On demand parcel delivery app
UberMove was created to empower users to have an on-demand delivery experience. This app is meant to help reduce the pain points such as delivery costs, delivery time windows, personal and package security.
I usually use Uber to get around the city or order food. On one of my rides, I wondered if Uber could also be used to deliver the second hand sofa I liked on Kijiji to my doorstep safe and secure.
On-demand delivery is a longing feature in Canada. We scoured the internet to find about the usage frequency of Uber for delivery of items and how it compares against other delivery services.
We looked at companies which provide delivery services in Canada like FedEx, Canada Post, UPS.
But none of them solved the problem users have, which is, deliver on-demand.
We spoke to various users like city locals, friends and families. And sent out user surveys on reddit and google. My team and I scheduled few Uber rides and interviewed Uber drivers.
• Canada has a huge second-hand market.
• More people are now tending towards trading second hand items not just to save a few bucks but also to help save the environment. This is great!
• According to the 5th Annual Kijiji Second-Hand Economy Index 2019, 82% of Canadians took part in exchanging 2.4 billion items in 2018.
• Following stats validate our market needs and make it a strong reason to have an app like UberMove:
From this study, we could segment our users into three groups: seller or sender, buyer or receiver, and Uber driver who is responsible of delivering the item. Furthermore, to empathize with our users, we listed down their attributes, needs, pain points, social media activity, current feelings and personality.
Personas helped us to understand the expectations and needs of each user in their own context. My team and I categorized all the responses we received into pain points for seller, buyer and driver.
We compiled a series of actions to document the process our users have to go through to trade second hand item.
By chalking out the journey map for seller and buyer we narrowed down to what they are looking for:
"Busy working professionals need an easy and secured way to deliver used furniture because, they don't have time to schedule inconvenient delivery windows and don't feel safe to share their personal information."
UberRush was launched in October 2015 in New York, Chicago and San Francisco. UberRush was designed to deliver goods to customers within minutes of being ordered.
Who did Uber partner with for UberRush?
• National retail chains
• Popular providers of online checkout services for local business
• Mom-and-pop stores
Why UberRush failed?
After nearly a year-and-a-half since its launch, UberRush had shriveled as a business opportunity.
Uber struggled to find a way to make its delivery network work for a wide range of businesses.
Reasons:
• Business: Not their main business
• Customers: Were businesses rather than consumers
• Labor: Used same pool of drivers for ride sharing and delivery
• Price: Ride-sharing is cheaper than taxi but, Rush was charging more than other competitors
• Time: Uber didn’t have a lot of time to invest in small business which grows slowly
• Demands: Got harder to predict
• Marketing: Retailers were responsible for marketing same-day delivery offerings to local consumers
Apart from 2nd hand market, Toronto's delivery market is also growing from 2015 onwards. With advancing technology, people are getting into the mindset of having everything and anything delivered right at their doorstep. Convenience is the essence of recent times.
1. The UI is not clear enough to let me know that the boxes are editable
2. Until buyer is found, seller doesn’t know buyer's address
3. Sometimes, item price changes during negotiation
4. I want to view the screen to track my delivery real-time
1. Details are cramped up and difficult to read information
2. I am not comfortable that destination address is visible to seller
Click on the following images to interact with the prototypes or scroll down to get a preview
John is posting an Ad on Kijiji to sell his sofa. He wants to use UberMove as an option for delivery and generates UberMove code beforehand.
Sarina finds a sofa she likes on Kijiji. She chats with John and agrees on a price and UberMove to be the delivery option.
Sarina verifies all the details on the invoice received from John. As soon as she accepts the invoice, delivery is scheduled.
John generates an invoice for Sarina and sends for review.
Once Sarina accepts the invoice, delivery is scheduled and they both can track it in real-time.
After few iterations, when we tested our prototype with the users, it was well received. We observed that users could use our prototype intuitively and did not need any on-boarding.
