Multi deliveries for GoSend
Overview
GoSend consumer app is a 2W inter-city and intra-city package delivery service.
At present, customers can’t place multiple pickups from the same location in a single order.
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With this project, we aim to introduce a new feature which enables GoSend users to place single pickup - multi drop orders to multiple locations.
Timeline: 4 Months
My Role: I joined the team 3 months before leading this project as a Product designer. I was responsible for the initial conceptualization/ ideation of the project and to manage the execution from design front(UXD , copywriting, IXD, illustration) for this project.
Objective
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To enable the GoSend customers to place single pickup & multi drop to different locations.
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Not compromising the experience for single pickup single drop users.
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Solving for the existing pain points to not exponentiate them further.
Target user group
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GoSend Personal users(80% of customers but occasional)
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GoSend Sellers(20% of our customers but most frequent)
The Process
Each function such as research, IXD, copy-writing, illustration and motion design steps in whenever there is a requirement from their end while product designer is a constant collaborator, responsible for the execution of the whole process from design-front.
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Every stage of the process and key decisions are documented simultaneously.
Problem Discovery
Ideating/
Wireframing
Concept
Testing
Refining the
wireframes
Detailed
design
User
Testing
Refining the designs
Design
QA
Design
Handover
What is the Problem?
Regarding multi drop orders:
Currently, customers do not have the capability to place multiple pickups from the same location in a single order, this results in:
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They place multiple orders, which is a bad customer experience
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Non Parity with competition (concerned about churn of heavy sellers since competition provide a consolidation option to reduce costs)
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Existing Problems in the Booking flow:
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From the Research, We have found that:
1. Delivery options are shown in the very last stage of the booking process.(It takes users seven steps to reach)
2. It shows Instant sub-service on the default and therefore not letting customers notice the cheaper 'Sameday' service.
Collaborating with research to list more existing issues
Concept Testing the flows
After exploring, I boiled down to three approaches which were discussed internally in order to finalize at most two approaches to be presented in the concept test.
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The objective of the concept test was to compare and finalize one of the flows based on customer inputs.
Wire-flow iterations done for the concept test
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Select delivery location >>
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Fill details simultaneously >>
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Check estimated price >>
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Checkout
After discussion, we finalized two flows for the concept test based on existing research inputs:
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Approach 1: The price was shown ahead in the flow:
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Approach 2: The price was shown later in the flow
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Select delivery locations >>
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Check estimated price >>
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Fill out all details >>
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Checkout
Finalized wire-flow iterations for the concept test
Summary of insights from concept test
Approach 1
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Suitable for users who need to know the shipping price quickly to consider the brand and service of a shipping service.
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Approach 1 will be useful to acquire new users and be a consideration for users in looking for alternative shipping services.
Approach 2
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Suitable for users who are concerned that the product can be sent safely so that the address must be entered correctly and carefully.
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Approach 2 will work well as it can be easily adapted with current GoSend booking experience.
Based on the insights from the concept, we decided to go ahead with Approach 2 which enables easy adoption of the new flow/ feature and considering our current pricing strategy.
Further detailing the flow
Pain-points in the existing flow
The existing booking flow was a linear flow which enabled customers to place only single pickup - single drop orders. There were certain known issues which we wanted to tackle while augmenting the flow for the new multi-drop feature.
Solving the pain-points
Major themes around which, we have tried solving the pain points in GoSend’s booking experience :
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Hassle - free experience
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Affordability
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1. Hassle - free experience
We can solve for a hassle free experience by:
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Decreasing the no. of steps/screens involved in the booking flow.
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Easing the process of filling information to see the estimated price quickly.
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Help users focus on one task at a time.
New
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2. Affordability
We can solve for affordability by:
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Showing the price comparison between Instant and Sameday(the cheaper option) delivery type upfront.
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Increase the visibility of promos while comparing the prices between the delivery types.
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Old
Finalised 'Happy' Wire-flow
After taking up the feedback received from the concept test and detailing out the flow accordingly, the flow was finalized.
Certain edge cases were still yet to be finalized. But we went ahead with the visual design phase and on the way planned to finalize the remaining edge case flows.
Final designs
Visual design and copy-writing:
From the design front, the project went into the next phase of Visual design followed by copy-writing for which I collaborated with the central design teams for respective functions.
We went through several rounds of explorations and feedback cycles for various visual design elements in the flow.
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User testing:
After the Visual design and copy-writing was finished, We also ran a User testing session for the 'Happy' flow to validate the interactions in the flow.
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Glimpse of the visually-designed screens
What have we achieved till now?
The Booking flow Improvements:
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After rolling out to 100 % users in December 2021, The new booking experience has already started showing improvement in the funnel conversion rate( 1% to up to 5 % across various touch points).
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The multiple delivery feature:
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In December 2021, We have only launched the feature in three small pilot cities( Surabaya, Semarang, Palembang). As of today, we have 800+ SPMD orders completed & counting.
We are still struggling with our average Booking completion rate standing at 73%, this could be because of the GoSend driver partner's apprehension towards these kind of orders and also lack of awareness for this new feature.