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Principles of UX / WNM 606 03

PACKTRACK
User Experience Design Project

DESIGNER INSTRUCTOR
OYVIND VEGGELAND AMBER XU
INTRODUCTION
With the rapid growth of ecommerce people are doing more and
more of their shopping online, and as a direct result now have to deal
with a lot more packages deliveries on average per year. Combined
with the widespread use of mobile devices and technology overall,
the consumers now value and expect a higher lever of transparency
into their orders throughout the delivery process. This app aims to
fully automate this tedious task and streamline it to suit the modern
consumers need for overview and efficiency.
CHALLENGE
Alot of people are used to carrier specific track-
ing services, with the big carriers like usps, fedex
and dhl all sporting their own tracking services,
but with online shopping on a rapid rise people
are in need a more versatile and flexible solution
for tracking their packages. The existing tracking
apps offer this to some extent, but they still
require some effort on the users part, which is
the problem that we are aiming to solve.
01 INITIAL RESEARCH

Business to Consumer
(B2C) will continue to grow
in significance around the
$ $$ world.

B2C will surpass Business


to Business (B2B) in terms
of parcel volumes in Asia
and
in North America.

B2C will continue to grow


revenue at an estimated 6
Eighty percent of retailers Seventy-seven percent of percent per year in North
see a positive and measur- retailers aim to increase America, 5 percent per
able impact on customer sat- investment in delivery year in Western Europe and
isfaction by offering multiple over the next two years. nearly 14 percent per year
delivery options to shoppers. in Asia-Pacific.

Source: "Adding Value to Parcel Delivery" @ www.accenture.com


02
INITIAL RESEARCH

DELIVERY CONTROL: DELIVERY LOCATIONS: DELIVERY TIMING:

Consumers are demand- As choices broaden, con- While there is significant


ing a better last mile ser- sumers want new delivery investment in speed, CEP
vice that keeps them in options such as lockers or companies should focus
control of how, when and pickup locations that on giving consumers a
where their parcels are enable a secure, 24x7 and range of delivery times
delivered. sometimes anonymous (often at different price
delivery option. points) that provides
flexibility.

Source: "Adding Value to Parcel Delivery" @ www.accenture.com


03
INITIAL RESEARCH
HOW OFTEN DO YOU SHOP ONLINE?

2%
Online shopping is a thriving market. Once per Year
Retail e-commerce sales worldwide are
Source: "Online shopping behavior in the USA"
www.statista.com
23% 20%
Every Week
Several Times
per Year

While desktop or laptop computers still remain the


preferred digital medium for online purchases in the
United States, mobile commerce is on the RISE. 15%
Source: www.census.gov
Once a
Month
40%
Several Times
per Month

As of February 2017, AMAZON has the most popular


mobile shopping app in the United States, with a 40 per-
Source: " Global Online Retail Spending" Source: "U.S. online shopping frequency 2017"
www.invespcro.com www.statista.com
04
COMPETITIVE ANALYSIS

17TRACK DELIVERIES

POSITIVE POSITIVE
- Best overall carrier support, - Minimalistic and simple UX
17track.net largest global-based - Customizable color themes ( w/
package tracking platform premium )
- Easy copy/sharing of deliveries - Customizable widgets
- Barcode/QR code scanner - Simple, although not the most
- Widget and Push notifications memorable name
- Free/No ads
- Simplistic and user friendly UX
NEGATIVE
- Not Free, Ads
NEGATIVE - UI Color
- No email sync, manual forwarding - Swipe menu needs an extra click to
to personalized inbox needed. get to the settings page
- No expected delivery date - No Automatic Tracking
- No side swipe menu - Logo
05
COMPETITIVE ANALYSIS

SLICE PARCELTRACK

POSITIVE POSITIVE
- Automatic email sync - Simple and friendly UI
- Offers google sign in option - Nice side swipe menu
- Great carrier support - Map function
- Barcode/QR scanner
- Side swipe menu
- Sync with your Amazon account

NEGATIVE NEGATIVE
- Swipe menu doesn't work from all - No email sync, manual forwarding
pages needed
- Too many features (purchase his- - Main features requires premium
tory, price compare, deals) - Side swipe menu doesn't work
- Order tabs are too big, can only fit from the order page
2 before scrolling
06
TARGET MARKET

With the rapid rise of e-commerce and the popularity of


online shopping, the constant availability of discounts and
customer reviews it's no wonder it's not just the Millennials
that are doing a lot more of their shopping online.
Generation X and Baby Boomers are actually ahead of the
millennials in terms of online shopping frequency and aver-
age spend per user. So our target audience has a very wide
age range, but we're going to narrow it down by dividing
them into groups based on their online shopping frequency.
Based on this our main target audiences would be High
Income Households, Millennials, Young Professionals and
Small Business Owners.

