The Process

Onboarding

A review of previous research and design documents showed that carriers prioritize flexible schedules, extra earning opportunities, and efficient routes.

"I'm doing this as my job, money is the most motivating factor for me."

"I enjoy creating my own schedule and working the hours and days that work for me."

Competitive Analysis

We conducted a competitive analysis of platforms offering similar services, including the DoorDash Dasher app and the Uber Driver app. Our research showed that both DoorDash and Uber use delivery challenges to incentivize drivers to complete more deliveries and increase their earnings. While both platforms offer gas cashback, this didn't align with i-Lave's business strategy.

Stake Holder Interview

We held stakeholder interviews with the project owner to understand the business strategy behind promotions and incentives. This helped us align on feasible promotional features and identify key incentive opportunities for carriers.

• Peak Hour Bonus: Earn an additional $1-$3 when delivering during our busiest times. (ensuring enough carriers are on the road)

• Busy Area Bonus: Get an additional $1-$3 for delivering in high-demand areas (maintaining coverage where it's most needed)

• Consecutive Delivery Bonus: Complete 3 deliveries in a row and earn an extra $4 (keep carriers motivated)

• Referral Bonus: Refer a friend and earns $30 after the friend completes their third delivery (bringing more drivers to the platform)

Wireframing

Peak Hours — A busyness & Time graph display the busiest hours alongside laundromat store hours.

Hot Spots & Switch Vehicles — Real-time hot spots are highlighted on the map. Based on carrier's vehicle type, the delivery radius can be adjusted.

Schedule Bulk Orders — Integrates bulk orders (gamification) with optimized routes, allowing carriers to accept multiple delivery challenge and earn extra.

Optimizing Information Architecture — In the previous design, promotions were all under the earning tab. To make the promotional options easier to find, we updated the information architechture and added one more tab in the tab bar specifically.

Optimizing Scheduling Experience — Real-time promotions are integrated into the scheduling pop-ups.

Usability Test

To validate our design, we conducted an unmoderated usability test through Userbob. Participants used their own devices to follow our instructions and interact with our Figma prototype (due to NDA restrictions, only the promotion features were tested). Since we had also designed promotions for the customer and laundromat apps, we tested all three simultaneously. Due to time and budget constraints, we recruited 5 participants to test the carrier promotional features, with 3 minutes each.

Testing Instruction

"Imagine you're a driver for a laundry delivery platform, and you want to make more money during your driving shifts. How would you find more opportunities through available promotions within the app? Which type of promotions did you find? Stop once you've explored all the ones available. Thank you."

"Please keep in mind you’re driving a scooter."

Usability Findings

😃 All participants were able to locate the promotions through "promos" tab from the tab bar.

"I think it gives you a decent amount of opportunities to earn more money."

🤨 However, 'Refer a Friend' was under the hamburger menu, which only 1 participants (out of 5) found it. Although 3 out 5 participants were successfully explored the promotional features, and they said:

"The peak hour graph is easy to understand. I like to see the additional amount, in that way I may schedule this time" (Peak Hours)

“I probably would pick the very busy area +$3, not the +$1 zone.” (Hot Spots)

“How long this will take me to do? I want to know what is worth the money or not.” (Bulk Orders)

Based on our usability test findings, we recommend

1. Move "Refer a Friend" to the Earnings tab, but make sure it is easily differentiated from other promotion options.

2. Include details on how promotions are calculated

3. Provide distance and time information for Bulk Orders.

4. Since the Switch Vehicle Type option had a low completion rate (1/5), further design and testing are required.

Design Update

To establish a clear visual identity for promotions, we pulled a turquoise color from the brand's start button gradient. We used this dedicated color consistently across all three apps to create a visual association for users.

To highlight hot spots, we chose the brand's accent golden yellow. Its strong contrast with the turquoise helps high-demand areas stand out and draw attention.

As I continued refining my portfolio, feedback on this design repeatedly suggested that the colors were too busy and distracted from the core content. To address this, I reworked the visual design, simplified the color palette and streamlined the design components.

Figma Prototype