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I WANT IT ALL — AND I WOULD LIKE IT DELIVERED. - Bette Midler
TABLE OF
CONTENTS
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OUR TEAM OUR TEAM
8
ORIGIN ORIGIN Why Delivery Systems
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Why Delivery Systems
OUR PLATFORM OUR PLATFORM
Ethnography & Contextual Research • What We’ve Learned • The Research Plan
Ethnography & Contextual Research • What We’ve Learned • The Research Plan
READY FOR SHIPMENT READY FOR SHIPMENT
Secondary Research • Background of Savannah Delivery Systems • Modes We Used • Stakeholders
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Secondary Research • Background of Savannah Delivery Systems • Modes We Used • Stakeholders
IN TRANSIT IN TRANSIT
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Primary Research • Observation • Places We Visited • People We Talked To • Cultural Probes • Survey • Insights • Challenges
Primary Research • Observation • Places We Visited • People We Talked To • Cultural Probes • Survey • Insights • Challenges
PACKAGE SORTING AT PACKAGE SORTING AT LOCAL WAREHOUSE LOCAL WAREHOUSE
Reframing • Affinity Mapping • Personas
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Reframing • Affinity Mapping • Personas
PACKAGE READY PACKAGE READY FOR DELIVERY FOR DELIVERY
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Offerings • Opportunities
Offerings • Opportunities
102•
PACKAGE DELIVERED BY PACKAGE DELIVERED BY Conclusion
• References
Conclusion
References
Collaboration of Industrial Designers and Design Management Graduate Students for 711 Methods of Contextual Research
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Ganesh
Gauri
Hasson
Maria
Prachi
OUR CORE TEAM 7
ORIGIN
8
WHY DELIVERY SYSTEMS? After moving to Savannah we realized there are many issues with home deliveries, from personal experiences or people close to us. Getting things delivered is a commodity most people use and most of the time delivery companies complicate the process and users end up having terrible experiences and feeling aggravated. Delayed, damaged and missing packages was something that made us very interested in this topic. We also realized a lack of availability or knowledge of on demand services in Savannah which are booming across the U.S. This was the second area of interest, we wanted to learn what services were available and if there was enough demand to bring others that are already available in major cities. As the world moves towards making life easier for all of us and having things available 24/7. We were curious about the process, opportunities and people who make it happen.
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TIME AUTOMATED DELIVERY INTERNATION
COSTS
DOCUM C BRAND IDENTITY FOOD FU WAREHOUSES INFRASTRUCTURE
SHIPP DEMAND MARKETING
DRUG DELIVERY SERV
INFRASTRUCTURE RETURN POLICIES
JOBS SUPPLY
DIGITAL LAUN
NATION
COLLABORATION MOVING SERVICES
C
MARKET REACH ACTIVITIES EVENT DELIVERIES QUALITY A 10
Y SYSTEMS
NAL DELIVERY
MENTS COUPONS FURNITURE RETAIL
PING
ENTERTAINMENT BUSINESSES
GROCERIES NAL DELIVERY
VICES
NDRY
CUSTOMERS
ACCESS
BUSINESS MODELS
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I love ordering things online because when they arrive it’s like a present to me, from me. – UNKNOWN 12
DELIVERY MODULES
Warehouse
Standby deliverers User
Home
Store
Delivery Service
Home
Database
Device
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OUR PLATFORM Our journey began with ethnography which is the study of cultures, by completely immersing yourself in the culture. It accentuates your experience of conducting research and finding information on some of the most exotic, unspoken topics. Many times, immersion helps you feel like a part of the community that you study, hence giving a better perspective to your study topic. We learn to avoid making assumptions about behaviors and cultures and producing false results. We acclimatise ourselves to the atmosphere which influences the people and the culture that we study. Ethnography gives us a base, a set of ethics, tools, methods and guidelines to set our research on. This is precisely what was vital for our project in contextual research. In order to find information in depth, we carried out a number of methodologies supported by ethnography.
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Contextual research is a user-centered research method that we used through our entire process. It goes hand in hand with ethnography. This methodology gave us different ways and techniques of conducting research considering human emotions, being empathetic towards your subjects and gaining valuable information while doing so. Lauren Wispe (1986) defines empathy as “Empathy refers to the attempt of one self- aware self to comprehend unjudgmentally the positive and negative experiences of another self.” Empathy and ethnography are co-dependent and have to be taken into consideration any time we analyze people’s behaviors, their way of thinking, emotions and purpose of actions. We learned that it is always necessary to avoid making any sort of judgments or assumptions about the reasons behind any body’s behavior or practices. It leaves an open area to analyze, rather than walking into the research field with some assumptions; which influences our thought process. Now we were part researchers and part ethnographers.
