Deliver In Person
Creating an exceptional online experience that demonstrates value and point of difference, establishes credibility, and inspires sign-up and use of the platform.
/ STAKEHOLDER INTERVIEWS
/ USER RESEARCH
/ COMPARATIVE ANALYSIS
/ INFORMATION ARCHITECTURE
/ WIREFRAMING
Overview
Deliver in Person (DIP) needed an onboarding process and support function for their customers, Dippers (or Delivery Drivers) and Senders, to align with the launch of their service of same day delivery in early 2022.
The Fifty Zoo Design team carried out the research, analysis and design of a website that communicates the core value proposition, assists with onboarding and offers support once someone joins the DIP eco-system.
SECTOR
Enterprise, Last Mile Delivery
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TIMEFRAME
2021 -2022 (3 months)
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MY ROLE
Principal UX Designer​
Align & Understand
We began by building a shared understanding of the customers, the challenge space, existing processes and technology, and ultimately what success would look like.
Understanding the website vision and strategy
We ran a half-day workshop with key stakeholders to begin developing the Deliver In Person website strategy. Through the workshop, the following areas were explored:
Website Vision:
We developed a shared understanding of who the customers are likely to be, what would they typically use the website for in order to fulfil their needs, and how we might meet those needs via the website.
The Challenge Space:
We reviewed the organisational situation and identified current challenges that need to be addressed - by way of a “Challenge Statement”.
Website Success:
We identified what success looks like for the website by way of listing key goals of the website that are measurable.
The challenges we identified
Standing out:
With so many established players in the Last Mile Delivery sector, how can we make sure that both "Dippers" and Senders could be won in order to start generating scale?
Engendering Trust:
How can we build trust for all audiences through the website, such that they can justify their decision to use or try DIP?
Enabling easy onboarding:
How can we ensure of a simple and seamless onboarding process that is fast and intuitive?
Discover
Next, we took a deep dive and conducted user research, competitive and comparative analysis and stakeholder workshops to map the existing user experiences and processes, understand the key user needs, and thereby, uncovering the challenges and opportunities that are imperative for success.
Getting to know the user mindset
By using a combination of contextual interviews and online surveys, the User Research activity was carried out to better understand the experiences, likes, dislikes, and overall requirements of the key users in the context of same day delivery. The key user segments were identified as:
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Delivery Drivers (aka "Dippers")
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Senders of products
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Recipients of products
Reviewing the competitor landscape
A comparative analysis of sites that either directly compete with Deliver In Person or share feature sets, was carried out in order to assess key features, capability and implementation differences. The following criteria were used for the sites comparison:
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The Offering: How well the core offering and services are presented to the key audience.
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Engagement: How engaging and compelling the site content is.
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Tools & Support: How effective and useful the tools and features are to provide a greater understanding of the site’s content and company processes
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Trust, Ethics & Values: How well the site projects and exhibits the company values, advocacy for safe and responsible processes, and ethics.
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Navigation: How well does the site exhibit cross-linking between sections and content, navigation to and from related sites, and labelling and content categorisation.
What we learned
Clear proposition and entry points:
Ensure users get an immediate sense of the core proposition and offering with clear starting and entry points for their key tasks and needs through the site.
Dedicated pages aimed at core audience:
Provide dedicated pages aimed at the target audiences. These pages should provide content that simply and clearly articulates the offering in the context of the user, the benefits of taking up the offering, and transparency of the process of ‘signing up’.
Enable self-discovery and exploration:
Allow the users to explore (or get a ‘taste’ of) how the various Apps or Delivery solutions and processes work in a simple, engaging and interactive manner. This enables the user to be adequately informed before committing to ‘sign up’
Who we need to design for
Senders
Senders can range from sole independent traders, through to large retailers who are looking to reach out and deliver their products faster to their customers. Reliability of service and flexible delivery timeframes from last mile delivery providers are the biggest value props for Senders.
"Need to have the confidence that the package will be delivered safely and on time"
Dippers
“Dippers” a.k.a Delivery Drivers want to be able to have control of their time and earnings and have the flexibility of being their own boss. The ability to have frequent and regular jobs and a sense of being valued and trusted are the biggest value props for Dippers.
"Not interested in doing work that requires very long hours ... but don't mind hard work"
Recipients
For Recipients, the most important thing is a quick and efficient and on-time delivery. Proactive contact or consistent communication from the Delivery Company during a delivery is preferred.
"Wasn't home for delivery of $300 jeans ... Driver rang and organised to leave at an alternate secure collection point... loved the proactivity"
Define
With the insights gained from the Discover phase and understanding the user context as well as the organisational constraints, we proceeded to define the user experience and what the solution looks like for the end users. We took an iterative approach that allowed us to incorporate workshops and check-ins with key stakeholders along the way. We created key wireframes and components that would form the basis of the end-to-end user experience.
Homepage Strategy
As the Homepage is typically the most important page on a website it should provide an overview of the site and an anchor point to the site's content.
We ensured that the key offering is immediately visible in a simple and compelling manner, with clear entry points.
Landing Pages Strategy
Dedicated landing pages provide specific content that talks to the “Senders” and “Dippers”.
Information is structured in a way that it allows the user to understand and explore:
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What the offering is
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How it works
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What’s in it for them
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What is needed before signing up
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How to get further help
Interactive Components Strategy
Interactive components within the ”Senders” and “Dippers” landing pages allow the users to explore (or get a “taste” of) how the various Delivery solutions and processes or Apps work.
These components are executed in a simple, engaging and interactive manner and in a way that enables the users to feel adequately informed to ‘sign up’ – or initiate contact with DIP.
Outcome
Following the definition of the user experience, the Fifty Zoo Design team in collaboration with the key stakeholders, created the initial Art Direction and User Interface Design for the website. This was handed over to the DIP team who went on to build and execute the final solution.
The DIP (Deliver In Person) website was launched in March 2022.
