Shippity is a fictional Australian small business courier service.
My brief was to design a responsive web-based platform for small businesses to send, track and manage parcel delivery.
September – October 2021
Responsive Web Design
USABILITY & PRODUCT RESEARCH
I conducted discovery interviews with both senders and receivers to learn more about their experiences with couriers, as well as sending/receiving online.
I used my insights to create user personas and journey maps that I empathized with to ideate solutions.
PROTOTYPING & TESTING
I created low-fidelity prototypes and flow charts, which I then tested in unmoderated usability research with potential consumers.
I iterated on these prototypes using my learning and continuously tested.
INTERFACE DESIGN & HAND OFF
I created high-fidelity user interface designs for the solution, as well as a basic design system and branding for the company.
I turned the high-fidelity designs into a prototype by connecting elements in Figma.
Selected screenshots from primary flows: send a parcel, create an account, track parcels as a business.
I used Google Forms to survey both senders and receivers on their previous experiences with parcel couriers.
My initial research helped me discover gaps and successes in user’s experiences which I factored into my design process.
I conducted guerilla interviews with local small business owners in-person, as well as compensated remote interviews with shoppers and senders.
I created several personas to empathise with, including small business owners, employees, those adapting to online during COVID-19, eBay sellers, online shopaholics and occasional shoppers.
I created a business account for several major Australian small business parcel delivery services to explore patterns, trends and opportunities.
- Australia Post MyPost Business
- Australia Post eParcel
- Aramex Australia (previously Fastway Couriers)
- Toll MyToll
- FedEx Express/TNT
- Different use of language and features depending on who the user is
- Australia Post lets you select from Australia Post packaging instead of measuring to save time, and highlights discounts for frequent users
- Sendle on-boarding encourages you to connect with e-commerce providers, and drawing attention to carbon neutrality
- Dated user interfaces with poor visual appeal
- Not being sure what system to log in too
- Unnecessary fields and ‘dumb defaults’
- First-party terminology that new users wouldn’t understand (Fastlabel, Easysend, Charge code, manifest, etc)
- Poor onboarding experience and lack of access to support
- Some couriers had a lack of consideration for small business customers
- Different approaches to measuring size and weight, and educating users on printing labels
- The varying use of order quotes before sending, and how different companies approached the quote process
- The use of visual aids, illustrations and video content, and implementation of branding.
My low-fidelity prototypes sure weren’t going to win an award for their beauty, but for testing, they worked like a charm.
User interface iterations were made using feedback from testers, and visual annotations from me.
What would be the next step if this was a commercial project?
- Design the consumer parcel tracking experience for receivers
- Design the commercial marketing website and brand
- Create a business case for future designs
What did I learn?
- Guerilla testing with local businesses
- Competitive analysis
- Unmoderated usability testing
- Low-fidelity testing