Mobile App
User interface design for Lalamove
Overview
Background
Lalamove provides a variety of delivery and courier options to meet different customer needs. Upon confirming an order and matching with a driver, customers receive a call from the driver to negotiate on pricing and finalise specific requirements.
The Problem
Cancellation is high after an order is taken by a driver.
Whenever customers want to add a service after placing an order, they need to contact customer service to modify the order information.
Data shows that more than 70% of the customers wait at least 15 mins for customer service to answer the call.
Deliverables
Identify the problems you’ve observed and the assumptions you’ve made, by outlining your process. Include high-fidelity UI designs in your solution.
Challenge
How would you reduce the cancellation of orders after a driver is assigned?
The Process
Discover
Researching the problem space and gathering evidence
Pain Points
Users are encouraged to pay a high-priority fee in order to secure a driver
Every driver charges a different fee to move goods from elevator to vehicle on both ends.
It is frustrating to have extra hidden costs
Costs for extras should be a fixed fee or within a range
The only fee that should change is the base fee calculated on driving distance.
Driver doesn’t answer live chat or telephone call
Insights
1st driver charged HK$450 for moving 5 small/medium boxes door-to-door.
2nd driver charged HK$150 for moving 5 small/medium boxes door-to-door using an elevator or 2 flights/floors of stairs.
3rd driver charged HK$400 door-to-door with elevator and HK$800 for stairs. An additional charge is required if parking is not available directly outside each location.
Problem Statement
Busy adults and working professionals, who live in the city, need delivery options, for infrequent moving and courier services, with increased cost transparency before matching with a driver.
In my experience when scheduling a delivery on Lalamove, I found that there is a lack of transparency around costing, with specific reference to drivers’ quotations and high priority fees. Quotations are inconsistent and vary from driver to driver. Competition is high, and users are likely to make price comparisons on different apps. In addition, having to call a customer service hotline to modify an order is frustrating, time consuming and inefficient, which would likely lead customers to continue their search elsewhere.
How Might We?
How might we make the price range of additional features clearer before users speak to a driver?
How might we help customers find drivers that match their preferred price range?
How might we make order modifications efficient by eliminating customer service hotlines?
How might we encourage encourage users to stay with Lalamove instead of negotiating offline?
Goals
To modify and re-design elements of the app that provide solutions to cost transparency, so as to appeal to different budgets.
Reduce the cancellation rate, by connecting users to drivers who share a similar price range.
Make modifications available to users, by eliminating the need for customer service calls.
Competitive Analysis
Ideate
Generating ideas to address a problem
Persona
Empathy Map
Design
Designing high-fidelity prototypes and solutions to the problem
