PC Express
PC Express
Student project at University of Toronto ｜ Client: Loblaw
Student project at University of Toronto ｜ Client: Loblaw
Bridging the gap between online and in-store grocery shopping experiences
Bridging the gap between online and in-store grocery shopping experiences
Timeline
Timeline
3 months
(Jan - Mar 2025)
3 months
(Jan - Mar 2025)
Collaborators
Collaborators
Alexis Michaud, Alifiyah Hussain
Caitlin Wong, Dareen Christabel
Alexis Michaud, Alifiyah Hussain
Caitlin Wong, Dareen Christabel
Skills
Skills
Service Design
Product Strategy
Product Design
UI/Visual Design
OVERVIEW
OVERVIEW
What happens when the item you ordered online isn’t available?
In collaboration with the Loblaw Digital team, this three-month master’s group project explored the end-to-end PC Express service blueprint, revealing opportunities to improve the experience for both staff and customers.
In collaboration with the Loblaw Digital team, this three-month master’s group project explored the end-to-end PC Express service blueprint, revealing opportunities to improve the experience for both staff and customers.
In collaboration with the Loblaw Digital team, this three-month master’s group project explored the end-to-end PC Express service blueprint, revealing opportunities to improve the experience for both staff and customers.
THE PROBLEM
THE PROBLEM
PC Express relies on coordination between digital ordering and in-store fulfillment. When these layers fall out of sync, customers lose the control they normally have in-store (e.g., handling substitutions), while staff deal with fragmented communication during fulfillment.
So we asked:
PC Express relies on coordination between digital ordering and in-store fulfillment. When these layers fall out of sync, customers lose the control they normally have in-store (e.g., handling substitutions), while staff deal with fragmented communication during fulfillment.
So we asked:
PC Express relies on coordination between digital ordering and in-store fulfillment. When these layers fall out of sync, customers lose the control they normally have in-store (e.g., handling substitutions), while staff deal with fragmented communication during fulfillment.
So we asked:
How might we bridge the gap between the online and in-store experiences to create a transparent, coordinated service for customers and staff?
SOLUTION
Introducing a Coordinated Substitution System…
A framework that helps customers and staff handle out-of-stock items through clear substitution preferences, real-time updates, and coordinated decision paths.
A framework that helps customers and staff handle out-of-stock items through clear substitution preferences, real-time updates, and coordinated decision paths.
A framework that helps customers and staff handle out-of-stock items through clear substitution preferences, real-time updates, and coordinated decision paths.
items preferences
Customers control how substitutions are handled for each item
Each item includes a substitution preference, guideing the system and helps staff make decisions to ensure customers receive items in the way they prefer.
Each item includes a substitution preference, guideing the system and helps staff make decisions to ensure customers receive items in the way they prefer.
StAFF PICKING APP
Guided and automated staff picking workflow
Allows partners to capture gift or experience ideas without committing to a date or specific celebration, with the option to keep wishes private for surprises.
Allows partners to capture gift or experience ideas without committing to a date or specific celebration, with the option to keep wishes private for surprises.
Responding to out-of-stock items
REFUND
SELECT NEW SUBSTITUIONS
SELECT NEW SUBSTITUIONS
Reacting before deciding
Enables quick, one-tap reactions to wishes, making agreement (or disagreement) visible
PROJECT BRIEF
Context
Context
The current PC Express service experience presents challenges for both customers and store staff throughout the order fulfillment.
The current PC Express service experience presents challenges for both customers and store staff throughout the order fulfillment.
At the kickoff, the PC Express team shared several recurring issues they were observing across the pickup experience.
At the kickoff, the PC Express team shared several recurring issues they were observing across the pickup experience.
At the kickoff, the PC Express team shared several recurring issues they were observing across the pickup experience.
