Pickup Location Selection
Adding Flexibility to the Checkout Experience
Industry
Health & Nutrition
Client
Herbalife
Scope
UI/UX Design
Company
Strategy CX
Pickup Location Selection
Adding Delivery Flexibility to the Checkout Experience
Industry
E-commerce / Retail
Client
Herbalife
Company
Strategy CX
Role
Product Designer
(UX-focused)
Scope
End-to-end UX for Checkout
(Guest & Logged-in)
Problem Statement
In India’s fast-growing e-commerce market, delivery flexibility is becoming a key differentiator. While home delivery remains the default, customers in dense urban areas often prefer collecting orders from nearby pickup points to avoid missed deliveries, better fit their schedules, or reduce delivery fees.
However, the pickup option (PUDO) was hidden within secondary flows, resulting in:
Low discoverability
High friction during address selection
Drop-offs caused by forced home delivery
In India’s fast-growing e-commerce market, delivery flexibility is becoming a key competitive advantage. While home delivery remains the default, customers in dense urban areas often prefer collecting orders from nearby pickup points to avoid missed deliveries, coordinate with their schedule, or save on delivery fees.
The challenge was to integrate Pickup Location (PUDO) into the Address Step of checkout in a way that was intuitive for new users, efficient for repeat buyers, and consistent across guest and logged-in flows. The solution had to allow users to discover the option easily, search locations quickly, apply filters, and confirm their choice without adding unnecessary steps to checkout.
The challenge was to integrate Pickup Location into the Address Step in a way that was:
Intuitive for first-time users
Fast for repeat buyers
Consistent across guest and logged-in flows
Non-disruptive to checkout conversion
Goals
Make pickup as discoverable as home delivery
Reduce friction in address selection
Increase successful order completion for users preferring self-collection
Decrease failed delivery attempts in dense urban areas
In India’s fast-growing e-commerce market, delivery flexibility is becoming a key competitive advantage. While home delivery remains the default, customers in dense urban areas often prefer collecting orders from nearby pickup points to avoid missed deliveries, coordinate with their schedule, or save on delivery fees.
The challenge was to integrate Pickup Location (PUDO) into the Address Step of checkout in a way that was intuitive for new users, efficient for repeat buyers, and consistent across guest and logged-in flows. The solution had to allow users to discover the option easily, search locations quickly, apply filters, and confirm their choice without adding unnecessary steps to checkout.
Choosing the Delivery Method
To make pickup visible from the start, we introduced a two-option toggle at the top of the Address Step:
Ship to My Address
Pick Up from a Nearby Location
Both options were given equal visual weight to encourage discovery. For first-time users, inline hints explain the benefits of pickup (faster availability, flexible hours) without breaking the checkout flow.
The first step was making pickup as visible as shipping. Instead of hiding it in secondary menus, we designed a two-option toggle at the top of the Address Step:
• Ship to My Address
• Pick Up from a Nearby Location
Each option is given equal visual weight to encourage discovery. For new users, an inline description and tooltip explain the benefits of pickup—like faster availability or convenient hours—without requiring them to leave the flow.
This structure creates a clear decision point early on, setting the stage for a focused, guided selection experience.
UX Principle:
Early, explicit choice reduces cognitive load and prevents hidden features from being overlooked.
UX Principle:
Early, explicit choice reduces cognitive load and prevents hidden features from being overlooked.
Searching for Pickup Locations
Once pickup is selected, users are taken to a dedicated search interface designed for speed and clarity. They can search by:
City
PIN code
Full address
Results are shown in both list and map views:
List view supports quick scanning (distance, open/closed, availability tags)
Map view supports spatial decision-making in dense urban contexts
Selected locations are saved instantly and reflected in the Address Summary in real time — without extra confirmation screens.
Once pickup is chosen, the user is taken to a search interface designed for speed and clarity. Users can search by city, PIN code, or full address, ensuring flexibility whether they start broad or precise.
The results are displayed in both map and list view.
• List view offers quick scanning of details like location name, address, distance, and open/closed status (using color-coded tags).
• Map view helps users visually evaluate proximity, especially useful in urban areas where distances can be deceptive.
Selecting a location instantly saves it and updates the Address Summary in real time—no extra confirmation screens needed.
UX Principle:
Minimize steps between intent (choose pickup) and commitment (location selected).
Refining the Results
To help users reach a decision faster, we added contextual filters:
Distance range (e.g., 2km, 5km, 10km)
Open now
Opening hours
Filters update results dynamically and are placed at the top to reduce scanning effort. The layout is scalable, allowing new filters (e.g., pickup partner type) without redesign.
To help users reach a decision faster, we added contextual filters:
Distance range (e.g., 2km, 5km, 10km)
Open now
Opening hours
Filters update results dynamically and are placed at the top to reduce scanning effort. The layout is scalable, allowing new filters (e.g., pickup partner type) without redesign.
UX Principle:
Progressive narrowing reduces choice overload and speeds up decision-making.
Persistent Confirmation
Once selected, the pickup location is persistently displayed in:
Address Summary during checkout
Final Order Summary before payment
Users can change their selection at any time without restarting the flow. This reversibility reduces anxiety and increases confidence to proceed.
Once a location is chosen, it’s displayed clearly in:
• Address Summary during checkout
• Final Order Summary before payment
This confirmation is not static—users can click “Change” at any time to return to search and select a different pickup point. This ensures flexibility without forcing them to start over.
By making the selection persistent yet editable, we reduce user anxiety about committing too early and avoid costly order changes after purchase.
UX Principle:
Reversible choices reduce user anxiety and lower abandonment risk.
impact
The redesigned Address Step transforms pickup from a hidden alternative into a primary delivery method. It improves conversion for customers who prefer self-collection, reduces failed delivery attempts, and supports logistics cost savings.
From a UX perspective, the flow is:
• Discoverable – Pickup is visible from the start.
• Efficient – Search, filter, and select in one interface.
• Reversible – Users can change their mind anytime.
This approach makes delivery flexibility a standard part of the checkout experience, aligning with customer expectations and business efficiency goals.
The redesigned Address Step transforms pickup from a hidden alternative into a primary delivery method. It improves conversion for customers who prefer self-collection, reduces failed delivery attempts, and supports logistics cost savings.
From a UX perspective, the flow is:
• Discoverable – Pickup is visible from the start.
• Efficient – Search, filter, and select in one interface.
• Reversible – Users can change their mind anytime.
This approach makes delivery flexibility a standard part of the checkout experience, aligning with customer expectations and business efficiency goals.