On-demand delivery apps make it easier for people to receive their favorite products and meals at their doorstep. However, many apps still face challenges in providing a seamless user experience. This case study examines BungkusIT and outlines the steps taken to improve the user experience for customers.
Fierce Competition: Several established players like Grab & Foodpanda, dominating the market. To stand out from the competition, BungkusIT need to offer a USP, such as faster delivery, lower prices, etc.
Difficult Navigation: Customers reported that the app was slow, confusing and difficult to navigate, which led to a high bounce rate and low customersatisfaction
Logistics and transportation: In Malaysia, traffic congestion and inadequate infrastructure can cause delays and increase delivery costs
Payment infrastructure: Different payment methods are accepted by different merchants. This can be a challenge for a new entrant, which needs to support multiple payment options to cater to all users
Based on the research, the team and I found several key issues that were affecting the user experience:
Based on the findings, the team and I decided to focus on improving the navigation, speed, and product information to enhance the overall UX. The following steps were taken to achieve this:
The team and I combined the principles of Agile development and UX design to create a user-centered product that can be iteratively improved based on user feedback. This is how we implemented Agile UX in this project:
I identified three delivery services that are common in Malaysia. I looked at their user flows and the key features they offer to ease delivery
With user insights and a re-defined problem statement in hand, it was time to come up with solutions and validate them.
I kept the colors simple and chose a modern, variable Roboto font that is easy to read on all screens
Following are the icon styles created for BungkusIT. The client wanted to not only revamp the UX for increased basket size and order flow but also launch a fresh modern and 3D feel theme for it's brand
I chose two brand colors and kept the UI simple in order to let the content shine and make it easy for users to perform actions easily for food, parcel and other deliveries
Upon opening the app, this is the screen presented to the user with an integrated splash screen that shows key highlights of the app. Users can create a new account or login through various accounts
Simple login screen to enter the email and password. If the user has an account registered with external accounts, they can use it to login into BungkusIT
A simplified revamped version of the signup page that is made easy for users to signup the first time. They can either add in the details here or signup through external accounts
Registration confirmation upon signing up as a new user. Users can check their email and complete validation in order to access the app and start browsing
All the information you need to get the job done are in one place. This is the landing screen of the app. Users have three main tasks of pickup and delivery of custom parcels, shopping of items or food. Users can top-up their credit and use credits right from the home page
Easy menu to access restaurants or food items individually from all restaurants. Don't worry, the rider will fetch items from multiple restaurants in one go. Swipe on the left menu to pick categories of food
See details about the item such as discounts, operation hours, price, options available, description, sales volume, reviews of items, pre-order options and explore similar items from the same store/restaurant or recommended outlets
Choose the type of selections available for the food/drink items set by the brand or vendors
Search specific items that you want according to meet preference, distance, delivery choice etc. Help us make it convenient and enjoyable for you and our riders
Prompt alerts and promotions design for festive occasions and specific announcements to users for new promocodes
Here is the final outcome of the revamp, comparing it to the previous version
Enhanced the UX with terms & conditions, splash information and various quick and easy sign-in options
Singup page was so cluttered and confusing with overlay images. Enhanced and simplified version now
The home page was the main issue. Users didn't know what to do on the app. They would just simply get a rider to buy food for them but pay for handyman services. There was no proper system and tracking for separate items. It became frustrating for both the users and riders. Plus it became difficult for the team to manage orders.
Previously there was no proper menu navigation for items. Very few vendors would actually upload the images and items that they sell. The new UX implemented, makes it easier for clients to upload their items faster and users can also navigate and order easily
Finally, at the time of placing the order for pickup or delivery, there was no indication for vehicle type, delivery type etc. or even the pictures or details of the items. The new interface enables users to select accordingly and get charged fair according to the weight or dimensions of the parcel. This has helped resolve a lot of operational processes at BungkusIT
76% of users agreed that it was easy to use, up from 54%
66% of users were extremely satisfied
More orders, increased basket size, lesser bounce rates and more app installs
.png)
.png)
.png)
