The existing amount of phone calls was too big and in case of scaling to B2C market this cause huge amount of expences.

Also, that was extremely important for acquiring new customers, especially from the B2C market because the average order from these customers doesn't have enough profit for a 20-minutes conversation.

On the other side, B2C customers don't have long-term contracts with us and it's very easy hor them to open another tab with other transportation services provider.

At the beginning of 2013 company had a very blurry vision of online interaction with users. They understood that the current workflow isn't perfect but they didn't know how to deal with it.

My task was to analyze the current state of the order process. Understand where are friction points for users and find a way to solve these issues. At this point, I have a few conversations with:

• Head of Internet projects
• Head of Business analytics
• Head of Call-centre
• Head of Internal transportation service
• Head of External transportation service

I started with talking to people, after a couple of meetings with stakeholders, developers, and analytics I define the list of possible data sources for my research:

At those time company had around 15 000 requests monthly, so research was statistically significant. This database contains the text of both request and response. After extracting all monthly requests I spend a couple of days reading them through and classifying them. Key findings were:

• 40% of requests were related to parcel status
• Users were unhappy with unpredictable price
• Users don't understand verbiage on site
• Users don't understand the difference between our transportations services
• Users don't like that they need to enter the same information 3 times first to get a quota and 2 times to fill in the order form

I was able to talk to the call center lead and get statistics. Key findings were:

• 80% of the overall call duration were related to the ordering process
• Users don't understand verbiage on site
• Users don't understand the difference between our transportations services and want the operator to explain it
• Users don't understand how to fill in the order form and the operator provides the step-by-step guidance that takes about 20 minutes and is very expensive for the company

First, it was a surprise for me that typical package delivery has more than 50 parameters. Second, there were 6 different delivery services from letter delivery to interstate semi-trailer truck transportation. The third calculation service had very strict data limitations.

I started with analyzing requests from all to these services. You can see example of request below.

There were 6 more requests like this. I analyze them in order to understand what's common between them.

It was a bit tricky but I found intersections between all order forms and calculations. Therefore, we get the ability to create a step-by-step order form with built-in calculations. So I create sketches and flow.

Bet before starting something big, leadership what us to prove them somehow that we understand what we are doing.

So as Version 1 I decided to slightly modify the existing form.

Below you can see the process of filling in proper data. One of the most significant changes was to make most of the fields disabled by default. This helps user to focus on one field.

Results were impressive, most of the users started to interact with fields continuously exactly as I planned and this reduced churn rate and improved conversion rate.

The team spends on development less than a week. But we have completed the following goals:
1. Focus users to fill out a form in the order we needed.
2. Help users with package volume (a lot of users had problems with this field)
3. Reduced churn rate and increased conversion rate
4. Reduced average time to complete from 01min 35 sec to 42 sec

At this point, it was confirmed that we can do what we planned and the impact of these actions will be significant. So we started the next step.

I created a solution that focuses on jobs that users want us to perform. In our case, it sounds like this: Deliver specific cargo from point A to point B.
The important thing is that only cargo parameters are fixed, A and B can be changed and sometimes users even don't know at this point exact addresses.

We simplify all choices and set as default most common options. So most of times the user doesn't have to make changes in transportation types. But if needed they are obvious:
1. Parcel (default) - most common choice
2. Full Truckload - this group contains 3 items:
2.1 Semi-trailer transportation
2.2 Van transportation
2.3 Hourly rent
3. Container

All other choices are simple for users and easy to fill in, as an example parcel dimensions.

Next important thing while filling in, users gets a real-time quotation. This affects conversion and sales of additional options. We calculate each and every option so users will know how it affects the price.

All goes well on previous steps even coridor testing. So at this point I get additional help from Tatiana to create all final design. Those days we used Photoshop for that, but I've recreated it in Figma.