Uncover the details that brought this project to life.
Freshtrug Dashboard (Store at your Door)
A closer look at my creative process and technical expertise.
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1. Position of Add Button & Quantity Selector
Issue Research Design Process Outcome
Position of Add Button & Quantity Selector
Issue
In our analysis of user interactions within our mobile app, we identified two critical inefficiencies. Users were taking notably long periods to navigate from the product list page to either the product detail or cart page. Additionally, selecting product quantities required scrolling through extensive product lists or visiting individual product pages—a cumbersome process given our vast inventory.
Position of Add Button & Quantity Selector
Research
In our analysis of user interactions within our mobile app, we identified two critical inefficiencies. Users were taking notably long periods to navigate from the product list page to either the product detail or cart page. Additionally, selecting product quantities required scrolling through extensive product lists or visiting individual product pages—a cumbersome process given our vast inventory.
What should be done?
Deign Process
To enhance efficiency and customer satisfaction, we implemented a new feature in our rider app. Upon a rider marking an order as delivered, the app now compares the delivery location with the customer’s address. If the locations differ significantly (beyond 100 meters), the system temporarily retains the rider’s location. Only after verifying multiple such discrepancies do we update the customer’s address in our database. This approach ensures accuracy while minimizing disruptions.
Position of Add Button
Outcome
These enhancements led to a remarkable 30% increase in sales, demonstrating the direct impact of user-centric design modifications on our commercial success.
2. Location Tracking
Issue Research Design Process Outcome
Location Tracking
Issue
Operating in a small city presented unique challenges with address accuracy on Google Maps and frequent user entry errors, such as incorrect flat numbers or building names. These inaccuracies disrupted our last-mile delivery efficiency, where a rider is expected to make 30 deliveries per day, averaging 30 minutes per standalone delivery and 40 minutes for multiple deliveries. Additionally, each delivery often resulted in lengthy discussions with customers due to address discrepancies.
Research on location
Research
We conducted an in-depth analysis of delivery operations and user behavior to identify the root causes of inefficiencies. Our research included:
  • Address Accuracy Data: We examined patterns of inaccurate addresses in small cities, such as recurring errors in flat numbers, building names, and pin locations on Google Maps.
  • Delivery Metrics: By analyzing delivery logs, we found that inaccurate addresses extended delivery times significantly, often by 10–15 minutes per order.
  • Rider Feedback: Feedback sessions with delivery riders revealed that 70% of the delays stemmed from address discrepancies, leading to prolonged communication with customers.
  • Customer Input: Surveys with customers showed that users often relied on manual input for addresses but were unaware of the precision required for last-mile navigation.
This research highlighted the need for a more robust system to validate delivery addresses and dynamically correct errors to streamline operations and improve delivery times.
What should be done?
Deign Process
To enhance efficiency and customer satisfaction, we implemented a new feature in our rider app. Upon a rider marking an order as delivered, the app now compares the delivery location with the customer’s address. If the locations differ significantly (beyond 100 meters), the system temporarily retains the rider’s location. Only after verifying multiple such discrepancies do we update the customer’s address in our database. This approach ensures accuracy while minimizing disruptions.
Results speaks for itself
Outcome
This strategic update enabled us to consistently achieve delivery times under 15 minutes for individual orders and under 30 minutes for bulk orders. It not only heightened customer satisfaction but also reduced the necessity for a dedicated team to handle address-related customer service issues.
3. Search Bar Experience
Issue Research Design Process Outcome
Location Tracking
Issue
Describe how you identified pain points in the search experience and what users needed.
Research on location
Research
Include early sketches, user testing insights, and final UI designs.
What should be done?
Deign Process
Include early sketches, user testing insights, and final UI designs.
Results speaks for itself
Outcome
Highlight improvements in search functionality and user satisfaction.
4. After Cart Page Experience
Issue Research Design Process Outcome
Location Tracking
Issue
Initially, our checkout process involved multiple stages post-cart, which, although manageable for bulk orders, proved cumbersome for customers making smaller purchases. Recognizing the need for a more efficient transition from cart to checkout, we conducted a thorough review of the user journey, particularly focusing on pain points associated with navigating multiple pages.
Research on location
Research
Through data analysis and user feedback, we identified a significant pattern in customer behavior: most orders were shipped to repeat addresses. This insight led us to reconsider the address entry process, which was previously a separate step during checkout. Additionally, user surveys and analytics revealed that small orders often went through unnecessary steps—such as selecting delivery slots and providing special instructions—that were not essential for the majority of customers. We also discovered that users found the checkout flow for larger orders, with its detailed options, to be cumbersome. This research highlighted an opportunity to streamline the process while retaining flexibility for those who needed it.
What should be done?
Deign Process
  1. Address Simplification: Based on research, we integrated an address prompt directly on the cart page. This allowed customers to confirm or select their delivery address with just one click, eliminating the need for a separate address page and saving time during checkout. This change was particularly effective for repeat customers, who were the majority of our user base.
  2. Streamlined Options: We removed redundant steps for small orders by introducing a checkbox for special instructions directly on the cart page. This streamlined the process, making it quicker for users to complete their checkout. For larger orders, where details like delivery slots and gift wrapping were still necessary, we retained these options but presented them in a more concise manner.
  3. User Testing: Before finalizing these changes, we conducted usability tests with a diverse group of users to ensure that the new flow would not negatively affect the customer experience. The feedback we received was overwhelmingly positive, confirming that the changes made the process quicker and more intuitive without compromising the user experience.
Results speaks for itself
Outcome
This strategic update enabled us to consistently achieve delivery times under 15 minutes for individual orders and under 30 minutes for bulk orders. It not only heightened customer satisfaction but also reduced the necessity for a dedicated team to handle address-related customer service issues.