United Postal Service(UPS) is a very well known web and mobile-based platform designed to allows users to ship, track, manage their packages/documents worldwide. 

UX Design | Interaction Design |2021

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Hello

This is a project I completed for Interaction Design class in Master's. The research is real and the design is based on actual user voices, in combination with mentor and fellow student feedback. I’m proud of this work, but I just wanted to be upfront with that. Okay, carry on now.

Lets increase retention rate of UPS mobile App

UPS mobile application has been rated less than its competitors due to low retention rate. The user experience of this application was not satisfactory and which can be seen by customers' reviews and ratings of the mobile app in the app store and google store. Most people choose to go to the ups store directly and just use the app for tracking purposes but still complain due to confusion and available customer support.

The goal of this project is to reintroduce UPS Mobile app focused on customers’ needs and updated branding to reflect the modern era.

Role

User Interviews
Heuristic Evaluation
Competitive Analysis
Behavioral Profiles
Interaction Design
Usability Testing

Logistics

Software Used:

Axure, Balsamiq, Adobe Photoshop, Adobe XD
Team count : 4
Duration: 4 Months

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Problem Scoping

Approach to solve this problem would be USER - CENTERED DESIGN THINKING.

It includes:

  • Research: Identify users, empathize, ideate, and shape up the solution to improve its user's engagement. 

  • Define: build personas based on research and map elements according to usability.

  • Design: Create low fidelity and high fidelity wireframes

  • Test: usability test to identify improvements.

 Observations

Modify shipping easily

No Accessible service 

Lack of visibility of features and functionality

Complex information

 

Research

Goals
  • Discover how people keep track of shipments, manage in UPs mobile application

  • Learn how people use their personal UPS account.

  • Understand what influences people’s decision on whether or not they use UPS mobile app or prefer going to stores
     

User profile

Environment/cultural research

Heuristic evaluation

Competitive analysis

Customer reviews

User Interviews

Research Components

Heuristic Evaluation

Shipping page Re-Design Example 1

ISSUE #1

Exhaustive form filing

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Alternative Design
Stepper design pattern makes it clear step user is currently on.

Shipping page Re-Design Example 2

ISSUE #2
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Too Much Information

Clear and brief information

User Research

To understand the user's needs and problems, we interviewed some users. We conducted unstructured interviews in RIT students (my friends) by shadowing/observations and followed by a questionnaire which helps in understanding their motivations and frustration. We have also gathered information from app reviews from the app store and google store so that we can understand the broader picture with a larger number of audiences. 

Sample Review 

      I really dislike it when people review the company instead of the app itself first. The app is just clunky and really poorly developed. The user interface is cluttered and the tracking rarely syncs up well. It also has limited functionality with many missing features that must be completed on the UPS site. What’s the point of creating an app when I have to logon on to the UPS homepage to actually get what I need, done. Actually, even their homepage is awful too.

Competetive Analysis

Features
USPS
FEDEX
DHL
EasyPost

 Easy Shipping

Package tracking 

Schedule Drop off

Easy Customize

Request quote

Easy locate Store 

App-available

Environmental Profile

The UPS app is a mobile application used on mobile phones and tablets by a variety of people. Users may use the application on the go, at work, or in the comfort of their homes.

Cultural Profile

The UPS application may be used by people belonging to different cultural - language, religion, cuisine, social habits, music, arts, and social backgrounds. Its international package operations include delivery to more than 220 countries and territories worldwide.

Research findings

09

User Interviews

30

User Reviews

04

Competitive Apps

  • Filters for shipment from users and to users.

  • Account creation, saved information, customization for easy management.

  • Quick and easy shipment process.

  • Access to useful information about packages during shipment.

Needs

  • Overwhelming or confusing interface

  • Complexity when searching for flights

  • Hidden fees

  • Ticket price fluctuations over time

Pains

Define

User Profile

Design : Iteration 1

Usability Testing

Tasks

Results and Recommendations

Testing Results
  • Tabs in the shipping section were not sufficiently visible (visibility of system state)

  • Users find it more natural to start by entering the recipient address

  • Bottom navigation is successful, participants were able to find all items in the main navigation

Design Changes
  • Added stepper design pattern with the progress indicator in the “Ship a package” section to improve the visibility of system state. 

  • Changed the order of steps in the Shipping area Information: To (recipient address), From (sender address), Shipping,   Payment. Since participants expect to fill ‘recipient address’ first in the shipping form.

  • Changed the continue button in shipping menus to “next” so it doesn’t seem as final, let’s them know they’re just navigating to the next step.

  • Optional information from the shipping form was changed into responsive disclosure when a user wants to fill that information. The links to that optional entries were changed using the underlined add button.

Design : Iteration 2

Reflection

I learned about how competitive analysis and inspiration from other digital platforms or similar solution can help in the design process. 
This technique helped me finding a design solution for reducing user's cognitive load in existing mobile application. 
Enhancing the functionalities and small changes in design patterns can make a big impact.