Zalando developed an app called ZipCart, which allowed customers in Berlin and Cologne to place orders and receive their purchases within one hour, on the same day, or at a selected time slot within the upcoming days. The app was an experimental offering by Zalando.
I was given the responsibility of overseeing the entire product development process from inception, including design, prototyping, testing, iterating, and collaborating closely with the development team for the native iOS and Android app.
One of our challenges was figuring out how to communicate multiple delivery options, such as 60-minute delivery, same-day evening delivery, and wish-day delivery, to users within the dedicated app. Due to technical limitations, we could not display all options in the general, mixed catalogue.
Another hurdle was effectively displaying a split cart, which contained items that required different shipments and delivery options, within the checkout process.
Catalogue: Based on initial testing, we determined that having two entry points into the record was necessary. This approach enabled us to display all delivery options, emphasising the highly desirable 60-minute delivery option. To accomplish this, I incorporated persistent bottom navigation as one entry point and an inspiring teaser carousel on the home screen as the other entry point.
Checkout: From a UX perspective, the biggest challenge we faced was creating a seamless and intuitive solution for displaying split-shipment checkout for customers. To address this issue, we tested three different user flows and conducted a series of tests focused on various checkout process aspects. The research yielded a range of questions and results that helped us refine the checkout experience.
After testing, we decide to move forward with the fastest delivery option pre-selected.
CASE STUDY
Working as the only UX/UI Designer in the Logistics Department, which had around 100 employees, provided me with the chance to collaborate with skilled and patient mobile developers, enabling me to gain significant knowledge in developing iOS and Android apps. At first, the primary challenge was understanding the logistics processes and constraints, which led me to consult on most of the frontend connected projects.
During the user research process, I was surprised to discover that many users completely ignored the shipping prices, and the term "parcels" wasn't clear to them.
Testing different features concurrently was the most challenging aspect of the project, as some of them were already live, while others were only in the mockup phase. While guerilla testing in cafes posed difficulties, user testing in the user lab with user researchers was a pure pleasure.
Following the redesign of the mobile landing pages, CTA, and the addition of two new features and onboarding, we experienced a 42.2% increase in conversion rates and an increase in engagement, including the number of interactions and time spent on each screen.
While the project was an extensive learning experience, I particularly enjoyed iterating on designs and testing them with users, as the most rewarding aspect of being a Product Designer is seeing users interact with your app.
Landing page design
ZipCart was a remarkable achievement in logistics, but after nearly three years, it was discontinued in 2017. However, its key features were incorporated into Zalando Plus, which is Zalando's membership program.
excitingcommerce.de about Zipcart
ZIPCART | Logistic Department of Zalando SE
03/2016 - 09/2017 | Team Members & Collaborators: 15