RaceTrac Order

Overview

Once COVID-19 hit the US with large case numbers, RaceTrac was quick to pivot and launched a project for an online ordering solution. I was able to design the minimum viable product (MVP) in two days to ensure our team could start development in a timely manner. Design updates, development, QA, and UAT were all completed within two weeks. We were able to launch the MVP solution at the beginning of April 2020.

Roles

  • Project Designer
  • Lead Front-end Developer for MVP

The Goal

The goal was to create a customer-centered experience that was simple, yet effective, while adhering to the business requirements and product limitations. We also wanted to ensure this site was responsive across all devices, compatible with all modern browsers, and ADA compliant.

MVP

The Process

Knowing that we had a tight turnaround time, I went straight from benchmarking other online ordering experiences, to creating wireframe/mockup hybrids within a day. A specific business operation that steered a majority of the design thinking process was that each of our 500 locations offer a different variety of products. Due to the product variations, this required users to select the store they would visit to pick up the order before starting their shopping experience. Once this was designed, the remainder of the user experience is comparable to other online experiences.

Features

  • Search by city or zip code and select a store based on that search criteria
  • Products available based on selected store
  • Guest can add items to their bag and place the order to be ready within 30 minutes
  • Guest is provided next steps after their order is placed
  • Allow guest to cancel order if it hasn't been approved by store
MVP Mockups showing the home page, personal information and location form, product modal, shopping screen, and review order screen. *Click to see larger image

Enhancements Since MVP

Features

  • Online Payments
  • Curbside pickup
  • Age gated items with appropriate messaging
  • Enhanced store search capabilities
  • Product search
  • Enhanced guest emails to provide next steps, address, store phone number, order details, etc
  • Order alternatives provided by store employees if the customer’s requested item is out of stock (notifying the customer a change has been made)

Some enhancement screenshots that include improved store location page. Then we see pay online or pay in store flow from review order to paying online or paying in store. *Click to see larger image
Here are some of the email mockups created for launching online ordering, a menu that includes more products, order confirmation email, and a thank you email that includes a survey link. *Click to see larger image

Next Steps

Due to the tight turnaround, we were not able to validate those assumptions made while designing the product. Next steps will include validating assumptions and enhancing the product based on guest feedback and suggestions as well as collaborating with our internal data teams to determine what improvements can be made, all backed by the data we've collected since launch.

Behind the Scenes

While I lead the design, and creation of the guest-facing website for RaceTrac Online Ordering, I also lead the UX of the internal store-facing app. This allowed the store teams to keep track of orders that were placed and take inventory of the product availability in-store in order to fulfill each request.

*Note: no images available for this solution as it is proprietary information.

Visit order.racetrac.com

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Resume

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