned at the final hurdle.
{PLP > PDP > Backet > Checkout} Show conversion figures]
To cover all bases, I interviewed the Head of Customer Support who confirmed that WISMO made up 32% of contact—pointing to a broader issue of delivery trust, not just confusion at the point of purchase.
Recognising that pet retail lagged behind in rapid delivery expectations, I also benchmarked against adjacent industries to set a clearer reference point for evolving user expectations.
[COMPETITORS - Quick delivery ones - argos, floral etc]
Recognising that pet retail lagged behind in rapid delivery expectations, I also benchmarked against adjacent industries to set a clearer reference point for evolving user expectations.
[COMPETITORS - Quick delivery ones - argos, floral etc]
Stating user needs and problems
The research uncovered two core problems:
From the findings I created two problem statements:
As we explored solutions, it became clear that better communication alone wouldn’t be enough, we needed to strengthen the delivery promise itself. Looking at other sectors like grocery and pharmacy, where rapid fulfilment had become a norm, we saw an opportunity to introduce a same-day delivery option for eligible orders while rebuilding trust through speed while alleviating DC pressure by fulfilling locally.
To move forward, I aligned with Product and CS on three experience principles to guide ideation:
- Cognitive overload at the delivery step: users struggled to understand their options, often encountering unclear language and repeat options
- Mistrust in delivery accuracy: gaps between promised and actual delivery times led to user frustration, reflected in 32% of customer support inquiries being WISMO related
From the findings I created two problem statements:
- User: “When I reach the delivery step, I feel confused about which option to choose and unsure whether it will actually arrive when I need it.”
- Business: “If we don’t improve clarity and confidence at delivery, we risk losing high-intent users and overwhelming customer support.”
As we explored solutions, it became clear that better communication alone wouldn’t be enough, we needed to strengthen the delivery promise itself. Looking at other sectors like grocery and pharmacy, where rapid fulfilment had become a norm, we saw an opportunity to introduce a same-day delivery option for eligible orders while rebuilding trust through speed while alleviating DC pressure by fulfilling locally.
To move forward, I aligned with Product and CS on three experience principles to guide ideation:
- Reassurance and clarity
- Progressive disclosure
- Set expectations early and accurately
Focusing on clarity and service information
Clarifying delivery options
To address cognitive overload, I explored ways to simplify the delivery step without removing flexibility. I designed dynamic UI components based on the 10 delivery variations to simplify options while maintaining flexibility. I also collaborated with marketing to rewrite option labels for clarity and added contextual help to guide decision making.
Introducing same-day delivery
In parallel, I worked closely with my PO, logistics, and engineering to define how a same day delivery option could fit within our checkout. We defined eligibility logic based on courier/store proximity, inventory, and cut off times, only surfacing the option when fulfilment was guaranteed. Our main focus here was setting an expectation that our users could trust.
End to end experience
I facilitated a cross-functional workshop to create journey maps for the ideal delivery experience from product discovery to post-purchase. We aligned on how to carry delivery expectations across UI, email, push notifications, and order tracking.
Testing concepts
We prototyped three delivery screen variants and ran usability tests with 12 participants. The winning direction introduced:
“I like that it tells me why something is fastest, that makes me trust it more.”
To address cognitive overload, I explored ways to simplify the delivery step without removing flexibility. I designed dynamic UI components based on the 10 delivery variations to simplify options while maintaining flexibility. I also collaborated with marketing to rewrite option labels for clarity and added contextual help to guide decision making.
Introducing same-day delivery
In parallel, I worked closely with my PO, logistics, and engineering to define how a same day delivery option could fit within our checkout. We defined eligibility logic based on courier/store proximity, inventory, and cut off times, only surfacing the option when fulfilment was guaranteed. Our main focus here was setting an expectation that our users could trust.
End to end experience
I facilitated a cross-functional workshop to create journey maps for the ideal delivery experience from product discovery to post-purchase. We aligned on how to carry delivery expectations across UI, email, push notifications, and order tracking.
Testing concepts
We prototyped three delivery screen variants and ran usability tests with 12 participants. The winning direction introduced:
- Simplified layout with a clear hierarchy
- Smart defaults based on delivery feasibility
- Inline reassurance copy and visual indicators of speed
“I like that it tells me why something is fastest, that makes me trust it more.”
- SCREENSHOTS OF CONCEPTS
Prototype
I began creating prototypes to test if we were reducing friction and improving clarity/confidence.
I created the following:
I created the following:
- Checkout flow with simplified delivery options: Simplified layout and singular delivery view, including same-day delivery
- Inline delivery guidance: Plain-language labels, icons, and microcopy clarified common concerns (like cutoff times).
- Pre-checkout delivery option previews: Estimates were surfaced earlier on PDP's and basket to reduce surprises.
- SCREENSHOTS OF ABOVE
Test
A round of testing was complete to assess whether the redesigned delivery section addressed the core issues of confusion and drop-off as well as interest in same day delivery.
Round 1: Qualitative validation
I tested the prototype with 8 users via UserTesting.com, focusing on their ability to:
SCREENSHOTS OF USER TESTING
Round 1: Qualitative validation
I tested the prototype with 8 users via UserTesting.com, focusing on their ability to:
- Understand delivery options without additional explanation
- Choose an option with confidence
- Navigate the end to end journey without hesitation
- 100% of users were able to select a delivery option on the first try, with 6/8 saying they would opt for the same day delivery option one even noting "I didn't even know this was possible"
- 7/8 explicitly noted the new layout felt “cleaner” or “more obvious”
- 6 users appreciated the upfront clarity on timing and cost, especially on the PDP
SCREENSHOTS OF USER TESTING
Deliver
With creases ironed out from the user testing, we rolled out Phase A of the new experience to 46 stores.
Results after 4 weeks:
After a strong performance in our Phase A, we rolled out Phase B across 132 stores, generating £1 million in annual turnover.
Beyond the metrics, the project helped reframe delivery as a key moment of user trust. We reduced friction and built confidence through clear, early expectations.
Results after 4 weeks:
- +118k in order value
- +3500 orders placed using same day delivery
- -18% reduction in WISMO tickets
After a strong performance in our Phase A, we rolled out Phase B across 132 stores, generating £1 million in annual turnover.
Beyond the metrics, the project helped reframe delivery as a key moment of user trust. We reduced friction and built confidence through clear, early expectations.
Previous case study
Joii Live Chat
Next case study
Pets at home - VIP Club
