Market Success Coordinator Case Study

Problem

Our project was initiated with a pressing concern: a noticeable decline in the On-Time Performance (OTP) rate, a critical metric reflecting our ability to complete orders punctually. During our investigation, we discovered a substantial knowledge gap regarding the daily operations and challenges faced by our MSCs. I was tasked with creating detailed MSC personas to gain deeper insights into their work, enabling us to identify and address the underlying issues affecting our OTP.

Research

To comprehensively understand the problem, we conducted in-depth contextual inquiries and user interviews with:

• 5 Market Success Coordinators (MSCs)

• 1 Market Success Manager (MSM)

• 1 MSC Lead

Methodology:

1. Contextual Inquiry (1 Hour):

• MSCs shared their screens, providing a firsthand look at their daily activities and the challenges they encounter.

2. Discussion (30 Minutes):

• We explored the intricacies of their roles, discussing the positives and negatives, and identifying current pain points.

This immersive approach allowed me to observe the significant difficulties and stress MSCs endure daily. Many MSCs felt genuinely heard for the first time, sharing their frustrations with existing tools and workflows.

Personas and Journey Maps

Utilizing the insights gathered, I developed comprehensive MSC personas and journey maps. These tools highlighted critical pain points and challenges, forming the foundation for targeted improvements.

Key Findings Presentation

Design Phase - Pay Details page

At PICKUP, I spearheaded the design and deployment of several impactful solutions, with the creation of a Pay Details page for GGAdmin standing out as the most transformative.

Challenges to solve:

• MSCs struggled with creating, reporting, and documenting incentives.

• Reliance on manual processes resulted in significant inefficiencies.

Initial Plan:

• Enhance the existing order details page with a new modal functionality.

• Technical constraints led to the decision to develop a dedicated Pay Details page.

User Flow Planning:

Iaimed to simplify the user flow from the outset, ensuring an optimal and intuitive experience for MSCs.

Ideation

FORM MODAL

My product manager and I decided to stick with the form modal approach for the pay details solution, which remained consistent throughout the project.

Using the original order details page - Mockup

The plan was to add new functionality to the existing order details page. I created mockups for a new driver pay section, with a modal for pay adjustments to keep the MSC on the page.

Shift to the New PAY Details Page

Upon sharing our preliminary designs with our team of engineers, it was brought to our attention that the order detail page could not be updated with the new functionality due to its sole reliance on the Hurricane database, which was specifically created to house order information. Consequently, it was deemed impossible to make alterations to the order and payment details via the order detail page.

Lofi Wireframes and Mockups

I designed low-fidelity wireframes for the new Pay Details page, adopting a modular grid approach to facilitate future updates. Through iterative feedback from MSCs and engineers, I refined these into high-fidelity mockups featuring comprehensive functionality and user-centric design elements.

Once I laid out the Lofi wireframes and grid, I moved on to building more in-depth wireframes that incorporated more information and functionality.

Hifi wireframes/mockups

We made several iterations of this hifi mockup, updating MSCs and engineers weekly and biweekly to align with user goals and ensure feasibility with GGAdmin's architecture.

Prototype

The prototype was built and showcased to other MSCs so that my product manager and I could see if the experience made a difference and impacted them before we began development on the page.

Prototype Feedback

Results

The new Pay Details page revolutionized MSC workflows, delivering exceptional efficiency gains and saving approximately 40 hours of work per week. By integrating incentives into the standard pay process, MSCs eliminated the need for laborious manual updates across multiple channels and spreadsheets. This streamlined approach allowed MSCs to focus more on their markets and delivery pros, driving a remarkable 25% improvement in our OTP rate.

Conclusion

This project significantly enhanced my expertise in user-centered design and iterative research methodologies. It underscored the critical importance of continuous user feedback and adaptability in developing highly effective design solutions. The successful implementation of the Pay Details page not only streamlined MSC operations but also had a transformative impact on our key performance metrics, demonstrating the profound impact of well-executed UX design in achieving substantial business outcomes.