Introduction of parcel size bands to the flow of booking a parcel deliver service. The initiative for this functionality came from competitor analysis and focused on reducing product cost of a parcel for the users, as well as increased sales volume for the business through higher acquisition.
"We want this feature..." - What's in it for the user?
Following a UX moderated discovery workshop, I identified clearly measurable goals for this project:
For initial user research, I used a VWO pop-up survey to ask users about their experience with pre-determined fields that were based on my hypothesis of the top issues in the conversion flow. I was able to gather quantifiable insights within hours.
Combining user journey and flows with analytics data enhances the UX design process from discovery to delivery. This integration provides valuable insights into user behaviours and preferences, enabling data-driven decision-making. By addressing identified pain points and optimising key touchpoints, the design becomes more user-centric.
"The design challenge is to simplify the information...."
I begin by sketching out various ideas to explore different concepts and solutions freely. These sketches serve as the foundation for more detailed wireframes, which outline the layout and structure of the design.
From there, I transition to creating high-fidelity designs using tools like Figma or Sketch. This involves refining the aesthetics, incorporating branding elements, and fine-tuning the user interface for a seamless experience.
Every element is meticulously crafted, from typography to icons, with close attention to detail. Through iterations and feedback, I refine the design until it meets both user needs and business goals, resulting in a polished and engaging user experience.
The design process included a review of information critical to the user to base their selection on. I followed Hick's law principles to reduce the mental strain on the user and simplify the decision-making process. I collaborated with other designers on the team to gain creative feedback while taking into consideration the primary research.
The vast majority of UI decisions adhered to the design system guidance. However, the parcel size calculator was an addition to the design system and went through the appropriate approval process with the UI lead on the team.
Based on existing user personas, I recruited the participants directly from the website. I organized the testing protocol and discussion guide myself without the need for an agency, significantly reducing recruitment time and lowering the testing cost by a third. The testing was conducted remotely using Lookback and a pre-determined list of tasks, as well as a link to an interactive prototype. Here are the key findings:
Overall, the testing was successful, with all users selecting the correct parcel size within 30 seconds of landing on the screen.
To deliver the final design, I implemented all insights gained through user testing. Following the double diamond process in detail allowed me to deliver a design with greatly reduced risk to the conversion rate of the flow. I’m particularly proud of this project because it perfectly displayed the value of business investment in UX teams and individual designers.
*During this design process, Hermes has rebranded to Evri. The interaction design remains the same with some changes to fonts and colours.
