The Problem

Pinga allows users to choose from a variety of retail partners to shop and get items delivered within a few hours. The platform also allows users to create a customised task they want a user to perform that may not be listed on the platform.

Users have 2 options when placing an order:

1. Custom Task - This was dubbed the "freestyle" flow. In the flow, customers can make special requests. For example, "pick up some flowers from the local flower shop".

2. Retailers - This flow has more of an online shopping experience; where customers make a request via the retail partner's store on the platform. When they add items to their cart and then place an order, they are connected with a 'delivery partner' to get the items from the store and deliver it to the user.

The challenge was to reduce the number of steps it takes to complete a task. The company also wants to make these 2 experiences as seamless as possible but yet making it clear it is different outcomes and restrictions.

My role

I worked as the Product designer on this project. I worked closely with the founder in order to identify, test, and prioritise features prior to redesign.

Discovery

I spent some time with the stakeholders to define the scope of the project and also decide on existing features to improve. We also had a technical spike to review the current restrictions in the codebase.
We worked in 2-week sprints, we had to prioritise which features were the most important for the MVP.

The Process

Product Research

I looked at some comparable solutions and did some competitive analysis on how the competitors and similar gig-economies platforms solved these problems and then created a mood board.

User Interview

We conducted interviews with the current users of the platform to find out which features they wanted and how was their experience with the current platform.
We also interviewed some delivery partners to find out how their experiences were using the platform and what challenges they encountered.

We gathered this information to understand trends and recurring problems and created different user personas.

User Personas and User Flow

After we made a few personas, the product owner and I created several users flows that reflected the different groups we believed would benefit from Pinga (e.g., we created a user flow for vulnerable people that need help with their shopping and how we expect them to use the platform).
Designing user flows helped us iron out some pain points, develop features in-depth, and create a cohesive look/feel later on in hi-fis.

Usability Tests

Pinga already had users so we interviewed some of the users for qualitative analysis. We also went and got people that were not familiar with the platform and segmented the users into different groups - users that are not familiar with similar services to Pinga and users that use similar services. This was a moderated usability test where we had the user perform a task. We then told them to say out loud what they were thinking and expectations. This allowed us to get feedback and understand their thought processes and their expectation without any influences or biases.

We then used the feedback and iterated the designs

Sketches and Greyscale

Deliverables

We decided to create a functional MVP that will be ready for beta testing. Our goals included:
• Fully implemented task pages which including onboarding screens.
• Landing page, sign-in/login, Sign up page, etc.
• Transaction page, profile page, tipping page.
• Provide detailed use flow diagrams and high-fidelity designs of other screens at the time of handoff to allow the client to continue developing.

Impact/Results

We were able to reduce the number of steps it took users to perform tasks by 30% with our new design. Users were also able to perform tasks in less time (1 minute less).
We were also able to introduce the new retail experience flow on the app by using user feedback to determine what features they wanted.

Final Product

Here are some of the final designs on the app. These include the customer and the 'deliver partner' version of the app.

What I learned

I learned that creating personas and user flow gave us an opportunity to understand our user needs more and put them at the center of our design. It also helped us prioritise our features development.
I also learned a lot from talking to users while building the prototype - I learned that users have different needs and some users need more information and help so we incorporated tooltips at relevant stages of the design.