Google Store

Re-Thinking In Store Trade-Ins

Cross Channel Trade-Ins Northstar

Google Store customers currently experience many pain points when attempting to trade-in their current phone for a new one. Some of the major pain points include confusion about what to do when they experience a problem with their current phone and the inability to move across channels: from online into a retail store.

In order to develop a better strategic vision for how trade-ins could work across channels, I looked at the entire user journey starting from the moment a customer experiences a problem with their current phone.

Triggers and Decision Points

I started by looking at existing research around what motivates a customer to trade-in their phone. I then diagramed what a customer’s main considerations might be based on that trigger, known pain points at each of those decision points, and the transactions that occur as a result. I diagramed this for both the in-store and online experiences.

Pain Points

By documenting the variety of pathways a customer might go down, I was able to easily map known pain points within their journey. I included research insights from related studies to highlight what customers are considering in those moments.

Workshopping Opportunities with the Team

With this documentation I was able to facilitate and share the findings in an ideation workshop for the cross-functional team. We used ‘how might we’ statements as a jumping off point for our ideas. Together we brainstormed opportunities based on the known pain points in the journey.

Storyboarding and Mockups

Empowered with all of the great ideas from the team, I created a holistic storyboard with prototypes that demonstrated a better journey for both online and in-store trade-ins. This vision translated into internal communication to help align the team on a single vision.