Stuart Delivery 2024
Stuart Delivery 2024
Stuart Delivery 2024
Maximising Courier Revenue in the B2B Landscape
Maximising Courier Revenue in the B2B Landscape
overview
overview
Stuart operates on a B2B white-label model, providing delivery services that integrate seamlessly with their clients.
The goal of this project is to implement a tipping system for Stuart couriers, aiming to enhance their motivation and satisfaction, which we believe will improve service quality.
Stuart operates on a B2B white-label model, providing delivery services that integrate seamlessly with their clients.
The goal of this project is to implement a tipping system for Stuart couriers, aiming to enhance their motivation and satisfaction, which we believe will improve service quality.
relevance
relevance
Tipping has been couriers' top request in our surveys since 2021 because it significantly increases their earnings per delivery. As competitors offer tipping, couriers are more likely to prioritise them, leading to reduced engagement with us.
This lack of tipping has made it harder for us to attract enough couriers, which in turn affects our ability to deliver packages. As a result, our relationships with clients are suffering, and this is negatively impacting our revenue.
Tipping has been couriers' top request in our surveys since 2021 because it significantly increases their earnings per delivery. As competitors offer tipping, couriers are more likely to prioritise them, leading to reduced engagement with us.
This lack of tipping has made it harder for us to attract enough couriers, which in turn affects our ability to deliver packages. As a result, our relationships with clients are suffering, and this is negatively impacting our revenue.
challenges
challenges
1.
1.
Establishing a GDPR-compliant touchpoint with customers
Establishing a GDPR-compliant touchpoint with customers
As a B2B and white-label company, one of the key challenges is that we cannot directly contact our clients' customers unless we receive explicit permission from them.
As a B2B and white-label company, one of the key challenges is that we cannot directly contact our clients' customers unless we receive explicit permission from them.
2.
2.
Convincing clients to partner in solution development
Convincing clients to partner in solution development
Persuading clients to actively engage in the development of the solution is another challenge. It's crucial to highlight the relevance of the opportunity by emphasising that while couriers benefit the most directly, clients will also gain indirect advantages.
Persuading clients to actively engage in the development of the solution is another challenge. It's crucial to highlight the relevance of the opportunity by emphasising that while couriers benefit the most directly, clients will also gain indirect advantages.
final solution
final solution
From tipping to being notified
From tipping to being notified
Tipping involves a two-part process: first, the customer tips the courier, and second, the courier is informed about the tip. It's crucial that couriers are informed as quickly as possible, as real-time updates are essential for testing whether tipping can influence their behaviour—particularly when it comes to decisions like moving from one delivery zone to another.
Below you can check my design solution that went live for both customers and couriers.
Tipping involves a two-part process: first, the customer tips the courier, and second, the courier is informed about the tip. It's crucial that couriers are informed as quickly as possible, as real-time updates are essential for testing whether tipping can influence their behaviour—particularly when it comes to decisions like moving from one delivery zone to another.
Below you can check my design solution that went live for both customers and couriers.
results
results
The MVP was launched on April 2024 and we overcame our expectations with this initial release, successfully achieving the couriers' revenue per delivery and couriers' engagement targets.
The MVP was launched on April 2024 and we overcame our expectations with this initial release, successfully achieving the couriers' revenue per delivery and couriers' engagement targets.
deep-dive
deep-dive
laying the foundations
laying the foundations
To kick off the project, I conducted a workshop with product managers and stakeholders to define our strategy. We analysed the data on client segments, delivery volumes, and key offerings we wanted to prioritise.
Based on this analysis, we decided to proceed with an MVP focused on selected SMB clients to demonstrate business value, with plans to scale progressively to enterprise clients.
To kick off the project, I conducted a workshop with product managers and stakeholders to define our strategy. We analysed the data on client segments, delivery volumes, and key offerings we wanted to prioritise.
Based on this analysis, we decided to proceed with an MVP focused on selected SMB clients to demonstrate business value, with plans to scale progressively to enterprise clients.
North Star
North Star
North Star
Improve supply & demand in our delivery zones
Improve supply & demand in our delivery zones
Improve supply & demand in our delivery zones
KPIs
KPIs
KPIs
Primary:
Couriers' engagement
Couriers' revenue per delivery
Supply & Demand balance
Primary:
Couriers' engagement
Couriers' revenue per delivery
Supply & Demand balance
Primary:
Couriers' engagement
Couriers' revenue per delivery
Supply & Demand balance
Complementary:
Clients' satisfaction
Churn rate
Complementary:
Clients' satisfaction
Churn rate
Complementary:
Clients' satisfaction
Churn rate
analysis
analysis
I paired with the UXR team to study end customers and couriers behaviours through interviews, desk research and bechmark.
