Home Delivery Service Refinement

Redesign Last-mile delivery on customer's terms

Overview

Designed visual solution and defined the holistic experience of Airmee's last-mile delivery service

DURATION

NOV 2019 - JAN 2020

ROLE

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. 

APP

Available on Tablet, Mobile
(iOS, Android)

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

  • Real-time dashboards

  • Christmas theme UI for seasonal speciality physical vehicles redesign  

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MISSION

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. 

Original Page 

                                                                    
Entering arrival info


delivered to your door 
on your terms

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PROBLEM

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       


Courier's status
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.  

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GOALS

  • 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.

RESEARCH FINDINGS

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.
                         ↓

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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  
 

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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.    

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DESIGN SYSTEM

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Key Elements

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

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FINAL DESIGN

Key Solutions

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

1

2

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

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3

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.

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4

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

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KEY TAKEAWAYS

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.