An international shipping concept for Boohoo clothing.
Boohoo wanted to create a new international shipping tracking method for its customers to reduce the enquires it received about deliveries.
Boohoo and its group of companies have been a long standing customer of Hermes, the parcel delivery company. As part of this service they manage the shipping of its clothing and goods across many European countries. Unfortunately the overseas shipping journey is seldom simple, and it can involve multiple carriers in different countries with disparate systems. Boohoo was receiving high volumes of enquires into its call centres regarding deliveries and wanted to reduce it by creating a better digital experience for their customers.
Approach.
I worked directly with the client and technical teams at Hermes that serviced and managed the Boohoo account. My role in the project was to act as an intermediary consultant to fact-find and create a simple solution that involved minimal technical effort. The output of the work would be a simple clickable prototype that demonstrated a potential new journey for Boohoo customers. All the work would be done in a tailored five day sprint process, that involved the Boohoo and Hermes teams.
The agenda for the five days was as follows:
Day 1: Internal workshop with Boohoo and Hermes
This day was focused on who the Boohoo customer was internationally, what their exceptions are, the pains they are experiencing and what could be done to alleviate these pains. We also had a focused session on the technical implications of international shipping to understand how all the tracking points are managed. As a group we came to a decision at the end of the day that we would focus on the French market due to an increased number of issues.
Day 2, 3 & 4: McCann design and prototyping sprint
Once we had our session with the clients, myself a UX lead and digital design lead held a rapid three day sprint to sketch, storyboard and design a new experience. The prototype that we produced was designed to have a minimal impact on the technical layer.
Day 5: Presentation to Boohoo
Rather than conducting testing with real customers, at this stage we took the opportunity to present back to Boohoo and the Hermes team. We used them as our test bed to see if the journey would work within the technical limitations we had.
At the end of the five day process we had developed a simple but effective prototype that could be taken forward into customer testing and technical assessment for future development.
Post checkout customer journey.
Final element of the journey.
Outcome.
The prototype was received well by Boohoo and Hermes. It generated a lot of conversation about how the customer experience could be improved without the need for heavily technical development.
The concept was presented at the end of 2019 and post the session with Boohoo we handed over the prototype and concept for internal development between the two parties.
Methods & Tools.
The information below details a selection of the methodologies, techniques and tools used to deliver the project.
Methods
Internal technical workshop
Value proposition canvas workshop
Design sprint
Prototyping
Technical assessment
Competitor assessment
Tools
Adobe XD
Keynote
Value proposiiton canvas