Outcome
Working with the logistics product team, inventory leads and truck drivers, I designed an vehicle scanner and tracking app for internal teams that provided accurate and timely data to an improved order tracking page. By leading design for both projects, I was able to learn from early MVPs and improve both side of delivery tracking in tandem.
I interviewed 10 Vroom customers about the pain points in their delivery experience and how the order tracking page could improve future deliveries.
Are customers able to find the information they are looking for on the order tracking page?
What future order tracking information is most desirable to customers?
Does the new order tracking page deter calls to the support team?
"I would really love the see more images to get anxious and curious. ...something to be excited about. It will make me feel more relaxed and like I made the right decision."
"I think it’s better to have a range with something as expensive of a car. ... A range is more practical because people know what to expect when it changes."
"When dates change I think it's good to send the additional notification via email to let you know, like, oh, regarding order number whatever shipping date has changed."
"I think transparency is important. The more information I have about the process and the progress, the better."
Drawing on inspiration from design patterns in Uber Eats, Citi Bike, and Expedia, I began writing out ideas and sketching wireframes for the customer-facing order tracking experience.
Early designs
Starting with an initial design that included a purchase summary, delivery status bar, and support contact information, we conducted user testing to inform future iterations.
I conducted a moderated user test with 5 online car-buying customers to validate updated designs and communications throughout delivery.
Determine the most effective way to display shipping details to customers.
Do the updated page and email communications keep customers informed about their delivery?
Do customers still have questions for the customer service team?
"I think it's really helpful. It just shows the, the car is moving and that it's still on the way and there's no issues."
"The status updates and amount of info with every status is not detailed enough."
"I think that it should be an option to schedule online because that way you don't have to sit on the phone and wait to talk to someone."
"I would prefer to it's maybe saying like, 'on average, when a car arrives to at Vroom, you can expect to receive the car within two to five days.'"
Based on user research and page analytics, we knew our MVP did not solve every customer pain point. To provide customers with more transparency about their delivery, the next version of the order tracking page would include more delivery milestones and shipping details.
After a delivery team developed a scrappy POC with handheld retail scanners and a spreadsheet, the logistics product team began defining requirements and discovery research for an internal scanner application.
In the existing process, scan data did not include important information like time stamp, Vroom team member, and GPS location. Additionally, the data had to be manually transferred to other internal systems.
Our goal was to improve Vroom logistics by providing a faster and informed way to track vehicles and provide more helpful and transparent order tracking info to customers.
I conducted task-based user studies with members of the logistics team to ensure we were successfully solving the right problems to improve the vehicle tracking experience.
I can select a location where the vehicles are scanned.
I can successfully scan a VIN barcode.
I know that the barcode was scanned.
"Have to scroll to even see if it scans. If the blue line is in the picture you can’t see the bottom box. An audible noise would be better.”
I can scan multiple vehicles in a row.
Early designs
The Fleet Tracking MVP allowed users to scan vehicles and log their specific location at each facility.
Next steps
To empower the logistics team to track—and eventually predict—all aspects of our delivery network, the next version of Fleet Tracker included adding scan intent and enhancing the loading flow.
I conducted another task-based study with the logistics team, including fleet drivers, to ensure new tracking features were functional and user friendly.
I am able to see which origin, scan intent, and destination I selected.
I can scan a truck VIN and continue.
Would like to associate Truck # with the VIN number because it is more recognizable to drivers. Tractor is better terminology.
I am able to see the truck VIN attached to the shipment destination.
I know when a scan was successful.
Would like the ability to view a list or total number all cars scanned for that load.
Final designs
The updated designs for Fleet Tracker and the order tracking page allowed Vroom to collect more reliable and timely tracking data in order to improve our delivery network and provide a better customer experience.