“There is a little Millennial in each of us. Baby


Boomers are starting to understand and
appreciate the technology that is out there."

-Mark Larson, Head of Consumer and Retail, KPMG.


07
PERSONAS

SECONDARY
The personas are grouped by their average
number of montly online purchases.

PRIMARY TERTIARY

25+ Online purchases a month 5 to 20 Online purchases a month 1 to 5 Online purchases a month
AVID ONLINE SHOPPER - ALLY

NEEDS FRUSTRATIONS

Online Purchase History Stationary Package

Daily package status updates Delayed Delivery

Tracking number automation Failed Delivery

Multiple notification options Tracking using multiple carriers

Easily shareable tracking updates Stolen Package

Return helper

ABOUT ONLINE SHOPPING HABITS

Age: 27 Frequency:
Occupation: Fashion Blogger "I'll never wear the same 5 to 20 online purchases a month
Annual income: $125,000 Preferred Online Retailer:
Relationship: Single
outfit twice in a row" Asos, PLT, Ader Error
Interests: Fashion trends, art, MonthlyExpenditure: $250 - $2500
museums, social events, instagram.
SMALL BUSINESS OWNER- JENNIFER

NEEDS FRUSTRATIONS

Online Purchase History Stationary Package

Daily package status updates Delayed Delivery

Tracking number automation Failed Delivery

Multiple notification options Tracking using multiple carriers

Easily shareable tracking updates Stolen Package

Return helper

ABOUT ONLINE SHOPPING HABITS

Age: 38 Frequency:
Occupation: Clothing Brand Owner "I deal with around 100 25+ online purchases a month
Annual income: $215,000 Preferred Online Retailer:
Relationship: Married
shipments a month, it's a Ebay, Etsy, Fabric Stores
Interests: Hiking, Fashion trends, lot to keep track of" MonthlyExpenditure:
Business, skiing $1000 - $10,000+
RETIREE- FRANK

NEEDS FRUSTRATIONS

Online Purchase History Stationary Package

Daily package status updates Delayed Delivery

Tracking number automation Failed Delivery

Multiple notification options Tracking using multiple carriers

Easily shareable tracking updates Stolen Package

Return helper

ABOUT ONLINE SHOPPING HABITS

Age: 71 Frequency:
Occupation: Retired "Nothing beats Amazon Prime 1-5 online purchases a month
Annual income: $70,000 Preferred Online Retailer:
Relationship: Married
for convenience, it has changed Amazon, Best Buy, Ebay
Interests: Home Improvement, my life" MonthlyExpenditure:
Stamp Collecting, Cooking $100 - $1,000
08 SURVEY GOALS

This market research survey is


designed with the goal of establishing
an overview of the user demographic
and help hone in on their needs and
expectations regarding package
tracking.

SURVEY PARTICIPANTS: 422 PEOPLE


SURVEY SUMMARY
How frequently do you check
the status of your package?

Only on the day it is supposed to arrive FREQUENCY


5% The spread in this survey is pretty
Multiple times a day even, with 30 percent saying they
only check it on the day it is sup-
20%
posed to arrive, while 20 percent
When I get an email notification
30% are checking it once daily.
that it that it is shipping
15% These results differ slightly from
Once daily other surveys in my research

15% 15% Once every few days

I don't track the status of my package

How frequently do you expect updates ACCURACY


on the location of your package?
15% A huge majority, well over half (60
5% percent) of all respondents expect
Daily updates are expected: daily updates on the lovcation of
their package, while 30 percent say
55% that seeing where their package was
Up-to-minute reporting is a must:
a few hours ago is enough.
35%
Seeing where a package was a few We can conclude with the fact that
hours ago is sufficient: most online shoppers desire daily
updates.
I don't care to track my packages:
SURVEY SUMMARY How do you check the status of
your package?
ACCESSIBILITY
Email tracking number:
Online shoppers and the modern
15% consumer expects to be able to
10% Email notification: access their package information
over a variety of communiation
11% channels. Email tracking numbers
Mobile App: still reign supreme, while a good 35
65%
percent actually use a Mobile app
Googling the tracking number: to track their packages.
27%

Text alerts:
32%

Other:

