movemygoods case report
Srivathsa B N
Revolutionizing Digital Logistics Segment in India, with an Indigenous product, that is connected with the Indian sensibilities.
© 2023 . Srivathsa B N
MMG [movemygoods], 2019
The start up is a Digital Logistics Platform aiming to standardize and optimize the unorganized civil cargo sector.
© 2023 . Srivathsa B N
Case Study - Move My Goods
The Context
2019, The company wanted to create an Android App for a Digital Logistics Platform and Improve their Branding & Design Language
© 2023 . Srivathsa B N
Case Study - Move My Goods
The OBJECTIVE
Research, Strategize and Design android apps that helps drivers, customers and franchise owners to co-ordinate the movement of goods.
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
Empathize
2
3
Lacked understanding of customer wants, needs and expectations
Understanding Pain points & Frustrations among existing solutions in the market
Understanding what they want
What they actually need?
© 2023 . Srivathsa B N
Case Study - Move My Goods
Empathize
2
3
4 weeks of intensive research
20+ direct customer interviews & 300+ quantitative user surveys
Investigated pain points in existing transport & parcel services and their customer reviews
Mapped out SWOT analysis and competitor analysis of existing solutions
© 2023 . Srivathsa B N
User Interviews
Users were not happy with the existing online logistics infrastructure (Outdated design)
Users were constantly frustrated by all the industry jargon while booking orders and were also not understanding their own needs due to lack of clarity from the services (Overwhelming design)
Users were frustrated against confusing flows and were not getting the best deals for their requirements (Obscure design)
© 2023 . Srivathsa B N
Offline and Customer Reviews Investigation (fb, Google, etc.)
Outdated design language
No transparency of process & lack of customer support
Non existent or unhelpful Package Tracking
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
1
Conceptualize
3
I had a lot on my plate to digest, so I needed prioritizing to form a strategy
Understand the key frustrations, pain points, wants & needs of the users
Classify the insights gathered into distinct categories to help address them properly
Present my synthesis to stakeholders
© 2023 . Srivathsa B N
Case Study - Move My Goods
1
Conceptualize
3
Jumped into secondary research to form product strategy, design language & user experience
Creating Empathy/Affinity map of ideal target user
Creating a Priority map on the pain points, wants and needs to be addressed
Presented the insights and new revelations occurred to stake holders for approval
© 2023 . Srivathsa B N
Empathy Mapping
The design have to be easy to access
The user flow for booking needs to be transparent and should give clues & clarifications for the choices made or available
Customer support should be a priority every step of the way and should be able to successfully navigate through any step for a successful sale.
© 2023 . Srivathsa B N
Customer Journey Map
Storyboarding user journey helped understanding the importance of mobile first
Visual cues are more accessible than text options
Various delights/incentives that can be given to user for choosing a more premium option
© 2023 . Srivathsa B N
Key Takeaways
It should be familiar, fluid & accessible
It should prioritize visual cues & customer assistance
It should offer attractive incentives to drive higher turnover, conversion & retention rates
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
1
2
Design
I was close to service launch & had to work parallelly on other aspects of the brand as well on a tight schedule
Do we need a design system right now?
What was our design language?
What was a feasible design given the development resources we had?
© 2023 . Srivathsa B N
Case Study - Move My Goods
1
2
Design
Once all the Important questions were answered, I set out to design the app
I was demanded that I focus on getting app out first by the organization due to time constraints and was asked to build a proper design system later
Moved with standalone app for mobile based on stakeholder feedback and time constraints to redesign the legacy code
Focused on homepage & bookings first
© 2023 . Srivathsa B N
Importance of a scalable Design System
A lot more time would have been saved
Developer handoff would have been a lot more easier and future proof
Asset management would have been a lot more easier & efficient
© 2023 . Srivathsa B N
Overall
I created a familiar design which reminded users of using popular cab services
Faced challenges while figuring out user actions while interacting with map components
Put a lot of effort in making the app seem like single page experience by reusing/retaining components in between page navigations
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
The OUTCOME
The design was approved for development and is being developed. Some features made it to production & product’s business model for the incredible value they brought in increasing market share.