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OUR BIBLES 101 Design methods by Vijay Kumar Vijay Kumar is a professor at the Illinois Institute of Technology and has wonderfully provided us with tools and methods for conducting research in an efficient manner. According to Kumar, the innovation process comprises of seven stages - Sense Intent, Know Context, Know People, Frame Insights, Explore Concepts, Frame Solutions, and Realize Offerings. Kumar has developed many ‘Modes’ or different techniques of finding information, analyzing it and then using it for our purpose. Every mode is vastly different from the others and hence covers every aspect of study that we need to use.
IDEO
Parking Lot
We were really fortunate to have IDEO as a helping hand in our ten week long journey. Recently, IDEO published a concise toolkit called ‘The Field Guide to Human-centered Design’. The grounds on which this design kit operates is Inspiration, Ideation and Inspiration. Through this kit, we got acquainted with different values, ethics, and tools.
While doing design research it is very important to start with a clean slate with no opinions from us. We learned that we needed to create a parking lot as all the creativity in us was bursting to find solutions to a problem we had decided to tackle. The parking lot was a place where we put all our assumptions to get rid of them. The parking lot would be accessed later in the design research process.
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RESEARCH PLAN We had two and half months to complete this project. One of the first things we did was create a plan to stay on track and be accountable of our progress. Things happened accordingly and this tool helped us on many levels.
APRIL 5
10
15
20
MAY 25
30
5
10
15
20
JUNE 25
30
5
10
Secondary Research Interviews Observing/ Shadowing Culture Probes Survey Personas Process Book Print Meetings Briefing Kwela
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READY FOR
SHIPMENT 21
SECONDARY RESEARCH We researched existing information of delivery systems. We looked at major players such as FedEx, UPS, USPS, DHL and other services from around the world. We realized that most of the deliveries worldwide are done by FedEx and UPS, they were the common denominator in most countries. The rest of the delivery systems are local or regional. In the United States the USPS is the major player processing an average of 509 million packages every day. Also, The Postal Service has the country’s largest retail network and is the core of the $1.4 trillion mailing industry employing more than 7.5 million people. On the other hand FedEx is the primary choice for air and international shipping while UPS dominates the ground with one hundred thousand vehicles.
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Then we started looking into the local culture of Savannah, key information and facts, existing services and businesses and major contributors. Savannah has a population of one hundred forty thousand people and 72% are 20+ years old, this is they key market for delivery services. We also realized Savannah is strategically located since the Port of Savannah is the largest single-terminal container facility of its kind in North America and is the nation’s second-busiest container exporter in the nation. Also, Savannah has 290 warehouse facilities and more than 13 million visitors every year.
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Our research also showed that there are many on demand services around the country, delivering food from anywhere at anytime, handyman or cleaning services, alcohol and many more. While looking at existing services in Savannah we realized the city doesn’t offer many of them. Next, we had to look at the market, the demand and the future of delivery services in Savannah.
SAVANNAH DELIVERY SERVICES
US DELIVERY SERVICES
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912 food to go The price is appropriate for the range of restaurants. It will take a bit longer then ordering pizza, but nothing extreme.
REVIEWS USPS The worst customer service I have ever dealt with.
USPS Savannah to Go More restaurants would be nice.
If I can give this post office ZERO stars I would!
FedEx
USPS They are the worst post office I think I’ve ever had to deal with.
USPS Never answer the phone. Have not gotten my correct mail.
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Hard to find and unfriendly.
USPS
USPS Rude and inefficient.
Employees leave packages on the front porch if you are not there to pick it up. They never leave a note or come back the next day.
UPS Great customer service at this location. Always friendly and helpful.
Domino’s Normally fast service and always friendly staff.
Your most unhappy customers are your greatest source of learning. – BILL GATES 27
MODES
WE USED 28
SENSE INTENT The sense intent mindset is about detecting the changes happening in the world today and forming speculations about new situations looming in the horizons.
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OFFERING CULTURE ACTIVITY MAP Exploring innovation opportunities by shifting focus on offerings, activities and culture. The Offering Culture Activity map uses three ways to look at innovation opportunities: the “offerings” (products, services) with their functions and features, the “activities” people do with those offerings and the “cultural context” in which people use those offerings. The offering, in “delivery services” goes in the central circle. The activities related to the offerings go in the circle outside it. Then we talk about the cultural influence on the people’s activities. We discussed how each group of people uses “delivery services” differently. We identified the various cultural factors affecting the type of services people use. This mode helped us identify opportunities related to “delivery services” and the reasons relevant to the process of choosing the service and type of delivery.
