Designed delivery driver experience for FimiMall's fashion delivery app
Increased user satisfaction by enhancing usability, providing appropriate flexibility, and introducing user-requested features.
Increased user satisfaction by enhancing usability, providing appropriate flexibility, and introducing user-requested features.
Jul - Sep 2023
Jul - Sep 2023
Sector: Consumer, fashion delivery app
Team: Company CEO, 3 UX Researchers
Client: FimiMall, stealth startup, Toronto-CAN
My Role: UX/UI Designer and researcher, 7 weeks
User group: Delivery drivers - People looking for a driving-based side-hustle
Impact: We expect more drivers to join the platform within the first 6 months.
Hello reader!
Hello reader!
This is my final solution
This is my final solution
You are more than welcome to scroll down to see my process and how it made this app a unique experience for delivery drivers. ;)
You are more than welcome to scroll down to see my process and how it made this app a unique experience for delivery drivers. ;)
Background & Problem
Background & Problem
FimiMall needed to build their driver's delivery experience from the ground up
FimiMall needed to build their driver's delivery experience from the ground up
FimiMall is a pioneer in the fashion delivery industry. They are the first Toronto-based company to approach wardrobe delivery in the same way people know meal delivery. Think of it as "the Instacart for fashion", but with a longer timeframe (5-72hrs). For this, they've developed an MVP mobile app and are now ready to develop a V2 based on their current drivers feedback.
I was hired to design the full driver experience, from searching and accepting to picking up and delivering a multi-day order.
So what's the problem?
FimiMall drivers had very little control over their delivery journey and were reporting needing further assistance and order information while running deliveries.
FimiMall is a pioneer in the fashion delivery industry. They are the first Toronto-based company to approach wardrobe delivery in the same way people know meal delivery. Think of it as "the Instacart for fashion", but with a longer timeframe (5-72hrs). For this, they've developed an MVP mobile app and are now ready to develop a V2 based on their current drivers feedback.
I was hired to design the full driver experience, from searching and accepting to picking up and delivering a multi-day order.
So what's the problem?
FimiMall drivers had very little control over their delivery journey and were reporting needing further assistance and order information while running deliveries.
The app lacked essential features
1
Order decline feature
Orders were automatically assigned via email. There was no way to reject an order in the app.
2
Order history
The only way to see their previously assigned orders would be to check their email history.
3
Chat feature
When issues or inquiries came up, drivers needed to find the support team's number and call.
The app lacked essential features
1
Order decline feature
Orders were automatically assigned via email. There was no way to reject an order in the app.
2
Order history
The only way to see their previously assigned orders would be to check their email history.
3
Chat feature
When issues or inquiries came up, drivers needed to find the support team's number and call.
Qualitative research: User interviews
Qualitative research: User interviews
Both competitor and FimiMall drivers share the same values and pain points. However…
Both competitor and FimiMall drivers share the same values and pain points. However…
My co-researchers and I conducted user interviews and usability testing of the existing app with 10 participants.
I learned that delivery drivers in general share the same type of values and pain points regardless of the type of item they deliver. However, FimiMalll drivers face the unique challenge of multi-day orders (5 - 72hrs), making their pain points stronger when taking several orders at once.
Communication with customers, stores, and company becomes imperative.
My co-researchers and I conducted user interviews and usability testing of the existing app with 10 participants.
I learned that delivery drivers in general share the same type of values and pain points regardless of the type of item they deliver. However, FimiMalll drivers face the unique challenge of multi-day orders (5 - 72hrs), making their pain points stronger when taking several orders at once.
Communication with customers, stores, and company becomes imperative.
My co-researchers and I conducted user interviews and usability testing of the existing app with 10 participants.
I learned that delivery drivers in general share the same type of values and pain points regardless of the type of item they deliver. However, FimiMalll drivers face the unique challenge of multi-day orders (5 - 72hrs), making their pain points stronger when taking several orders at once.
Communication with customers, stores, and company becomes imperative.
"I love the flexibility of choosing when to work."
"I want my time and effort to be valued."
"I want to see the tips I am getting."
Key Insights
Key Insights
I learned that drivers want to feel valued, connected, and efficient
I learned that drivers want to feel valued, connected, and efficient
This affinity map allowed me to fully grasp what drivers' experience is like on a work day. I gained some valuable insights into their frustrations, which brought me to arriving at these conclusions:
Drivers feel more motivated when they have freedom of choice.
Drivers want clear and effective paths for delivery.
Drivers want more support; they feel a disconnect with the companies they work with.
This affinity map allowed me to fully grasp what drivers' experience is like on a work day. I gained some valuable insights into their frustrations, which brought me to arriving at these conclusions:
Drivers feel more motivated when they have freedom of choice.
Drivers want clear and effective paths for delivery.
Drivers want more support; they feel a disconnect with the companies they work with.
This affinity map allowed me to fully grasp what drivers' experience is like on a work day. I gained some valuable insights into their frustrations, which brought me to arriving at these conclusions:
Drivers feel more motivated when they have freedom of choice.