12,000 bookings
+70% increase in user base with the introduction of mobile app
+30% user retention/repeating customers
© 2023 . Srivathsa B N
AFTER?
Users often underestimated their booking requirements. So a plan was set in motion to create Auto recommend feature to recommend appropriate packages suitable for user’s needs
© 2023 . Srivathsa B N
© Srivathsa B N , 2023. All rights reserved.
Srivathsa B N
Revolutionizing Digital Logistics Segment in India, with an Indigenous product, that is connected with the Indian sensibilities.
© 2023 . Srivathsa B N
Srivathsa B N
Revolutionizing Digital Logistics Segment in India, with an Indigenous product, that is connected with the Indian sensibilities.
© 2023 . Srivathsa B N
MMG [movemygoods], 2019
The start up is a Digital Logistics Platform aiming to standardize and optimize the unorganized civil cargo sector.
© 2023 . Srivathsa B N
MMG [movemygoods], 2019
The start up is a Digital Logistics Platform aiming to standardize and optimize the unorganized civil cargo sector.
© 2023 . Srivathsa B N
Case Study - Move My Goods
The Context
2019, The company wanted to create an Android App for a Digital Logistics Platform and Improve their Branding & Design Language
© 2023 . Srivathsa B N
Case Study - Move My Goods
The OBJECTIVE
Research, Strategize and Design android apps that helps drivers, customers and franchise owners to co-ordinate the movement of goods.
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
© 2023 . Srivathsa B N
Empathize
2
3
Lacked understanding of customer wants, needs and expectations
Understanding Pain points & Frustrations among existing solutions in the market
Understanding what they want
What they actually need?
Case Study - Move My Goods
© 2023 . Srivathsa B N
Empathize
2
3
4 weeks of intensive research
20+ direct customer interviews & 300+ quantitative user surveys
Investigated pain points in existing transport & parcel services and their customer reviews
Mapped out SWOT analysis and competitor analysis of existing solutions
© 2023 . Srivathsa B N
User Interviews
Users were not happy with the existing online logistics infrastructure (Outdated design)
Users were constantly frustrated by all the industry jargon while booking orders and were also not understanding their own needs due to lack of clarity from the services (Overwhelming design)
Users were frustrated against confusing flows and were not getting the best deals for their requirements (Obscure design)
© 2023 . Srivathsa B N
Offline and Customer Reviews Investigation (fb, Google, etc.)
Outdated design language
No transparency of process & lack of customer support
Non existent or unhelpful Package Tracking
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
© 2023 . Srivathsa B N
1
Conceptualize
3
I had a lot on my plate to digest, so I needed prioritizing to form a strategy
Understand the key frustrations, pain points, wants & needs of the users
Classify the insights gathered into distinct categories to help address them properly
Present my synthesis to stakeholders
Case Study - Move My Goods
© 2023 . Srivathsa B N
1
Conceptualize
3
Jumped into secondary research to form product strategy, design language & user experience
Creating Empathy/Affinity map of ideal target user
Creating a Priority map on the pain points, wants and needs to be addressed
Presented the insights and new revelations occurred to stake holders for approval
© 2023 . Srivathsa B N
Empathy Mapping
The design have to be easy to access
The user flow for booking needs to be transparent and should give clues & clarifications for the choices made or available
Customer support should be a priority every step of the way and should be able to successfully navigate through any step for a successful sale.
© 2023 . Srivathsa B N
Customer Journey Map
Storyboarding user journey helped understanding the importance of mobile first
Visual cues are more accessible than text options
Various delights/incentives that can be given to user for choosing a more premium option
© 2023 . Srivathsa B N
Key Takeaways
It should be familiar, fluid & accessible
It should prioritize visual cues & customer assistance
It should offer attractive incentives to drive higher turnover, conversion & retention rates
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
© 2023 . Srivathsa B N
1
2
Design
I was close to service launch & had to work parallelly on other aspects of the brand as well on a tight schedule
Do we need a design system right now?
