Deliver In Person (DIP)

Creating an exceptional online experience that demonstrates value and point of difference, establishes credibility, and inspires sign up and use of the platform.

/ RESEARCH / UX DESIGN / UI DESIGN

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Deliver In Person (DIP) needed an onboarding process and support function for their customers, Dippers and Senders, to align with the launch of their service of same day delivery in early 2022.

Fifty Zoo carried out the research, analysis and design of a website that communicates the core value proposition, assists with onboarding and offers support once someone joins the DIP eco-system.

SECTOR
Last Mile Delivery

TIMEFRAME
3 months

STATUS
Live

Our
approach

Fifty Zoo’s Experience Definition™ approach is specifically engineered to help design a solution that aligns with the organisation’s operating model, solves key challenges, and delivers services that customers want to use - not just need to use.

Align

We began by building a shared understanding of the customers, the challenge space, existing processes and technology, and ultimately what success looks like.

Key activities:

Project Kickoff
Ethology Workshop
Goals Mapping

Understanding the website vision and strategy

As part of the “Align” phase, Fifty Zoo ran an Ethology Workshop with key stakeholders to begin developing the Deliver In Person Website strategy. Through the workshop, the following areas were explored:

/ Website Vision: Develop a shared understanding of who the customers are likely to be, what would they typically use the website for in order to fulfil their needs, and how we might meet those needs via the website.

/ The Challenge Space: Review of the organisational situation and identify current challenges that need to be addressed - by way of a “Challenge Statement”.

/ Website Success: Identification of what success looks like for the website by way of listing key goals of the website that are measurable

The challenges we identified

/ Standing out

With so many established players in the Last Mile Delivery sector, how can we make sure that we can win both Dippers and Senders to start generating scale?

/ Engendering trust

How can we build trust for all audiences through the website, such that they can justify their decision to use or try DIP?

/ Enabling easy onboarding

How can we ensure of a simple and seamless onboarding process that is fast and intuitive?

“

We need a simple, clear proposition and messaging for our customers, that resonates

Charmaine Tham, COO DIP

Discover

Next, we took a deep dive and conducted user research, competitive and comparative analysis and stakeholder workshops to map the existing user experiences and processes, understand the key user needs, and thereby, uncovering the challenges and opportunities that are imperative for success.

Key activities:

User Research
Comparative Reviews
Journey Mapping
Stakeholder Workshops

Getting to know the user mindset

With the key user base identified, the User Research activity commenced to better understand the Dippers (aka “Delivery Drivers”), Senders and Recipients. This was carried out as a combination of Contextual Interviews and Online Surveys in order to understand the following per user segment:

/ Dippers: Get an understanding of their current experience, likes, dislikes, needs and wants of being a Delivery Driver (or wanting to be one in the future)

/ Senders: Get an understanding of their current experience of delivering products to their customers AND their needs going forward in terms of providing same day delivery to their customers

/ Recipients: Get an understanding of their overall needs, likes and dislikes with regards to having items delivered to them AND their expectations of, and attitudes towards same day delivery

Reviewing the competitor landscape

A comparative review of sites that either directly compete with Deliver In Person or share feature sets, was carried out in order to highlight key features, capability and implementation differences.

The following criteria were used for the sites comparison:

/ The Offering: How well the core offering and services are broken down and presented to the key audience of the website.

/ Engagement: How engaging for the target audience and “hands-on” the site’s content is.

/ Tools & Support: How effective and useful the tools and features are to provide a greater understanding of the site’s content and company processes

/ Trust, Ethics & Values: How well the site projects and exhibits the company values, advocacy for safe and responsible processes, and ethics.

/ Navigation: How well does the site exhibit cross-linking between sections and content, navigation to and from related sites, and labelling and content categorisation.

What we
learned

/ Clear proposition and entry points

Ensure users get an immediate sense of the core proposition and offering with clear starting and entry points for their key tasks and needs through the site.

/ Dedicated pages aimed at core audience

Provide dedicated pages aimed at the target audiences. These pages should provide content that simply and clearly articulates the offering in the context of the user, the benefits of taking up the offering, and transparency of the process of ‘signing up’.

/ Enable self-discovery and exploration

Allow the users to explore (or get a ‘taste’ of) how the various Apps or Delivery solutions and processes work in a simple, engaging and interactive manner. This enables the user to be adequately informed before committing to ‘sign up’

Who we need
to design for

/ Senders

Senders can range from sole independent traders, through to large retailers who are looking to reach out and deliver their products faster to their customers. Reliability of service and flexible delivery timeframes from last mile delivery providers are the biggest value props for Senders.

“Need to have the confidence that the package will be delivered safely and on time”

/ Dippers

“Dippers” a.k.a Delivery Drivers want to be able to have control of their time and earnings and have the flexibility of being their own boss. The ability to have frequent and regular jobs and a sense of being valued and trusted are the biggest value props for Dippers.

“Not interested in doing work that requires very long hours … but don’t mind hard work”

/ Recipients

For Recipients, the most important thing is a quick and efficient and on-time delivery. Proactive contact or consistent communication from the Delivery Company during a delivery is preferred.

“Wasn’t home for delivery of $300 jeans … Driver rang and organised to leave at an alternate secure collection point … loved the proactivity!”

Define

With the insights gained from the Discover phase and understanding the user context as well as the organisational constraints, we proceeded to define the user experience and what the solution looks like for the end users. We took an iterative approach that allowed us to incorporate workshops and check-ins with key stakeholders along the way.

Key activities: