Description
Project Overview
For this project, the “VDEx” app is being created. VDEx is a B2B logistics company, this app targeted to the people who are provided on-demand and same-day delivery services by connecting users to a pool of drivers.
Users and Audience
Our target audience is mainly:
SMEs – Shop/business owners, online vendors, and entrepreneurs.
Private Individual – All ages group of individuals who need to make a quick delivery, regular day-to-day pickup and delivery.
Fleet Owners – Individuals or organizations that have multiple cars to manage and run the business.
My Role
- User Research
- Personas
- Scenario
- Task Flow
- IA
- Low Fidelity
- Design System
- High Fidelity
- PET Strategy
- Usability Testing
Project Duration
3
Week35
+ ScreenMobile Apps | 2021
Problem Statement
VDEx has been receiving an increasingly high volume of calls every day to schedule deliveries and at the same time, the company faces a continuous problem of staff shortage in their call centres. Frustrated by the inefficiency in scheduling deliveries, coupled with the lack of transparency in terms of pricing and driver’s availability, VDEx is required to help to come up with a digital solution to improve their current situation.
Possible Solutions
Developed application that allows users to order same-day delivery services by connecting users to a pool of drivers. To solve last-mile delivery issues for businesses of all sizes.
Tools Used
Figma
AI
Google Form
Design Thinking Process
A framework for innovation
Empathize
Define the challenge & explore the human context
Define
Brainstorm ideas good & bad, don’t stop at the obvious
Ideate
Research, observe, understand & create a point of view
Prototype
Implement the product, show & don’t tell, start to refine the product
Test
Start creating, experiment, fall cheap, and fast
Empathize
User Research
Qualitative Research (1 to 1 Interview)
1 to 1 interview has been conducted with a total of 6 participants. Some data are gathered which allow me to explore deeper about the user’s mental model.
- Did you use any delivery app before?
- What do you understand about the process of delivery services? Did you try it before?
- Why do you use it for delivery service?
- If there is a delivery app, what can you imagine about this? Is there something you expect different from the normal delivery app?
- Do you think that you will use this delivery app? Why?
- Can you tell me the most memorable experience using your apps? Any additional features you wish to have for the delivery app?
- If you could rate the likeliness for our product on the scale of ten, how much would you give?
- What could be the reason to stop using our products?
Quantitative Research (Survey)
I did an online survey by using Google Form to gather the data. This is easy for me to understand the user pattern of what they are looking for. The total data of 50 participants being collected.
- Did you try any delivery apps before?
- Did you use any delivery app?
- What do you refer to when ordering the delivery services?
- How frequently will you order for delivery services? Why?
- Is there something you expect different from the normal delivery app?
- What additional features do you think should be included in the delivery app?
- Can you tell me the most memorable experience using delivery apps?
Insight
- All of the users have tried the delivery app before.
- Sellers or buyers from online platforms (e.g. Carousell, Shopee and etc) will try to use the delivery apps to deliver their product or items.
- Some of the users prefer to fully customize their delivery services to place multiple orders, placing multiple orders simultaneously and being able to order the delivery for different locations.
- Some of the users use the delivery apps to move houses.
- Most of the delivery apps didn't implement the chatbot for 24/7 customer services.
- Pricing and delivery time performance in a competitive environment, delivery industries and the benefits of fast and reliable delivery of goods and services include expanding market share, increased price premium and lower cost.
Pain Point
- Users have difficulty searching the delivery services that meet their needs — meaning users can’t filter delivery services by category, price, delivery time or rating. Moreover, some of the app still has a poor keyword searching algorithm.
- Users have difficulty choosing delivery types because the app doesn't mention the sizes of delivery parcels and they are not able to customize their orders.
- Users aren't able to place multiple orders simultaneously. They are not able to order the delivery for different locations.
- Users unable to find suitable mailing box / mailing packaging to pack their delivery items.
- Poor customer service and frequent service issues, goods delivered in an unacceptable condition.
