Nozama
UI/UX
Role
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Poster Graphic Design
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Mobile APP UX/UI Design
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Research (Online ethnography & Competitor analysis)
Tool
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Figma
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Procreate
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Adobe Photoshop
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Microsoft PowerPoint
Date
2023
Project Brief
Nozama is an innovative e-commerce company who provides last-mile delivery service to reduce delivery costs and improve customers’ satisfaction on their e-commerce platform. Our design brief is to provide a human-centered interface to help users navigate through the innovation technology of last mile drone delivery.
Goal
An application to track last-mile drone delivery on three devices —— website, phone application and tablet. Focusing on Australian office workers aged between 25 and 45, this interface design aims to use clear and convincing design to help users track their delivery seamlessly and provide them with an innovative delivery service.
01
Research & Strategy
Crafting intuitive user experiences through research-driven strategies. Understanding user needs, market trends, and business goals to create impactful designs.
Problem
Analysis
As e-commerce keeps renewal, there’s a rapid increasing number of customers attracted to it. The outbreak of pandemic also accelerates and promotes e-commerce, more groceries are available on e-commerce, which leads to an increased demand on last-mile delivery service. However, the conflict between high delivery fee and large demand of delivery in Australia becomes one of the main concerns for customers to keep purchasing goods online. In context of this, Nozama starts to use drone for last-mile delivery service to reduce delivery costs and improving customers’ satisfaction on their e-commerce platform. Thus, this design aims to create an interface platform on three devices, website, phone application and tablet.
Key
Insights
conclusion fromonline ethnography
Drone Delivery
Traditional Delivery
+ Fast speed
+ Low delivery fee
+ Sustainable development
+ Automated delivery
+ Labor saving
- Low transport coverage
- Low market penetration rate
- Flying restrictions
+ High transport coverage
+ High market penetration rate
+ Diverse delivery options
+ Wide range of business
- High delivery fee
- Environmentally unfriendly Labour cost
Good
Pain
Key Design Considerations
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Ensure a clear and intuitive interface to enhance user adoption and long-term retention.
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Conduct competitor analysis to identify gaps between existing technologies and user needs.
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Incorporate familiar UI/UX patterns to provide a seamless and user-friendly experience.
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Integrate unique problem-solving approaches to address potential user concerns and improve functionality.
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Design inclusively to accommodate users with disabilities and language barriers.
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Address privacy concerns by clearly communicating policies and explaining how the technology works to build trust and confidence.
Why
drone delivery
Increase the competitiveness of local businesses supports short distance and instant/same-day delivery between store and customers’ properties.
01.
Expand delivery options rather than monopolised by a few delivery companies since Australia has very limited delivery companies and options, while expensive delivery costs. “Drones can be up to 80-90% less expensive than current methods of
instant delivery.” (AlphaBeta, 2018).
02.
Save money and time for both business and customers, avoid heavy traffic and greenhouse gas emission.
04.
Long operation hours: drones can operate on a 24/7 basis to fill in the gap of human afterhours. (Lamperti, 2022)
03.
Instant delivery: Food, medicine and small items within 1-10km delivery distance have great advantages for existing drone delivery technology.
05.
Expand the delivery region, benefit people living in suburbans and people with disabilities. “Drone delivery can save people time by replacing 4-5 million customer pick-up journeys” (AlphaBeta, 2018).
User
Research
User group: Australian office workers aged 25-45
Since our target user group are office workers based in Sydney, they are attracted to e-commerce because they value time efficiency and cost performance of the goods. Furthermore, two thirds of Australian people start to work from home since the outbreak of the pandemic, with data indicating that 95% of home workers choose to have parcels delivered to their doorway (AIFS, 2021; Emma, 2022). More importantly, drone delivery is still a very innovative technology, and research data suggested that those with higher income and education levels are more familiar with technology, thus, they are more willing to accept drone delivery service (Leon et al., 2021). Therefore, these data mentioned above strongly support our choice of user group ——
relatively young office workers (aged 25-45) with stable income and make independent shopping decisions who perceive drone delivery as convenient and timesaving.
Persona
William
Engineer
Rhodes, NSW
Single, living with flatmates
"I hope to find a more convenient and time-saving drone delivery service, so that I can enjoy my leisure time as much as possible after work. And I hope to use it during my working hours to improve My productivity, less wasted time."
Frustrations
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Struggles to pick up packages due to a demanding work schedule.
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Limited time for shopping, even on days off.
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Living with roommates with different schedules makes coordinating shopping trips difficult.
Goals
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Receive parcels effortlessly at work through a fast and efficient drone delivery service.
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Have daily necessities delivered directly to his doorstep.
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Minimize time spent on shopping and package retrieval.
