Mandaê, logistics startup, faced a challenge in boosting driver engagement with their app, which was crucial for achieving their objective of improving Net Promoter Score (NPS) and customer perception. The app offered features like real-time visibility of deliveries, driver route tracking, enhanced driver identification security, and increased product safety, but drivers weren’t using it effectively.
My task was to understand the reasons behind low driver engagement and propose solutions to improve app usage and, consequently, customer satisfaction.
My actions:
- Discovery: I conducted a two-day field study, shadowing three drivers during their delivery routes to identify key pain points and app usage challenges. I observed performance issues, unexpected errors, unclear feedback messages, complex usability, and overall anxiety-inducing user experience.
- Solution: I proposed backend improvements to address performance issues and initiated a redesign focused on user experience. I prototyped the solution in Sketch for both iOS and Android versions of the app and conducted usability testing with driver users.
- POC Implementation: I developed a proof-of-concept (POC) to expedite the delivery confirmation process. I created an MVP using a simple barcode scanner that allowed drivers to scan individual items and automatically notify customers of tracking updates. The POC was not implemented due to cost constraints regarding device acquisition.
Result:
The combination of backend improvements and UX enhancements resulted in a significant increase in driver app engagement, reaching approximately 15%. This contributed to improved customer satisfaction, as drivers were able to effectively utilize the app’s features, leading to a more efficient and transparent delivery.
Bruna Graziele 