Discovery
Finding opportunity from sunsetting product
In the initial stages, our company operated a local courier service catering to retail stores, facilitating efficient delivery operations. There were two key products integral to this service: an internal monitoring and tracking system for our drivers' delivery tasks and a user-friendly platform allowing customers to seamlessly create delivery requests. However, due to evolving market dynamics, the company made the strategic decision to discontinue the courier service.
Despite this shift, we recognized the value in our existing technology and platform. To leverage these assets effectively, we conducted on extensive research to identify new opportunities for their utilization, paving the way for innovative solutions beyond our traditional service model.
Understanding the problem
By conducting research, we were able to pinpoint the current state of the problem area, enabling us to establish a clearer vision and goals for the new product.
Design Strategy
Personas
To foster a deeper understanding of potential users, we developed two personas representing different roles within the target audience.
Pain points of business owner:
Traditional delivery services take long to reach the customers, and are not always reliable
Costs for expedited local delivery can be expensive when relying on 3rd-party delivery services
Attempted to deliver packages using their own driver crew, but it’s difficult to track deliveries and coordinate team members at the same time
Pain points of drivers:
Disorganized task lists from various sources hinder route and time management
Communication feels unclear from time to time and needs to confirm repeatedly to avoid mistakes
Overwhelmed when there are too many tasks to finish by himself
Sometimes he needs to receive tasks while on the road, driving
Goal
Provide users with the necessary tools to establish and manage their own delivery services, supporting them throughout their journey and streamlining operations to reduce costs and efforts.
Target users
Our target users comprise retail store owners seeking to enhance the shopping experience for their customers through expedited local delivery. They possess the resources to manage their own delivery service but lack the appropriate tools to operate efficiently at scale. Additionally, another key audience segment includes delivery drivers responsible for executing these tasks.
Scope & Constraints
This project operated under several constraints:
Keep the core brand identity from original product
Utilize what was built in the original product
For user to receive delivery task from storefront(online store) orders, they should be using WooCommerce, which needs to be integrated with our product as well
Solution
User flow
We developed user flow diagrams for each persona to visually illustrate their product flow logic.
Prioritizing features
Leveraging the identified pain points of our personas, we determined which features to prioritize for the new product:
Self-onboarding: Easy, simple sign up together with helper tool such as tooltip
Live map: Simplified version live map, task list and details, assign task action
Create task manually: Simplified flow for task creation and assignment
Task list: List with filters and task details
Settings: Invite driver, manage driver, driver team, manage users, link with eCommerce platform, etc.
Email forms: For users, drivers, and customers
Driver app: Task list for pickup and dropoff, notification
Information Architecture
Drawing from insights acquired in prior processes and team meetings, we curated essential modules and features for the new product. We then constructed an information architecture to clarify our vision and facilitate seamless communication with stakeholders and the product manager.
Updating structure
We revised the previous courier product's structure and navigation based on Information Architecture, resulting in a significantly simplified form that is user-friendly and easy to navigate.
Ideating by simplifying
In accordance with the project scope, we initiated ideation phase by simplifying elements and features from the original courier platform.
Delivery
New branding
As part of a strategic business decision, the product underwent a rebranding process to align with its new purpose.
Meet CanFleet & Driver app
Going through lots of team feedback sessions and iterations, we landed on the final high-fidelity designs with detailed flows.
Project outcome
The initial product release was a success as we launched the platform within the defined scope and constraints. We received positive feedback from users who found the product simple and easy to use for managing their delivery tasks.
500+ customers
13,000+ delivery tasks
350,000+ kilometers tracked
What happened next?
Iterations through feedback
Following the completion of the initial phase of product development, we continuously incorporated minor UI updates based on feedback from users and stakeholders. Moreover, we introduced additional modules, including 'Address Book' and 'Insights', to enhance users' operational capabilities.
Responsive design
In response to user requests for mobile accessibility, the product, originally designed for the web to accommodate features like live maps and detailed task lists, was adapted for mobile platforms through responsive design.
Ongoing task details - Web screen(left) and mobile responsive screen(right)
Takeaways
Power of setting target user
The power of target user setting was instrumental in revitalizing the product's purpose and relevance. By identifying and prioritizing different target user groups, we were able to reframe the product's utility, breathing new life into its functionality.
There is always room for improvement (through iterations!)
The project's journey emphasized that even after completing the initial phase, there's always room for improvement through ongoing iterations. Embracing iteration as a continuous process beyond the project's initial stages allowed us to maintain momentum, drive improvements, and ultimately deliver a more refined and impactful solution.
Real-life projects don’t always follow the standard procedure we’re taught in theory
Real-life projects often deviate from the standardized procedures taught in theoretical frameworks. While idealized methodologies provide valuable guidelines, the reality of project execution frequently necessitates adjustments and compromises to accommodate constraints, timelines, and stakeholder expectations.