Staples

Fulfillment Methods & AutoRestock Experience Redesign

Situation
On Staples’ Product Detail Pages (PDPs), customers encountered a fragmented fulfillment experience with multiple disconnected options—Delivery, Store, BOPIS (Buy Online Pick Up In Store), Ship-to-Store, and AutoRestock (ARS). The default selection logic varied by device and login state, and ARS messaging appeared in isolated areas, separate from the actual purchase flow.

This disjointed experience left customers confused about what ARS was, how it worked, and why it offered value. Many overlooked it entirely, which led to low engagement and adoption rates. Similarly, BOPIS messaging was unclear and inconsistent, using different language between PDP and Cart and hiding pickup dates and times in a gray box below the fulfillment method, making it easy to miss.

Task
I was tasked with redesigning the PDP fulfillment experience to:

• Merge all fulfillment and purchasing options into a single, streamlined choice module

• Embed clear, contextual ARS educational messaging directly in the decision flow

• Clarify and standardize BOPIS information to reduce friction and increase confidence

• Improve engagement, conversion, and revenue per visit (RPV) through a simplified, Amazon-like experience

Action
I partnered with UX, engineering, analytics, and fulfillment teams to:

• Consolidate Delivery, Store, Ship-to-Store, BOPIS, and ARS into one unified choice module instead of separate silos

• Integrate concise ARS education directly next to the price and purchase button, so customers could understand its value at the decision point without extra clicks

• Design a simplified option picker that dynamically adjusts based on product type, availability, and customer state (logged in/out, already subscribed, quantity limits, etc.)

• Add contextual pickup dates and times directly within the BOPIS selection UI to remove ambiguity

• Align terminology and fulfillment language between PDP and Cart for consistency

• Implement ADA-compliant labels, screen reader roles, and annotations to ensure accessibility

• Test various messaging states (default, subscribed, notify me, out of stock) to optimize for clarity and engagement

Result
The redesigned experience merged fulfillment methods into a single intuitive flow, making ARS feel like a natural part of purchasing rather than a separate program. Customers could now understand ARS discounts and benefits in context, while easily comparing delivery, subscription, and BOPIS options in one place.

Early rollout testing showed increased ARS engagement and adoption, higher BOPIS order penetration, and measurable lifts in both conversion rate and RPV. The new approach also improved the omni-channel experience by aligning online and in-store fulfillment, reducing friction, and giving customers greater confidence in their purchasing decisions.