Nova Poshta: Enhancing Customer Experience in Logistics

Challenge: Reimagining the Nova Poshta customer and operator systems to deliver faster, smarter, and more efficient service across all touchpoints.

Logistics ・ B2C Mobile & Web Applications ・ End-to-End User Experience Design

My Role

As the lead UX designer, I was responsible for overseeing the entire design process, from user research to final prototype.

My role included conducting stakeholder interviews, leading ideation workshops, creating wireframes and prototypes, and ensuring that the design aligns with business goals and user needs.

I collaborated closely with the product, development, and customer support teams to create a effective user experience.

The Process

Our development process was structured into five key phases: Discovery, Ideation, Planning, Prototyping, and Pilot Testing.

Discovery

Our user research included surveys, interviews, and usability testing to understand user needs, pain points, and behaviors.

We engaged stakeholders to align business goals with user expectations and performed a technical analysis to identify system constraints and opportunities.

Key findings revealed the need for easier parcel tracking, quicker service at branches, and better payment options.

Ideation and Planning

Workshops with cross-functional teams helped generate ideas and solutions. We prioritized features based on user needs and business impact, and created a detailed roadmap to guide the development process.

Prototyping

We developed high-fidelity prototypes for testing, incorporating advanced interaction designs and seamless integrations. Our prototypes covered all major user journeys, from parcel creation to tracking and payment, ensuring a comprehensive user experience.

To validate our designs, we created high-fidelity prototypes for all main user flows and functions. These detailed prototypes allowed us to conduct moderated user testing sessions, gathering valuable feedback to refine and enhance the user experience.

Key Features Implemented

Enhanced Home Screen and Navigation

Our user research revealed that users frequently visit the app to check parcel statuses, access quick services at branches, and manage shipments.

We redesigned the home screen with a flexible, modular layout using carousel and card formats, allowing easy updates and personalization.

Results: 20% increase in app interactions, 15% reduction in service time at branches.

Mobile Home Screen: The main screen shows parcel statuses, upcoming deliveries, promotions, and quick links to additional services for a seamless user experience.
Barcode for Quick Service: Provides a barcode for fast in-branch service, enabling quick customer identification
Integrated Search: Allows users to search for parcels, branches, and services from a single interface.

Web Home Screen: The web version mirrors the mobile app’s layout, ensuring consistency and ease of use across platforms.

Parcel Management

Our research revealed that over 75% of private users track parcels via mobile, ordering less than twice a month, while business users prefer web interfaces for managing multiple shipments.

We designed the mobile app with a card-view layout for simplicity and quick access, aligning with UX principles of clarity and ease of use.

For business users, the web interface features a table-view format, ideal for managing large volumes of parcels efficiently through sortable columns and filters.

Mobile Parcels List: Card-view layout showing parcel status, delivery, and payment info.

Web Parcels List, Card View: Visual representation of parcels for a graphical interface preference.

Web Parcels List, Table View: Table-view layout for efficient management with sortable columns and filters.

Parcel Info

In this section, users can view detailed information about their parcels, including sender/recipient details and expected delivery time. Real-time parcel tracking and contact options are available for quick resolution of any issues. Users can also pay for services in advance and order additional services.

Results: Enhanced transparency and user satisfaction.

Web Parcel Details: Displays comprehensive parcel information, including tracking, sender / receiver details, and available actions for additional services.

Integrated Chat System

We integrated a multi-channel chat system using Mattermost, creating a secure communication channel for each parcel. This reduced support load and provided a direct, secure way for senders, recipients, and support agents to communicate.

Results: Improved communication efficiency, reduced support tickets.

Branches

Users can search for branches and pick-up points, displayed on a map with geolocation to show the nearest options. Each branch has a dedicated page with all necessary information, including address, hours of operation, load schedule, photos for easy identification, and contact details.

Results: Simplified branch location process, improved user convenience.

Map View: Displays nearby branches and parcel lockers, showing the user's current location for easy navigation.

List View: Presents a structured list of branches and parcel lockers with essential details for quick reference.

Branch Details: Provides comprehensive information including address, operating hours, workload schedule, photos, and contact details

Secure Payment and Wallet Integration

We developed a user-friendly payment process, integrating Google Pay, Apple Pay, and Masterpass. Users can easily manage payment methods and pay using their preferred method.

Results: Quick and convinient payment process, enhanced security and user convenience.

Checkout: Displays detailed payment information, including item cost, delivery options, and total amount, with a clear and intuitive interface.

Choose Payment Method: Users can select their preferred payment method from saved cards or integrated platforms like Google Pay and Apple Pay.

Add New Card: Allows users to securely add and save new card details for future transactions, with encrypted data storage ensuring security.

Payment Successful: Confirms transactions and sends detailed receipts via email.

Parcel Creation

The parcel creation process is optimised to be user-friendly and efficient. Users can describe their items, choose the shipping method, select the destination, and assign who will pay.

Results: 50% reduction in parcel creation time, increased user satisfaction.

Impact

The redesign of Nova Poshta's customer experience brought significant improvements:

User Engagement: Increased app interactions by 25%.
Efficiency: Reduced average service time at branches by 20%.
Customer Satisfaction: Achieved a 15% increase in positive feedback.
Operational Efficiency: Optimysed processes, reducing operational bottlenecks.

Our comprehensive user research and iterative design process ensured that the final product met user needs while aligning with business goals, resulting in a more effective and enjoyable user experience.

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