- Delayed customs clearance and late deliveries.
Define
Persona
Using the results of the survey and interview, I created two persona that embody the traits of the target audience. This helps me understand their primary goal and frustration.
Serrisa
About
- Age: 30
- Status: Single
- Gender: Female
- Education: Degree
- Occupation: Account Strategist Manager
- Income: 5,000/mth
Background
Serrisa has a home bakery business. She is using the apps to deliver the bakery product during the weekend. Specially during festivals, she need to scheduling deliveries, for place multiple orders simultaneously and able to orders the delivery for different locations.
Goal
Delivery bakery products to clients.
Frustration
- Not allowed to assign a driver using the apps to deliver the bakery product, for placing multiple orders simultaneously and being able to order the delivery for different locations.
- Inefficiency in scheduling deliveries, coupled with the lack of transparency in terms of pricing and driver’s availability.
- Poor customer service and frequent service issues, goods delivered in an unacceptable condition.
Ken
About
- Age: 35
- Status: Single
- Gender: Male
- Education: Degree
- Occupation: Data Analyst
- Income: 5,500/mth
Background
Ken doing part time delivery rider using car after work and during weekend. He always facing an issue, client unable to find suitable mailing box / mailing packaging to pack their delivery items.
Goal
Ken doing part time delivery rider using car after work and during weekend.
Frustration
- Users unable to find suitable mailing box / mailing packaging to pack the delivery items.
- Car maintenance fee and high fuel prices.
- Late deliveries, because of rain and poor road conditions.
Ideate
Information Architecture
The creation of a structure for the apps.
Prototype
Low Fidelity Prototype
The first visual representation of a designer's idea. To ensure that the developers and clients get a clear understanding of the functionalities and designs.
Login
Fingerprint Login
Homepage
Menu
Design System
At this stage, I will start the branding design. A design guideline is created for the company.
roboto
Aa Bb Cc Dc Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ‘ ? ’ “ ! ” ( % ) [ # ] { @ } / & \ < - + x ÷ = > ® © € £ $ ¥
#ee9722
#282a71
#FFF0A9
#EEEEEE
High Fidelity Prototype
Finally High-fidelity has been produced by referring to the branding guideline. I'm using a clean layout / interface, with bright colors that make the design glow with warmth and vitality. The designs are appealing to the eye, simple, easy to use and definitely impressive. Different sizes of font make it look appealing and readable. Also, the lines make it appear clean and reduce the clutter. Overall design looks pleasant and neat. The design keeps options, actions, etc. Visible to reduce the load on the users’ memory, making it easy for new and expert users. Here is the prototype link.
Homepages
Select Your Locations
Ratings
Menu List
Select Your City
Delivery Task Receive
PET Strategy
Persuasion, emotion and trust are critical factors to increased conversion. There are PET tools have been implemented to motivate people to make decisions that lead to conversion.
Select Payment Methods
Add diffusion of responsibility.
This may lead users to link their bank account to make payment.
Testing
Usability Testing
After the final prototype has been created, the design proceeds to the usability test. I have invited 3 people to test my design solutions. Some valuable feedback was gathered during this session.
Homepages
Challenge 1: Unable to find suitable mailing box / mailing packaging to pack the delivery items.
Solution: Allow users to purchase the packing material when process the orders to avoid goods delivered in an unacceptable condition.
Delivery Rider
Challenge 2: Delivery riders unable to switch between normal user or rider.
Solution: Allow delivery riders to switch between normal user and rider. First landing delivery rider "go online" and make sure they are able to spot it easily when they login.
Future Enhancement
Chatbot / Virtual Assistant – can speed up customer resolutions. In addition, chatbots are able to help the business to increase satisfaction with customer service by gaining insights into customer behavior.
Favourite Driver – make the apps more humanized, users are able to add and select their favourite drivers.
Member Reward – members are able to earn and redeem membership points for some incentive or discount vouchers.
Digital Wallet – members are also able to top up and make payments using a digital wallet.