Pargo

Creating access to Africa

Pargo provides last-mile logistics in Africa, ensuring access for all. They have network points across South Africa and are expanding with a new returns process, leveraging their existing network for growth and revenue.

Industry

Last mile logistics

Role

Senior Product Designer

Platform

Responsive Web App

Date

Feb 2021 - May 2023

Responsibilities

UX & UI Design

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Problem Statement

Users currently face challenges in swiftly initiating returns and conveniently dropping off their returned items as per their preference. Pargo aims to address this issue by providing a solution that leverages its extensive network of pickup points, enabling users to efficiently create returns and conveniently drop off their items in their own time.

Goals

Users will have the ability to effectively generate a return request. Users will also know what to do with their return package once the return request has been created.

Research

- A competitive evaluation was conducted to gain insights into the strengths and weaknesses of competitors, as well as to identify potential points of differentiation for our own offering.

- A User Flow and User Journey was designed to ascertain the necessary steps users must take to accomplish a task and to identify the most effective approach to guide them through the content.

- Wireframes were created to organize content and functionality on a page, considering user needs and user journeys. The purpose was to provide a blueprint that outlines the structure and layout of the page, ensuring a user-centered design approach.

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Screenshots from the competitive evaluation that was done. Solutions that made use of a mapbox were of particular interest because we had developed our own which we could leverage.

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A detailed User Journey of the our user.

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Wireframing the solution which would meet basic requirements.

Testing

A mid-fidelity prototype was developed based on the research gathered. Users testing was then conducted. The scenario given was a user who of bought a pair of Puma shoes online but received the wrong size when they were delivered. They logged the return and followed the prompts afterwards.

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The clickable prototype design that was tested with users.

Bugs Found

1. Reselecting a drop-off point on the mapbox reset the method of return chosen.
2. When reselecting a drop off point, all previously entered information in the text fields reset.
3. Both the print and paperless solution show the words, “Print your label.
4. Users experience flickering on the Mapbox.
5. Return policy link takes user away from the page.

Usability Issues

1. Name in text field should allow a minimum of two characters, not three.
2. Text field containing, "Additional Info" should not be mandatory to fill in to proceed.
3. Benefits of Print and Paperless return solutions need to be clearer.
4. General info needs to be changed on map page for the paperless returns solution. Just some info to support the paperless version.
5. Commanding words on the map page are confusing.
6. User would prefer to have a return parcel fetched from Home.

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Feedback sureveys that were sent out to the user testers straight after they had gone through the process.

Fixes

Bugs Fixed

1. Reselecting a drop-off point on mapbox, doesn't reset the method of return the user selected.
2. All previously entered information in the text fields is saved when reselecting a drop off point.
3. Remove, "Print your label" from the paperless step.
4. Fixed mapbox on development side to not flicker.
5. Return policy link opens up a separate page.

Usability Issues Fixed

1. Allow someone to enter in a name with a minimum of two characters.
2. Additional info no longer mandatory to proceed.
3. Clearer benefits displayed for Print and Paperless solutions to differentiate.
4. Rather take away general info for both print and paperless solutions on mapbox page to make design cleaner.
5. Commanding words on the map to be more directional.
6. Add a Return from Home option that becomes a secondary CTA. This is because Pargo's main business comes from drop-off points, and Returns from Home are more expensive for businesses.

Additional Points

1. Include a Done or Finish button at the end of the process.
2. Allow users to select a drop-off point prior to choosing the return method.
3. Enhance clarity by adding spacing between cellphone numbers.
4. Provide predefined reasons for returns.
5. Replace two input fields for the reason of return with a single field to improve user experience and prevent frustration.

Analytics

Ongoing changes are implemented based on analytical data that identifies user issues or opportunities for improvement.

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Screenshots from HotJar which we used in combination with Google Analytics to make informed changes and decisions.

Final Design

It was clear that users could effectively generate a Return request from the user testing. They initially didn't know what to do after they had completed the request. Additional instructive copy was added and tested again, which was successful. The Returns solution has introduced a new revenue stream for the company, and currently accounting for 10% of the business's income.

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