Byke Messengers
May 2, 2020
Company
Byke Messengers
Roles
Industry
Delivery & Logistics
Duration
4 Weeks
OVERVIEW
Byke messenger is an on-demand motorcycle delivery app designed to streamline the delivery process for individual and small medium businesses. The app was developed to address the challenges that individuals and businesses face when it comes to coordinating deliveries and navigating busy city streets.
HIGHLIGHT
Problem
Despite Byke Messengers being a prominent local delivery service in Owerri, Nigeria, their current reliance on Facebook for order management presents inefficiencies and limitations. The absence of a dedicated mobile app hampers operational efficiency and impedes customer accessibility to their services.
Outcome
We experienced a 30% reduction in average delivery times, a 25% increase in user engagement within 3 months, and an all time record of 1,500 active users within the first 6 months, all while staying within the allocated budget.
GOALS
Why create a mobile app if the existing method functions well?
Optimization of Delivery Workflow
By transitioning from Facebook to a dedicated mobile app, we aim to streamline the order management process, ultimately reducing average delivery times by 20%.
Enhancing User Engagement:
Our objective is to increase user engagement by 15% within the initial 3-month period, fostering stronger connections between Byke Messengers and its customer base.
Scaling User Base:
Within a year of launch, our target is to attain a minimum of 1,000 active users, amplifying Byke Messengers' market reach and impact.
HYPOTHESIS
By developing a tailored mobile application for Byke Messengers, we anticipate significant improvements in order processing efficiency, user engagement metrics, and overall business growth.
KEY OPPORTUNITIES
After reviewing existing data from staff, conducting interviews with the existing customers, and distributing a survey link to capture a wider audience, below are some key takeaways from the analysis:
Limited visibility and accessibility
Over 80% of the users said a significant issue they encountered was the lack of consistent information about the services provided. They have to rely on sporadic Facebook posts resulting in uncertainty and difficulty in accessing the services they needed when they needed them.
Lack of order tracking
Every Customer we spoke to expressed frustration over not having a reliable way to track the progress of their deliveries. This uncertainty about the status and location of their orders caused anxiety and inconvenience.
Inefficient communication
Users highlighted the challenges they faced in communicating with delivery personnel. Fragmented and delayed communication channels led to misunderstandings, frustration, and ultimately, dissatisfaction with the service experience.
Limited payment options
Another pain point identified was the restricted payment methods available to users. Without a dedicated platform for transactions, users faced inconvenience and a lack of trust in the payment process, which detracted from their overall experience.
Privacy
It was clear users do not trust Facebook as a platform for transactions. "I'm not too comfortable sharing my personal details and making transactions through a social media platform like Facebook. It just doesn't feel secure enough".
These pain points collectively underscore the need for a solution that enhances visibility, provides reliable tracking mechanisms, facilitates efficient communication, and offers diverse payment options to improve user convenience and satisfaction.
COMPARATIVE ANALYSIS
A comparative analysis of existing delivery service mobile applications in places like Lagos and Abuja revealed trends and best practices that informed our design approach, ensuring alignment with industry standards and user expectations.
ITERATION
Refining the Solution
Through iterative design and testing cycles, we refined the mobile application interface and functionality to optimize usability and meet user needs effectively.
FINAL SOLUTION
Effortless Onboarding
we streamlined the signing-up and getting-started processes, making them a breeze. With just a few simple steps, you'll be up and running, ready to enjoy all the app's features—no more long and complicated procedures.
Effortless Package Booking
With just two clicks, Users can select their pickup and drop-off location, confirm the order, and the delivery is good to go. It's a quick, easy process that saves their valuable time and energy.
Real-Time Tracking
To address a major user request and enhance our app's value proposition, we implemented real-time tracking. Users can now seamlessly monitor their deliveries throughout the entire journey, boosting transparency and instilling confidence in our service.
Multi Payment Options
We've enhanced user convenience by offering multiple payment options, including both cash and card. Additionally, to streamline fee calculations and maintain competitiveness, we implemented fixed delivery prices for various areas within Owerri.
This approach allowed us to focus on the most critical features while staying within the budget constraints outlined by the company.
IMPACT
Evaluating Success
To measure the success of the mobile application, we started tracking key performance indicators (KPIs), which we set ahead of the time of the project.
Reduction of 30% in average delivery times, measured by comparing delivery times before and after the app's launch.
Average Delivery Times
30% Reduction in average delivery times, measured by comparing delivery times before and after the app's launch.
User Engagement
User engagement soared by 25%, demonstrating the app's appeal and utility. All are tracked through metrics such as daily active users (DAU), session duration, and user interactions within the app.
Active Users
Within 6 months, not only did we surpass the targeted 1,000 active users, but we also reached an impressive 1,500, highlighting the widespread adoption of the platform. Importantly, we achieved these results while staying within the designated budget.
NEXT STEPS
Pay Cash On Delivery
With a positive impact established it’s time to take our findings and start addressing the features, users(Majorly SMEs) want. A method of payment that will allow them to send a parcel while the receiver pays for it on delivery.
– This payment method can solidify the product’s relationship with SMEs across the company.
– Increase the customer base sporadically.
Product Bundling
User testing uncovered an opportunity for product bundling, especially among business owners, presenting a promising avenue for future growth and revenue generation. Many users expressed interest in purchasing additional packaging materials like cartons and nylon bags alongside their deliveries.
RETROSPECTIVE
Working on this project with Byke Messengers has been immensely rewarding. Leading the project from strategy and research to final implementation and impact assessment has been a privilege.
Key Insights
Simplicity is Key: Our experience reaffirmed that the best design is often the simplest. While it's tempting to get engrossed in creating a visually stunning design with numerous functions, research has shown that minimalism may be the most effective approach. By focusing on what is essential, we successfully launched Byke Messengers into the hearts of our users.
Importance of Market Research: Conducting thorough market research and comparative analysis provided valuable insights into industry trends and best practices. This knowledge informed our design decisions and enabled us to stay ahead of the competition while meeting user expectations.
