Scaling last-mile fulfillment through product strategy and experience design
2-Hour Delivery
As customer expectations shifted toward faster fulfillment, Sally Beauty needed to move beyond traditional delivery timelines and curbside pickup limitations. I led the product and design strategy for a 2-hour delivery experience—creating a seamless, scalable solution that increased conversion, improved customer satisfaction, and drove significant revenue growth.
IMPACT:
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Average Order Increased by 116%
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Monthly online revenue increased by $6.4M
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Expanded fulfillment capabilities across key urban markets
The Executive Problem
Customer expectations for speed and convenience had shifted significantly, but existing fulfillment options were not keeping pace.
Curbside pickup presented logistical challenges at scale, and standard delivery timelines no longer met customer expectations.
This created several issues:
- Lost conversion due to slow delivery options
- Friction during checkout when selecting fulfillment methods
- Limited flexibility for customers needing products quickly
- Operational constraints in scaling faster fulfillment options
The business needed a solution that could deliver speed without compromising operational feasibility.
My Leadership Role
I led the product and design strategy for introducing a new fulfillment model that would integrate into the existing commerce experience.
My responsibilities included:
Product Strategy
Defining how 2-hour delivery would fit within the broader fulfillment ecosystem and customer journey.
Cross-Functional Alignment
Partnering with operations, logistics providers, and engineering teams to align on feasibility and execution.
Experience Design
Designing a seamless checkout experience that clearly communicates delivery options and tradeoffs.
Experimentation Strategy
Leading testing efforts to validate assumptions around conversion, pricing sensitivity, and user behavior.
Understanding the System
We began by analyzing the full checkout and fulfillment experience to identify where friction existed.
Research and journey mapping revealed that customers often struggled to understand delivery options and lacked clarity on speed, cost, and availability.
Additionally, operational constraints made it difficult to scale curbside pickup effectively across all markets.
These insights highlighted the need for a flexible, scalable fulfillment model integrated directly into the shopping experience.
Strategic Design Approach
Our approach focused on embedding fast delivery into the existing experience without introducing complexity. Key priorities included:
Clarity
Clearly communicate delivery speed, cost, and availability during checkout.
Flexibility
Allow customers to easily compare fulfillment options and choose what best fits their needs.
Scalability
Design a solution that could expand across markets and integrate with third-party logistics providers.
The Solution
We introduced a 2-hour delivery option powered by a logistics partner and integrated directly into the mobile checkout experience. Key capabilities included:
- Clear presentation of delivery options within the checkout flow
- Real-time delivery availability based on location
- Simple selection of fulfillment method with transparent pricing
- Seamless integration with third-party delivery infrastructure
- The platform supports both technicians in the field and customers reviewing proposals
The experience reduced friction while giving customers more control over how they receive their orders
Research & Validation
We validated the experience through a combination of research and experimentation
Usability Testing
Tested multiple iterations of the checkout experience to reduce friction and improve clarity.
A/B Testing
Evaluated different fulfillment UI patterns to measure impact on conversion and average order value.
Customer Insights
Developed personas and empathy maps to better understand customer expectations throughout the purchase journey.
Results
The introduction of 2-hour delivery had a significant impact on both customer behavior and business performance.
Business Impact
Average Order Value increased by 116%
Monthly online revenue increased by $6.4M
Customer Impact
Faster, more flexible fulfillment options
Improved checkout experience with clearer decision-making
Organizational Impact
Established a scalable fulfillment model for future delivery innovations
Strengthened partnerships with third-party logistics providers
What This Project Demonstrates
This project highlights how design leadership can drive measurable business impact through customer experience innovation.
Key takeaways:
- Design can directly influence revenue through improved conversion and fulfillment strategy
- Cross-functional collaboration is critical when integrating operational systems into product experiences
- Balancing customer needs with operational constraints is essential for scalable solutions
Have an opportunity in mind?
Let’s connect over coffee or have a quick virtual chat.