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Brands
CULTURAL
Happiness
Convenience
Retail
Food
big box • local
restaurants • groceries • farmers market
Lazyness
ACTIVITIES
Hygiene
Services Discomfort
Identity
events • household • medical • repairs • furniture
Quality
Healthy
Documents/ Courier
DELIVERY OFFERING
international/national • confidential • banking
Returns
Recycle
defective • binge shopping
packaging • waste
Security
Declutter
Tourism
Moving
exclusivity • antiques
system • supplies
Unique
Go Green
Wanderlust
Migration Explore
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INTENT STATEMENT The Intent Statement method builds on understanding opportunities identified by understanding the latest developments, recognizing current trends, seeing big picture and reframing problems. Here we looked at the latest developments in the field of deliveries and saw emerging trends of drone, self driven cars and automatic deliveries. We identified the the opportunities and focused on the act of delivering a package. We also looked at the limitations, intentions and aspirations in the process of delivery. After initial discussion, we began looking at the demand for all types of delivery services. We looked at the patterns of decisions made by people. We came up with a few questions. Who is the customer? What are their needs? What are the opportunities? What new values can be created? What are the risks?
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PROBLEMS
AUDIENCE
Limited services
Working
Cost
Farmers
Demand
Local stores
Time
Tourists
Zip codes
Veterans
Returns
Disabled
Preference
Millenials
Transport
Carless
Availability
Retired
Damage
Students
Miscommunication Small town
$ FAILURES
NEW VALUES
OPPORTUNITY
RISKS
Marketing
Shipt
Postmates
Theft
Branding
Free and for sale
Task Rabbit
Damage
Quality of service
Hello Alfred
Shipment delays
Customer service
Amazon Flex
Loss
Logistics
Instacart
Injury
Low demand
Kroger
Legal Issues
Wrong delivery
Handy
Reputation
Washio
Competition
Farmers market
Low demand
Open container policy Expansion Local Retailers
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KNOW CONTEXT In the “Sense Intent” mode , we focus on the trends and changes that happen around us so we can sense an initial direction for our innovation. In the “Know Context” mode we move to gain full understanding of the surroundings in which those changes happen.
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FINANCIAL PROFILE This is a method to map out financial attributes of an organization to create its profile. Financial information about organizations, industries and even their economies are combined into unifying maps for gaining broad insights. We mapped out the financial profile for FedEX and UPS and compared them both to reveal opportunities. We looked at profitability, per share data and management effectiveness. We conducted research on available information for both the organizations. Discussed the profiles to look for insights regarding patterns for financial growth and the effect of economy on the organization.
REVENUE
REVENUE
60
60
45
45
30
30
EMPLOYEES
300,000
in billion usd
in billion usd
401,000
15
0
0
1.5
1.5
1
1
0
2.2%
NET INCOME 2
in billion usd
in billion usd
NET INCOME 2
0.5
PROFIT MARGIN
15
4.6%
GROSS MARGIN 62%
0.5
64%
0
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INDUSTRY DIAGNOSTICS Industry diagnostics employs the frameworks to identify aspects of an industry and clarify its current state of health. To understand the competitive intensity of an industry we use Michael Porter’s Five Forces; that include: the threat of potential entrants to the market, the threat of substitute products or services, the bargaining power of the customers/buyers, the bargaining power of suppliers and the intensity of rivalry among competitors. We gathered information about the delivery services existing in the United States, reviewed the information we had to identify them with the Five Forces mentioned above. Then we assess the impact of each force on the industry as follows: Potential entrants: We looked at the new on demand services coming up with various offerings. We analyzed the threat they would have on the existing market. We also looked at t the difficulties they would have entering the delivery market. Substitute offerings: With the constant development in logistics the nature of services offered changes. The old door to door delivery system is coming back and people want access to such services. Could these services pose a threat to the existing services? Customers / buyers: How much control do customers have over the types of services available. Suppliers: How are the various startups collaborating with the suppliers. What is the amount of reliance of the industry on the suppliers? Competitors: What is the nature of rivalry among competitors? What are the major elements contributing to the competition: technology, pricing or services? 36
POTENTIAL ENTRANTS Business models: shared economy No own infrastructure Decentralised delivery network Eliminating labor Automatic subscriptions
INTENSITY OF RIVALRY BETWEEN COMPETITORS High shipping volumes Low weights Timely delivery of shipments Delivery charges Market reach
COMPETITORS Diversity Government and social restrictions Capital requirements
SUBSTITUTE PRODUCT SERVICES Self-driving delivery robot Digital deliveries Drone delivery system Multiple access points to services Decentralized delivery network
BARGAINING POWER OF CONSUMER/BUYER Low Switch cost between service providers Consumers in control of the system Incentives, sales, discount coupons, offers Potential entrants: Postmates, Instacart etc. Business models: shared economy,
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STAKEHOLDERS When we started our research everyone related to deliveries was a stakeholder. During our secondary research we narrowed it down to Savannah companies and workers. We created a list of all the different business that delivered in Savannah and contacted their offices for interviews. Other times our stakeholders came to us as a surprise, such as one Saturday at the Farmer’s Market when we met Justin, member of the Forsyth Farmers Market Board of directors. The constant Shipt deliverer Coral, Michael from Kroger and our classmate Rachel who used to work for Postmates to name a few. The research kept evolving and so did our stakeholders. At one point we started focusing on the consumers and we realized everyone is a stakeholder. Everyone gets things delivered at some point and many of the users have multiple good and bad experiences.
