Case study for
Bosta
Industry
Logistics
Year
2022
Team
Mahmoud Ash
Sr. Product Designer
Soha Yassin
Sr. Product Manager
Introduction
Bosta, a leading logistics company, aimed to solve a critical issue affecting its operations: high return rates due to inaccurate customer addresses. This problem stemmed from businesses manually entering address details without validating them with their customers, leading to delays, increased operational costs, and customer dissatisfaction.
The Problem
The Success Delivery Rate was significantly low due to a high percentage of shipments being returned to the warehouse as a result of wrong locations provided during the order process.
Objective: Identify the root cause of the issue and propose a solution to improve the Success Delivery Rate.
Validation Process
Data Analysis
Reviewed shipment data flagged as returns due to incorrect addresses.
Found that the average return rate for these shipments was between 35% and 45%.
Deep Dive into Patterns
Identified that once these shipments were returned to the warehouse, their addresses were corrected and re-dispatched.
Observed that the corrected shipments achieved a Success Delivery Rate of over 90%.
Key Validation Outcome
Validated that incorrect addresses were a critical operational pain point and a major contributor to the low Success Delivery Rate.
Research and Problem Analysis
Brainstorming Session:
After validating the problem, we organized a brainstorming session to dig deeper into the root causes of the wrong addresses issue.
Small-Scale Research:
Conducted focused research using Design Thinking principles to thoroughly understand the user journey and operational flow that might lead to address errors.
Key Findings:
Identified that the primary cause of wrong addresses was tied to inefficiencies in the address input flow during the order placement process.
Discovered that the address submission form and flow lacked clarity, leading to frequent errors in entering critical information.
Customer Journey
Leading to the Problem
Discovery Stage:
The customer discovers the product online via social media platforms (e.g., Facebook, Instagram) or through the company’s website.
Order Request:
The customer places an order by sending a request through social media chat applications like Messenger or WhatsApp.
Manual Data Collection:
The business manually collects order details from the customer, including:
Name
Address
Phone number
Order Creation:
The business logs into the Bosta dashboard to create an order for the customer.
Manually inputs the customer's details (name, address, and phone number) collected during the chat.
Challenges with Missing Information:
While creating the order on the Bosta dashboard, businesses often encounter missing data, such as:
Area details
Street names
Building numbers
Instead of reaching out to the customer for clarification (which can be time-consuming given the volume of orders, sometimes in the hundreds or thousands per day), businesses:
Attempt to guess or predict the missing information.
Fill in the gaps manually without confirming accuracy with the customer.
Order Creation Completion:
Despite the potential inaccuracies, the business proceeds to create the order in the system.
Pickup and Delivery Attempt:
Bosta picks up the product and attempts to deliver it to the address provided.
This is where the inaccuracies in the address input flow lead to failed deliveries and returned shipments.
Solution Process
Idea Generation:
To ensure 100% accurate location details, we identified that the most reliable method would be to have the customer input their address directly.
This approach eliminates the guesswork and manual data entry errors caused by the business.
Proposed Solution:
Provide businesses with the ability to generate a unique link from the Bosta dashboard that opens a form for address details.
The form includes:
A map interface for precise location selection.
Input fields for all critical address details (e.g., area, street name, building number).
Customer Interaction:
The business shares the generated link with the customer via social media chats or other communication channels.
The customer completes the form, ensuring the provided information is accurate and confirmed.
Order Submission Workflow:
Once the customer submits their address through the form, the information appears in the business's order submission list on the dashboard.
The business can then verify and approve the details, proceeding to finalize the order creation.
Validation of the
Proposed Solution
Wireframing and Ideation:
Following brainstorming and wireframing sessions, we finalized the proposed solution:
Allowing customers to input their address details via a shared form link.
Using a map interface to ensure precise location selection.
Validation Approach:
To ensure the solution was effective, we planned to validate it with real cases under controlled conditions.
The key objectives were to:
Assess the accuracy of the collected address details.
Measure the impact on conversion rates and delivery success.
Test Setup:
Implemented the solution as a pilot feature for a select group of businesses on the platform.
Shared the form link with real customers to gather address details for their orders.
Metrics for Success:
Address Accuracy: Percentage of orders with complete and precise address details.
Success Delivery Rate: Improvement in the delivery success rate after adopting the solution.
Customer Adoption: Feedback from businesses and customers on the ease of use and effectiveness of the form.
Validation Process
Prototype Development:
Designed the solution using Figma to create a clear and functional user interface.
Developed the design on Webflow, allowing us to generate a live link for a fully functional page where customers could input their address details.
Testing Setup:
Selected a product from an affiliate website to feature on the landing page.
Created a dedicated landing page showcasing the product and integrating the address form solution.
Campaign Launch:
Ran a targeted Facebook campaign to drive traffic to the landing page.
Published the campaign, ensuring potential customers could find the product link, click on it, and access the page.
User Interaction:
Customers who clicked the link opened the landing page, filled in their address details using the form, and submitted their orders.
Validation Metrics:
Total Orders Received: 222 orders were collected through the campaign.
Confirmed and Delivered Orders: Out of the total, 126 orders were confirmed, processed, and successfully delivered to customers.