Design Thinking and UX Case Study
Design a super-app for DHL micro-services
The Problem Statement
DHL currently operates numerous micro-service portals, each offering distinct functionalities. The challenge lies in integrating these disparate services into a cohesive super app. The goal is to streamline access, allowing customers to easily navigate and utilize multiple services simultaneously. Special emphasis on enhancing the overall customer experience, with particular focus on optimizing the onboarding process and simplifying shipment creation.
Project Goals
Create unified solution for DHL microservices
Simplify customer onboarding
Create intuitive experience of customer user flows across the platform
My Role and Contribution
As the lead UX Designer, I conducted secondary research and performed a heuristic evaluation of the existing micro-service portals. I was part of initial briefings. I studied various micro-services and their offerings. participated in all stakeholder interviews, generated insights, and identified opportunity as a part of research. Collaborating with the design team, I created and validated user flows during the discovery phase. I was heavily involved in wireframing, prototyping, and usability testing. Post UX discovery, I worked closely with the tech team to finalize user flows and design the User Interface for the super app portal.
Our Process
Discover
Research
Define & Ideate
Design & Test
Understanding 5Ws
During the initial research phase, we applied the "5Ws" process to thoroughly understand the micro-services, stakeholder responsibilities, and existing user flows. We identified and mapped all stakeholders, analyzed common functionalities and pain points, and documented the business flow and critical touchpoints. This comprehensive analysis helped us uncover inefficiencies and root causes of challenges. These insights helped us further develop a user-centric approach for Portal+
Initial briefs for the superapp
IBM Proposed the idea of the super-app (Portal+) to DHL where all DHL customer can have a unified solution to all their microsrvices which will help customers in easy onboarding and simple navigations
Currently there are 5 micro-services DHL wanted to combine in the super-app platform considering the existing customer need and their frustration of using multiple portals
DHL wanted to enhance their customer experience as multiple personas are using the portals.
What did we discover during research?
DHL has lengthy Customer onboarding process which is frustrating for the user, most onboarding is done by DHL people for their customers.
DHL have to handle multiple data formats and uploading them gets tricky sometimes while onboarding or creating shipments.
There are multiple common touch points for the current micro-services like BBX, WPX, LBX, DOX, DOM.
DHL has many verticals for the different business these micro-services are part of them.
Based on the initial briefing and secondary research we planned the roadmap for the design thinking for DHL. This involved understanding business, current scenarios, stakeholders, define, ideate and prototype user centric solution for the portal
Discovery approach
As a part of discovery we studied current portal. We conducted heuristic evaluation for BBX, which helped us understand pain points from customer point of views, user flows, and UX enhancement opportunity areas for BBX and possible approach to design new portal.
After mapping all stakeholders, we scheduled interview sessions with key individuals such as the product owner, country admins, and operational leads. These discussions were crucial in identifying pain points and gaps in user flows. For the BBX application, we conducted deep dive sessions into the product, thoroughly understanding stakeholders, use cases, and user journeys. During these sessions, we also explored potential areas for user experience enhancements and the development of a new portal.
After stakeholder interviews we mapped as-is journey. Personas, their vision and pain points/frustration.
Global application with one standard interface, has all products and microservices integrated (BBX,LBX,WPX,DOM,DOX) across all the customers
Flexible and scalable solution for multiple future offerings to come together without rebuilding the structure
Reduce the number of steps in the customer end to end process
Have faster customer onboarding
Speed and simplicity of the product
Platform must be self describing success story
How much revenue can DHL generate within shorter period of time
Vision
Above refers to the usability parameters for heuristic evaluation, total user flows covered with mapping and example of usability mapping for a screen.
Heuristic Evaluation for BBX
Gathered insight from few more stakeholders
We conducted lot of stakeholder interviews
Golden Thread
After completing our research and discovery phase, we initiated brainstorming sessions to generate multiple ideas and potential solutions. we designed "Golden Thread" for one of DHL's use cases, representing the optimal user experience we aimed to create. This step was crucial as it involved validating our understanding with key stakeholders and refining our proposed to-be journey.
We presented discussed golden thread in detail with stakeholders, focusing on personas and their specific needs. These discussions provided additional insights and allowed us to make necessary adjustments to our approach. We ensured that our proposed solutions were aligned with the stakeholders' expectations and addressed the identified pain points effectively. This laid a solid foundation for developing a user-centric and cohesive super app for DHL.
We designed personas in two sections one is DHL persona which involved Country Admin, customer ops, Business stakeholder and then customer persona like Customer key decision maker, customer IT, customer ops team.
Persona Mapping
Based on the Golden Thread we started sketching some first draft of wireframes and rapid prototyping for the usability testing, we gathered insights based on the client feedback.
Wireframes draft 1
Rapid Prototyping - Hi-Fidelity Wireframes
Initial Sketches
In collaboration with the tech team we defined different user flows and user stories to create the User Interface for the development of the portal DCIS.
Dashboard view for all stakeholders
Customer Onboarding
Creating Shipment
User Flow
I worked on creating User Interface of the DCIS using DHL design system, I worked on delivering unique screens in the user flow which I handed over to the tech team and currently is in progress to develop the UI.
User Interface
The User Interface has been successfully handed over to the development team, and the DCIS portal is now in the development phase. We received positive feedback and appreciation for our design solution, and we eagerly await the product's launch.
Thank You
Back
Based on the feedback received during our workshop on the golden thread and proposed solutions, we refined the user flow, to-be journey, and personas, incorporating new ideas for the portal. We then had stakeholders vote on these ideas and used their feedback to craft detailed user scenarios. This iterative UX process emphasized continuous collaboration and validation with stakeholders, ensuring that the final solution was deeply user-centric.
Refined Ideas
Final Concept
Through iterative design and collaboration, we have developed a cohesive solution that enhances the user experience across all DHL micro-services. This unified approach includes:
One App for All Services:
A single, integrated app named DCIS (Dynamic Customer Industrial Solution) that consolidates all DHL micro-services, offering a seamless and consistent user experience.
Effortless Onboarding:
A streamlined and user-friendly onboarding process that guides new customers smoothly into the platform.
Fewer Steps, Faster Start:
An optimized onboarding journey with fewer steps, allowing users to get started quickly and easily.
Personalized Dashboards:
Customized dashboards tailored to different user personas and specific products, providing relevant information and tools at a glance.
Quick and Easy Shipments:
An intuitive shipment creation process that simplifies the steps needed to create and manage shipments.
Streamlined Palletization:
An efficient palletization feature that optimizes the organization and handling of shipments, making logistics more effective.
This unified solution enhances efficiency, reduces complexity, and delivers a user-centric experience that meets the diverse needs of DHL's customers, while aligning with the company’s business objectives.