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Sometimes the best discoveries are the result of simple observations. – DR. SEYED REZA AGHA 39
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IN TRANSIT 41
PRIMARY RESEARCH Now it was time for us to get out into the field and get to know people. Knowing people is about gaining empathic understanding of people’s thoughts, feelings and needs by listening, observing, interacting and analyzing. Primary research provided us with opportunities of meeting people involved with our topic. Conducting primary research was one of the highlights for our team.
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OBSERVATION MODES Five Human Factors
POEMS
Studying physical, cognitive, social, cultural and emotional factors that drive the overall user experience.
Studying people, objects, environments, messages and services in a context.
Physical: Customers enter with the goods or packages to be delivered. Cognitive: Process is quick and customers are provided service asap. Social: Customer interacts with the representative. Customer is greeted with a smile. Cultural: Networking to provide best possible customer service. Emotional: Handling of unhappy customers with grace.
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Template for observation: Number of customers Age Gender Reason for visiting Services used Time per customer Emotions while entering and leaving Observe the service providers, their interaction with space and customers These are the points we coded our observation information. It helped us analyze the customer demographic and discover the pain points in the experience.
PLACES WE VISITED The first step of our primary research was Observation. We did observation at three locations; FedEX store at Broughton street, USPS store at Fahm Street and UPS store at East Bryan Street. For this we adopted the Fly on the Wall technique. Customer activities were not influenced by our presence. This provided us with pure statistics. We looked at the infrastructure and daily operations of the organization. The critical part of the process was the manner of attending to a customer, which affected the time taken per person. While doing observations, we found the auxiliary services like stationery and printing offered by each of the organizations supports their main offering.
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PEOPLE WE TALKED TO Before we could start our interviews, we had to brainstorm and create a guideline of questions; a road map to follow during the different interviews. We planned to take the semi structured interview approach; thus providing opportunities for unprompted conversations from the interviewees. We categorized our audience in three sections; sellers, consumers and deliverers. Each type of interview was crafted carefully taking the context into consideration. We looked at the pain points for identified interviewee groups. We were able to interview about 21 people formally. The interview time was 20 minutes on average. We had five 60 minute long interviews. We were able to interview people at the first culture probe in Forsyth. All the interviews provided some unique insights. We also saw similarities in some aspects such as trends, experiences and services people use. The deliverers’ interviews provided us with new insights into the operating systems of delivering. It gave us a new perspective.
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I won’t pay for delivery services unless I have a deal.
My package was left in the porch and stolen more than once.
- Vanessa
- Adam I would like a personal shopper so I don’t have to the stores. - Katie
Its a Treasure Hunt.
Would like to get my nails done at home. - Morgan
- Coral, Shipt
It depends on everyone’s work ethics, but due to the work most of the time I don’t get to eat my lunch – Rosemary, USPS
My Christmas package was delivered in March.
My biggest issues is self discipline and planning.
- Diane
- Coral, Shipt
I like making people happy. I like to help people that have needs.
I like to check the shipping cost before I purchase online.
Made my hobbie, my work.
Most difficult thing I find is dealing with women.
- Rachel, Postmates
- The Frayed Knot
- Diane
- Coral, Shipt
I like to check the shipping cost before I purchase online. - Diane
Bull and Broughton St are the best locations ease of access. - Mark, The Ole Factory
My packages where left in the street and in the back alley of my building. Also, a few got stolen. - Katie
Local businesses get more than 80% from tourists. - Southern Charm Antiques
Making place for holding big items is an issue for us.
I wouldn’t do it in NYC again, but definitely in Savannah.
– Timothy, SCAD mail.
- Rachel, Postmates
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CULTURAL PROBES This is the best way to acquire data from large variety of audience within a short period of time. We did two iterations of culture probes for this design project. The first culture probe was during SCAD Side Walk Festival on Saturday, April 23rd at Forsyth Park. The design of the probe was a major challenge ahead of us, it was inspired from the game Paper Toss. Treading on that concept we created an interactive probe that entertained people to participate. We got an overwhelming response. People taking part in the activity were intrigued and complimented us on our creative thinking for data collection. This cultural probe provided us with valuable insights regarding people’s habits of shopping, their needs, and what services are missing.
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We put up our second culture probe on May 6th, during the First Friday Art March outside the Starlandia store. For this probe we wanted to know about the experiences people have had in receiving or sending deliveries. The design used the artifacts related to delivery services and the butler denoted comfort in the act of delivery. To humanize the design we created a silhouette of a butler with a cloche asking people how he could help them. He represented on demand services all round the clock that could be available to people . The other part of the design was a moving rack with boxes hanging which denoted the targeted audience; for example categorization as per age and gender. The questions provided in depth understanding of the experience people have during deliveries. We also asked people what they would like to get delivered. This provided us with opportunities for the future. The responses prompted us to think of how might we questions to improve the experiences people have.
