Pre-order
Users can pre-order the latest handset prior to it’s official launch.
Problem statement
I'm looking to purchase a new phone and want to place a pre-order to ensure I get the latest device delivered to my home on the day of launch.
Business requirements
- Option to pre-order device upon announcement day for fulfilment upon launch date
- User should have the option to cancel their order between pre-order and fulfilment
Competitor analysis
Goal
Compare pre-order functionality of competitors / alternative industries.
Key competitors
Amazon and Currys are both indirect competitors of Tesco Mobile. At the time of analysis there were no direct competitors offering products for sale for pre-order.
Amazon
Pros
- Use of pre-order language
- Obvious release date
- Option to cancel pre-order in user dashboard - no obligation
- Purchase journey otherwise identical to normal order
Currys
Pros
- Delivered on release day’ with expected date present
- Purchase journey otherwise identical to normal order
Cons
- No option to cancel order once placed
Key opportunities
- Pre-order language is widely used
- Users are used to having a precise release date presented when placing a pre-order
- Journey should be largely similar to that of a normal order as users are familiar with this behaviour
- The option to cancel an order is beneficial if there is a long lead time between placing the order and taking delivery
User flows
Start order
Complete order - new customer
Complete order - existing customer
Cancel order - new customer
Cancel order - existing customer
High fidelity prototype
Usability testing
Background
We wanted to understand how users comprehended the concept of a pre-order purchase and whether there were any barriers in the journey from contemplation to purchase.
Objectives
- To understand if pre-order was understood
- To learn whether the details presented in the journey increase or reduce the users cognitive load in their purchase experience
- We wanted to understand if customers identify the different delivery timelines and are comfortable with this before completing their order
- Learn about any areas of pain in the journey
Components to test
Participants
Mobile user
Age 25-70
How we conducted the research
A sample of 10 qualitative tests where users were asked to navigate tasks via a prototype.
Findings
1. Pre-order messaging was recognised by all users as a handset that had not been launched yet.
2. Delivery message stood out on product listing page. Consider adding for all products.
3. Users understood that different delivery times were linked to stock availability / launch date.
4. Several users questioned how long the contract was for when browsing the product listing page - consider adding this to the product tile.
5. Changing language to 'estimated delivery' caused a loss of confidence for some users - we need to be precise if we can be.
6. The blue panel in the basket grabs attention and copy is clear without building false expectations.
