Deliverone
Deliverone is a drone delivery service based in Gurgaon, a city in India. For this project, I decided to use a goal-directed design method which revolves around focusing on the persona creation and goals. The MVP for this product was developed as a web-based application rather than being a mobile app, to showcase my web-design skillset.
Problem Statement
With an increasingly competitive world, and the norm of working at home being established since the coronavirus pandemic, it can be hectic trying to maintain a work life balance. For businesses as well, time, money and energy are incredibly valuable when it comes to delivering goods.
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It can be difficult to sometimes trust courier and delivery services to reach on time and handle your items with care, and this uncertainty can be very costly.
Possible Solution
A forward-thinking and futuristic solution that will utilize drones to deliver packages, and benefit people by reducing time to taken to deliver goods (by eliminating the issue of traffic), energy/labor, and also a cost-effective solution. An app that can do this while also being user-friendly could be the way to go for the future of delivery.
Challenges
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Design a cohesive interface for experienced and inexperienced users.
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Create a minimalistic UI that builds around and focuses on the product.
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Make a seamless and linear user journey with little to no room for confusion or error in purchasing the service.
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Have as little restrictions to first time users (not forcing account creation)
Design Process
Empathize
User Interviews
User Research
Competitor Analysis
Define
Personas
Journey Map
Ideate
User Flow
Information Architecture
Prototype
Wireframes
Visual Design
Test
Usability Testing
Implement Feedback
Qualitative Research
I interviewed 10 potential users over phone calls to understand the challenges they face when trying send or deliver packages. A few sample questions are listed below
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What kind of work do you do?
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How often do you send packages through a service?
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How often do the packages arrive in the estimated delivery time?
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What challenges do you face when sending packages?
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Where do you send your packages through?
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Do you find those services reliable?
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Are those services easy to use?
Key Insights derived from interviews
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Some delivery carriers are not trustworthy or reliable in their estimation of time, this results in delivery delays.
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People find that existing services have poor visibility on delivery operations.
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Goods are often mishandled in transit.
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Existing services have high delivery costs according to users.
Preparing the Journey
I constructed a user flow of what a basic start to finish journey looks like while using the website. This helps in understanding ways users can interact with the product, as well as allowing us to see navigation through user goals.
Competitor Analysis
I looked at some of the competing companies, and although there are only a few, they can still infringe on the business' revenue & popularity. Deliverone has the opportunity to capitalize on this by providing an easy to use and one-stop shop without oversaturating the user's selection.
The majority of the features between competitiors were very similar, however the main differences that I noticed was:
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Not very accessible.
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Cluttered/distracting interface.
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Too many screens.
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Unappealing visual design.
Personas
Wireframes
After sketching out some wireframes using Adobe XD and thinking through the preliminary flow, I reviewed what was necessary, unnecessary, and what areas needed improvement. I went through different designs and iterations before I decided on the final mockups designs. Here are some of the wireframe screens that gave the skeleton to the high-fi prototype screens.
Insights
After creating my prototype from the low fidelity wireframes, I prepared questions to ask participants during the usability tests. I asked 10 different participants to run through the prototype in hopes of garnering enough feedback to use for my next set of design iterations.
The insights that were gained through these studies and ones that I wish to act upon were that:
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Consistency - Some UI components needed more consistency in design, such as rounded corners for buttons, or drop shadows for containers.
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Lack of product background.
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Assurance or guarantee that the service would deliver.
Mockup Screens
Click to view the image in fullscreen, and use the arrow keys to navigate.
Takeaways
Deliverone is an idea that instantly left me with no doubt to pursue. I wanted to communicate the enthusiasm I have for realizing ideas that may seem slightly far-fetched. This was my first time designing a website using Figma, and I can definitely see myself using this experience for in future projects. The idea of building around the persona hypothesis creation to help further the goals of the business and user is a step that I have grown to realize the importance of. I learned that designing exclusively for the business' goals is not enough and that it is incredibly important to design for the user.