Same-Day Delivery Redesign
Same-Day Delivery Redesign
Same-Day Delivery Redesign
Redesigning the guest’s experience with same day delivery orders
Timeline
Timeline
April - September 2025
April - September 2025
April - September 2025
Status
Status
2026 Roadmap
2026 Roadmap
2026 Roadmap
Company
Company
Target
Target
Target
Role
Role
UI/UX Design, Research, User flow, Wireframing, Prototyping, Usability testing
UI/UX Design, Research, User flow, Wireframing, Prototyping, Usability testing
UI/UX Design, Research, User flow, Wireframing, Prototyping, Usability testing
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Project Overview
Target’s same-day delivery flow required guests to choose a delivery window before checkout, but the experience had not evolved in years. As order complexity increased, the time selection experience struggled to scale.
Target’s same-day delivery flow required guests to choose a delivery window before checkout, but the experience had not evolved in years. As order complexity increased, the time selection experience struggled to scale.
Goal
Streamline delivery time selection while improving clarity, speed and user confidence
Impact
Modernized the same-day delivery checkout flow for future feature development
Simplified UI for faster and more efficient checkout experience
Understanding the Problem
Understanding the Problem
The Never Ending List of Delivery Times
The Never Ending List of Delivery Times
Taking a heuristic evaluation of the current flow, it was obvious why the current existing user journey wasn't ideal. The legacy flow technically worked in that guests are able to checkout successfully, but there was room for improvement.
Outdated & cramped nature of the UI discouraged future feature development
Long list of delivery options cost the user time and energy
More time and steps may risk the user deciding not to complete their purchase
Taking a heuristic evaluation of the current flow, it was obvious why the current existing user journey wasn't ideal. The legacy flow technically worked in that guests are able to checkout successfully, but there was room for improvement.
Outdated & cramped nature of the UI discouraged future feature development
Long list of delivery options cost the user time and energy
More time and steps may risk the user deciding not to complete their purchase
How might we create a more streamlined same-day checkout process for guests so they can place their order with confidence, both now and in the future?
How might we create a more streamlined same-day checkout process for guests so they can place their order with confidence, both now and in the future?
To skip to the solution click here!
Hypothesis: By surfacing less delivery times, the user will be able to checkout more efficiently and more confidently.
I created 4 design solutions and iterated on them based on critique and dot voting results. The two solutions that performed best were eventually transformed into the designs for user testing.
I explored a variety of solutions, and after critique and dot voting, I landed on these two iterations for user testing.
Diving Deeper with Research
Diving Deeper with Research
What about 2 Hour Delivery Windows?
What about 2 Hour Delivery Windows?
One of my initial design considerations was listing delivery slots by 2 hour increments instead of 1 hour as this could reduce the height of the list by 50%.
Utilizing Shipt's research, it was shown that user’s strongly felt they liked the flexibility of delivery options but wanted control over when their order will be delivered.
I decided to prioritize solutions showing 1 hour window slots to help provide users with more of a sense of confidence in their orders.
One of my initial design considerations was listing delivery slots by 2 hour increments instead of 1 hour as this could reduce the height of the list by 50%.
Utilizing Shipt's research, it was shown that user’s strongly felt they liked the flexibility of delivery options but wanted control over when their order will be delivered.
I decided to prioritize solutions showing 1 hour window slots to help provide users with more of a sense of confidence in their orders.
Insight #1
6/6 participants chose 1 hour over 2 hour windows.
Insight #2
Delivery windows <2 hours were considered “too long” and associated with other types of work (such as home repairs or cable installations).
Competitive Analysis
Competitive Analysis
Looking at competitors strategies around same-day delievery:
Walmart emphasized express delivery upsells
Amazon merged same-day and standard shipping experiences
Competitors used spacing and hierarchy effectively to reduce visual density
Looking at competitors strategies around same-day delievery:
Walmart emphasized express delivery upsells
Amazon merged same-day and standard shipping experiences
Competitors used spacing and hierarchy effectively to reduce visual density
Hypothesis: By surfacing less delivery times, the user will be able to checkout more efficiently and more confidently.
Hypothesis: By surfacing less delivery times, the user will be able to checkout more efficiently and more confidently.
Iterative Solutions in Figma
I explored 4 concepts and narrowed them down through critique and dot voting. I then landed on these two iterations for user testing.