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WHAT ITEMS DO YOU GET DELIVERED TO YOUR HOUSE? Groceries 8
9
Restaurant food
5
1
28
20
Retail 42
35
7
4
Medicines 19
10
9
Documents 9
16
7
5
4
Unique items
5
2
25
13
17
4
Others 20
6
3
5
HOW DO YOU LIKE TO SHOP? Online
48
14
Women 20-40 yrs
52
In Stores
23
11
Women 40+ yrs
89
Men 20-40 yrs
18
23
Men 40+ yrs
9
WHAT ITEMS WOULD YOU LIKE TO GET DELIVERED TO YOUR HOUSE?
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TELL US ABOUT YOUR BEST AND WORST EXPERIENCE ABOUT HOME DELIVERIES
Sent it to my billing address instead of home
Slow delivery person gets lost
Someone called my cat fat :(
Sometimes the office send me email again after I took my package
LATE!
The ticket said it was at the post office but it was at my apartments office. I couldn’t find it for a week!
Women 20-40 yrs
54
Got someone else’s birth control
Got a pair of terrible pants. It cost more even more to send it back
Not good with appointments
They just leave the box outside my door, it can get stolen!
Women 40+ yrs
I am never home when they come
Men 20-40 yrs
We got veggie pizza, the rest was baked, but they just opened a pack of spinach and sat it on top. :(
I told them to send the hot delivery guy and he was a 2 at best
Men 40+ yrs
HI, I’M YOUR GUY! TELL ME WHAT YOU WANT DELIVERED
Cake and art supplies Breakfast Lunch Dinner
To meet Alex Vause
A gyro please
Cotton candy organic! We deliver!
Alcohol
Everything art supplies my school coffee!
Tacos
Love
Indian food
Cat bather
Foxy loxy and flying monk please
Healthy options
Beer
Cat food
Coffe and alcohol
Meuze Cherry pie :)
A cardboard cutout of Tsukishima Kei
A better understanding of the social dynamic of Savannah, and why is pseudo-concept of race so important?
Cheese
My art work :)
Chicken wings and funnel cake
Weed
Art supplies
Pretty lesbian wife
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SURVEY After our interviews, we conducted an online survey to reach out to people on a larger scale. We created a survey through www.surveymonkey.com with a set of questions directing people to respond towards our emerging insights from our observation,culture probes and interviews. The responses from the survey formed the base of our emerging insights. We analyzed the responses to look at the low hanging fruits of insights.
How often do you get things delivered? 6% daily 12% weekly
24% biweekly
People said they want Beauty Products, Event Deliveries, Alcohol, homemade and fresh food, groceries and supplies, local store merchandise, late night on demand delivery. What do you get delivered?
29% every few months
29% monthly
Have you had any of these issues with your deliveries? 6% stolen 22% others
30%
6%
6%
12% lost
12%
4%
42%
Retail Documents Food Electronics Others All of the above
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36% delayed
12% unattended 12% all of the above
ANALYSIS After we collected all the data, there were several responses that repeated themselves. We had huge data collection, we needed to look for emerging themes underlying in the responses collected through secondary research and primary research. We had incorporated this mode throughout our research and already categorized our responses accordingly. The most common insights from the secondary and primary research were, 1. People in Savannah mostly shop at stores. They are unaware of many existing on demand services in the states. 2. Delivery services are defeating their whole purpose of existence as their customers are rarely happy with the experience.
3. Trust, Quality and Time are important factors people consider while making their decisions. 4. The return of a package is often more expensive and a complicated process. 5. Most people say the customer service is a long process and tests their patience. 6. Value for the money spent in the whole process is not achieved due to loss, theft or damaged deliveries . A proper delivery at the given time puts a smile on their face. 7. People want illegal substances delivered but it’s not available in Savannah due to legal policies. 8. Tourists form a major part in the retail sector contributing to the local retail business.
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INSIGHTS People said they want Beauty Products, Event Deliveries, Alcohol, homemade and fresh food, groceries and supplies, local store merchandise, late night on demand delivery. Retail ranked first in delivered items, followed by restaurant food and unique items. Mostly people have negative experiences regarding their deliveries. These often include delays, loss of packages, leaving packages unattended when the customers are not at home and false delivery calls. One of the shocking responses was the damage of goods in the packages. Some packages were left without protection from weather conditions which damage them. The process of resolving these issues was very complicated and inconvenient for people. They had to drive to the courier facility after their packages were transferred to a distant location. That makes it difficult for people to use delivery services in the future. People were not aware of many on demand services present in the other states. Though they are ready to pay for an annual membership after being offered the services for a trial period. They also said Savannah is a favorable place for starting an on demand service. Some of them are willing to act as deliverers owing to the fact of architectural advantages in Savannah. Since there is a lot of student population, they would like to earn some extra pocket money and make people happy.