What was our design language?
What was a feasible design given the development resources we had?
Case Study - Move My Goods
© 2023 . Srivathsa B N
1
2
Design
Once all the Important questions were answered, I set out to design the app
I was demanded that I focus on getting app out first by the organization due to time constraints and was asked to build a proper design system later
Moved with standalone app for mobile based on stakeholder feedback and time constraints to redesign the legacy code
Focused on homepage & bookings first
© 2023 . Srivathsa B N
Importance of a scalable Design System
A lot more time would have been saved
Developer handoff would have been a lot more easier and future proof
Asset management would have been a lot more easier & efficient
© 2023 . Srivathsa B N
Overall
I created a familiar design which reminded users of using popular cab services
Faced challenges while figuring out user actions while interacting with map components
Put a lot of effort in making the app seem like single page experience by reusing/retaining components in between page navigations
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
The OUTCOME
The design was approved for development and is being developed. Some features made it to production & product’s business model for the incredible value they brought in increasing market share.
© 2023 . Srivathsa B N
12,000 bookings
+70% increase in user base with the introduction of mobile app
+30% user retention/repeating customers
Users often underestimated their booking requirements. So a plan was set in motion to create Auto recommend feature to recommend appropriate packages suitable for user’s needs
© 2023 . Srivathsa B N
AFTER?
movemygoods case report
© Srivathsa B N , 2023. All rights reserved.
movemygoods case report
Srivathsa B N
Revolutionizing Digital Logistics Segment in India, with an Indigenous product, that is connected with the Indian sensibilities.
© 2023 . Srivathsa B N
MMG [movemygoods], 2019
The start up is a Digital Logistics Platform aiming to standardize and optimize the unorganized civil cargo sector.
© 2023 . Srivathsa B N
Case Study - Move My Goods
The Context
2019, The company wanted to create an Android App for a Digital Logistics Platform and Improve their Branding & Design Language
© 2023 . Srivathsa B N
Case Study - Move My Goods
The OBJECTIVE
Research, Strategize and Design android apps that helps drivers, customers and franchise owners to co-ordinate the movement of goods.
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
© 2023 . Srivathsa B N
Empathize
2
3
Lacked understanding of customer wants, needs and expectations
Understanding Pain points & Frustrations among existing solutions in the market
Understanding what they want
What they actually need?
Case Study - Move My Goods
© 2023 . Srivathsa B N
Empathize
2
3
4 weeks of intensive research
20+ direct customer interviews & 300+ quantitative user surveys
Investigated pain points in existing transport & parcel services and their customer reviews
Mapped out SWOT analysis and competitor analysis of existing solutions
User Interviews
Users were not happy with the existing online logistics infrastructure (Outdated design)
Users were constantly frustrated by all the industry jargon while booking orders and were also not understanding their own needs due to lack of clarity from the services (Overwhelming design)
Users were frustrated against confusing flows and were not getting the best deals for their requirements (Obscure design)
© 2023 . Srivathsa B N
User Interviews
Users were not happy with the existing online logistics infrastructure (Outdated design)
Users were constantly frustrated by all the industry jargon while booking orders and were also not understanding their own needs due to lack of clarity from the services (Overwhelming design)
Users were frustrated against confusing flows and were not getting the best deals for their requirements (Obscure design)
© 2023 . Srivathsa B N
Offline and Customer Reviews Investigation (fb, Google, etc.)
Outdated design language
No transparency of process & lack of customer support
Non existent or unhelpful Package Tracking
© 2023 . Srivathsa B N
Offline and Customer Reviews Investigation (fb, Google, etc.)
