Product Design - Case Study
Increase sales & performance of agents by providing single solution
One App Solution
Provide a single solution which agents can use to complete daily activities
Increase GMV & Sales
Get maximum sales & revenue by meeting the monthly targets
Agents Performance Tracker
Agents personal tracker through which they can check bonuses, salary, attendance etc.
About Retailo Go (Agent App)
Retailo Go is an application for agents to perform there day to day task, make all deliveries, collect payments, mark the attendance and check incentives.
MY role
My role was to conduct market research, align with stake holders and build an easy to use experience of app which cover all the touch points.
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Role
Senior Product Designer
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Team
3 Product Designers - 3 PM - 10 Developers
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Tools
Figma - Maze
Project Overview
In this project we followed the Double Diamond with Lean UX framework. In this way we spent more time in discovery and research to define the exact problem and then later on with Lean UX approach, our goal rapid iteration, continuous feedback, and delivering value to users.
My Process
- Understanding Problem & Users
- Explain the opportunities
- Produce ideas and solutions
- Collate feedback on solutions
- Building the product
- Retrospective
Understanding Problems & Users
Initially we did started off observational study, shadowing the agents for 4 days. Afterwards we did some contextual Interviews and co creation exercises.
Identifying Key Insights & Pain Points
During the evaluation of the whole agent journey, we discovered several pain-points, and we identified those that had the greatest impact on agents.
- Location/ Map issues, timing & vehicle issues can affect overall efficiency.
- Goods sorting and handling is the most tedious and recurring task for FAs.
- Partial Delivery, Revisits & Cancellations issues.
- Mediating with back office for discount and sales agents issues is cumbersome and time consuming.
- Trust gap between leads & FAs and neglecting Flash Agent problems.
- Navigating through security threats while handling cash.
- FAs credibility being affected because of lack of QA & goods manhandling.
Competitive Analysis
After taking the interviews of all users, We synthesised the information and made the user flow and information architecture of application. We then look for similar app which were available in market to see how they are performing similar task. Below are few point and comparison.
Some Screenshots of Old Agent App
Below are some old screenshots of the old agent app, this app was only responsible for the delivery agent and not for cash collection or order booking agent.
New Agent App (Retailo Go)
After a lot of testing and back and forth with the agents, we finally rolled out the V1 of agent app. Below are a few screenshots and a working prototype of the version 1.
How the app was introduced to the Agents?
- • We conducted Agents onboarding Workshops and webinars.
- • We also made some onboarding tutorial videos so that they can watch whenever they are stuck at any place.
- • We provided on-going support for a month to figure out the pain points after the launch of app.
Takeaways
Empathy mapping has been the most essential part of this exercise. It was very important to go on-site and understand how the operations team functions. Once that was there, translating the experience was no big assignment.
Major problems that we solved were
Agents location tracking via map-matching
Shortest path routing
Standardized communication channel to report issues and SLA’s
Flexibility to cancel orders themselves
Retrospective
I learnt a great deal since I wore multiple hats throughout the course of this project. I not only followed a full design cycle, but also learnt the true essence of Empathy.
The product evolved a lot from the above Version 1 but it was a great learning curve for me.