Nova Poshta: Transforming the Operator Experience

My Role

• Conducting comprehensive research to understand user needs and system limitations.

• Leading the design and development of a new digital workspace for branch operators.

• Overseeing the project from ideation through to launch and subsequent iterations.

Project Overview

When I joined Nova Poshta, I was faced with an outdated digital solution that had been in place for over 15 years. My role as a product designer was to overhaul this system, aiming to enhance the efficiency of 20,000 employees and the satisfaction of millions of customers daily. 

About Nova Poshta

Nova Poshta is Ukraine's fastest-growing delivery service, handling 1.5 million parcels daily through 11,400 branches and 15,500 parcel lockers. The company's extensive network necessitated a robust and user-friendly digital solution to manage operations effectively.

Discovery

Understanding the challenge 

The stakeholder goal seemed simple: "Let's redesign." However, the real task was to invest meaning into this goal — why we were doing this, for whom, what problems we were solving, and what goals we were setting for the new product.

Research 

• To lay the foundation, I immersed myself in the project context:

• Conducted kick-off meetings and interviews with stakeholders to identify key tasks and goals.

• Collaborated with technical leads and engineers to understand system limitations.

• Observed branch employees and customers to grasp daily tasks and challenges.

• Conducted interviews and worked as a branch operator to experience the system firsthand.

• Analyzed system usage statistics to identify bottlenecks and areas for improvement.

Key findings 

Outdated Development Approaches
The core system was outdated, lacked UX design, and had a slow feature implementation process. Implementing the Design Thinking framework allowed us to make the product user-oriented, reducing time spent on UX errors through early testing and a clear understanding of the tasks we were solving.

Payment Process Complexity
Operators had to navigate multiple applications to complete transactions, increasing time and error rates. We could significantly speed up the process by integrating the system within a single UI and improving the payment process.

Technical Infrastructure Limitations
Branches used outdated systems (equipment), limiting the design of modern, efficient interfaces.

Manual Shift Management
Shift scheduling and management were manual, prone to errors, and inefficient.

Framing Project Goals

Enhance Operational Efficiency
Develop a digital workspace to improve customer service efficiency by at least 20%.

Reduce Onboarding Time
Enable new employees to learn the system twice as fast.

Facilitate Mobile Customer Service
Allow employees to serve customers using mobile devices.

Design

Innovating Physical Workflows

It was clear that to achieve significant results, we needed to work on both interfaces and physical processes in the branch.

• Parcels Handling

• Queues

• Client Identification

• Payment Process

• Operator's Working Place Organisation

(We developed and implemented a new, fast customer identification system through the customer's mobile app, which automatically displayed all available information about the services for the customer on the operator's UI.)

Optimized Workflows

We optimized data and processes in the operator's interaction with the customer and internal branch processes. Prototyping and testing were conducted in operational conditions, involving close collaboration with logistics, finance, operations, and branch development departments.

Ideation and Prototyping 

We began by developing wireframes and prototypes using Figma. Prototypes were tested with operators, collecting feedback, and iteratively refining the solution. Usability testing was conducted with real users, refining the design based on their input.

Information Architecture 

We adopted a mobile-first approach, anticipating a gradual transition to tablets and mobile devices. Layouts were developed to adapt efficiently to any device using a Fluid /  Grid System, taking into account the context of working with the device.

Accessibility

Our research showed that experienced operators needed to perform basic tasks using only the keyboard. We developed a map of shortcuts for all main scenarios, allowing operators to navigate the interface quickly without using a mouse.

Secure Authentication

We designed and developed a simple, fast, and secure Single Sign-On (SSO) system using OAuth 2.0, providing unified access to the digital ecosystem from any device and location. The system pulls all available functionalities based on user permissions.

Operator Dashboard

Interactive Dashboards
Real-time insights and customizable views for users, developed using React.js.

Keyboard Shortcuts
Main functions accessible via keyboard shortcuts, allowing operators to process tasks quickly without a mouse.

Integrated Systems Access
Unified access to all company information systems through a microservices architecture.

Parcel Processing

Customer Identification
Quick and easy customer identification through their mobile app using QR codes and NFC technology. The process is broken into logical blocks and organized according to customer convenience. Required data entry is minimized, with contextual search and auto-fill for recent customer data.

Customer Interaction
The page structure guides users through the process, enabling even inexperienced operators to quickly understand and master the system.

Barcode Scanning
Automatic display of all customer information and pre-filled forms based on past experiences through barcode scanning in the app.

Parcel Pickup

Happy Pass
Developed a quick pickup process for prepaid parcels, reducing the average time to 15 seconds.

Efficient Parcel Handling
Implemented address-based storage and optimized physical processes, allowing operators to quickly locate and retrieve parcels.

Launch and Testing

Planning and Pilot Launch 

A detailed roadmap was developed, and phased testing was conducted in pilot branches. Feedback was collected and the design was iterated to address any issues.

System Deployment 

The new system was successfully rolled out across all branches, adhering to the timeline and budget. A monitoring and control system was used to track errors and their resolution during the deployment process.

Impact

Transformative Results

Efficiency Gains
Processing time for paid parcels reduced by 57.8% to 25 seconds; unpaid parcels by 60.6% to 41 seconds.

Faster Parcel Creation
Time reduced by 36% to 30 seconds without payment and by 44.5% to 51 seconds with payment.

Enhanced Mobility
Workstations accessible on mobile devices, improving service speed and operator mobility.

Cost Savings
Approximately $0.5 million saved monthly through operational optimizations.

COVID-19 Adaptability
Enhanced mobility and efficiency helped mitigate long queues during the pandemic.

Conclusion

By reimagining Nova Poshta's branch operator system, we delivered a solution that significantly improved operational efficiency, reduced costs, and enhanced both employee and customer experiences. This project not only met but exceeded expectations, setting a new standard for digital innovation within the company.

Next Steps

Leveraging the success of this project, we plan to further refine the system, expand digital solutions to other areas of the company's operations, and continuously improve the overall user experience to maintain high standards of efficiency and customer satisfaction.