Drivers want clear and effective paths for delivery.
Drivers want more support; they feel a disconnect with the companies they work with.
All this research gave birth to Max, the user persona for this project
All this research gave birth to Max, the user persona for this project
Uber Eats, Doordash, & Spark delivery driver
Max is a young college student delivering for multiple companies.
He is looking for new opportunities to make extra cash.
But he is a bit frustrated…
Frustrations
No say in which orders to take
Can't access past orders
No pay history
Not knowing how much tip I will get
Reaching support takes too long
The goal: Making sure MAX feels:
Valued by the company
Connected to he community
Efficient in his work.
Solution - Feature 1
Solution - Feature 1
Freedom of choice: New order pop-up cards now allow drivers to make choices
Freedom of choice: New order pop-up cards now allow drivers to make choices
One of the main reasons drivers decide to work with delivery apps is the freedom of choice. They value being able to make their own schedules and choosing which orders are most convenient to them.
'New order pop-up cards' allow drivers to make decisions based on data:
Approximate travel time and distance
Tips included
Gas expense
Earnings/distance ratio
User interviews revealed these are the top elements to consider when deciding which orders to take on competitor apps.
One of the main reasons drivers decide to work with delivery apps is the freedom of choice. They value being able to make their own schedules and choosing which orders are most convenient to them.
'New order pop-up cards' allow drivers to make decisions based on data:
Approximate travel time and distance
Tips included
Gas expense
Earnings/distance ratio
User interviews revealed these are the top elements to consider when deciding which orders to take on competitor apps.
One of the main reasons drivers decide to work with delivery apps is the freedom of choice. They value being able to make their own schedules and choosing which orders are most convenient to them.
'New order pop-up cards' allow drivers to make decisions based on data:
Approximate travel time and distance
Tips included
Gas expense
Earnings/distance ratio
User interviews revealed these are the top elements to consider when deciding which orders to take on competitor apps.
Order pop-up
Order pop-up
Offline button
Stop at any point
Pay & status bar
Clear and contrasting
Special info!
Auto-calculations to save time
Order pop-up: Extended
Order pop-up: Extended
Useful tools
One order at a time only
Pick a store
Granular info level
Solution - Feature 2
Solution - Feature 2
Clear path to follow: Info-cards that support drivers at every step of the journey
Clear path to follow: Info-cards that support drivers at every step of the journey
Delivery drivers often struggle with locating stores in a timely manner due to the lack of instructions given by retailers.
I designed informative, encouraging cards that drivers can access at any point, providing them with enough information and instructions to confidently move through the journey stages.
Spot info: Parking information, instructions, mall map (if relevant)
Order info: Number of items, QR code
Pick up confirmed: Rate the retailer's method, add notes, and continue to location #2.
Delivery drivers often struggle with locating stores in a timely manner due to the lack of instructions given by retailers.
I designed informative, encouraging cards that drivers can access at any point, providing them with enough information and instructions to confidently move through the journey stages.
Spot info: Parking information, instructions, mall map (if relevant)
Order info: Number of items, QR code
Pick up confirmed: Rate the retailer's method, add notes, and continue to location #2.
Delivery drivers often struggle with locating stores in a timely manner due to the lack of instructions given by retailers.
I designed informative, encouraging cards that drivers can access at any point, providing them with enough information and instructions to confidently move through the journey stages.
Spot info: Parking information, instructions, mall map (if relevant)
Order info: Number of items, QR code
Pick up confirmed: Rate the retailer's method, add notes, and continue to location #2.
User flow: Arrived at store #1 —> check order —> confirm pick up.
User flow: Arrived at store #1 —> check order —> confirm pick up.
Store #1: Checking order
Pick-up confirmed
Spot info card
Mall map, personal notes, store instructions
Spot info card
Mall map, personal notes, store instructions
Parking vs Order
Tap on each accordingly
Parking vs Order
Tap on each accordingly
Solution - Feature 3
Solution - Feature 3
More support: A personalized experience with better communication
More support: A personalized experience with better communication
Issues with communicating with the support team as well as the customer were the reported #1 reason for late deliveries, according to our interviewed users.
Adding an accessible chat feature made their experience feel increasingly "safer," as they could express and defend their concerns, issues with orders, and occasional inconveniences without the fear of losing their pay.
Issues with communicating with the support team as well as the customer were the reported #1 reason for late deliveries, according to our interviewed users.
Adding an accessible chat feature made their experience feel increasingly "safer," as they could express and defend their concerns, issues with orders, and occasional inconveniences without the fear of losing their pay.
Issues with communicating with the support team as well as the customer were the reported #1 reason for late deliveries, according to our interviewed users.
Adding an accessible chat feature made their experience feel increasingly "safer," as they could express and defend their concerns, issues with orders, and occasional inconveniences without the fear of losing their pay.
