2-Hour Delivery was a service pioneered at SUPPLY.com from mid 2019 to early 2020. The main hypothesis the team was operating against was that plumbers (specifically in the small business arena) needed more flexible options when it came to getting their products. Where we eventually landed was a robust, ambitious MVP that immediately began to bear fruit and prove its worth.
PROJECT GOAL
The team was tasked to quickly research, validate, test, and launch a brand new service, 2-Hour Delivery, on SUPPLY.com within a year. The core of the research was built on hypotheses discovered in previous projects, including the SUPPLYnow app initiative. The main challenges to overcome included: how best to integrate with physical location branches; how to effectively communicate updates and delivery times to customer; how to ensure accuracy of order selection. The main measure of success of the MVP was whether this service was scalable or not to other branches and market areas within the larger Ferguson network.
EXPERIENCE
As previously stated, a core set of research was already set in place, so we were able to work with a solid foundation. We had access to a few local small plumbing business who were willing to be our main point of contact for validation and testing. We built a lot of the framework on the backbone of the SUPPLYnow project, so we were able to iterate and test quickly. Prototypes and some of the journey map can be seen below.
Along with the UX side, we also had to strategize and deliver a solid initial marketing effort to support the new service. Email campaigns as well as complimenting social creative were needed and were scoped out during the final months prior to the service's launch. Strong central creative was assembled that could be used across multiple channels. All messaging and timing was meticulously strategized to coordinate with the launch.
OUTCOME
Upon initial launch, we were elated with the response and viability of the service. It exceeded expectations, and we encountered minimal roadblocks or issues. We were able to capture powerful real customer testimony that we were able to recycle back into supporting further marketing initiatives (ex. "Want to know more about 2-Hour Delivery? Listen to these customer's experiences."). The service was picking up steam and ready to expand into other markets prior to SUPPLY.com getting absorbed into Ferguson Enterprises proper. This project was indeed a huge success, and brought a lot of further insight into the business.
Below are some examples of the supporting creative and internal team swag created for the initial launch of the service.
TEAM ACKNOWLEDGEMENT
Justin Jackson | Art Director, Design Lead
Matt Hobbs | UX Manager
Joe Murphy | UX Lead, Research
Mike Owens | Lead Developer
Jared Ervin | Analytics and Testing Lead, Email
Amy Deveau | Designer, Animation
Ashlea Averso | Designer
Rachel Nipp | Social Media Manager