Mary
Marketing Consultant
Wolli Creek, NSW
Single mother, living alone with children
“As a working woman and mother, I desperately need a fast and efficient delivery service. Sometimes I have to travel far to get my parcels, which is very inconvenient for me. I want drone delivery Services help me with that dilemma so I can juggle my kids and work more easily"
Frustrations
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Struggles to balance parenting and work while managing daily shopping needs.
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Limited access to essential items due to the lack of big box stores near her home.
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Concerns about safety when interacting with delivery personnel.
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Seeks a convenient, secure, and all-in-one drone delivery service to simplify her life.
Goals
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Easily shop for essentials for herself and her baby while minimizing time and effort.
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Ensure a safer shopping experience as a single mother, avoiding unnecessary contact with strangers.
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Use a secure and efficient drone delivery service that delivers items directly to her doorstep.
User
Needs
Simple & effective navigation
Pick-up points near their properties
Felxible and controlled delivery address & time
Seamlessly track the parcel’s delivery status
Design guideline
01
Providing user with detailed information of each parcel, allowing them to add new parcels manually if it is not in the system.
03
Enable the users to change delivery time and address according to their urgent needs.
02
Visualizing delivery progress provides real-time updates through intuitive elements like progress bars and maps, ensuring clarity and enhancing user confidence.
04
Provide users with support in system guidelines and live chats customer services.
Job to
be done
“I am disabled and remotely working at home,I want to purchase goods online for different necessities so I can avoid inconvenient situations and keep my life as good as normal.”
“As a young officer who rely on online shopping and don't have much stable income, I want to save my
money, so I can choose drone service which is cheaper than car delivery by people.”
“When my free time unavailable with post office, I want to collect parcel on my free time so I can fix my working hours.”
“When I’m sick. I want to have my groceries or medicine with non-contact delivery to avoid infection to each others.”
Through JBTD work and design research, it is found that the most important problem to be solved is how to safely deliver the parcel to the user through the drone, and how to protect the privacy of the user, so that the user can use our products with more confidence.
The most important thing is that we will take into account the needs of special users, such as women living alone and users with minors.
02
Prototyping & Testing
Bringing ideas to life through interactive prototypes and conducting user testing to refine designs. Iterating based on feedback for seamless user interactions.
Low Fidelity
Prototyping
User Task
Confirmation for delivered parcel from the Parcel page and rate the delivery from the Rating page.
User Flow
Open the App land on Parcel Page - Find the delivered parcel from the Parcel Page - Confirmation for delivered parcel from Parcel Page - Comment for the delivery on the Rating Page.
User Task
Online chat with staff for delayed parcel from the After-sale Center page.
User Flow
Find and report the delayed parcel / click the Contact Staff button on Parcel Page - Land on After-sale Center page - Find the online chat access - Ask about the delayed delivery on the Online Chat page - Click and view the delayed parcel detail on the Parcel Detail page.
Low to High Fidelity
Prototyping
Method
Using Heuristic Evaluation for peer review with team members.
There several main iterations from low-fidelity to high-fidelity:
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In order to meet the Recognition over recall, I used the same designs: Parcel status panel/ progression bar/icons.
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In order to meet the Consistency and standards, we use the same main colors palette and section shapes for identical theme consistency with previous pages.
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In order to meet the Flexibility & efficiency of use: Users are free to back to previous pages or continue with current pages.
And for different pages there are various iterations based on users' feedbacks.
High Fidelity
Iteration
Using Heuristic Evaluation for user test
03
Branding & Identity
Developing visually appealing designs that resonate with target audiences. Creating unique brand identities that communicate the essence of a product or service.
Design
System
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Aa
Montserrat
Color Palette
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Primary Colors
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Blue: Represents trust, reliability, and advanced technology
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White/Light Gray: Ensures clarity and cleanliness
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Secondary Colors
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Green: Used for success states and completed deliveries
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Yellow: Highlights warnings and pending actions
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Red: Alerts, errors, and critical notifications
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Accent Colors
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Dark gray and black for emphasis and contrast
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The system prioritizes visual hierarchy, intuitive interactions, and a clean, minimal aesthetic to enhance usability while embracing a modern, tech-forward identity.
Typography
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Primary Font
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Montserrat (used for readability, modern aesthetics, and a professional feel)
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Hierarchy
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Headings (H1, H2, H3): Bold and high-contrast for clarity
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Body Text: Regular weight, ensuring easy legibility
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Buttons & Labels: Capitalized for strong CTAs
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Nozama
The Future of Delivery, Today
Responsive Design
User-Centric
Clear Navigation
Seamless Tracking
Parcel Page
Follow and View
Your Parcels
from Onboarding Screens
Manual parcel addition
Parcels status panels
Tap the panel access to view parcel detail page
Online staff chat
Navigation Bar
Parcels search bar
Rating Page
Confirm Your Arrival of Parcel
then Review and Rate
Your Parcel Delivery