Personalized loading screen
Personalized loading screen
User-specific
Logo with app name
Customer vs driver app
Customer chat & support
Customer chat & support
User feedback
User feedback
Users loved the concepts, but claimed the UI felt slightly too crowded.
Users loved the concepts, but claimed the UI felt slightly too crowded.
I tested all three new features with all 10 participants. The positive feedback was impressive; however, 6/10 users shared that the aesthetic was a little dense.
"I understand the screen very well, but could it have a bit more breathing room?"
"I really love how it's looking, though it's a little heavy."
Recognizing my design needed another iteration phase, I identified two key elements to rework:
Leverage of negative space
Emphasize CTAs
I tested all three new features with all 10 participants. The positive feedback was impressive; however, 6/10 users shared that the aesthetic was a little dense.
"I understand the screen very well, but could it have a bit more breathing room?"
"I really love how it's looking, though it's a little heavy."
Recognizing my design needed another iteration phase, I identified two key elements to rework:
Leverage of negative space
Emphasize CTAs
I tested all three new features with all 10 participants. The positive feedback was impressive; however, 6/10 users shared that the aesthetic was a little dense.
"I understand the screen very well, but could it have a bit more breathing room?"
"I really love how it's looking, though it's a little heavy."
Recognizing my design needed another iteration phase, I identified two key elements to rework:
Leverage of negative space
Emphasize CTAs
I tested all three new features with all 10 participants. The positive feedback was impressive; however, 6/10 users shared that the aesthetic was a little dense.
"I understand the screen very well, but could it have a bit more breathing room?"
"I really love how it's looking, though it's a little heavy."
Recognizing my design needed another iteration phase, I identified two key elements to rework:
Leverage of negative space
Emphasize CTAs
I tested all three new features with all 10 participants. The positive feedback was impressive, however, 6/10 users shared the aesthetic was a little dense.
"I understand the screen very well, but could it have a bit more breathing room?"
"I really love how it's looking, though it's a little heavy."
Recognizing my design needed another iteration phase, I identified two key elements to rework:
Leverage of negative space
Emphasize CTAs
Final design
Final design
After further iteration and testing, a cleaner UI succeeded
After further iteration and testing, a cleaner UI succeeded
This project consisted of a total of 2 rounds of interviews, 2 testing phases, and 3 rounds of iteration.
The final product proved to be successful by increasing the user rating by 0.3 points.
This project consisted of a total of 2 rounds of interviews, 2 testing phases, and 3 rounds of iteration.
The final product proved to be successful by increasing the user rating by 0.3 points.
This project consisted of a total of 2 rounds of interviews, 2 testing phases, and 3 rounds of iteration.
The final product proved to be successful by increasing the user rating by 0.3 points.
Homepage
Homepage
New order pop-up
New order pop-up
Extended order pop-up
Extended order pop-up
Client feedback
Client feedback
Stakeholders welcomed a new approach to order assigns
Stakeholders welcomed a new approach to order assigns
The current model assigns multiple drivers to deliver to the same customer, which causes potential confusion between drivers and customers.
In my pitch, I explained to my client how this new feature assigns one driver to complete one customer's order at a time, preventing confusion and allowing for greater tips for the drivers.
The current model assigns multiple drivers to deliver to the same customer, which causes potential confusion between drivers and customers.
In my pitch, I explained to my client how this new feature assigns one driver to complete one customer's order at a time, preventing confusion and allowing for greater tips for the drivers.
The current model assigns multiple drivers to deliver to the same customer, which causes potential confusion between drivers and customers.
In my pitch, I explained to my client how this new feature assigns one driver to complete one customer's order at a time, preventing confusion and allowing for greater tips for the drivers.
"The design is cohesive and intuitive. I was impressed to learn new things about my users and see new ways for FimiMall to help drivers organize one full order at a time.
Great results!"
Michaela Dennis
CEO of FimiMall
Expected Impact
Expected Impact
We expect more drivers to join the platform within the first 6 months of public release
We expect more drivers to join the platform within the first 6 months of public release
FimiMall is on their way to developing their new features.
To help FimiMall advance in their business growth, I was able to prepare a comprehensive user feedback loop that actively collects input from working drivers to continue refining the user flow.
We expect:
50% driver satisfaction increase, measured by this feedback loop system.
FimiMall is on their way to developing their new features.
To help FimiMall advance in their business growth, I was able to prepare a comprehensive user feedback loop that actively collects input from working drivers to continue refining the user flow.
We expect:
50% driver satisfaction increase, measured by this feedback loop system.
Jackeline Torres © 2024
Designed and built in Framer
Let's Chat?
torrespoloc@gmail.com
Jackeline Torres © 2024
Designed and built in Framer
Jackeline Torres © 2024
Designed and built in Framer
Let's Chat?
torrespoloc@gmail.com
Jackeline Torres © 2024
Designed and built in Framer
Jackeline Torres © 2024
Designed and built in Framer
Jackeline Torres © 2024