FACILITATION | RESEARCH | INNOVATION
The Ultimate Convenience with Wawa Curbside Pickup
Note: The details and deliverables for this project are under a strict NDA. Please email me for more information.
Imagine, you’re pumping gas on your morning commute.
Perhaps you’re running late, you skipped breakfast and are low on caffeine. Previously, you had to choose between gas or a breakfast revival, but not anymore…
Our Process
As part of ongoing innovation projects at a local convenience store chain, we set out to see if customers would see value in something like curbside (and Fuelside). We recognized that most devoted Wawa customers actually enjoy walking into the store as a part of their routine. The goal was to capture new audiences that are perhaps going to drive-thru’s due to reasons of being bound to a car. Not only would a curbside service have the potential to increase customer convenience, but it also would include previously excluded groups from partaking at their favorite Wawas during peak hours. With the same importance, we also recognized the need for store associates to be satisfied with the multi-faceted solution.
Our innovation framework consisted of the following activities:
Secondary research
Primary research: surveys, contextual inquiries, stakeholder IDIs
Multiple workshops: discovery and prioritization
Rapid sketching —> high fidelity wireframes
Developing the app in TestFlight
2 weeks of usability testing (in-lab and at-store)
Iterate wireframes and visual designs for production development based on findings
Initial launch to 180 stores
Expedited successful wide-scale launch to all stores due to positive user feedback and customer demand
Our process emphasized the iterative nature of a true innovation project as we engaged our stakeholders early and often. We talked to various customers and Wawa associates (including GMs) to better understand the needs for all actors of the system. Ultimately we crafted an omnichannel solution that considers the user in all parts of their journey, from the moment they see the curbside option to eating at their final destination.
The result
Improved customer experience, operational performance, and overall convenience.
10-12% of all mobile orders became curbside orders
Average order value (AOV) for curbside became $1-$2 more than in-store orders
Not to mention additional surprise and delight moments baked into the experience based on specific user needs, such as alerting the associate that you have a baby or pet in the car!
