Fulfillment experience

Fulfillment experience

Google Commerce

Design challenge

Design a dynamic shipping & returns overview that gives retailers valuable insights about their logistics so they can improve their click through conversion.

Time frame: 1 year since concept to implementation

My Role

Lead designer managing a team of 3 (1 designer, 1 UX writer, 1 UXR), working closely with ENG & Product leads. All mocks presented in this write-up were produced by me. My team of designers helped with ideation on paper sketches, sprint planning, and UXR.

Research & opportunity

We spoke to 15+ retailers understanding their foundational needs & pain points when it came to logistics & fulfillment. Research led us to four main areas of opportunity:

  1. How might we make it easier for merchants to understand what is required to complete their shipping profile?

  2. HMW provide merchants performance stats on their current shipping configuration?

  3. HMW we enable merchants to see how shoppers across the world will see their products?

  4. HMW explain to merchants what steps they need to take to enable a program (e.g. Fast and free)

Design direction

Based on the research insights and initial brainstorming the product team aligned to work on the following journeys

  1. Communicate the value prop across shipping touch points

  2. Help users understand how they are performing

  3. Simplify and guide users

  4. Diagnose & troubleshoot

Design principles

We grounded ourselves in a few design principles

  1. Holistic experience — Merchants view their relationship to be with Google Shopping

  2. Meet merchants where they are — Evaluate their needs versus our capabilities

  3. Value the partnerships — Some merchants lean heavily on their shipping information

  4. Merchant focus — Test often. Center on their problems and get feedback to ensure we’re solving them. Don’t communicate our org

  5. Familiarity in design patterns and language — Work within the commerce ecosystem

  6. Data transparency — Make it easy for merchants to know what info they’ve shared and how it’s being used

Initial ideation



We validated these concepts with 8 retailers and iterated thrice using the RITE method. We gathered the following insights:

  1. Oversimplified data is not helpful, especially if mental model is daily operations

  2. Merchants do not separate operations from setup and configurations

  3. Action items/directives are valuable (“Help me understand what to pay attention to now”)

  4. Some mentally group shipping & returns. Some don’t.

Impact of outcome

  1. US shipping coverage grew by xxx% that resulted in increase of impressions by xx%

  2. $xx.xm incremental GMV for every billion impressions

  3. Impressions with shipping speeds grew from xx.xb to xxx.xxb for a gain of $xxx.xxm in GMV