Product

B2C

Redesigned for

Instacart

Redesign substitution when out of stock

Overview

How does BBQ-flavored chips sound as a replacement for cumin? Product substitutions are a major friction point in grocery delivery and have a significant impact on the customer experience.

I focused on this problem and redesigned the end-to-end substitution experience, making it more personalized based on customer data. The prototype received positive feedback from 20+ users.

01 Problem

Instacart shoppers are tasked with selecting substitute products when a desired item is out of stock.

However, customers are often dissatisfied with these substitutions, resulting in a high return rate.

Instacart shoppers are tasked with selecting substitute products when a desired item is out of stock.

However, customers are often dissatisfied with these substitutions, resulting in a high return rate.

Instacart shoppers are tasked with selecting substitute products when a desired item is out of stock.

However, customers are often dissatisfied with these substitutions, resulting in a high return rate.

02 The issues with existing solutions

Instacart selects "replace with best match" for out-of-stock items. However, the definition of "best match" is highly personalized.

Instacart selects "replace with best match" for out-of-stock items. However, the definition of "best match" is highly personalized.

Instacart selects "replace with best match" for out-of-stock items. However, the definition of "best match" is highly personalized.

Though customers can customize replacements for each item, the process is highly time-consuming.

Though customers can customize replacements for each item, the process is highly time-consuming.

Though customers can customize replacements for each item, the process is highly time-consuming.

Real-time communication is available, but not helpful.

Real-time communication is available, but not helpful.

Real-time communication is available, but not helpful.

"I have to work from home and don't have time to shop for myself. What's the point if I have to constantly monitor messages to check if the replacements are correct?"

03 Shopper Contextual Inquiry

We visited local grocery stores to observe active Instacart shoppers.

We visited local grocery stores to observe active Instacart shoppers.

We visited local grocery stores to observe active Instacart shoppers.

And they say…

"If you choose a replacement yourself, the customer gets a refund and your tips are reduced. But if you wait for a reply, who's going to pay for your time?"

How might we optimize customers' replacement experience, without adding extra pressure on shoppers?

How might we optimize customers' replacement experience, without adding extra pressure on shoppers?

How might we optimize customers' replacement experience, without adding extra pressure on shoppers?

04 Solution

I designed a history-informed substitution system that suggests personalized substitutes for out-of-stock items based on a user’s shopping habits. This feature is especially useful for time-constrained users who rely on efficient, accurate substitutions.

I designed a history-informed substitution system that suggests personalized substitutes for out-of-stock items based on a user’s shopping habits. This feature is especially useful for time-constrained users who rely on efficient, accurate substitutions.

I designed a history-informed substitution system that suggests personalized substitutes for out-of-stock items based on a user’s shopping habits. This feature is especially useful for time-constrained users who rely on efficient, accurate substitutions.

05 Design Rationale

//Balancing Stakeholders‘ needs Focusing solely on customer experience would increase order time, adding to shoppers' workload and reducing their hourly wage, which risks higher turnover.

//Balancing Stakeholders‘ needs Focusing solely on customer experience would increase order time, adding to shoppers' workload and reducing their hourly wage, which risks higher turnover.

//Balancing Stakeholders‘ needs Focusing solely on customer experience would increase order time, adding to shoppers' workload and reducing their hourly wage, which risks higher turnover.

//Protecting Shopper Autonomy For design decisions unrelated to customers' core needs, I adhere to Instacart's business principle: empowering gig workers with more independence and judgment in their tasks rather than treating them as tools for executing instructions.

//Protecting Shopper Autonomy For design decisions unrelated to customers' core needs, I adhere to Instacart's business principle: empowering gig workers with more independence and judgment in their tasks rather than treating them as tools for executing instructions.

//Protecting Shopper Autonomy For design decisions unrelated to customers' core needs, I adhere to Instacart's business principle: empowering gig workers with more independence and judgment in their tasks rather than treating them as tools for executing instructions.

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