KurlyBird
Building a New Delivery System
Kurly has brought innovative change to the industry through its Dawn Delivery service, delivering high value to customers. Dawn Delivery is an early morning delivery service that ensures orders placed before 11 PM arrive at customers’ doorsteps by 7 AM the next day. With its speed and freshness, it has gained significant popularity.
Project Overview
Objective
Previously, we were using a SaaS-based TMS, but it was challenging to customize it to fit our company’s specific needs. As a result, we took the initiative to internalize our delivery service.
We successfully led the entire process, from service planning to launching within the given timeframe. Following the launch, I contributed to the continuous enhancement of the app and its maintenance, ensuring smooth and efficient operations.
ROLE
User Research, UX/UI, Prototype
PROJECT DATE
Winter 2022 – Winter 2024
RESPONSIBILITIES
User Research,
UX Design, UI Design, Prototyping
Supporting delivery managers
in making swift and accurate deliveries
From development to post-launch
Delivery managers want to quickly check delivery information and efficiently complete the delivery process.
Previously, the existing app had a complex workflow for marking deliveries as complete, and crucial information at each stage of the process was not easily accessible. To streamline this experience, Kurlybird redesigned the delivery processing screen and improved the overall flow.
Additionally, managers previously had to manually track the attendance of delivery managers, which was inefficient. To address this, we added an attendance management feature that allows administrators to manage delivery managers’ leave and attendance more effectively.
Key Features
Smooth Delivery
The interaction design keeps users engaged during the wait, enhancing the experience of the delivery start process.
Instant Scan Feedback
When users scan a tracking number, the system provides immediate, clear feedback for faster processing.
Map View
This interface provides a map view of the delivery information and its location, essential for the delivery process.
Design Process
01
Research
User Inverview
In the research phase, I analyzed the existing product used by delivery managers and conducted interviews to identify pain points and gain deeper insights into their experience. Our key objectives were:
- Understand users’ workflows and behavior patterns
- Gain insights into their experiences while performing tasks
- Identify their needs and challenges
Competitor Research
I tested multiple delivery driver apps from competitors to analyze user experience in real delivery scenarios. The purpose of this was to:
- Understand which information is emphasized in different delivery contexts.
- Identify pain points and successful design elements to inform our app’s design.
- Gather insights on real-world user interactions to improve our app’s experience
Testing the delivery apps in real-life conditions wasn’t easy, especially on a rainy day. But it gave me valuable insights—truly putting myself in the users’ shoes!
02
Define
Research Insights
After synthesizing the research findings, we learned:
- Understand users’ workflows and behavior patterns
- Gain insights into their experiences while performing tasks
- Identify their needs and challenges
We analyzed YouTube videos where real delivery workers documented their tasks, such as sorting packages in warehouses or managing deliveries on the road. We also reviewed user comments to identify common pain points and challenges in their workflows.
Problems&Goals
After synthesizing the research findings, we learned:
Problems : Previous TMS System
- The delivery completion process is complicated
- The map view was too small, making the app inconvenient to use
- Leave requests required direct communication, causing delays.
Goals
- Simplify the delivery completion process
- Enhance map view accessibility
- Automate leave request submissions
03
Ideation
How Might We?
We started to dig deeper to better understand what user’s problems are by creating How Might We (HMW) questions.
Information Architecture
After discovering problems of existing information architecture,
We reconstructed it to make it simpler and easier for users to navigate.
04
Prototype
Design Style Guide
I established a Design Style Guide to ensure consistency across the app. It defined colors, typography, and icons, streamlining collaboration and development.
High-Fidelity Design
After testing multiple design options and iterating with the squad team, we finalized the high-fidelity prototype. I then created a design guide to ensure smooth handoffs and consistency in implementation.
05
Test
Now that the initial design was complete, we focused on understanding how logistics center staff and delivery managers would use our service, and how to prioritize solving key pain points.
I gathered feedback and rapidly improved the design, collaborating with other squads and delivery stakeholders. During the ramp-up period, I participated in daily meetings to refine the design and address pain points.
We visited the logistics center to observe how delivery managers use our product, have them test the prototype, and gathered feedback for improvements.
Design improvement based on user feedback
During user testing, a common feedback was that the map pins were obstructing too much of the map view. In response, I quickly iterated on the marker design during the ramp-up period to reduce the map coverage. The updated design was successfully deployed, improving the map’s usability and user experience.
Reflection
What I learned
The Importance of the Field
The site played a crucial role throughout the entire project. The insights gained from the site during the design phase laid the foundation for the project’s success.
Next Step
For the next steps, continuous user testing and feedback will be essential to refine the app’s features and improve usability. Integrating with external systems and exploring scalability options will enhance operational efficiency and support growth.
Additionally, continuous UI/UX improvements based on user feedback will ensure the app remains intuitive and effective as