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CHALLENGES Conducting research on such a large scale needed a lot of communication and coordination with all the team members. All of us had a certain bias about the topic. Getting rid of assumptions was one of the major challenges we had to overcome as a team. Gaining access to important information was difficult since we had to jump through hoops of corporate people. The next was deciding on the research plan. We had to contact people for primary research and wait for their responses. We learned that design needs a lot of patience. The planning and designing of the culture probes took a lot of brainstorming. The culture probe was very successful and we received an overwhelming response from people. Finding a strategic location to set up the probe was another challenge. As a team we overcame all the challenges presented by the design research process. We learned the importance of challenges as they made us push ourselves to give the best.
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PACKAGE SORTING
AT LOCAL
WAREHOUSE 63
REFRAMING This process was one of the fun moments in our design research. Reframing is an easy exercise done in four stages. The technique of reframing has been developed by philosopher and THNK faculty Karim Benammar. The methodology is rooted in the theory of paradigms by Thomas Kuhn. Reframing helped us get out of our mental security and showed us new directions of approaching the topic. This process was fun and we had some humorous statements. We started reframing at one point and noticed we had a new perspective of looking at the topic after we had completed this process. We combed through our research to find that the core belief was “People in “Savannah Mostly Shop in stores”. We reframed around this belief and by the end of the process our new core belief was “People order online from local Savannah stores”. 64
AFFINITY MAPPING Was a method of categorizing the hundreds of data points that we obtained from our secondary research, interviews, observations and cultural probes. As mentioned in the book Rapid Contextual Design : A How-to Guide to Key Techniques for User-centered Design, affinity shows in one place the common issues, themes, and scope of the customer problems and needs. We started with the first method of affinitizing. We decided to sort the topics and different data-points by color coordinating them on different levels. The first stage was Yellow. In this stage, we simply wrote every data point on separate yellow post-its. It helped us have an idea of how much information we had collected. We did not sort any information into specific topics. All the post-its went on the board. In this process we noticed that we had about 700 data points!
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We followed three rules during this affinitizing 1. It was a silent sorting process; teammates affinitized cards without communicating. This led to better categorizing, considering everybody’s individual opinions and thought processes. Nobody influenced anyone and this gave to rise fresh categories.
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2. Don’t try to force-fit We tried not to force fit a yellow into any category, just because it ‘seemed’ to fit, or because it was the only one left out. These lonely post-its were called ‘Outliers’. We formed a bunch of those, which eventually became a new category.
3. When in doubt, form a new cluster - Whenever we were unsure of which group the one ambiguous yellow would go, we formed a new cluster or group. This worked well with rule of not forcefitting.
Now we went on to the second method of affinitizing. Enter - The Blues. We started sorting on a more or less generalized base, open to interpretation; putting the yellow postits into a few categories. Through this sorting, we started seeing patterns in the data points. These patterns helped us in developing broader insights and possible areas where we can spot opportunities. We formed around 120 blues from the 700 yellows. Then came the Pinks stage. The pinks were more specific, forming a conglomerate of the smaller topics that fall in relative areas. Thus, we grouped the pinks under some bigger umbrellas. We had 48 pinks by the end of this stage. The greens were next. They were a result of further filtering and grouping. There were about 8 greens once we finished this process. This was the final and most vital step of our research.
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When the customer comes first, the customer will last. – ROBERT HALFA 70
PERSONAS Help designers overcome a very human problem, bias. We created two personas with the mindset they will fit our extremest and mainstreams profiles.
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LAURA Age: 26 Status: single Lives: in downtown Savannah Work: student at SCAD Kids: none Normal day: wakes up and prepares her breakfast. While she eats she catches up on a tv show and social media. After breakfast she goes on walk with her dog. When she gets back, Laura prepares some snacks and gets things ready for class. Then she heads out to with one of her classmates to get coffee and catch a ride to school. She has classes, presentation and sometimes group meetings for projects. Gets back home late afternoon and walks her dog again. She cooks dinner and eats while talking to her family. Showers and starts working on her projects from school. For fun: Laura is a tv show addict and catches a new episode or season anytime she gets. She doesn’t have class on Friday and is usually her chill day. On the weekends she enjoys hanging out with friends and going out for drinks or a movie. Laura’s loves hanging out with her dog at home, catching the latest celebrities drama and staying current with the latest fashion. Why her: she doesn’t have a car so she orders online a lot. She gets things delivered to her house several times a month, sometimes several times a week. She’s a shopaholic who wants everything delivered at anytime. She also sells things she doesn’t want anymore online in place such as ebay and poshmark. Laura has the full cycle experience of getting things delivered and shipping things to buyers. 72
ANDY Age: 34 Status: married Lives: in a house in Savannah around Forsyth park with his wife Work: artist Kids: none Normal day: wakes up, showers and has breakfast. While he eats with his wife, they catch up on the local news. Then he goes to his studio room in his house, puts on some music and starts to work. If inspiration hits he can stay there for hours, working on single piece. Other days he takes breaks and goes out for lunch with a good book. At night, he hangs out with his wife have dinner and watch movie or go on date night. He showers and goes to sleep by midnight. For fun: Andy loves to paint and create new things. This his work, his hobbie and passion. Another thing he enjoys is date nights with his wife and going around town, discovering new places. He also likes photography and walking, someday he walks all over Savannah taking photos and coming up with new ideas for his work. Why him: he doesn’t shop often, online or in stores. When he does he prefers to go out and get the things he need. He has had issues in the past with delivered items been left out in his porch and getting damaged or stolen.