Idea 1: Accordion Structure
Idea 1: Accordion Structure
In order to attempt to lessen the cognitive load for the user at a glance, I created a accordion solution in which the user would be shown a 3 time slots per day, with the option to expand out and view more times. However, from an accessibility perspective this solution could be difficult for users utilizing voice control.
In order to attempt to lessen the cognitive load for the user at a glance, I created a accordion solution in which the user would be shown a 3 time slots per day, with the option to expand out and view more times. However, from an accessibility perspective this solution could be difficult for users utilizing voice control.
Idea 2: Default Delivery Time
Idea 2: Default Delivery Time
This solution automatically selects the first delivery time available. As an alternative, the user could choose "Schedule Delivery" to display more times.
In an ideal scenario, the time for a guest to checkout would be significantly reduced. However, the tradeoff is that guests may fail to notice the preselected delivery time until after they've checked out.
This solution automatically selects the first delivery time available. As an alternative, the user could choose "Schedule Delivery" to display more times.
In an ideal scenario, the time for a guest to checkout would be significantly reduced. However, the tradeoff is that guests may fail to notice the preselected delivery time until after they've checked out.
User Testing & Iteration
To ensure the checkout experience was both usable and confidence-inspiring, I ran three rounds of unmoderated testing utilizing user-testing.com . These rounds progressed from broad usability validation to targeted design decisions, culminating in an A/B test that informed the final interaction model.
To ensure the checkout experience was both usable and confidence-inspiring, I ran three rounds of unmoderated testing utilizing user-testing.com . These rounds progressed from broad usability validation to targeted design decisions, culminating in an A/B test that informed the final interaction model.
Round 1: Progressive Disclosure
Round 1: Progressive Disclosure
I created a prototype that would surface less times in chip format with a modal that would open to display more times to the user, while still pre-selecting the earliest delivery time.
Participants with recent Same Day Delivery experience were then asked to complete realistic checkout tasks, including:
selecting a delivery window
adjusting the delivery date
editing delivery instructions
I created a prototype that would surface less times in chip format with a modal that would open to display more times to the user, while still pre-selecting the earliest delivery time.
Participants with recent Same Day Delivery experience were then asked to complete realistic checkout tasks, including:
selecting a delivery window
adjusting the delivery date
editing delivery instructions
Overall, these tests performed well. Participants consistently described the experience as intuitive and easy to navigate. Delivery windows were clearly understood, “View more times” was discoverable, and users completed tasks quickly without hesitation.
Overall, these tests performed well. Participants consistently described the experience as intuitive and easy to navigate. Delivery windows were clearly understood, “View more times” was discoverable, and users completed tasks quickly without hesitation.
However, after sharing these designs internally, the design systems team flagged inconsistencies in interaction patterns such as the “View more times” not being consistent with other actionable items on the page. The ”Okay to delivery early?” checkbox also was distracting in a gray box, so I wondered if there was an alternative design for this as well.
However, after sharing these designs internally, the design systems team flagged inconsistencies in interaction patterns such as the “View more times” not being consistent with other actionable items on the page. The ”Okay to delivery early?” checkbox also was distracting in a gray box, so I wondered if there was an alternative design for this as well.
The Good
5/5 participants were able to open the modal to view more times
The Bad
2/5 participants wondered if a design with radio buttons would be easier to read.
Round 2: Delivery Instructions Placement
Round 2: Delivery Instructions Placement
I explored moving delivery instructions to the address section as this cold feel more natural with user's mental model and help them move through the flow quicker. This would also be consistent with how the address settings under the user profile is structured today.
I explored moving delivery instructions to the address section as this cold feel more natural with user's mental model and help them move through the flow quicker. This would also be consistent with how the address settings under the user profile is structured today.
Today, guest’s can save default delivery instructions in their settings.
Today, guest’s can save default delivery instructions in their settings
Participants consistently associated delivery instructions with the delivery address as opposed to the delivery time
Instructions were perceived as location-specific and tied to physical context
However, some participants pointed out that the instructions might be seen as a “global” instruction that would apply to all of their registered addressed. I refined the copy to “Save instructions to this address” to further clarify instructions applying to a specific address.
Participants consistently associated delivery instructions with the delivery address as opposed to the delivery time
Instructions were perceived as location-specific and tied to physical context
However, some participants pointed out that the instructions might be seen as a “global” instruction that would apply to all of their registered addressed. I refined the copy to “Save instructions to this address” to further clarify instructions applying to a specific address.
