Proprietary & Confidential, Property of Walgreen Co.

Walgreens Photo Goes Beyond Multi-channel

John Yesko

@jyesko

E-Commerce

Photo by Walgreens

Pre-digital

Digital

Why do people print?

Decline of printing

2009 20140

20

40

60

80

100Image Captured Image Printed

69B

86B

17B14B

24% 16%

U.S. Consumer Photo Image Capturing & Printing 2009-2014

Source: Infotrends U.S. Personal Photo Activities Survey

“Traditional” multi-channel photo flow

Capture photos

Transfer to computer

Upload to service; edit if desired

Send to store

Pick up prints

Walgreens.com user flow

Customer comments – technical barriers“Photo upload stalled twice. First the the upload bar went to gray, second time the bar kept running, but even after 30 minutes, nothing.”

Customer comments – navigation barriers“The photo section places more emphasis on making albums and photo books. All I was trying to do was submit an order for prints only. Because of the too many options I had a little trouble finding just the basic ordering prints section.”

“Clean up the site. A lot of links and buttons all over the place.”

Mobile

Mobile barriers to printing

• Every step is slower, especially data input

•More chance of interruption / short windows of time

• Security concerns

• Technical know-how (getting the photos “out of the phone”)

Value of a photo over timeValu

e

Time

Source: Unknown / made up

Now Way in the future

Trapped in the phone?

QuickPrints flow: iPhone

QuickPrints from mobile app

What we kept:

• Picking photos

• Selecting size

•Choosing store (geo-located)

• Entering personal info (pre-populated)

What we left out:

•Registration

• Login

•Composing multi-photo products

• “Saving” images in account

•Online payment

UX takeaway

Speed = good experience

• Convenience can trump a full feature set

• What we leave out can be as important as what we put in

UX takeaway

Consider what tasks can (and should) be done on a mobile device

• Focus on mobile-optimized features

UX takeaway

We don’t have to own every part

of the ecosystem

Social

Average 250 million images uploaded to Facebook every day

Source: 1000memories.com, Sept. 2011

Facebook

Flickr

Instagram

Library of Congress

Flickr

Easy integration with Facebook

PrintWorthy flow

PrintWorthy flow

PrintWorthy flow

UX takeaways

Go where the customers are

Embrace the benefits of existing experiences

• Don’t try to be “The Facebook of…”

Walgreens commercial. See it at:

http://www.youtube.com/watch?v=OQZSs4U7JDQ

John Yesko

@jyesko

john.yesko@walgreens.com

Thank you