From sunset to sunrise. How Australia Post is empowering ecommerce

Transcript

1. From sunset to sunrise How Australia Post is empowering ecommerce
2. Inside Australian Online Shopping 2019 eCommerce Industry Report
3. Inside Australian Online Shopping 73% of households shopped online $27.5b Online spend 10% of total retail spend
4. When purchases are made
5. How are purchases made
6. Department Stores Fashion Homewares & Appliances Health & Beauty Media Hobbies & Recreational Goods Specialty Food & Liquor 35.6% 27% 11.5% 8.5% 7.3% 6.7% 3.5% Share of online purchases
7. PayPal Credit Card Debit Card Buy Now Pay Later 35.6% 27% 11.5% 8.5% Online payments
8. 5 Weeks 11 Nov – 15 Dec 15% of eComm transactions Click Frenzy Black Friday lead up Black Friday Cyber Monday 3 weeks pre Xmas 2 weeks pre Xmas The big 5
9. 222m parcels FY19 >2m biggest day Australia Post
10. Transaction > delivery network Create shipment Edit & print label Manifest 01 02 03
11. Team AGILE DELIVERY 01 04 02 06 03 05 PRODUCT UX BACK END FRONT END QA Lodgement & APIs BA
12. Parcel sending platform API High volume Own UI Full integration Simple integration Aus Post UI Hybrid No integration Aus Post UI UI
13. Parcel Send
14. Now > future 2k merchants 700k shipments ~10k merchants >4m shipments 6-18 months
15. Research challenges TIME 01 ACCESS 02
16. Research challenge 01 ‘We don’t have time. Everyone is already building stuff.’ ‘Research takes too long. We need insights now.’ TIME 01
17. Not enough time Delivery schedule was set, we needed to get started Two brands into one application Limited primary research but were planning a whole lot more Hunted for existing research Formed a picture of our users needs and pain points
18. What we learned Honest about limitations of your information. Slice features thinly. Get buy-in on assumptions, risks and rationale. Plan in research that tests what you’ve delivered. Design the best experience based on what you know now. Allow capacity in delivery schedule for changes & optimisations.
19. Research challenge 02 ‘We can’t get face to face with our customers.’ ‘We don’t own the relationship with our customers.’ ACCESS 02
20. Getting access to customers We created our research plan and started recruiting customers Had to work with Sales/Account Managers to access customers Stakeholders promised us direct contacts and leads Selling UX research can be a tough gig
21. ‘Your customers can shape our new sending app.’ UX’d the account teams. Sell your way to the customer. Talk to people who speak with customers. Be creative. A research session can also be sales or a product demo. Internal networking. Some compromise is better than no insights.
22. Design challenge Personas or Jobs-to-be-Done? APPROACH
23. Design challenge 03 02 01 03. OUTCOMES 02. UNDERSTANDING 01. RESEARCH
24. User roles Parcels Admin Finance Staff Logistics Manager Customer Service Owner/Director Picker Packer/Lodger Retail Staff IT Professional
25. Jobs stories Situation When _____, I want to _____, so I can _____. Motivation Outcome Intercom on Jobs-to-be-Done
26. Jobs stories When a merchant wants to import shipments into Parcel Send… ...Merchants want to feel confident shipments have imported successfully first time… ...Merchants want easy error identification and resolution... ...So they can ship customer orders quickly and efficiently.
27. Merchant problem/need/opportunity •What problem are we solving? •Why are we solving it? Business problem/need/opportunity •What problem are we solving? •Why are we solving it? High Level Requirements •What are the high level requirements? Desired outcome/objectives •What does success look like? •What are the objectives? •When does this feature need to be delivered? Why? Success/key metrics •How we will determine whether the problem has been solved •Qualitative and quantitative measures. Existing research •Quantitative •Qualitative, eg. Call centre feedback, Support feedback, etc. Data •Market/opportunity size •Segmentation Systems involved/affected •Applications/downstream systems Stakeholders & touchpoints •Who are the key stakeholders and why? •What other areas of the business does this touch? •What relationship does the proposed feature have with existing/future features? Feature canvas
28. Complexity challenges 01 & 02 TWO BRANDS 01 INCONSISTENCY 02
29. Complexity challenge 01 Combining the products of Australia Post & StarTrack in one application. TWO BRANDS 01
30. Complexity challenge 01 Bringing two brands together in the one application for the first time: • Different product sets • Different business requirements • Different operational requirements • Different contract structures. Australia Post - Postal organisation. StarTrack - Logistics company.
