Designed delivery driver experience for FimiMall's fashion delivery app

Designed delivery driver experience for FimiMall's fashion delivery app

Designed delivery driver experience for FimiMall's fashion delivery app

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.

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.

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.

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.

Let's Chat?

Jackeline Torres © 2024

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Let's Chat?

Jackeline Torres © 2024

Designed and built on Framer

Let's Chat?

Jackeline Torres © 2024

Designed and built on Framer

Let's Chat?

Jackeline Torres © 2024