Outdated design language
No transparency of process & lack of customer support
Non existent or unhelpful Package Tracking
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
1
Conceptualize
3
I had a lot on my plate to digest, so I needed prioritizing to form a strategy
Understand the key frustrations, pain points, wants & needs of the users
Classify the insights gathered into distinct categories to help address them properly
Present my synthesis to stakeholders
© 2023 . Srivathsa B N
Case Study - Move My Goods
1
Conceptualize
3
Jumped into secondary research to form product strategy, design language & user experience
Creating Empathy/Affinity map of ideal target user
Creating a Priority map on the pain points, wants and needs to be addressed
Presented the insights and new revelations occurred to stake holders for approval
© 2023 . Srivathsa B N
Empathy Mapping
The design have to be easy to access
The user flow for booking needs to be transparent and should give clues & clarifications for the choices made or available
Customer support should be a priority every step of the way and should be able to successfully navigate through any step for a successful sale.
© 2023 . Srivathsa B N
Empathy Mapping
The design have to be easy to access
The user flow for booking needs to be transparent and should give clues & clarifications for the choices made or available
Customer support should be a priority every step of the way and should be able to successfully navigate through any step for a successful sale.
© 2023 . Srivathsa B N
Customer Journey Map
Storyboarding user journey helped understanding the importance of mobile first
Visual cues are more accessible than text options
Various delights/incentives that can be given to user for choosing a more premium option
© 2023 . Srivathsa B N
Customer Journey Map
Storyboarding user journey helped understanding the importance of mobile first
Visual cues are more accessible than text options
Various delights/incentives that can be given to user for choosing a more premium option
© 2023 . Srivathsa B N
Key Takeaways
It should be familiar, fluid & accessible
It should prioritize visual cues & customer assistance
It should offer attractive incentives to drive higher turnover, conversion & retention rates
© 2023 . Srivathsa B N
Key Takeaways
It should be familiar, fluid & accessible
It should prioritize visual cues & customer assistance
It should offer attractive incentives to drive higher turnover, conversion & retention rates
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
1
2
Design
I was close to service launch & had to work parallelly on other aspects of the brand as well on a tight schedule
Do we need a design system right now?
What was our design language?
What was a feasible design given the development resources we had?
© 2023 . Srivathsa B N
Case Study - Move My Goods
1
2
Design
Once all the Important questions were answered, I set out to design the app
I was demanded that I focus on getting app out first by the organization due to time constraints and was asked to build a proper design system later
Moved with standalone app for mobile based on stakeholder feedback and time constraints to redesign the legacy code
Focused on homepage & bookings first
© 2023 . Srivathsa B N
Importance of a scalable Design System
A lot more time would have been saved
Developer handoff would have been a lot more easier and future proof
Asset management would have been a lot more easier & efficient
© 2023 . Srivathsa B N
Importance of a scalable Design System
A lot more time would have been saved
Developer handoff would have been a lot more easier and future proof
Asset management would have been a lot more easier & efficient
© 2023 . Srivathsa B N
Overall
I created a familiar design which reminded users of using popular cab services
Faced challenges while figuring out user actions while interacting with map components
Put a lot of effort in making the app seem like single page experience by reusing/retaining components in between page navigations
© 2023 . Srivathsa B N
Overall
I created a familiar design which reminded users of using popular cab services
Faced challenges while figuring out user actions while interacting with map components
Put a lot of effort in making the app seem like single page experience by reusing/retaining components in between page navigations
© 2023 . Srivathsa B N
The APPROACH
1
Empathize
2
Conceptualize
3
Design
Case Study - Move My Goods
The OUTCOME
The design was approved for development and is being developed. Some features made it to production & product’s business model for the incredible value they brought in increasing market share.
© 2023 . Srivathsa B N
Case Study - Move My Goods
The OUTCOME
12,000 bookings
+70% increase in user base with the introduction of mobile app
+30% user retention/repeating customers
© 2023 . Srivathsa B N
Users often underestimated their booking requirements. So a plan was set in motion to create Auto recommend feature to recommend appropriate packages suitable for user’s needs
AFTER?
© 2023 . Srivathsa B N
Users often underestimated their booking requirements. So a plan was set in motion to create Auto recommend feature to recommend appropriate packages suitable for user’s needs
AFTER?
© 2023 . Srivathsa B N