Designing a new driver pick-up feature for FimiMall's delivery app
Role
Product Designer
Timeline
June 2023 - August 2023
FimiMALL hired me to design a new delivery feature to accept and log delivery requests. As a leader in the Canadian shopping search engine for fashion, FiniMall stands out for its unique ability to search, compare, and purchase from multiple stores in a single cart. It also offers swift delivery times ranging from 5 to 72 hours, directly from the store to your doorstep.
Discovery
I looked at food services apps like DoorDash, Grubhub, and Uber Eats, as driver logging wasn’t entirely novel. However, it was new for the apparel industry. Additionally, I interviewed drivers currently employed by different companies to o understand how we can design a better driver experience.
Key Findings:
1. Offer drivers choice: DoorDash had the highest driver satisfaction by far because it offered drivers choice. Some preferred working in less busy areas, while others wanted to maximize pay.
2. Help maximize pay: What was missing from most apps was helping drivers maximize their pay. No apps calculated their payment per mile.
3. Information while driving: Information cards that support drivers throughout their journey.
Design 1 - offering choice
I explored two concepts that enable drivers to select orders based on pay and distance.
Concept A:
Drivers can locate orders using a map displaying what's available in their area. This map feature helps drivers see where orders are located, allowing them to choose the most convenient. It simplifies finding work by visually presenting the opportunities nearby, making it easier for drivers to plan their routes and manage their time.
Concept B:
Drivers can see orders based on the pay per mile, starting with the highest-paying ones and moving down to the lowest. This feature allows drivers to prioritize orders that offer better compensation, maximizing their earnings.
Solution - Maximizing profits
Concept B won because, although drivers wanted the most convenient routes
and to find orders quickly, they were primarily motivated by higher pay.
Financial Incentive: it emphasizes the financial rewards of each order, allowing drivers to see which routes are the most profitable.
Simplicity in Decision-Making: the decision-making process is streamlined because drivers can identify the most financially beneficial orders without manually evaluating other factors.
“Seeing the earnings for each order before accepting is important. It helps me prioritize the best-paying deliveries and maximize my time on the road.” - Driver #3
Solution - offering choice
One of the main reasons gig workers join different apps is the freedom to make their own choices.
Autonomy: Allowing drivers to choose their orders gives them a sense of control, which can lead to higher job satisfaction and retention.
Flexibility: Drivers can tailor their schedules and select orders that fit their preferences and needs, such as location and time of day.
Solution - helpful information
Finally, I sped up the ‘last mile’ pickup by designing 2 features to pick up the
order more quickly.
A feature that provides drivers with clear instructions and practical tips to make their trips easier and faster. This feature offers step-by-step guidance, time-saving suggestions, and useful insights directly within the app, helping drivers navigate routes and find pickup and drop-off locations more efficiently.
Navigational tips to find the exact door entrance/location
Instead of circling to find parking, go directly to a parking spot
Impact
The client adopted the pay-per-mile feature.
I’ve recommended that the Finmimall team track the following metrics. This is so we can identify issues and assess the feature's impact.
Order Acceptance Rate
Pay-per-mile satisfaction
Delivery completion rate
Impact
The client adopted the pay-per-mile feature.
The client adopted the feature that displays pay-per-mile. They are interested in the other features I designed.
“...Dana demonstrated an excellent grasp of our target audience's needs. Every aspect of her design was based on detailed research and with our drivers in mind, ensuring it addressed their specific needs well. I also really liked the design, it's clean, and the use of colors is excellent, highlighting the most essential information.” - CEO of Fimimall.