Customer Pain Points
Missing items in orders
Missing items in orders
Missing items in orders
Pickup delays
Pickup delays
Pickup delays
Availability is uncertain
Out-of-stock items discovered after ordering
Availability is uncertain
Out-of-stock items discovered after ordering
Availability is uncertain
Out-of-stock items discovered after ordering
Substitution process is unclear
Poor/ No substitution communication = unexpected or more expensive replacements
Substitution process is unclear
Poor/ No substitution communication = unexpected or more expensive replacements
Substitution process is unclear
Poor/ No substitution communication = unexpected or more expensive replacements
Customer Verbatim:
Customer Verbatim:
StAFF Pain Points
Order volume
Staffing changes or sudden surges in online orders
Order volume
Staffing changes or sudden surges in online orders
Order volume
Staffing changes or sudden surges in online orders
Order complexity & manual Input
Manual interventions for specific preferences/substituions
Order complexity & manual Input
Manual interventions for specific preferences/substituions
Order complexity & manual Input
Manual interventions for specific preferences/substituions
Inventory management inefficiency
Limited inventory visibility = items hard to locate
Inventory management inefficiency
Limited inventory visibility = items hard to locate
Inventory management inefficiency
Limited inventory visibility = items hard to locate
Workplace friction
Poor team coordination = reduced efficiency
Workplace friction
Poor team coordination = reduced efficiency
Workplace friction
Poor team coordination = reduced efficiency
Staff Verbatim:
Staff Verbatim:
(Source: PC Express, 2025)
Deisgn Challenge
Deisgn Challenge
Design a seamless, scalable, and delightful PC Express service experience that addresses customer pain points and improves staff efficiency.
To guide the design, the PC Express team asked us to consider several key service goals:
To guide the design, the PC Express team asked us to consider several key service goals:
To guide the design, the PC Express team asked us to consider several key service goals:
Customer satisfaction
Customer satisfaction
Customer satisfaction
Operational effciency·
Operational effciency·
Operational effciency·
Service scalability
Service scalability
Service scalability
Ominichannel consistency
A cohesive experience across digital and physical touchpoints
Ominichannel consistency
A cohesive experience across digital and physical touchpoints
Ominichannel consistency
A cohesive experience across digital and physical touchpoints
DISCOVERY
Servie walkthrough
Servie walkthrough
We placed an order and tried the PC Express service out ourselves!
Going through the service firsthand, we documented each step of the journey.
Going through the service firsthand, we documented each step of the journey.
Going through the service firsthand, we documented each step of the journey.
HIGH-LEVEL SERVICE FLOW
But something went wrong during the order fulfillment :(
At the same time, we began to see where the service starts to break down. Order notification didn’t match the actual order so we weren;t sure if we were charged.
At the same time, we began to see where the service starts to break down. Order notification didn’t match the actual order so we weren;t sure if we were charged.
At the same time, we began to see where the service starts to break down. Order notification didn’t match the actual order so we weren;t sure if we were charged.
EMAIL WE RECEIVED
EMAIL WE RECEIVED
WHAT WE GOT
WHAT WE GOT
…and our pickup experience got even more chaotic
Our pickup was after the PC Express staff had finished their shift, and the staff on site seemed unsure how to handle the order. We confirmed multiple times that everything was fine, but the next day we received 10+ calls asking us to come back and pay again.
Our pickup was after the PC Express staff had finished their shift, and the staff on site seemed unsure how to handle the order. We confirmed multiple times that everything was fine, but the next day we received 10+ calls asking us to come back and pay again.
Our pickup was after the PC Express staff had finished their shift, and the staff on site seemed unsure how to handle the order. We confirmed multiple times that everything was fine, but the next day we received 10+ calls asking us to come back and pay again.
External Research
External Research
Similar issues show up across the journey, from login and inventory mismatches to checkout failures and pickup confusion.
Since we didn’t have access to conduct primary research, we analyzed App Store reviews and Reddit discussions to explore the client’s pain points and validate our own experience.
Since we didn’t have access to conduct primary research, we analyzed App Store reviews and Reddit discussions to explore the client’s pain points and validate our own experience.
Since we didn’t have access to conduct primary research, we analyzed App Store reviews and Reddit discussions to explore the client’s pain points and validate our own experience.
Stage &Issues
User feedback & Our observations
Identify
Login friction: Password errors and frequent logouts.
