About
Kohls’ Q is a virtual returns queue. When customers enter the store, they can scan a QR code, join the queue, and browse the store while waiting for their turn in line. Our goals are to increase sales through customer returns and to help customers have more control over their time.
My Role
As a Kohl’s Product Design summer intern, I worked with a balance team of 4 other interns (one product manager and three engineers) on this 8.5 week project. We received used lean methodology and design thinking processes to create Kohl’s Q. At the end of the internship, we presented Kohl’s Q to Kohl’s Exec Board.
Skills/Tools
Miro, Proto Personas, User Interviews, Journey Mapping, Problem Identification and Prioritization, Figma Wireframing, Prototyping, Usability Testing, Synthesis, Assumption Tracking
Problem
How might we make the returns process faster and reduce long lines to allow for a seamless customer experience?
Discovery
Proto-Personas
We used our existing knowledge and assumptions to create proto-personas of Kohl’s returns customers. This helped us begin empathizing with our users and create alignment as a group.
User Interviews
Conducted five user interviews with Kohl’s associates to learn about the return process from the associate and customer perspective
Some of the interview questions:
Walk me through returning an item at Kohl’s
If you could change one thing about the returns process, what would it be?
What are some pain points in the return process?
Problem Identification and Prioritization
We used data from our user interviews to identify our main problem spaces within the returns process: location of return area, Kohl’s cash, Speed of returns, Long lines etc.
We then created a prioritization matrix on Miro Board to identify the problem that is the most painful and happens most frequently: long lines.
Problem: How might we make the returns process faster and reduce long lines to allow for a seamless customer experience?
Solutioning
Crazy 8’s Design Studio
Participated in a design thinking exercise to quickly generate ideas
Shared ideas to allow for cross pollination
Decided on our final idea: a virtual returns queue
Journey Map
We created a journey map of the user experience of a virtual returns queue. We then broke up each user activity into specific user tasks and sub tasks.
Virtual Line Analysis
We observed and took notes on how Yelp and Universal Studios have implemented virtual lines
We used our findings for inspiration when creating our prototype.
Prototype
Joining the Queue in store
Joining the Queue from the Kohl’s App
Schedule a return
Usability Study
Objective
The objective of this test is to learn if customers are able to understand and use Kohl’s Q. We also want to learn about user interest in a returns queue.
Test Parameters
Four fifteen minute Usability Studies on Google meet from July 19 - 21
Participants were Kohl’s Associates that we previously interviewed about the returns process
Test Tasks
Summary
The prototype matched the user’s mental model of a return queue
Customers expressed interest in browsing while waiting in virtual return line
Learned about confusion in the prototype’s wording
Moving Forward
Risk Mitigation
We identified and prioritized our riskiest assumptions and created lean experiments in order to mitigate them
Success Metrics
In order to know if Kohl’s Q is successful, we will observe rates of attachment on returns and customer satisfaction.
Outcome Based Roadmap
We created an outcome based roadmap for the production of Kohl’s Q. Moving forward, we would begin in-store testing to understand adoption and mitigate risk. We would then develop the in-store feature, extend to Kohl’s App, and finally integrate the “Schedule Return” feature.
Internal Validation
At the end of our internship, we presented Kohl’s Q to the Kohl’s Leadership team. We received some helpful feedback:
How could we expand Kohl’s Q to lines in general throughout the store?
Do we need to pilot to 200 stores right away? Right now, we have it in our “Next” section of our OBR. However, We need to ensure that we give adequate time to test and develop our idea.
Loved the idea of “scheduling Kohl’s into your day.” What are some other ways that we can do that"?