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OFFERINGS After combining data from our secondary as well as primary research, three opportunities were evidently visible. We found out that there were fundamental flaws in the system. We had reached out to three types of people involved in our topic; seller, customers and deliverers. With heroic optimism we have tried our best to solve problems faced by customers to improve the deliveries. This involved some system improvements for the deliverers making the process even more easier. Our focus was on three major points; Experience, Cost and Logistical issues. We tried to solve the issues asking ourselves “How Might We�...
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HOW MIGHT WE... improve the experience for consumers? provide value for the money spent during the delivery process? identify logistical issues during the journey of delivery? categorize different packages based on the items inside? implement graphics for branding? ensure correct delivery of packages to the customers? customize delivery as per availability of consumers? ensure hassle-free returns? encourage people to return empty packages?
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SMART LOCKER Through our research we found out that customers were mainly unhappy about the delivery experience where packages were being stolen or left unattended on the porch of the house. They were also unsatisfied because the packages were not being delivered in their absence due to signature requirements for some of the packages and also in some cases miss delivered packages. To solve all of the above problems, we considered a user centered approach and came up with a product idea. The Smart
Locker. This Locker, ideal for Houses rather than Apartments, when installed, would not only protect the packages but would also ensure correct package delivery even when consumer is not available. The delivery person just has to scan the barcode to access the locker and leave (or pickup) the package in the locker. The locker being connected to an application will be given instructions only to allow authorized package access. It would also feature the refrigerated section for perishable items.
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SMART LOCKER 2.0 This locker is an iteration of the first one. The locker is robust, made of reinforced steel. This locker has two divisions. The one on the top will have a refrigerated unit for perishable items, the second for other packages. It has access control so that only the packages matching the tracking ID can be stored. This locker protects packages in all weather conditions and keeps them safe. The customers can come home carefree knowing their packages have arrived, as a notification will be sent confirming the delivery of the package. This locker will beautify the porches of Savannah houses!
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CUSTOMIZATION Many times the packages are not delivered by the carriers in the first delivery attempt as the person is not available at home. Most of the deliverers leave a standard note that delivery attempt was made but package could not be left due to signature requirement or other package handover requirements. But this doesn’t help often and the customer has to either wait for another attempt or make a request for package to be held longer. This also adds time since the pickup store location is not near the customer’s home address and also has limited working hours. With delivery at local warehouse option, the customer will be able to request packages to be dropped off at locations near his house so that he can pick them up anytime he wants. These local warehouses could be anything from retail shops or fast food chain restaurants which will then become an integral part of the delivery system. This not only ensures efficient delivery of the packages but also increases customer satisfaction.
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EARLY MORNING AND AFTER HOUR DELIVERIES Our research showed us that most people in Savannah missed their deliveries since they are not home during the time of delivery. To resolve this issue people either left their packages with neighbors or at their leasing offices. This complicated the process as people had to depend on the availability of neighbors or office hours of the leasing offices. To avoid this discomfort, we have come up with an offering that will provide deliveries to people Early in the morning 6.00am-9.00am and Late at night 7.00pm-10.00pm. Through this offering, people will be able to receive their packages at these flexible hours. They can request deliveries at special hours and will be charged a surge depending on the time of request for service. This offering will help the couriers for easy deliveries and generate revenue through the surge charges; create a good experience for the customers as they will be able request their deliveries as per availability.
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COURIER RATING Many people said that the deliverer didn’t knock on the door and left a note saying the package had been transferred to another facility, as there was a signature requirement. Customers found this experience uncomfortable and annoying, they wanted to report it. But they had no details of the person in question. Hence, our offering. Through the courier rating application, customers will be able to rate the deliverer, based upon the service they received. They need to input the tracking number of the package and from there it can be traced to the deliverer. Poor ratings and bad reviews will result into strikes against the deliverer. A warning will be given after three strikes. After several warnings, severe measures might be taken. This offering is advantageous for the customers, as it will improve service quality; as well as for the courier companies as their productivity will increase.
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HUMANIZING People face many problems in the delivery services like damage of goods, loss of goods and packages left unattended. At such times, everyone resorts to customer care offered by the company. Usually these calls are answered by automated voice services, and often turn out to be of no help. People interpret this as lack of interest in the customer’s satisfaction on the company’s behalf. Hence, there needs to be a better, more humanized connection between the customer and the company for user satisfaction. It has been discovered in surveys and data collected, that more than 72% people prefer talking to a living being about problems and their concerns, as they find it more comforting and realistic. If the customer is happy, the company will prosper.