What would be the ideal way for you CUSTOMER DESIRES


check your package delivery status?
As we believe that how the cus-
5% tomer gets their package notifica-
Email tracking number: tions is one of the key decisive
27% features, we chose to ask our
Email notification: respondents what method of pack-
48% age notification they preferred.
This showed us that there is a need
32% Mobile App: for notification diversity with
Mobile app and Text Alerts rising
to 50 percent, and that full auto-
Googling the tracking number: mation in the tracking process is
48%
going to be key.
52%
Text alerts:

Other:
KEY FEATURES RESPONSE
Fully automatic
package tracking
100

Free with no ads Customizable


90 notification settings
Return item
80 helper
Option to link
70 multiple emails
Link Amazon/
Ebay account
60

50

40

30

20

10

Map Feature Online purchase Shareable tracking Pictures of Items


history information in package
SURVEY CONCLUSION

This survey combined with my previous research shows that


there is an increased need for smart package tracking apps
that fully automate the tedious task and that can offer the
consumer increased transparancy into the delivery process.
It shows that email tracking numbers are still the most used
method for package tracking but that both mobile apps and
text and email alerts are on the rise.
09
BRAINSTORM

Gathering ideas for affinity diagram

I put all my ideas, problems and solutions-


down on post-it notes and proceeded to sort
them into subsequent groups: Customer
Needs, Paint Points, Visual and Technical.
Eventually forming an affiniy diagram
BRAINSTORM I put all my ideas, problems and solutions-
down on post-it notes and proceeded to sort
them into subsequent groups: Customer
Needs, Paint Points, Visual and Technical.
Eventually forming an affiniy diagram
USER JOURNEY MAP
Research Shopping Mobile app Change Delivery Time Return Item
Account creating, Account creating, Get familiarized with Notifications Receive Return Label
Web, Social Media Browsing online Main Screen
Sign in, Permitions Sign in, Permitions the active and past Receive package Open email and
retailers Get familiarized with the
TOUCH POINTS

shipments tab status updates download attachment


active and past shipments tab Link Second Inbox
Import orders from an
alternative email account

People Checkout Cancel Link Amazon account Add Shipment Change settings People
Friends, Co-workers, Enter payment info, Exit, Menu Button
import curren and Manually enter tracking Redirected back to app, Friends, Co-workers,
word of mouth Receive order emails change their mind Explore the menu button
previous orders number to import shipment customize settings Word to mouth

ONLINE SHOPPING INITIAL ACTIONS FURTHER ACTIONS POST USE ACTIONS


. Visit online retailers - Open application - Check your past shipments - Receive shipment status updates
- Add Items to cart - Create an account - Change delivery time of a shipment - Change notification preferences
- Proceed to checkout and - Use the sign in with Google and Facebook option - Linking amazon account in to import previous orders - Download and print return
place orders - Complete initial set up by linking your email inbox into the past shipments list shipping label
- View your active shipments - Add a missing shipment to the list - Share your experience
- Link a second inbox to your account
- Return item

PAIN POINT PAIN POINT PAIN POINT PAIN POINT


- Having to use several tracking - Knowing the date and time of delivery - Wanting to import previous orders - Receive too many notifications
PERSPECTIVE

sites for multiple carriers. - Lack of controll over delivery time - Lack of options for delivery times - Status updates are too frequent
- Writing down or saving the indi- - Having used multiple emails for different orders - Not knowing an items return policy - No where to rate or review app
vidual tracking numbers - Missing an order in the active shipments list - Having to fill in return label info
- Concerned about lack of controll
over delivery times.

SOLUTION SOLUTION SOLUTION SOLUTION


. Ask friends and family about how - Offer user the option to change delivery times - Include the option to sync your Amazon and Ebay - Offer user fully customizable
they track their packages for individual orders and items accounts in order to automatically import current notification settings
- Do research into ways to efficient- - Having the date and time of a shipment be the and previous orders - Add option to rate and review app
ly track multiple packages main information with a clear hierarchy - Providing an interactive link to the items return policy - Encourage user to rate and review
- Look at reviews for package - Include the ability to manually add shipments in the corresponding screen app
tracking apps using tracking numbers - Using the information imported from the shipment
- Download and install one or more - Being able to link multiple email addresses emails to automatically generate return shipping
applications to your account labels and emailing them to your main inbox
10 USER TASK & FLOW 1

Open
application
Sign up with
Google
Select
Google profile
Allow
permitions

Tracking Order Main


history details Screen

Turn on text Settings Click menu


alert button

Use Case: Frank wants to create a new account


to track his orders and receive status updates.

