"We’re focused on improving the usability of the native app for delivery drivers."
Context
Delivery Center was a B2B delivery company where I worked as the designer responsible for the delivery riders’ app.
This app served as a work tool for the riders, allowing them to receive delivery tasks, view pick-up and drop-off locations, and synchronize with map platforms like Google Maps and Maze.
Analyzing the data, I noticed a concerning trend: the number of riders registered on the platform had been decreasing over the years, and a significant number of active users were not using the app.
Solution
After conducting interviews, it became clear that the app needed to incorporate techniques from the WAI (Web Accessibility Initiative). Riders frequently faced challenges viewing their screens outdoors due to factors like sunlight glare, rain, and the plastic coverings used to protect their devices.
My role
UX/UI Designer.
Time of project
4 weeks.
The UX Journey
Understanding the problem
Delivery personnel are a fundamental part of the company's operations, yet I noticed a significant increase in their turnover rates. Through NPS analysis, it became clear that one of the most frequent complaints was the difficulty in using the app.
Benchmark
To understand how delivery apps work for couriers, I began extensive research on competitors to analyze their functions, flows, features, and usability.
This research was crucial in uncovering why users were opting for other apps, even though Delivery Center offered the best payment rates.
Heuristic analysis
The first thing we noticed was the lack of usability, as the app was developed without a designer's input.
While the app contained all the necessary information, there was no consideration for order, hierarchy, readability, or usability. This made it extremely difficult for users to navigate an app that was essential for their work.
Research
Before speaking directly with users, I decided to consult stakeholders who interact with them daily. This approach allowed me to gain a different perspective and fill in any gaps in understanding.
Workshop with stakeholders
Moderating a workshop with stakeholders was a great way to see their pains, gains, services, and jobs to understand what we should do to make a better experience using the app. It was ten stakeholders from different areas.
Service blueprint
Instead of a simple flow, creating a Service Blueprint was more appropriate for this circumstance, as these users interact with multiple actors throughout their journey.
Creating a Persona
To create the Persona, I based it on the company’s database.
User interviews
I went to the field, talked to the delivery drivers, and even worked alongside them for a day. This hands-on approach gave me valuable insights into their daily challenges and how they interacted with the app in real-world conditions.
I selected five delivery drivers to observe their workflows, following every step they take to complete a delivery and examining how they use their mobile devices.
Key observations:
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They often increase font sizes, which disrupts the app’s layout and usability.
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Most of their phones are older models with limited memory.
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Access to a place to recharge their phones and use Wi-Fi is crucial for them.
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Danger is a significant part of their job, with frequent concerns about robberies and accidents.
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Nearly all (99%) use Android devices.
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They frequently use plastic covers to protect their devices.
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They are constantly exposed to weather conditions such as rain, intense sunlight, and darkness.
Conclusion
After reviewing the tests, interviews, and analysis, it was clear that my main priority was to design with accessibility standards in mind. Although most of the users didn’t have any disabilities, their work environment made their needs similar to those of individuals with low vision or blindsight.
Deciding
With the results and my report, I met with my PM to decide which features we should prioritize.
One of the tools used was the Effort/Impact matrix.
UI in Focus
Prototyping
Following the design system guidelines, I prioritized great accessibility standards over aesthetics.
Testing
Our usability testing, conducted using Maze and supported by data from our BI team, delivered compelling results:
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Task Efficiency: Users completed tasks 20% faster on average.
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Impact
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Turnover Reduction: The app’s turnover rate decreased by 5% within one month.
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Increased Engagement: Users spent 20% more time using the app (They use several apps simultaneously).
These results highlight the effectiveness of our iterative design process, backed by solid data, in improving usability, increasing user engagement, and reducing churn.