Choose items
Unreliable inventory: product avaibility mismatch
Place order
Payment failures & unstable carts
Stage &Issues
User feedback & Our observations
Waiting
Unclear support channel: missing contact info or generic support lines
Order fulfillment
Unapproved or inaccurate substitutions
Pickup/delivery
Missing items & poor handoff coordination
Stage &Issues
User feedback & Our observations
Post purchase
Poor customer service: unprofessional and fail to resolve issues
Order fulfillment
Login difficulty:
Pickup/delivery
Login difficulty:
DEFINE
Service Blueprint Mapping
Service Blueprint Mapping
Understanding the full service ecosystem and breakdonws
To move beyond the user facing touchpoints, we mapped the service blueprint to examine how customer actions, staff workflows, and supporting systems interact.
We highlighted key touchpoints where customer frustrations connect with operational constraints behind the scenes, identifing where breakdowns happen and where improvements could be made = stars in the table
To move beyond the user facing touchpoints, we mapped the service blueprint to examine how customer actions, staff workflows, and supporting systems interact.
We highlighted key touchpoints where customer frustrations connect with operational constraints behind the scenes, identifing where breakdowns happen and where improvements could be made = stars in the table
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full table
Service Outcome
Service Outcome
Across these breakdowns, which pivotal outcomes will have the greatest impact？
Not all breakdowns have the same impact on the service experience. The outcome map helped us to answer the question and prioritize where improvements would matter most.
Not all breakdowns have the same impact on the service experience. The outcome map helped us to answer the question and prioritize where improvements would matter most.
Not all breakdowns have the same impact on the service experience. The outcome map helped us to answer the question and prioritize where improvements would matter most.
Phases & stakeholders
Pivotal outcomes
While waiting for their order,
customers want to...
While waiting for their order,
customers want to...
While waiting for their order,
customers want to...
Feel in control of their order
Easily get help if they’re confused
Easily get help if there’s issues with their order
Feel in control of their order
Easily get help if they’re confused
Easily get help if there’s issues with their order
During order fulfillment,
service provider wants to...
During order fulfillment,
service provider wants to...
During order fulfillment,
service provider wants to...
Accurately handle orders and interactions
Accurately handle orders and interactions
During order pickup/delivery,
staff want to...
During order pickup/delivery,
staff want to...
During order pickup/delivery,
staff want to...
Provide a positive experience even when substitutions are necessary
Provide a positive experience even when substitutions are necessary
Full service outcome map
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full table
scroll to view
full table
Define the Problem
Define the Problem
Customers expect control over their orders, but staff face operational constraints delivering that experience
CUstomer problem
Staff Problem
Online Feels Less in Control Than In-Store
When order online…
Substitution process is confusing and suggestions can be ill-fitting
Substitution notifications are untimely and don’t permit action
However in store…
Customers have the final say about their substitutions
Substitution decisions are fluidly made in real-time
Operational Inefficiency
Order Volume & Staffing
Order volume fluctuates rapidly, making staffing hard to plan
Teams shift into reactive catch-up during peak times
Workplace Frictions & Communication
Order updates aren’t clearly communicated across shifts
Duplicate work and confusion occur
Online Feels Less in Control Than In-Store
When order online…
Substitution process is confusing and suggestions can be ill-fitting
Substitution notifications are untimely and don’t permit action
However in store…
Customers have the final say about their substitutions
Substitution decisions are fluidly made in real-time
Operational Inefficiency
Order Volume & Staffing
Order volume fluctuates rapidly, making staffing hard to plan
Teams shift into reactive catch-up during peak times
Workplace Frictions & Communication
Order updates aren’t clearly communicated across shifts
Duplicate work and confusion occur
Online Feels Less in Control Than In-Store
When order online…
Substitution process is confusing and suggestions can be ill-fitting
Substitution notifications are untimely and don’t permit action
However in store…
Customers have the final say about their substitutions
Substitution decisions are fluidly made in real-time
Operational Inefficiency
Order Volume & Staffing
Order volume fluctuates rapidly, making staffing hard to plan
Teams shift into reactive catch-up during peak times
Workplace Frictions & Communication
Order updates aren’t clearly communicated across shifts
Duplicate work and confusion occur
Recognizing this gap, we asked:
Recognizing this gap, we asked:
How might we bridge the gap between the online and in-store experiences to create a transparent, coordinated service for customers and staff?
How might we bridge the gap between the online and in-store experiences to create a transparent, coordinated service for customers and staff?
IDEATION
IDEATION
Initial Ideas
Initial Ideas
Exploring ways to restore customer control while supporting staff workflows
We explored several concepts targeting key breakdowns during order fulfillment and substitution handling.
