Identifying user frustrations and redefining the user flow for a seamless shipping service experience

Singapore Post Limited (SingPost) is a trusted household brand in Singapore that provides mail, logistics, eCommerce and retail services. In 1999, Singpost launched vPost or Virtual Post to offer customers an online channel for billing and payment services. Today, vPost is SingPost’s international address and shipping service provider. Enabling customers to shop from overseas online stores, deliver their items through an international address and have their items shipped to Singapore, vPost helps customers shop directly from respective overseas websites while enjoying significant savings on shipping. vPost, has grown to become one of the largest online shopping and shipping service providers in Southeast Asia. It allows members to shop ateligible merchant websites across USA, UK, Japan, China, Malaysian, Thailand, Taiwan, Australia and Indonesia.

The Problem

Ever since the launch of the existing portal, the vPost customer service team have received an influx of customer calls and emails. Many of their customers’ concerns stem from how to use the portal. vPost customers have a hard time finding, tracking and shipping their packages directly from the portal and often need to contact vPost directly for the information.

The Goal

Our goal was to identify user frustrations and pinpoint the problems in the user flow to find key areas for improvement.

The Process

This is our standard process, however, the UX components involved may differ from project to project. It often depends on a variety of factors such as project complexity, research required, business needs and project timeline. Illustrated below are the methodologies we used to find effective solutions to address the current user issues.
  • Heuristic Evaluation
  • Brand/Business Research
  • Stakeholder Interviews
  • User Research & Personas
  • Pain Points Study
  • Information Architecture Planning
  • User Flow Mapping
  • Wireframes & Prototypes
  • High Fidelity Designs
  • Usability Testing
  • Front-End Development
  • UX Guidelines
01 Discovering Insights into the Problem

Stakeholder Workshops

To get a better understanding of the project expectations, challenges and objectives from the business perspective, weI facilitated a 3-hour workshop with the key stakeholders of the project. This UX workshop, consisted of the following activities:
Vision Exercise
To align everyone on the overall vision for the project
Identifying Main Users
To define the users of the portal and their key motivations
Rose, Buds, Thorns

To get a deeper understanding of the problems with the current portal, the positive features we can retain, and opportunities for improvement

User Research & Personas

To further understand the users’ needs and behaviours, we conducted comprehensive user research in the form of 1-1 user interviews and task analysis. Using the insights and behaviour patterns collected, we developed two key personas.

Key Findings

  • Confusing Navigation Flow
  • Lack of Clear Call-to-Actions
  • Inability to Track Packages Directly from the Portal
  • Lack of system status/feedback when performing tasks
  • Design found to be plain and unattractive
02 Defining Areas to Focus On

User Flow Mapping

To find out specifically which interaction points are causing user frustration and confusion, we mapped out the current user flow of the portal. Below are the key areas of the flow we identified and marked as high priority. They needed to be fixed as soon as possible.

Incorrect Logic

Checking packages from the dashboard leads users to the “Ready to Ship” page, even though logically they are required to declare packages under the “Action Required” page first.

Missing indicators

When some items are not suitable for shipping. The current portal makes no indication to users which particular package is not suitable.

No clear navigation path

There is no “Back” button on the screen nor any breadcrumbs, confusing users when they need to access previous pages they have visited.

Poor visibility of system status

After the package declaration process, the portal does not display any indication of whether the process has been successful or not. Users are only immediately brought back to the “Action Required” page.
03 Redesigning Potential Solutions

Redefined User Flow

By addressing the broken interaction points from the previously mapped flow, we were able to redefine a more seamless user journey. Mapping out this new user flow was also beneficial in helping us define the screens we would design later on.

Wireframe Ideation

We focused on the Dashboard as the first point of interaction, we created two proposals exploring different information architecture and layouts of key information to be displayed.

After presenting these initial drafts to the key stakeholders, we gathered more positive feedback from Wireframe 1. We proceeded to use the selected wireframe to continue the ideation process for the rest of the pages. We also updated the wireframe based on insights collected through internal user testing and stakeholders’ feedback.

04 Delivering a New and Improved Design that Work

Guided Product Tour

A significant addition we made to improve the new portal was the inclusion of a guided product tour through the effective use of tooltips. It is an option presented to users the first time they log in to the portal, and the option remains available on the side navigation should they prefer to use it at a later point.

This feature would allow a quick and simple onboarding experience to help for both new and existing users and eliminate potential customer service calls regarding how to use the new portal.

Notification Badge

Notification badges were designed as visual indicators to direct the users’ attention to actionable items or sections within the portal. This will help guide users and let them know where to go, or what critical items to check the moment they log into the portal.

System Feedback

To keep users informed and make them feel in control of the systems, the visibility of system status has to be improved.

By adding appropriate system feedback in key areas of the new portal, users are made aware of any errors and can take action to fix them immediately.

Designed to Delight

Beyond the usability of the portal, we wanted to create a memorable and pleasurable experience for the users. The user interface design has been revamped to closely align with the vPost brand personality, enabling stronger brand impact. Illustrations were used selectively and colours and fonts were aligned with their website’s UI Design.