UX Design : SCAP
Project Type : Case Study
Duration : 2 Days
Scap is an eCommerce platform that provides super-fast delivery at your convenience using automation and intelligence.
📃 Given Problem Statement
As we move towards a world of automation and intelligence, the logistics of enterprises have a lot of potential for optimization and efficiency. For e.g. Amazon’s drone delivery concept has obvious benefits at an unprecedented scale.
Delivery App: As an eCommerce customer whenever I shop online, I want my order to be delivered at my convenience (in the right place & time) so that I can be at peace!
There is a new hyperlocal e-commerce app in town. This app shows you limited products but you can choose drones as the delivery method and those products will be delivered to you via a drone at a selected place and time.
🍭 Understanding Why?
Before I start, I’d like to answer some broad-level questions to better understand the user and business goals.
Questions such as:
- Why do we even need this product?
- Is this product even viable?
- What challenges would it be able to solve?
- What kind of business opportunities will it create?
- Smit is an IT professional with a busy schedule. Whenever he buys something online, he has to make deliveries to his office address because the delivery usually happens within office hours and he won’t be available at home. There is no one at home who can pick up his parcel for him, building security does not allow him to take the parcel on behalf of residents.
- Juilee is a working professional and a mother of two kids. She often orders stationaries and books for her kids online. Online orders could take more than 24 hours and her kids require that book the next day in the classroom.
- Shrineh is planning a surprise party for her girlfriend, he has bought an expensive watch for her and he wants it to deliver to her just after cutting a cake.
🧞♂️ Introducing Solution
- What if you could order products from your local stores via an app? 😯
- What if the order gets delivered within an hour? 😮
- What if you could get it delivered at a specific location and specific time? 😱
✨ Refined Problem Statement
I clarified the problem statement after brainstorming, which is as follows:
- Building an e-commerce app and a fast-paced service that allows shoppers to get a delivery at a specific address within 1 hour. They won’t have to wait days for delivery.
- People who prefer their products to be delivered at a specific address and a specific time, won’t have to rely on someone else to pick up their parcel.
- It will also expand the business of the local shoppers & create more job opportunities for delivery partners.
🙋🏻♀️ Defining Users
We can divide them into three major categories.
1. Shoppers 🛍
- Online shoppers
- Offline shoppers
- Tech-savvy people who just like the traditional way of shopping
- Non-tech-savvy people who prefer offline shopping because they don’t know how it works and that’s why they have trust issues
2. Merchant(s) 👨🏻💻
3. Delivery Partners 🛫
- Delivery manager
- Drone operator
💬 Knowing the Users
This step is all about getting into the shoes of the potential users and discovering their pain points.
Interviewing shoppers who prefer online shopping and the one who prefer offline shopping
👨🏻💻 Online Shoppers Experience
- The order takes too long to arrive.
- Apps just display the order’s expected date of arrival, which is inconvenient since the user has no idea when the delivery agent would come. Even the date is sometimes updated after 3-4 days of waiting.
- Even on the delivery date, the time for the delivery agent is not fixed. Users can not select the time of their convenience.
- Hard to do online shopping while travelling, getting products delivered at hotel or relatives in a short period of time
😎 Offline Shoppers Experience
- Travelling from one shop to another can be exhausting and time-consuming. Sometimes, a user spends hours roaming around looking for a product, but is unable to find anything related.
- Shoppers don’t get much of a discount in offline stores. They generally have fixed prices with limited time offers.
- Malls and markets can get overcrowded at times, and waiting in a long line to get to the billing counter is another frustrating thing.
- Also, the user has to adjust the timing according to the store’s timings.
- In a time of the pandemic, offline shopping is the least safe way to shop for something.
📍 What does Hyperlocal mean?
A hyperlocal delivery model can be defined as an online business model in which the on-demand needs of customers are met through local offline shops via a digital platform. The goods would be stored at a personal warehouse or we can get delivered from local shops.
☑️ Assumptions & Decisions
- In the early stage, I’m assuming that we’ll have our own warehouse where all the inventory will be stored. Since it is a new concept, local shop merchants might find it sceptical. As a result, winning their confidence in order to onboard them would be just as critical as gaining the customer’s trust. As we will get more orders, we’ll gain more trust from the customers and then we can slowly onboard merchants on our platform by showing the qualitative & quantitative data.
- One of the most valuable aspects of our service is that customers will be able to quickly order the product, inspect it and use it. If the product is not as per their expectations, they can also return the product quickly.
- Because the product is delivered by a drone, it is more secure because it will have a proof that the product is delivered to the right person only
After all the observations & brainstorming I came to the conclusion that our product will be built on these few major factors and it will have these design goals
- Fast delivery ⚡️
- Customer-centric 🙋🏻♂️
- Visibility 🔮
- Trust 🤝
- Learnability: Users should be able to grasp the product with a minimum effort which will reduce onboarding time.
- Cohesion: Provide a cohesive experience across all platforms and all stages of interaction
- Simplicity: Design should be simple, take minimum cognitive effort.
🤹🏽 Competitor Analysis
To gain a deeper understanding of the domain competitor analysis is necessary. It plays an important part in UX design. It helps to focus how competitors are serving the target audience, what are their painpoints and how we can avoid that in our product.
Commercial Drone Delivery Companies
- Amazon prime air
- UPS Flight Forward
- DHL Parcelcopter
Article / News
🗺 User Flows
I created user journeys with the two most critical flows of our product to learn more about the users and the stages they will pass through.
🥳 Order Flow
Overall architecture of the product.
- We all have been there-using a product for the first time and suddenly feeling disoriented. We instantly become frustrated and lose motivation. Since our product’s concept is relatevely new, I’ve used on-boarding experience to communicate our delivery model & how efficient our service is.
- Because of the limited time, I’ve done it using images & thoughtful copy. This can be enhanced via illustrations guide.
📤 Checkout Page
🕗 Schedule Order
- Customer will either place the order right-away or they can schedule it according to their preference. They will be asked to enter their address and payment information before the order is placed.
🧳 Items per Order
- Depending on the weight one drone could carry, delivery charges would be calculated accordingly
🛵 Tracking Page
(Your Orders → In progress order → Tracking)
A drone camera could be used to verify that parcel is reaching the right person either by scanning the QR code on the user’s phone or facial recognization.
🥶 Problems we could face
- What if a user is living in an apartment without a balcony?
- How will we make our users and merchants trust our product/service?
- If we are using a live camera feed, privacy issues could be raised.
- Law in some countries or states does not allow a drone of a certain size above a certain height. This should also be taken into consideration.