Trigger: Frank is expecting three items from


different carriers and needs a way to track them
all in one place.

Precondition: First time user,


Google login information stored on device.
USER TASK & FLOW 2

Open Enter email/


Sign in Main screen
application password

Select Change
Confirm delivery time
timeframe
icon

Use Case: Ally needs to change the delivery time of


her order.

Trigger: Ally is expecting a package but she has a last


minute event to attend so she won't be at home to
receive it.

Precondition: Exisiting user, existing orders.


USER TASK & FLOW 3

Open Sign in Main screen Past


application shipments

Receive Send Tick item Return


email return label checkbox item icon

View return
policy

Use Case: Jennifer needs to use the return item fea-


ture to get a return shipping label.

Trigger: Jennifer wants to return a previously


ordered item.

Precondition: Existing user, Multiple email accounts.


11
WIREFRAMES
After analyzing my market research and brainstorming
ideas, I mapped out the content I want in the app and
started doing some low fidelity wireframes. I then moved
on to do some tighter wireframes with an android phone
template to get more of a feel of the layout.
WIREFRAMES
ADDITIONAL WIREFRAMES
12
USER TESTING

TEST RESULTS TESTER DATE AGE GENDER USE CASE COMPLETE

Namiha 03/25/18 23 Female Account Creation Yes


Number Of Tests: Namiha 03/25/18 23 Female Link Inbox Yes
7 Juan 03/25/18 25 Male Account Creation Yes
Juan 03/25/18 25 Male Link Inbox No
Gender Ratio: Alex 04/10/18 31 Male Account Creation Yes
Alex 04/10/18 31 Male Toggle Text Alerts No
3 Male / 2 Female
Alex 04/10/18 31 Male Link Inbox Yes
Namiha 04/11/18 23 Female Link Inbox Yes
User Task Completion:
Namiha 04/11/18 23 Female Toggle Text Alerts Yes
84% Namiha 04/11/18 23 Female Change Delivery Time No
Samantha 05/05/18 27 Female Change Delivery Time Yes
Tester Comprehension: Samantha 05/05/18 27 Female Account Creation Yes
Interface - 75% Samantha 05/05/18 27 Female Link Inbox Yes
User Flow - 90% Samantha 05/05/18 27 Female Return Item Yes
Namiha 05/09/18 23 Female Change Delivery Time Yes
Namiha 05/09/18 23 Female Return Item Yes
Ron 05/10/18 72 Male Account Creation Yes
Ron 05/10/18 72 Male Change Delivery Time Yes
Ron 05/15/18 72 Male Link Inbox Yes
Ron 05/15/18 72 Male Return Item No
Prototype Link
USER TESTING

Through user testing and instructor and student feedback


I made several changes over the course of this project.

IMPROVEMENTS:
- Significant stylistic change from
sharp corners to rounded edges
- Slight tuning of button sizes and
alignments for the login pages
- Changed to one color for all CTA
elements
- Got rid off the map feature
- Reworked the settings page from
having drop down
categories to being all-in-one
- Complete revamp of the order
details tab
- Switched to timeline view for
tracking history
- Changed entire color scheme
- Added gradient to background
- Added return item feature ORDER DETAIL PAGE ITERATION
13
SEGOE UI
VISUALS
COLORS:

Regular
#3acce1 #585f85 #2a2f45
PACKTRACK DOES NOT STORE ANY CREDIT CARD OR BAN
ACCOUNT NUMBERS THAT MAY BE IN YOUR EMAIL.
RGB: 58 204 225 RGB: 88 95 133 RGB: 42 47 69
Packtrack will not receive any password associated with an email CMYK: 0 60 0 15 CMYK: 75 65 25 10 CMYK: 85 75 45 45
account that is accessed using OAuth, such as Gmail or Outlook.
For other email accounts, we store passwords encrypted in a sepa-
ICONOGRAPHY:
rated secure database.

Semi Bold

PACKTRACK DOES NOT STORE ANY CREDIT CARD OR BAN


ACCOUNT NUMBERS THAT MAY BE IN YOUR EMAIL. GRAPHIC ELEMENTS:

Packtrack will not receive any password associated with an email


account that is accessed using OAuth, such as Gmail or Outlook.
For other email accounts, we store passwords encrypted in a
separated secure database. Rectangles with rounded corners.
Short for CTA buttons, tall for Shipment cards.