I paired with the UXR team to study end customers and couriers behaviours through interviews, desk research and bechmark.
Benchmark
Benchmark
Benchmark
What's the average tip amount?
When tipping is offered? While placing the order, after package is delivered or during the delivery?
What's the tipping format? Percentage, specific amount, round-ups?
Behaviours
Behaviours
Behaviours
When it's the best moment to offer the customers the option to tip?
Can tip change couriers' working location?
When and what's the average that customers tip? Does circumstance, type of service or culture matter?
designing the solution
designing the solution
From tipping to being notified
From tipping to being notified
Tipping involves a two-part process: first, the customer tips the courier, and second, the courier is informed about the tip. It's crucial that couriers are informed as quickly as possible, as real-time updates are essential for testing whether tipping can influence their behaviour—particularly when it comes to decisions like moving from one delivery zone to another.
Tipping involves a two-part process: first, the customer tips the courier, and second, the courier is informed about the tip. It's crucial that couriers are informed as quickly as possible, as real-time updates are essential for testing whether tipping can influence their behaviour—particularly when it comes to decisions like moving from one delivery zone to another.
End customer
End customer
End customer
"I want to tip the courier."
"I want to tip the courier."
"I want to tip the courier."
Courier
Courier
Courier
"I want to know when I receive a tip."
"I want to know when I receive a tip."
"I want to know when I receive a tip."
End-to-end journey definition
End-to-end journey definition
After the customer tips the courier and the delivery is completed, there is a 15-minute gap before the courier is notified about the tip. This delay is based on my analysis of how long customers remain active on the page post-delivery, allowing for a tipping withdrawal period that ensures accurate and timely notifications for couriers.
After the customer tips the courier and the delivery is completed, there is a 15-minute gap before the courier is notified about the tip. This delay is based on my analysis of how long customers remain active on the page post-delivery, allowing for a tipping withdrawal period that ensures accurate and timely notifications for couriers.
end customers's side
end customers's side
Start by evaluating best touchpoint with the end customers taking into consideration the experience, constraints and users' likeliness to tip moment.
Start by evaluating best touchpoint with the end customers taking into consideration the experience, constraints and users' likeliness to tip moment.
Touchpoint: the delivery tracking page
Touchpoint: the delivery tracking page
After evaluating, we chose the delivery tracking page as the touchpoint for the MVP. The tracking page is a tool for the end customers to track their package when a courier has been assigned to deliver it. They receive the link to access it through a SMS.
After evaluating, we chose the delivery tracking page as the touchpoint for the MVP. The tracking page is a tool for the end customers to track their package when a courier has been assigned to deliver it. They receive the link to access it through a SMS.
When defining the decision to move forward with the delivery tracking page, I considered several key motivations and risks:
When defining the decision to move forward with the delivery tracking page, I considered several key motivations and risks:
Motivations
Motivations
Motivations
Full autonomy to develop internally and externally - no client dependency
Page is legacy, it doesn’t impact any other team initiative, so we can move faster
It’s a quick win - low impact in case of bad performance
Risks
Risks
Risks
No existent events tracking
Tipping is unrelated to the tracking moment - outside standard user journey
SMS phishing perception - content doesn’t transmit trust
Creating a baseline: fake door experiment
Creating a baseline: fake door experiment
One of the risks I identified was the lack of events to track. To address this, my primary focus with the fake door experiments was not only to gauge customer interest in tipping but also to create events to establish a baseline. This ensured that when we launched the MVP, we could effectively measure its success.
One of the risks I identified was the lack of events to track. To address this, my primary focus with the fake door experiments was not only to gauge customer interest in tipping but also to create events to establish a baseline. This ensured that when we launched the MVP, we could effectively measure its success.
Defining MVP solution
Defining MVP solution
After creating events and gathering initial insights, I defined the solution we would move forward with as the first MVP. Here are some of my design decisions and the final result:
After creating events and gathering initial insights, I defined the solution we would move forward with as the first MVP. Here are some of my design decisions and the final result:
Tipping format
Tipping format
Tipping format
1€, 3€, 5€ with an 'other' option → Better suited to our diverse type of clients and nature of our customers.
1€, 3€, 5€ with an 'other' option → Better suited to our diverse type of clients and nature of our customers.
1€, 3€, 5€ with an 'other' option → Better suited to our diverse type of clients and nature of our customers.
Withdraw tip option
Withdraw tip option
Withdraw tip option
Corner case addition to avoid risks with client brand → Will be measured to understand real need.
Corner case addition to avoid risks with client brand → Will be measured to understand real need.
Corner case addition to avoid risks with client brand → Will be measured to understand real need.
