Nova Poshta — Package creation flow redesign for the delivery service
Nova Poshta is the largest express delivery service for documents and packages for businesses and individuals in Ukraine. One of the company's main goal is to increase % of people that use its digital services (and thereby spend less time at the departments) so the company could cut business costs and invest them in other projects.
Our task was to redesign a package creation flow in mobile application and in such a way increase percentage of packages created online to reduce load on departments. This task was done during 5-day Product design course by Apollo Design Center.
To achieve business goals, we have to deeply understand constraints, problems and user needs. Our team used several research methods to gain these insights including:
- stakeholder interview;
- 2 customer interviews;
- 4 Customer Journey Maps;
- 18 user tests (including 5 field tests);
- 4 paper and 3 digital prototypes.
A first step in gathering information about business and its needs. We interviewed Artem Volkhonskyi (Head of Digital Product Development), who shared with us company's long-term goals, business insights, user segments and their usage patterns. Some of them are following:
- Package size, not weight, is the most important parameter for transportation;
- An absolute majority of customers use the same department of Nova Poshta both for sending and receiving packages;
- Description of the package is important for determination of compensation for package loss or damaging.
Having collected business needs and problems, we wanted to see how users actually interact with Nova Poshta mobile app and what problems they encounter on the way. Luckily for us, Nova Poshta has great customer base and several users happily accepted our offer to take part in the research.
Firstly, we asked customers to tell more about their experience with Nova Poshta: when and how they used it. This greatly expanded our understanding of usage patterns and feelings customers have. Afterward, we gave them the existing application and asked to go through the specific package creation flow. Although we had some ideas of what problems users might have, observing real users interact with the app was an eye-opening experience and revealed non-obvious friction points.
“I’m not sure what I should do next after I have created a package through the application.”
Customer journey mapping
Based on the customer interviews, we have identified key actions users take in the package registration, what thoughts and emotions they have, and identified opportunities for improvement. To summarize collected information, we have created Customer Journey Maps for each of our personas. This helped our team to keep us on the same page, as well as enhanced understanding and buy-in from stakeholders and customers as we presented results of our work.
Key problems that our team has discovered included:
- Long and daunting flow of package registration;
- Poor discoverability of this feature within Nova Poshta services;
- Users don't know how to measure package size correctly;
- Little incentives to use mobile application versus onsite registration.
In prototyping stage, we applied all of the gathered insights to build more user-friendly and simple experience. Initially, our team had too many ideas for improvement to focus on, so we drafted 4 quick paper prototypes and quickly tested several design hypothesis including following:
- Should we divide the whole process of package creation into small steps or vice versa combine similar fields into one logical part?;
- Should users explicitly select department to ship package (or city is enough)?;
- How could we assist users to measure package size by themselves? Should they indicate weight of package?
On the second stage, we moved to a digital prototype, testing several variations of it. That allowed us to improve user experience and understanding even further. Main questions we wanted to get answer to:
- Does the whole flow feel smooth or there are any difficulties with contacts, package or payment?;
- Is it clear enought for the users what to do next after they have created new package in the mobile app?
We have redesigned homescreen of the Nova Poshta app and made key actions the most noticable elements of the screen. Moreover, the app could indicate the user's location so he shouldn't do this manually during package creation flow. There is feed of send and received packages on the bottom of the screen so the user could easily access them and check their status.
The whole process of package creation through app is divided into several parts and made in a form of conversation. To send a package the user should answer same questions as at the department: who is the recipient of the package? What do you want to send? Who and how will pay for the delivery?
At the first stage, the user could enter recipient's name or phone number, and if there is match in the Nova Poshta user database, all contact information would fill in automatically. Usually person receives his packages from the same department, and app will show it.
At the second step, the user should fill in all information about item he wants to send. All packages shipped by Nova Poshta could be divided into several categories and app shows the most popular ones so the user shouldn't type description of package over and over again.
During interviews people told us that the biggest problem during creation of package through app is that they didn't know how to measure package size. To solve this problem, we decided to add benchmarks (items that everyone has at home) to compare with package.
After the user has filled and reviewed details of shipment, he gets to the payment step. There he can see how the total price sums up and choose payment method: online via card, at the department or indicate the recipient as a payer.
When the consignment note was successfully created, we tell users what they should do next to send their package (come to any Nova Poshta department and show client card to operator) and nudge them to do secondary actions (find nearest department or call courier).
With the digital prototypes on hand, we have conducted the last stage of user testing with invited customers, as well as field testing. Field tests showed that the new package registration flow is indeed intuitive and seamless.
Results of user research were presented to Nova Poshta and included clickable prototype and list of suggested improvements for the registration flow verified by user tests. Proposed changes were well-received by Nova Poshta management and is taken into account in the redesign of existing application.
Co-designed with Yana Bilyk, Dmitriy Kovalenko and Timur Kolesnik