Streamlining parcel account management to boost efficiency and retention.
Role: UX Design, Prototyping
Tools: XD, Photoshop, Illustrator
Duration: 5 months
Background
Hermes has struggled with negative PR regarding its delivery service. Operating with a network of 18,000 couriers, it had become difficult to control their customer experience. Customers often struggled with inefficient navigation and limited service options in the account management section of their website.
They embarked on an ambitious 3-year digital transition plan with McCann Worldgroup that would revolutionise the business.
Challenge
Customers have faced challenges in navigating and managing their personal accounts, leading to frustration. I was tasked with overhauling the account management section of Hermes.
User research
I approached the overhaul from the customer’s viewpoint, using research to to identify key pain points. I collaborated with the research team to conduct tasks such as user surveys and usability testing. The overall research highlighted the following pain points.
Users struggled to locate features such as order tracking.
Users were not receiving timely updates regarding their parcels.
The mobile experience was not optimised, leading to frustration.
Goals
From the user research, I gathered the new design needed a more intuitive navigational structure providing easier access to main features, with improved notifications for real time tracking.
Guiding principles
As a UX Designer, I approached the design phase with three design principles. Therefore, providing a rationale and strategy behind my design decisions.
Clear and simple
Create a intuitive interface that minimises steps and reduces cognitive load.Inclusive
Ensure the platform is accessible to all users with guidance and responsive layouts.Scalable
Test and iterate on cross-functional and components using atomic design principles.|
Site map ideation
It is vital to provide customers a flexible service. As they will want to update their information depending on their situation. Through collaborating with developers and project managers I ideated a sitemap. The sitemap provided a comprehensive understanding how the account management section integrates within the site. As the sitemap answered the customer insights; I proceeded with creating low-fidelity wireframes. I collaborated closely with the research team to incorporate valuable user insights into the design process.
Wireframing and prototyping
The UX stage went through iteration phases to ensure ideas had considered business requirements and user needs. Prototyping concepts allowed the client to see progression. Low-fidelity wireframes were created to outline the new structure.
I aimed to modernise Hermes, by providing inclusivity and accessibility. Ensuring flexibility across various touchpoints was crucial. My goal for the visual design was to create a clean interface that is easy to navigate for customers. Each element was thoughtfully considered to ensure that every decision served a clear purpose for the user.
In regards to the the colour palette, my objective was to inject more vibrancy and freshness into the overall brand feel. We introduced a new set of exciting colours to enhance usability. Working collaboratively with a fellow designer, we created a set of bold icons, drawing inspiration from many contemporary brands.
Design choices
A dashboard overview summarising the status of parcels.
A intuitive navigation to provide access to orders, addresses and payment methods.
Enhanced tracking to provide users with parcel updates.
A mobile-first focus to ensure responsiveness and usability.
Outcome
The project was successful, achieving key goals and objectives for Hermes. The refreshed account management section significantly enhanced the user experience, resulting in positive feedback from users. Users praised the simplicity and accessibility of the visual design. The UI redesign significantly improved user experience with a cleaner design and better navigation. The vibrant colour palette and bold illustrations aligned seamlessly with the modern brand identity. The visual design was validated through research methods, ensuring it met user needs and adhered to accessibility standards.
Enhanced tracking, easy to use navigation and a concise dashboard overview improved the user experience therefore ensuring high engagement.
Impact
-30%
+50%
Customer queries
Self-service updates
↑
Higher satisfaction
Key learnings
Simplicity is key as users preferred a clean interface.
Providing updates increased user confidence.
A number of users access their accounts via mobile.