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CATEGORIZATION Through our research we realized there was a need for colour coding for the different types of boxes. We thought it would be a good opportunity to design some graphics for the easy categorization of boxes. This offering provides different icons in colours identifying with the goods making it easier for arranging and storing packages at the warehouse. The offering includes carefully designed graphics and packing tape in an assigned colour. Through this offering we hope the sorting of packages and storage will be easier and reduce the damage, loss or delay of items.
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SORTING AND ORGANIZING Packages and mail are currently sorted by delivery route and locations. Depending on the route, packages get placed in the truck. However the mail is a different story. The mail such as envelopes, magazines, etc. are placed together in different trays and separated by region off the route. They are not sorted in any specific manner and drivers take longer to place them once they have to find the specific mail for different adresses from one tray. The proposed solution is separators for these trays. Instead of just allocating the mail in the tray by area, they should be organized by the exact address and order of delivery. For example, if it is a building instead of putting all the mail together in one tray it will be organized by apartment number and between every number there will be a separator. When the deliverer gets to the building he just needs to reach between each separator and put the mail directly into the box, leaving no need for sorting at the moment, saving a lot of time.
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REWARDS FOR BOXES RETURNED When we talked to people who shopped online frequently, we found out that they often have stacks of boxes that they receive from the packages. Some of them reuse the packages for storage, while some of them find them annoying because they have to store them and because they look unpleasant, while others just throw them away in the trash. We noticed that some of the packages had unnecessary extra packing, while some had lots of paper and bubble wrap inside for protection. However, these are put to use only once and then disposed. We noticed that people enjoy doing monotonous or somewhat uninteresting tasks when there is an incentive. Looking at all these circumstances, we thought of introducing a concept of Return Rewards. This meant that anyone can return boxes, plastic, protective sheets to the shipment centers so that they can reuse them. Also, these customers shall get a reward in the form of discounts or free shipping or immediate cash if they continue doing this over a certain period of time. In this offering, we killed two birds with one stone; clean, decluttered homes and lesser paper wastage, which in turn reduces environmental concerns.
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REAL TIME TRACKING One of the biggest issues faced by working men and women in Savannah is that the packages are delivered usually when they are at work or when they are running errands. This in turn leads to packages being left outside the houses, on porches, unattended. There is always a risk of the package getting stolen, damaged due to rough weather, or decay in case of perishable products. Real time tracking can solve these issues to an extent as the customers can actually see the time at which the package will e delivered at their doorstep. If they want, they can notify the delivery truck driver of their absence, in which case, he can deliver the other packages first and deliver this package later in the day.
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SCAD PACKAGE POOLING SCAD mail center is the facility for delivering mails and packages for students living in the dorms, faculties and staff. It serves to all 70 odd SCAD buildings spread across Savannah. For students living in the SCAD housing, packages are not delivered to their respective dorms and students have to pick them up from SCAD mail center near Turner House. Although all the packages received at SCAD mail center are processed on the same day and notifications are sent to students promptly, students are still not able to pick up important packages due to busy schedule. The SCAD package pool, a concept very similar to carpool, will be very helpful for students living in the dorms, especially the ones living in Montgomery Hall or The Terrace, since these dorms are located the farthest from the mail center. A student can send a request to pick up his package through MySCAD app. If someone is traveling from SCAD mail center to one of these dorm locations, that person can pick up the package on behalf of the student who requested SCAD package pool through MySCAD app. Since picking someone’s package is not allowed without authorization, the authorization form can be integrated within this feature of MySCAD app which will require unique SCAD student ID number.
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OPPORTUNITIES There are several on demand services available around the States. Many of these services have redefined the delivery market, providing customers with anything and everything at any time in any location. These services could be a valuable addition to Savannah. Through our research we found out that people want on demand services for every commodity and service available. Savannah could benefit from many of these on demand services. We see opportunities for Postmates, Instacart, Handy, etc; to come to Savannah, as people here have similar demands. We also see an opportunity for the SCAD Buddy application that works on the principles of students for students. This shall be a system where students are deliverers for students. Cash on delivery can pose as a good alternative to card payment in the future eliminating the factor of trust. People will be able to see and approve their commodities; then pay for it.
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CONCLUSION For the past ten weeks we have been on a beautiful journey of research and learning. We learned basics like ethnography and cultures, how to study people, their behavioral patterns and phenomena without disturbing the atmosphere or making people uncomfortable. We learned that research should always be conducted with an open mind, no assumptions and no judgments. We were exposed to a large field of tools and methods of conducting research. We learned a lot of facts and new information about delivery systems pertaining to Savannah. We made a solid effort to develop and come up with offerings and opportunities so that Savannahians can have a better experiences with home deliveries. And for this, we have Kwela Hermanns, Vijay Kumar and the entire team of IDEO to thank for!
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Savannahians, your package is on its way!
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