Viewport priorities
Viewport priorities
Viewport priorities
Addition of collapsable cards mainly in mobile to ensure that the tracking of the package remains the main focus.
Addition of collapsable cards mainly in mobile to ensure that the tracking of the package remains the main focus.
Addition of collapsable cards mainly in mobile to ensure that the tracking of the package remains the main focus.
The trade-offs
The trade-offs
I recognised the need for strategic compromises, accepting certain trade-offs in order to prioritise the most critical aspects of the solution. These decisions allowed us to focus on delivering a strong MVP.
I recognised the need for strategic compromises, accepting certain trade-offs in order to prioritise the most critical aspects of the solution. These decisions allowed us to focus on delivering a strong MVP.
MUI x Design System
MUI x Design System
MUI x Design System
The Tracking Page has limitations related to its legacy code and it's incompatible with our DS. To maintain our brand image and speed up the process, I’ve chosen to customise the MUI codebase instead.
The Tracking Page has limitations related to its legacy code and it's incompatible with our DS. To maintain our brand image and speed up the process, I’ve chosen to customise the MUI codebase instead.
The Tracking Page has limitations related to its legacy code and it's incompatible with our DS. To maintain our brand image and speed up the process, I’ve chosen to customise the MUI codebase instead.
Development cost x visual consistency
Development cost x visual consistency
Development cost x visual consistency
Our design system didn’t have a component that support selection, so I paired with the UI engineer to choose the most cost-effective format that was brand-aligned and existed in the MUI.
Our design system didn’t have a component that support selection, so I paired with the UI engineer to choose the most cost-effective format that was brand-aligned and existed in the MUI.
Our design system didn’t have a component that support selection, so I paired with the UI engineer to choose the most cost-effective format that was brand-aligned and existed in the MUI.
Keep SMS content as it is
Keep SMS content as it is
Keep SMS content as it is
Although knowing that it’s a very important conversion touchpoint, changing SMS was more complex as it’s used across the company to all clients. To keep the fast-paced mindset, I deprioritise it.
Although knowing that it’s a very important conversion touchpoint, changing SMS was more complex as it’s used across the company to all clients. To keep the fast-paced mindset, I deprioritise it.
Although knowing that it’s a very important conversion touchpoint, changing SMS was more complex as it’s used across the company to all clients. To keep the fast-paced mindset, I deprioritise it.
couriers's side
couriers's side
To increase couriers’ engagement, I needed to provide visibility on their earnings in their app. My assumption was that if we notify them as soon as possible, this would boost their willingness to keep delivering for us.
To increase couriers’ engagement, I needed to provide visibility on their earnings in their app. My assumption was that if we notify them as soon as possible, this would boost their willingness to keep delivering for us.
15 min withdraw time period
15 min withdraw time period
15 min withdraw time period
The end customer can withdraw their tip up to 15 minutes after delivery, based on my analysis showing minimal tracking page activity beyond that timeframe.
The end customer can withdraw their tip up to 15 minutes after delivery, based on my analysis showing minimal tracking page activity beyond that timeframe.
The end customer can withdraw their tip up to 15 minutes after delivery, based on my analysis showing minimal tracking page activity beyond that timeframe.
Notification
Notification
Notification
The courier receives a tipping notification in their app once the customer's withdrawal period ends, ensuring momentum is maintained and motivating them to continue delivering great service.
The courier receives a tipping notification in their app once the customer's withdrawal period ends, ensuring momentum is maintained and motivating them to continue delivering great service.
The courier receives a tipping notification in their app once the customer's withdrawal period ends, ensuring momentum is maintained and motivating them to continue delivering great service.
Delivery History
Delivery History
Delivery History
Very important to ensure transparency, I added the tips to their delivery history — their source of truth for their weekly earnings.
Animation
Animation
Animation
To increase findability, I ensured that when the courier clicked on the notification, they'd land directly in that delivery details and have a coloured animation to drive their eyes to their tip amount.
To increase findability, I ensured that when the courier clicked on the notification, they'd land directly in that delivery details and have a coloured animation to drive their eyes to their tip amount.
To increase findability, I ensured that when the courier clicked on the notification, they'd land directly in that delivery details and have a coloured animation to drive their eyes to their tip amount.
next steps
next steps
With the MVP released, I focused on collecting data to evaluate its performance and effectiveness so that I could assess the success and plan for next steps.
With the MVP released, I focused on collecting data to evaluate its performance and effectiveness so that I could assess the success and plan for next steps.
MVP analysis and brainstorm Workshop
Definition of following opportunities to work next quarter
Supply & Demand
Keep investigating and testing how to increase of couriers’ revenue and impact supply & demand long term
