PC Express Mobile
Improving experience for grocery pickup & delivery
type
Mobile Design
Service Design
TEAM
5 Service Designers
TIMELINE
Jan 2025 to April 2025
Stage
Handoff
OVERVIEW
PC Express is Loblaw Digital’s online grocery platform, supporting pickup, delivery, and rapid delivery across Canada. It operates across a complex system of customers, store employees, drivers, and digital tools.
In collaboration with INF2224H Service Design & PC Express.
Role
Conducted service analysis and mapped the end-to-end journey
Created wireframes and contributed to interaction design in Figma
Synthesized research insights into actionable design directions
The Problem
The issue was not delays, it was not knowing what was happening
Users often experienced delays without any clear updates. They had no reliable way to check the status of their order or understand what was happening behind the scenes. This created confusion, especially when substitutions or changes occurred unexpectedly.
At the same time, internal teams were handling a high volume of customer inquiries. Colleagues had to manually respond to issues that could have been prevented with better communication.
Process
We designed the system by breaking it down, then rebuilding it
We began by documenting our own ordering experiences to understand the journey firsthand. Then we created low-fidelity sketches to explore different ways of visualizing order progress.
From there, we moved into mid-fidelity wireframes where we designed flows for tracking, notifications, and support interactions, ensuring they aligned with the service journey. We also then created storyboard iterations to visualize how the experience would play out over time.
Finally, we tested and iterated through two service sprints, focusing on improving communication and reducing friction across touchpoints.
Blueprinting - full journey
Behind a simple order hides a complex system
To better understand the problem, we mapped the full end-to-end service journey. We looked at each step, starting from placing an order and moving through picking, staging, delivery or pickup, and finally feedback.
Research
Users don’t need perfection, they need clarity
Through research and feedback, a clear pattern emerged. Users were not frustrated by delays alone, but by the lack of communication around those delays. They wanted to know when their order was being prepared. They wanted updates when something changed. They wanted clarity around substitutions before it was too late to act.
Storyboarding
Designing the journey, not just the interface
To understand how the service unfolds in real life, we created a storyboard following Mike’s experience using PC Express.
It captures key moments across the journey, from placing an order to experiencing a delay and receiving the delivery. Instead of focusing only on screens, it shows context, emotions, and how the service responds over time. The storyboard highlights how improved communication, real-time updates, and clearer touchpoints shift the experience from uncertainty to reassurance.
Testing
A bit more clarity to get the solution right
Sprint 1
In the first sprint, we focused on live tracking and communication. While users appreciated the added visibility, some struggled to interpret the status updates clearly.
Sprint 2
In the second sprint, we shifted focus to support and substitutions. We introduced chat-based support and improved how substitution decisions were communicated.
Service Integration
Designing the experience meant designing the system behind it
We considered how the solution would integrate into the existing service ecosystem. This included both customer-facing touchpoints and internal workflows.
Short-term improvements focused on notifications, order updates, and widget integration. These changes could be implemented quickly and provide immediate value.
Long-term recommendations included AI-powered support and more proactive communication systems. These would further reduce friction and improve scalability. This was implemented just recently using ChatGPT.
Blueprinting - New State
Same system, completely different experience
Before
The process was a "black box" with minimal visibility. Users faced unexplained delays, late substitution alerts, and a lack of status updates. Support was entirely reactive, forcing users to initiate contact when things went wrong, increasing frustration and internal team workload.
After
The new experience prioritizes transparency through real-time progress tracking and dynamic ETAs. By surfacing substitutions early and providing proactive support, we replaced uncertainty with predictability. This shift built user trust while significantly reducing the burden on support teams.
Final Design
Introducing real-time transparency
The solution focused on introducing real-time transparency throughout the service journey. Instead of leaving users guessing, the system continuously communicates what is happening.
Status Bar
We introduced an order status bar that clearly shows progress at each stage. Adding the worker’s name created a sense of human connection and accountability.
Live Tracking
Live tracking allows users to see where their order is and how long it will take. Dynamic ETAs adjust based on real-time conditions, making expectations more accurate.
Screen Widget
A home screen widget enables quick updates without needing to open the app. This reduces friction and keeps users informed at a glance.
Reflection
Service design is about everything users don’t see
This project changed how I approach design. It pushed me to think beyond interfaces and consider the full system behind the experience. I learned that small gaps in communication can have a large impact on trust. Addressing those gaps requires thinking across users, teams, and technology.
And to move this concept forward, the next step would be validating the solution with real users in a live environment. This would help test whether the added transparency actually improves trust and reduces confusion during pickup and delivery.