The Good
100% participants successfully located and edited delivery instructions without assistance.
The Bad
2/5 participants mentioned the risk of forgetting their instructions had been saved.
Round 3: Chips vs. List A/B Test
Round 3: Chips vs. List A/B Test
After many rounds of user testing and gathering data, I still felt the lingering question: chips vs list? In order to help clarify any doubts and optimize the delivery window experience, I ran an A/B tests for the two interaction models to see if chips or embedded list would perform stronger.
After many rounds of user testing and gathering data, I still felt the lingering question: chips vs list? In order to help clarify any doubts and optimize the delivery window experience, I ran an A/B tests for the two interaction models to see if chips or embedded list would perform stronger.
Both patterns were usable, and participants completed tasks successfully. However, behavioral differences emerged:
participants commented that the chip layout reduced visual density and enabled faster recognition
embedded layout felt more comprehensive but visually heavier
Both patterns were usable, and participants completed tasks successfully. However, behavioral differences emerged:
participants commented that the chip layout reduced visual density and enabled faster recognition
embedded layout felt more comprehensive but visually heavier
Result #1
100% task success rate for selecting and updating delivery windows.
Result #2
Majority completed in under 10 seconds in both options.
Conclusion
The Solution
The Solution
The final design incorporates:
Chip-based delivery selector
Improved confirmation states
Clearer persistence messaging
These refinements reduced cognitive friction while reinforcing user confidence. Since desktop offers slightly more real estate, this version would be used to expand the chips while on mobile web they would stack vertically.
Research supported relocating delivery instructions outside the SDD module in future iterations, though cross-team dependencies delayed implementation.
The final design incorporates:
Chip-based delivery selector
Improved confirmation states
Clearer persistence messaging
These refinements reduced cognitive friction while reinforcing user confidence. Since desktop offers slightly more real estate, this version would be used to expand the chips while on mobile web they would stack vertically.
Research supported relocating delivery instructions outside the SDD module in future iterations, though cross-team dependencies delayed implementation.
Key learnings & Emerging Design Principles
Across all rounds, several themes emerged. Users valued control over automation, particularly around saved delivery instructions.
These learnings could help shape design principles for any future design updates for the checkout page to ensure the best user experience.
Takeaways: Trust was a recurring theme — even small ambiguities created anxiety in a high-stakes interaction like same-day delivery. Visual clarity and progressive disclosure reduced cognitive load and increased confidence.
Takeaways: Trust was a recurring theme — even small ambiguities created anxiety in a high-stakes interaction like same-day delivery. Visual clarity and progressive disclosure reduced cognitive load and increased confidence.
Next Steps & Special Instructions
Key learnings & Emerging Design Principles
After meeting with the engineering team, this work is slated on the roadmap for 2026. The engineers were confident that data should be safe and available. This design will help provide options for adding more features as well, or upselling membership programs.
This project also continued the effort to remove "Special Instructions" from the SDD section. I still felt strongly that special instructions did not belong in SDD and moving it elsewhere could help provide clarity and create a faster checkout experience. Currently on mobile, this feature lives in cart so perhaps the most natural case is to move it there.
Across all rounds, several themes emerged. Users valued control over automation, particularly around saved delivery instructions. Trust was a recurring theme — even small ambiguities created anxiety in a high-stakes interaction like same-day delivery. Visual clarity and progressive disclosure reduced cognitive load and increased confidence.
These learnings could help shape design principles for any future design updates for the checkout page to ensure the best user experience.
Takeaways: Trust was a recurring theme — even small ambiguities created anxiety in a high-stakes interaction like same-day delivery. Visual clarity and progressive disclosure reduced cognitive load and increased confidence.
Next Steps & Special Instructions
After meeting with the engineering team, this work is slated on the roadmap for 2026. The engineers were confident that data should be safe and available. This design will help provide options for adding more features as well, or upselling membership programs.
This project also continued the effort to remove "Special Instructions" from the SDD section. I still felt strongly that special instructions did not belong in SDD and moving it elsewhere could help provide clarity and create a faster checkout experience. Currently on mobile, this feature lives in cart so perhaps the most natural case is to move it there.
Additionally, since I proposed the feature “Special Instructions” be removed, designers mentioned the use cases in which special instructions is used. I still felt strongly that special instructions did not belong in SDD and moving it elsewhere could help provide clarity and create a faster checkout experience. Currently on mobile, this feature lives in cart so perhaps the most natural case is to move it there.