We explored several concepts targeting key breakdowns during order fulfillment and substitution handling.
We explored several concepts targeting key breakdowns during order fulfillment and substitution handling.
Improved order information pages
Helps customers quickly check pickup details and order status.
Improved order information pages
Helps customers quickly check pickup details and order status.
Improved order information pages
Helps customers quickly check pickup details and order status.
Chat room for substituion
Enables direct communication when items are out of stock.
Chat room for substituion
Enables direct communication when items are out of stock.
Chat room for substituion
Enables direct communication when items are out of stock.
Lockscreen widget
Provides real-time updates without opening the app.
Lockscreen widget
Provides real-time updates without opening the app.
Lockscreen widget
Provides real-time updates without opening the app.
Improved staff's picking screens
Helps staff quickly suggest substitutions or flag missing items.
Improved staff's picking screens
Helps staff quickly suggest substitutions or flag missing items.
Improved staff's picking screens
Helps staff quickly suggest substitutions or flag missing items.
TESTING
TESTING
These customer-facing touchpoints could help restore customer control, but update timing and substitution decisions need clearer logic.
To gather outside perspectives, we tested our initial touchpoint ideas with other groups in our class. Some of the feedback from these sessions:
To gather outside perspectives, we tested our initial touchpoint ideas with other groups in our class. Some of the feedback from these sessions:
To gather outside perspectives, we tested our initial touchpoint ideas with other groups in our class. Some of the feedback from these sessions:
Chat Room for Substitution
Improved order information page
Lockscreen widget
Staff-facing touchpoints should keep the picking workflow simple and efficient.
Improved order information page
ITERATION
Rethinking the Substitution Strategy
Rethinking the Substitution Strategy
Based on testing, we simplified the concept into a structured substitution system that guide both customers and staff through substitutions.
From our own experience as customers, not all items are important enough to require a substitution, we designed a framework that allows customers to clearly communicate how substitutions should be handled in the app.
From our own experience as customers, not all items are important enough to require a substitution, we designed a framework that allows customers to clearly communicate how substitutions should be handled in the app.
From our own experience as customers, not all items are important enough to require a substitution, we designed a framework that allows customers to clearly communicate how substitutions should be handled in the app.
Substituion method framework
Best Match
Customers can indicate and rank their preferred substitution item
Best Match
Customers can indicate and rank their preferred substitution item
Best Match
Customers can indicate and rank their preferred substitution item
Ranked Substituions
Customers can depend on colleagues’ expertise to choose a substitution option for them
Ranked Substituions
Customers can depend on colleagues’ expertise to choose a substitution option for them
Ranked Substituions
Customers can depend on colleagues’ expertise to choose a substitution option for them
Refund
Customers can indicate if they’d prefer receiving refund if the item is unavailable
Refund
Customers can indicate if they’d prefer receiving refund if the item is unavailable
How does the substitution framework handle situations like out-of-stock items or unresponsive customers during fulfillment?
Working through this question was one of the most challenging parts, as many decisions depend on each other during fulfillment. We accounted for edge cases so both staff and the system know how to respond.
Working through this question was one of the most challenging parts, as many decisions depend on each other during fulfillment. We accounted for edge cases so both staff and the system know how to respond.
Substitution logic tree
FINAL SCREENS
Customers have the ability to communicate their desired level of control and replacement: Refund, Replace with best match or other ranked alternatives.
Customers have the ability to communicate their desired level of control and replacement: Refund, Replace with best match or other ranked alternatives.
Customers have the ability to communicate their desired level of control and replacement: Refund, Replace with best match or other ranked alternatives.
Touchpoint 1: Substitution - Item preferences page
Customers have the ability to communicate their desired level of control and replacement: Refund, Replace with best match or ranked alternatives.
Customers have the ability to communicate their desired level of control and replacement: Refund, Replace with best match or ranked alternatives.
Customers have the ability to communicate their desired level of control and replacement: Refund, Replace with best match or ranked alternatives.
Touchpoint 1: Substitution - Item preferences page
Touchpoint 2: Customer Response to Substitution Requests During Fulfillment
Touchpoint 3: STAFF PICKING APP
FINAL SCREENS