EHero is the delivery service of Evaly Ltd. Evaly, an e-commerce platform that provides on average 30-50k goods and products from every sector to every consumer in Bangladesh. Evaly has other subsidiaries like eFood, eHealth, eKhata.
Within 2 years of time, Evaly has become one of the fastest- growing e-commerce platform in Bangladesh. By 2021, Evaly has delivered over 10 million orders all across Bangladesh with around 2 million users.
As Evaly is introducing new subsidiaries like eFood and eHealth, its essential to improve the delivery process as well.
There are about more than 2500 delivery guys, also known as eHero, who ensure delivery of the ordered products to the consumers.
I was assigned as a Product Designer to build eHero.
My role is to implement a design strategy that prioritzed a holistic user experience while maintaining system and brand consistency. To achieve this, we had to gone through from field research, user interviews and lots of collaboration. I also had a product manager who oversaw the process and ensured the quality of the output.
We successfully designed a product that met the needs of our users, strengthened our brand recognition, and built trust among our stakeholders.
The delivery app eHero - which was on MVP stage struggled to scale alongside the hyper-growth of the company. Fundamental usability was challenged, tons of bad reviews with lots of feedback. App reliability and performance issues increased exponentially.
As evaly was growing rapidly, its important to make sure that our users get more smooth and seamless experience while delivering the products.
Evaly’s mission is to build a ecosystem where everyone has access to better services in all over Bangladesh.
Our ambitions were to create a strong foundation that embraced a rapidly evolving business and more diverse user base. Our high level goals were to make it fast and easy for everyone to use, everywhere. Give eHero more control over their time and money. Create a platform for innovation and deeper engagement by fulfilling the users need.
Before getting started, I didn't have a clear mission or specific goals for the delivery experience. With pre-existing insights, I partnered with the stakeholders to explore how a delivery person was getting around with the app. It helped us to realize the app from a delivery person perspective.
While doing these, we have more clear understanding of the user pain points, so we knew the changes that we needed to consider to make the user experience better.
Previous Design
eHero has a diverse user base from 18 years old to 50 years old. While conducting user research we made sure we gained insights into the different needs and preferences from our target users. However, we weren't trying to completely change the past design. As the app has already has more than thousands of active users, we are aware of not proposing a design that may not reflect the mental model of the previous app. We need make sure users can easily adapt the new design.
I was asked to deliver an Android high‐fidelity prototype to our developers within 2 months. The combination of a fixed deadline, play-store submission time, and usability testing meant I needed to get the experience right within the first four weeks.
Even though we have so much quantitative data in our hands, I always prefer to have qualitative research to empathise with the root of the problems.
I spent around a whole week with ehero to understand the whole user journey and how they interact with the existing app in day to day basis while delivering a product. We tested the existing app with 5 participants from different age group in the most problematic pickup areas in Dhaka. Our goals were to understand the challenges eHero and customers faced and the workarounds they employed.
Meet Jamal
A persona that represents most of our users story.
Background
- Comes from a lower-middle-class family in Dhaka
- Eldest son and primary breadwinner for his family
- Started working as a part-time delivery rider for a local restaurant after completing secondary education
- Later joined Foodpanda as a full-time delivery rider to earn a better income
Goals and Motivations
- Main goal is to provide a comfortable life for his family
- Motivated to work hard and earn more to support his parents and younger siblings
- Wants to save enough money to pursue further education and improve his skills
Tech Habits:
- Traffic congestion in Dhaka can delay deliveries, making it difficult to complete deliveries on time
-Faces challenges related to navigating to customer locations, communicating with customers who may not speak his native language, and ensuring that the food is delivered safely and in good condition
Personality Traits
- Hardworking, friendly, and determined individual
- Takes pride in his work and always strives to deliver food on time and with a smile
- Patient and understanding, which helps him deal with customers who may have complaints or issues with their orders
After gathering research data for a UX project, our next step is to analyze the data and use it to inform the design process. We mostly used FigJam to review and analyze the data that we have collected from user research, including user feedback, user behavior data, and other relevant data sources. We started looking for patterns, trends, and insights that can inform the design process by doing empathy mapping, user journey mapping, and so on.
Birds Eye
Customer Journey Map
High Level UX Workflow
Internal Component Library
By analyzing user feedback, we understand what features and functionality are important to them and how they use the app. We need a user-friendly interface that is easy to navigate, aesthetically pleasing, and provides a seamless experience. To ensure that the app's design is consistent throughout the whole journey.
We started by creating a prototype of the redesigned UX in Figma, incorporating the feedback and insights gathered from user feedback and data analysis. We then started testing the prototype with a small group of users and gathered feedback to refine the design further. We identified the key features and functionalities of the platform that are critical to the user experience, and determined which features are working well and which ones need improvement.
Registration
A few steps to get the users ready
Purpose
- Educate the user about the functions and benefits of the app, and build confidence and trust, with a focus on improving conversion and retention.
- Collect important information from users in order to provide a better experience and allow for a personalized experience.
Guidelines :
- Keep it short and interactive
Home
A few steps to get the users ready
Purpose
- Introduce subsidiaries of evaly
- Show order request from each subsidiaries
Usability Heuristics
- Visibility of System Status
Guideline
- Make the delivery request more accessible.
- Make the online/offline status interactive
Delivery
Seamless delivery experience
Purpose
- Making the delivery process seamless
- Improve user experience
Guidelines :
- Users must choose at least one subsidiaries to go online
- Maintain certain rules
Usability Heuristics:
- Consistency and standards
- Recognition rather than recall
- Match between system and the real world
Shift
More freedom to work
Purpose
- Users can choose their shifting according their preferences
Guidelines :
- Make the calendar visible
- Allow Users to swap their shifting
Usability Heuristics :
- User control and freedom
We were concerned that the new first-time user experience would cause issues because it was a fundamentally different flow.
In order to de-risk some of our assumptions, we created an early beta version and conducted moderated testing of the designs. To our surprise, not a single participant had trouble with it. The new design resonated well with participants, confirming our intuition around designing for speed.
In the two months after my involvement in the project, we continued to evolve and polish the visual design, as well as refine the finer functional details as the app was being built. It was great to see most of my work brought to life.
On November 2nd, 2020, the new Rider app was launched all over Bangladesh as part of a campaign called Hero Day. It was a huge achievement for me, considering that it was a complete redesign and rebuild from scratch.
The redesign of the Android app has had a positive impact on the delivery experience, at the time of writing (3 months since launch). However, I believe this to be a behaviour change that will reveal over a longer period of time.
"Saif approached the project with a deep understanding of our target audience and business goals. He translate complex requirements into intuitive and user-friendly designs that exceeded our expectations.."
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