Hi, I’m Oliver.
UX DESIGNER BASED IN LONDON
From 2011 to 2022 I worked as a freelance musician. I was lucky enough to design scores, conduct orchestras, programme keyboards, create music videos and play piano for top theatre productions. Being a musician has always been a huge passion! So why focus on UX/UI design?
Behind the scenes, I’ve been passionately designing pixel-perfect websites and editing videos for numerous clients in the music industry. I’ve also designed a vast portfolio of innovative scores to help clients establish their brand. Music and product design share many things in common: testing, ideating, researching, empathising, iterating… but the most critical (and what I’m really interested in) is the user’s experience.
Through extensive research, interviews, empathy maps and thorough observation, I came to understand the user’s needs, goals, and pain points. The user group identified were working adults at different ages and stages in their lives who prioritised their time in regard to sending parcels. This research confirmed several pain points.
METHODS OF RESEARCH
★ User Stories
★ Story Boards
★ Journey Maps
★ Not knowing the weight of a parcel
★ Amending an existing order
★ Booking multiple deliveries simultaneously
★ Knowing where the delivery drone will land
From researching both direct and indirect competitors, the majority of delivery apps were overly complicated and often resulted in cognitive overload. It wasn’t always easy to find the option to track or schedule parcels. Furthermore, the direct competitors lacked features to “reschedule” or “edit” deliveries. Choosing an accurate pickup and drop-off location was also missing, only allowing the user to choose a postal address.
User Flow Journey
To get started, I created a simple user flow for the mobile app, which had step-by-step instructions of how to book a delivery. Instead of having the user fill out all details on one page, the task was divided into bite-size pieces (split over several screens). After completing a usability study, it became clear that the path could be even happier! By comparison, for the responsive website I focused on a user flow which allowed the user to reschedule a delivery.
I created rough sketches for each screen of the app, prioritising the elements that would best address the user pain points. I used stars to highlight the best elements, ensuring that they made it to digital wireframes. Understanding the user’s needs was my highest priority.
Low Fidelity Prototype
After creating the digital wireframes, it was clear that some changes were needed before user testing. Many of the screens needed simplifying and more focus was needed on accessibility. It was also important to remember they user’s pain points whilst maintaining a happy user flow (amending orders, booking multiple deliveries, etc).
Usability Study – Round 1
After designing the low fidelity prototype, I asked 5 participants to go through the main user flow (booking a parcel delivery) while I assess their experience with a series of tasks followed by a questionnaire. The feedback was then organised into patterns and insights, which gave direction for the next design iteration.
★ 3/5 participants had trouble entering the pickup and dropoff location
★ 4/5 participants weren’t sure how to edit an existing order
★ 4/5 participants didn’t know when to add the second parcel
★ 3/5 participants couldn’t select their desired month from the calendar
★ 4/5 participants didn’t know the size or weight of their parcel
★ Users need a more intuitive way to edit their order details
★ Users need more information about placing multiple orders at an earlier stage
★ Users need better cues about how to change the month view
★ Users could benefit from a feature which helps measure and weigh the parcel
Usability Study – Round 2
After designing the high fidelity prototype, I asked 5 participants to complete a series of tasks. This included booking a delivery, booking multiple deliveries simultaneously, and amending an order before completing checkout. A new questionnaire was also carried out to extract the maximum amount of feedback. Special care was taken to make sure the questions were unbiased. The feedback was then organised into patterns and insights, which would be used for the next iteration.
★ 5/5 participants successfully sent a parcel
★ 2/5 participants couldn’t differentiate between the two map screens
★ 5/5 participants understood how and when to add additional parcels
★ 4/5 participants successfully amended their order before checkout
★ Users need better visual cues to differentiate the two map screens
★ Users found it easy to book multiple deliveries before checkout
★ Users would benefit from more frequent visual cues about when they can amend their current order