31. Complexity challenge 02 ‘the only consistency is inconsistency.’ INCONSISTENCY 02
32. Complexity challenge 02 No standard logistics process Dichotomy of ‘slick looking’ versus ‘slick running’ Merchants traditionally bend their processes around the software
33. Process architecture 01. CONFIGURE 03. DISPATCH 02 03 04 05 02. PREPARE 04. TRANSPORT PURCHASE Confirm the attributes of the order: items, address, speed, etc. The carrier receives or collects the shipment The shipment reaches the end customer The carrier moves the shipment across the network The merchant fulfils an order, creates the shipment, and readies the parcel/s for collection 05. RECEIVE DELIVER 01
34. Mapping the flow Order Prepare Lodge Ship Return Status Polivac Receive order Create order Allocate orders to pick Choose delivery methid Print pick list Pick items Pack items Create lodgement Print label Invoice Send lodgement Provider pickup Lodge manifest Accept enquiry Investigate inquiry Escalate inquiry Survey deliveries Validate deliveries Prepare Contract sending User flows v1.1 2 November 2016 Pete Johnson Sportsmans Warehouse Receive order Confim payment Transfer items Print pick list Choose shipping method Print label Pick items Pack items Weigh Measure Create lodgement Send lodgement Notify customer Lodge manifest Provider pickup Accept enquiry Investigate inquiry Administer return Conquest Sports B2B Negotiate shipping Recieve order Allocate orders to pick Print pick list Print label Pick items Pack items Create lodgement Lodge manifest Provider pickup Accept enquiry Investigate inquiry Survey deliveries Escalate inquiry Create order Prepare Roles Warehouse team Logistics manager Customer services Invoice & lodge team Picker team Business owner Selby Create order Receive order Invoice Fraud check Confim payment Allocate orders to pick Assign digital pick list Pick items Pack items Print invoice Create lodgement Print label Send lodgement Provider pickup Accept enquiry Investigate inquiry Administer return Escalate inquiry Lodge manifest Prepare Cargo B2B Receive order Negotiate delivery Choose delivery methid Create order Invoice Print pick list Pick items Pack items Check picking Print invoice Create lodgement Print label Send lodgement Provider pickup Accept enquiry Investigate inquiry Administer return Escalate inquiry Order Prepare Downies Coins Create order Receive order Allocate orders to pick Create invoice Invoice Print pick list Print invoice Pick items Pack items Weigh Create lodgement Print label Send lodgement Provider pickup Accept enquiry Investigate inquiry Escalate inquiry Order Lodge manifest Prepare Bella Buttercup B2B Receive order Create order Negotiate delivery Invoice Confirm payment Pick items Pack items Create lodgement Send lodgement Lodge manifest Print label Provider pickup Accept enquiry Investigate inquiry Escalate inquiry Prepare Telegram B2B Create order Receive order Allocate to pick Print pick list Pick items Check picking Pack items Weigh Check weigh Print invoice Choose shipping method Create invoice Print label Create lodgement Send lodgement Provider pickup Accept enquiry Investigate inquiry Administer return Escalate inquiry Prepare Teds Cameras Create order Receive order Fraud check Create invoice Confirm item Allocate to pick Confirm payment Invoice Print invoice Print pick list Pick items Pack items Measure Create lodgement Print label Send lodgement Provider pickup Drop-off items Accept enquiry Investigate inquiry Administer return Escalate inquiry Order Prepare Watchtower Receive order Choose shipping method Create lodgement Print label Assign digital pick list Pick items Pack items Print pick list Send lodgement Lodge manifest Provider pickup Accept enquiry Investigate inquiry Escalate inquiry Lodge Vitaflo Create order