Streamlining International Shipment Creation
Enabling e-commerce sellers send packages internationally as simple as booking a flight
I was tasked with redesigning Navlungo's primary user flow - manual shipping creation, which hasn't been updated since the company's inception. With the previous flow designed and developed by our CTO, the problems we were facing were:
extremely long time-to-complete,
conflicting input on dependent fields,
no place for upselling insurance, and
no mechanism to prevent false declarations and human error.
Step 1: Entering all necessary info
This step is the longest, most complicated, and most important part of the flow. All info entered in this page directly affects which carrier is willing to carry the shipment and for how much. For repeat customers (or recipients), previously entered data can be saved for faster input.
After days of trial and error, I decided to divide step 1 into 4 sub-steps, because information entered in a former sub-step can trigger a mechanism in the latter sub-steps. For example, choosing "envelope" as a packaging type prevents the user from using their saved items in the next sub-step, because that packaging type only supports paperwork.
Step 2: Selecting the most suitable carrier
Using all the data entered in the previous page, the algorithm lists the shipping quotes.
All quotes are listed by price, starting from the cheapest. This raised a problem: The eco shipper will always be at the top. User feedback pointed out that most people only look for the cheapest express option. Therefore I added a green "cheapest express quote" for easy recognition.
Step 3: Upselling
Value Added Services (VAS) are crucial for increasing revenue per shipment. In the previous page, there's only a small profit margin added to the carrier quotes, but in this page, sky is the limit.
Revenue generated from selling VAS can easily surpass the cash gained from the bare service.
That's why I wanted to present VAS as a separate step: so the company can add an unlimited number of services, as they wish.
Conclusion
Even though the time-to-complete still wasn't improved significantly, my solution virtually eliminated false declarations and human error, also paving the way for adding new services easily.
