ux desinger

Eco Shipping

Green-ish Shipping

The Client

ShopRunner

The Problem

The main value prop for ShopRunner members is free two-day shipping. This can accessed at +100 retailers in the ShopRunner network. In a business effort it was smart to find a way to partner with retailers unable to play in the free two day shipping space. Additionally, some retailers interested in giving their consumers the option to downgrade (free) expedited shipping to slower (free) shipping. With this information I led a cross functional team and we began concepting around offering a member the choice to downgrade shipping for two reasons:

1) The two-day shipping is sometimes not possible for some retailers to fulfill. That in turn makes a relationship with ShopRunner not possible. At SR we are continually working on ways to expand our retailer network as to give our members more value for their membership.

2) It was noted in many interviews I was conducting that people were becoming more aware and sensitive to the impact fast shipping has on the environment. I think this coupled with the fact that there’s a social change afoot in retail with more concern and focus on sustainability and impact on the environment.

My research helped introduce new initiative at ShopRunner: Member Choice. This option enables a user to downgrade their free two-day shipping to slower shipping plus additional benefit. Those additional benefits were put into the following concepts.

  • A user can choose to downgrade free two-day shipping to free slower shipping purely for environmental reasons.  

  • A user can choose to downgrade free two-day shipping to free slower environmental reasons plus a .50 donation to a retailer chosen charity. 

  • A user can choose to downgrade free two-day shipping to free slower environmental reasons plus a $1 off the purchase price. 


Research Methodology

Extremes and Mainstreams 
Tool: UserTesting.com 

Two different groups of users were shown a series of shipping options and asked a series of questions. 
Group A identified as environmentally conscious.
Question: I am very conscious about the environment and I actively try to minimize my impact.
This group either agreed or strongly agreed. 
Group B: identified that the environment is not a value they hold. 
Question: I am very conscious about the environment and I actively try to minimize my impact.
This group either disagreed or strongly disagreed. 

By asking the same questions to these two groups of people on different sides of the issues it helps us find a solution that will be attractive to the large group in the middle.

Findings and Themes

Most participants found the third option of slower shipping + dollar off to be the most compelling offer. This is not a surprise, but there are a lot of nuances to unpack. If you are a person who self identifies as someone who is environmentally conscious. That person is also more likely to not think fast shipping is very important to them. The flip side is also true; If you are person who says the environment is not a concern of their then fast shipping is extremely important. 

Design Research Suggestions

Write a tooltip that explains what is eco or environmental about this choice. The content in the tooltip  needs to be compelling and provocative enough that it creates a connection with the user. It needs to feel tangible to the user. 
Ex: Saving the Earth has never been so easy. Just choose this eco-friendly shipping option and we’ll donate to projects to offset the carbon emissions produced by shipping your order. That means fewer packages on planes, fewer CO2 emissions in the air, and a much happier planet. 

It is design research opinion if a retailer has data on their shoppers and they identify as environmentally conscious then having the slower green shipping option will play well with those users. If a retailer has a mixed bag of users who do and do not value the environment then it would be wise to include that $1 off as an incentive. Because users who do not have environmental values will see the 1 off as a personal benefit to them.