Home Delivery Service Refinement
Redesign Last-mile delivery on customer's terms
Designed visual solution and defined the holistic experience of Airmee's last-mile delivery service
NOV 2019 - JAN 2020
Sole UX design POC of the projects
Airmee platform is a service for e-commerce merchants and logistics businesses that ensure efficient operation with fast and convenient delivery. It provides the best delivery routes in real-time with last-mile delivery built on machine learning technology and AI algorithms, guarantees minimum travel distance. It has a hundred e-commerce merchants and maintains more than 10 million deliveries completed in 30+ cities in 3 countries.
Available on Tablet, Mobile
Among the four projects for 12 weeks, the main project was to redesign ‘Home Delivery Service’ that could verify accurate delivery information. It's exclusively designed for last-mile deliveries and return, enabling predictable and flexible home delivery. So, it promises x time and y area delivery to recipients. To accomplish this product, I worked with a team of a product manager and two engineers.
I've worked on four different projects such as
Redesign home delivery service to track details to visits
Redesign Airmee Driver app
Christmas theme UI for seasonal speciality & physical vehicles redesign
Providing recipients the ability to enter exact addresses and track items is a fundamental function of the Home delivery service since Airmee was founded. It was necessary to discover the opportunities and pain points when receiving personal information and reconsider the listing of the items displayed in the app while tracking.
Entering arrival info
delivered to your door
on your terms
Home delivery service had not provided recipients with enough input steps to fill the appropriate details to track. This made courier difficult to recognize the drop-off area at once, and made it impossible to guarantee when to receive or not. Plus, filling in the blanks with a lack of guidance would cause a problem.
History of Events
to track →
Current Event to track
Add-on items widget
to track on map
Another problem was that the design itself was distractingly complex, because it was not prioritized based on information hierarchy on the tracking page nor visually standing out, which only added to the problem.
User: Recipients can predict the receipt of items on their terms for the exact drop-off area by a courier
Business: Increase engagement and retention in logistics business and reduce courier's secondary attempts.
Product: Improve current design problems, CX structure and look
The most careful part of designing this feature was addressing the customer's needs by getting accurate information without adding unnecessary steps. Using the customer information, concise and clear visual elements, I designed the steps to take it closer to our goals.
To ensure that the courier delivers to specific location where a customer wants, we conducted repeated usability tests based on the feedback from the couriers and customer service, demonstrating the importance of symbiotic user expertise.
1. Lacks details
Recipients had neither a chance to fill out the detail address nor received the item at available time points since there was a lack of detailed input steps when inquiring about the Home delivery service.
2. Discourage Recipients
Recipients also pointed out that the copy of instruction would motivate them to fill out info. On top of the fact that it only asks the door code or intercom number.
We thought it was important to make the add-on items more accessible because we want to give many opportunities to add items while the courier is on the go.
3. Fragmented Info Structure
Recipients said it is complicated on the tracking page after the order is picked up and its on the way by a courier. They want to able to track immediately and check delivery status changing to see how long it takes. the information is less prioritized according to the information hierarchy to meet needs of users.
With all these findings, I definitely felt as though there was potential to solve this problem from a design perspective.
HOW WE MIGHT
Add a concise Guide Instruction for what this is
Entering detailed arrival info
Combine the original steps to one so that other steps can be added.
1. Is this Apt. or House?
1. depending on the type, what following questions would be?
2. Door code and Intercom number should be separated.
3. what if it doesn't require any.
1. The Continue button seems clickable to go on next step without fill it out. Also, the placement is fluctuated throughout the steps.
2. the toggle state looks misleading if it is off with orange color.
History of Events is categorized under tracking event so it moves to the map
Current track status is the primary customer job, so it needs visual element to stand out
Add-on items are are located at the bottom of the page. it needs to move to up in a compact way for easy access
Need to check the delivery status, so it is better to show the status right away.
I designed several drafts to reach a new design system for consistent visual quality throughout the pages. This newly added design system was handed off to front-end engineers for quicker change later.
button states : unselected / selected
toggle switch : no / yes
up and down button states : unselected / selected
UI illustration revision for clear elaboration
new road tag and star-rate design elements
Change icons to line icon from filled ver. for the secondary action
Christmas exclusive vehicle for seasonal speciality
Have concise instruction
Make the copy captivating and concise so recipients can accomplish to fill out
Provides living types, questions follow depending on the choice.
Make 'continue' button disable state unless they'd completed the job
Display elements efficiently
Clarify the interaction of input fields when users type
Minimize the two isolated steps by reducing them to one step
Modify visuals of toggle states
Prioritize & redesign info about key tasks
Allow users to always access the main action, the 'track', and visually prominent at a glance.
Configure secondary jobs, manage delivery info, and events.
- Visual changes to buttons based on priority and color consistency
- Relocate the 'History of events' to relevant page, the track on map.
Move 'Add-on item widget' up for easy access and change to carousel style to explore more items.
Increase Visibility of Track Status
Adds a section that allows users to view brief delivery status at a glance and access detailed events
Add road tags to map
Christmas-only seasonal vehicles running during the month of December
At that time, I'd focused and developed the consistency of design elements based on the hierarchy found from research while simplifying unnecessary steps to solve problems and achieve goals.
I was able to benchmark a lot while determining which UX would be better at the crossroads of choice, and at this time, I found a solution by making a lot of deep dives while hypothesizing from the customer's point of view.
One successful strategy to influence stakeholders and effectively propose solutions is to understand goals and priorities.
I learned that we all have the same goal. However, the route and the way we go may be different. I learned to emphasize a common goal and to walk cooperatively toward it.
I was able to understand the value and customer impact of team members through voluntary questions and participation, knowing that I could approach the product more deeply and gain potential value. I was not afraid of "questions" and collaborate with team members by asking how this can happen and what corner cases exist.
In addition, I was able to promote clarity and alignment through collaboration by practicing explaining to my team members step by step as if I were starting with blank paper and developing communication skills.