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SuperShip simplifies the shipping experience by matching you with an ideal service and providing you with real-time tracking, keeping you in the loop every step of the way.
Problem Discovery
Have you ever found yourself lost in a sea of shipping options, wondering which one is right for you?
According to the latest CivicScience data, 9/10 U.S. adults have received a package via delivery between January and March 2023. Among recipients,
21%
often experienced problems
56%
experienced problems at some point with a package delivery service
Initial Problem Statement
In today's global market, selecting the ideal shipping service amidst numerous options poses a significant challenge due to varying features, prices, and reliability.
Assumptions
We formulated key assumptions that guided our efforts to design a seamless shipping experience.
Users seek simplicity.
Users want to save time.
Users appreciate upfront information and clear communication.
Personalized recommendations tailored to user’s shipping needs and preferences.
One-stop solution for complete shipping process.
Phase 1 Research
Online Survey
To validate our assumptions we conducted Phase 1 Research: An online survey to gather information on user's needs, preferences, and experiences with shipping services.
SURVEY INSIGHTS
25 Respondents
Tracking packages and comparing shipping rates are critical aspects of the shipping experience.
Users value real-time shipment tracking and notifications for delivery status and delays.
Addressing post-shipping challenges like delayed deliveries and lost items is crucial.
Analysing Competitors
The shipping industry is a dynamic and competitive landscape. To effectively position our solution, SuperShip, we conducted a comprehensive competitive analysis of direct and indirect 12 competitors to understand their similarities and differences.
INSIGHTS
PHASE 1 RESEARCH
Through our competitive analysis of the industry's leading players and user surveys, a significant gap emerged:
The majority of the leading players failed to provide comprehensive price comparisons across multiple providers.
Phase 2 Research
Survey 2 & User Interview
Having conducted an initial survey to gauge our users' needs, we found ourselves at a crossroads: should we prioritize assisting users with pre-shipping tasks or post-shipping tasks? To resolve this dilemma, we embarked on another round of surveys and complemented our efforts with user interviews for deeper insights.
SURVEY 2 & INTERVIEW INSIGHTS
14 Respondents
Users majorly needed assistance with pre-shipping tasks like comparing prices between multiple service providers and securing the best deals or getting notifications about their delivery status.
TOP 3
Desired Features of the Users
Price comparison across multiple providers.
Real-Time notification of delivery status and delays.
Real-time GPS shipment tracking
Modified Problem Statement
How might we create a user-friendly shipping experience that simplifies comparing shipping rates, offers real-time tracking, and efficiently guides users?
Ideation
Crazy 8's
After synthesizing the results gathered from our user interviews, user surveys, product feature prioritization, and competitive analysis, we started to sketch early wireframes to explore the ideas. We did the Crazy 8’s exercise to visualize the core sections of our product and decided to do it based on feature prioritization.
Real-Time notification of delivery status and delays
Real-time GPS shipment tracking
Price comparison
Lo-Fi Designs
We then designed our lo-fi designs based off the crazy 8’s activity.
Design
Mid-Fi Designs
We enhanced the initial wireframes by adding more detail to refine user interface elements, information architecture, and interactive features.
I want to enter my shipping details and scan my package to get approximate rates.
I want to compare the prices of different shipping services.
I want to track my package that is in the transit.
User Testing
Mid-Fi User Testing
We conducted Zoom-based user testing sessions for Mid-Fi designs on Zoom for five participants and each of them were asked to try out the flows for Onboarding, Create Shipment, Track Prices and Track Package.
User Testing: Goals
INSIGHTS
Mid-Fi User Testing
Hi-Fi User Testing
By incorporating the insights from the mid-fi user testing, we started to scale the designs to high-fidelity screens to deliver a more refined user experience
User Testing: Round 1
We used usertesting.com for this round’s unmoderated user testing.
For the hi-fi round 1 testing, we conducted usability testing on the 4 major tasks of our product and tested with 12 participants:
Task 1: Onboarding
Task 2: Create a shipment by entering its information
Task 3: Compare shipping services and place the order
Task 4: Real-time tracking
INSIGHTS
Round 1
Users generally liked the app, praising its simplicity, and ease of use.
Iterations from Usability Testing: R1
The iterative design approach ensured that the final hi-fi designs integrated the user feedback, resulting in a user-centric shipping experience.
1. Enhancing Clarity in Field Labels
Implemented a refinement in the labeling of the "Name" field. By introducing "Sender's Name" and "Receiver's Name" prefixes, users can now swiftly identify the intended recipient of each input, reducing confusion and enhancing the accuracy of data submission.
BEFORE
AFTER
2. Improving Transparency and Diversifying Options in the Comparison Tool
BEFORE
AFTER
We updated the design to incorporate additional shipping alternatives, providing users with a more comprehensive range of options to suit their preferences and needs.
Introduced an "i" icon alongside explanations of the data source and recommendations, enhancing transparency in the tool's functionality.
Solution
Onboarding & Sign Up
Add the Shipping Details
Scan the Package
Compare the Shipping Services
Track the Package
Final Prototype
LEARNINGS
Reflection
User Research
Through surveys and interviews, I gained a deep understanding of user pain points and desired functionalities. This empathy drove my design decisions, ensuring the solution truly addressed user needs.
Balancing Innovation and Simplicity
The importance of striking a balance between features and simplicity became clear. While users loved the idea of AI price predictions, their primary concern was how easily they could understand and use it. This reinforces the need for innovation to work hand-in-hand with a clear and intuitive interface.
The Power of Iteration
The iterative design process proved invaluable. Early usability testing revealed areas for improvement in the user interface and user flows. This allowed us to iterate and refine the design, ensuring optimal usability.
Collaborative Design Process
Having five team members with different backgrounds fostered a diverse range of ideas. Balancing these ideas with user needs led to a well-rounded solution that was both innovative and user-friendly.
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