Invoice Print invoice Print label Print pick list Choose shipping method Create lodgement Send lodgement Pick items Pack items Provider pickup Drop-off items Lodge manifest Accept enquiry Investigate inquiry Escalate inquiry Lodge Mayne & Cochran Receive order Assign digital pick list Pick items Pack items Weigh Create lodgement Print label Send lodgement Lodge manifest Provider pickup Accept enquiry Investigate inquiry Escalate inquiry Administer return Prepare B2B B2B & B2C Pick items Print label Create lodgement Key tasks Create lodgement Send lodgement Sapphire Bioscience Create order Invoice Print invoice Print pick list Print label Pick items Pack items Lodge manifest Provider pickup Accept enquiry Investigate inquiry Escalate inquiry Lodge Administer return
35. Zoom Powers of Ten. By Charles & Ray Eames
36. UI Zoom Level 4: Lifecycle Level 3: Warehouse Level 2: Fulfilment Level 1: Interactions Level 4: App/System Level 3: process Level 2: Form Level 1: Field LOGISTICS
37. Language hierarchy Level 2 Level 4 Level 3 Level 1 Level 2 Level 3 Level 1 Level 1 Level 2 Level 1 Level 1 LANGUAGE Level 4: Manifest Level 3: Shipment Level 2: Parcel Level 1: Item
38. Complexity challenge 03 From 20 applications to 1. LEGACY APPS 03
39. Legacy applications
40. Complexity challenge 03 Replacing multiple existing applications with one Help facilitate a large, multi year, migration program Target application for new merchants “Don’t look at existing applications”
41. Making sense of complexity 03 Approach Wireframes Validate - legacy Validate - users 01 02 03 04 Hi-fi design 05
42. Complexity challenge 04 ‘Any capability you want… As long as it’s in the API.’ API CAPABILITY 04
43. Complexity challenge 04 The lodgement program is a platform play Business services delivered via APIs Seemingly small changes can ripple downstream Initial brief to build to existing API capability
44. What we learnt Design features based on the ideal end state. Built strong understanding of the greater operational impact. Work backwards to layout a release plan. Understood downstream system impacts. Influence the API road map.
45. Product challenge Who’s the Product Manager? NO PM
46. Product challenge Program of work didn’t have a Product Manager. We wanted to deliver a focused and powerful application. We wanted to extend our roadmap further into the future.
47. Objectives Provide a flexible application that adapts to sender workflows. Flexible Provide an intuitive and intelligent experience. Simple Enable fast and efficient order fulfilment. Quick Provide immediate access to our latest services. Access Become the eCommerce ‘partner’ of choice for merchants. Partner Integrate Parcel Send into a single access point for all online freight services. One Solution
48. Developing our vision Needs/problems to be solved Merchant Benefit/reason to buy Product What will the success of Parcel Send mean to our merchants and our organisation?
49. Value proposition template For: Who: The: Is a: That: Our product: [target customer] [target customer’s needs/problems to be solved] [product name] [product category] [benefit/reason to buy] [differentiation] Product Roadmaps Relaunched. by Evan Ryan; C. Todd Lombardo; Michael Connors; Bruce McCarthy
50. Value proposition template A world where the [target customer] no longer suffers from the [identified problem] because of [product] they [benefit]. Product Roadmaps Relaunched. by Evan Ryan; C. Todd Lombardo; Michael Connors; Bruce McCarthy
51. Workshop themes Customer focused Fast & easy Adaptable Reliable Simple & efficient
52. Parcel Send vision “Seamlessly fit merchant processes so they can send more, faster.” Adaptable Customer focused Simple & efficient Fast & easy Reliable
53. Step up Everyone on the team is responsible for the user experience