Fortis
B2B transportation platform
SEMrush
Redesign of a SEO research tool
Dellin
New online transportation services ordering process
biggest Russian transportation company
2019 revenue $0.7B
LEGENDA
Order form and tracking service for the
biggest Russian transportation company
Dellin.ru (Business Lines) is a Russian transportation company. According to the estimation of industry experts, in early 2015 a group of companies "Business Lines" occupied 20% of the market share in Russia that was about 0.5 B USD a year.
In 2012, I've created the main online order form, which was the first truly effective form on the market.
Moreover, I've built a package-tracking service, enclosing the web-communication cycle.
I am very proud that my solutions are still used and mostly unchanged.
Team
Artem Gendler (BA, Lead UX)
Tatyana Khryashcheva (UX)
Objective
Unite deliver order forms, calculation service and make it easy to use.
Time
3 months
Delivery is a complex process that requires a lot of information from customers.
The simplifying communication cycle is a key to B2C market.
Dellin.ru new main order form
Context
The main business problem was that users who experience problems on the website call us on the hotline and that was extremely expensive for the company.
My task was to analyze the current state of the order process if and ideate possible solution to reduce the amount and length of phone calls.

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.
Discovery
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.
Research
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:
  • The contact form on the web-site
  • Call center
  • Orders database
  • Yandex.Metrika (analog of Google.Analytics)
  • Quoting API and 6 delivery services API
The contact form on the web-site
At those time company had around 15 000 requests monthly. 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 classify 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
Call center
I was able to talk to the call center lead and get statistics. Key findings were:
  • Users don't understand verbiage on site
  • Users don't understand the difference between our transportations services and want 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
Orders database
Collage usigng Yandex.Metrica form analytics data
Developers provide me one-week orders for me to analyze. Key findings were:
  • 40% of sendings contain one item and have dimensions less than 0,4m*0,4m*0,4m.
  • 60% of sending are delivered to our terminal as a destination point (users search for a terminal address to put it as a destination address
  • Users don't understand the difference between our transportations services and order Full-Truck Load far a small parcel
  • Users provide sizes like 22x10x8 meters but they mean centimeters
Yandex.Metrika (analog of Google.Analytics)
Collage usigng Yandex.Metrica form analytics data
Churn rate finding
Using an analytical system I found out that the in "Volume" field we have a churn rate of 19.62 %. Also at this service was there was interesting that if your cargo is oversized, you should provide information about that by yourself.

As an example I want to send iPhone 12 in package:

Step 1. Find and provide dimensions of item in meters from 89x165x28 mm you should convert to 0.089x0,165x0,028 m.
Step 2. Remember how to calculate the volume
Step 3. Multiply 0.089x0,165x0,028 = 0,00041118 m3 ...

Not so easy thing to do
Click heatmap
Strange icon
Click heatmap provides you a clear understanding that users clicked on the search icon. But at those times , nothing happens on that click and that was really confusing.
Quoting API and 6 delivery services API
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.
Example of ordering API request
I have analyzed 6 items like this to gain understanding.
requestType: cargo-single
delivery_type: 1
length: 0.3
width: 0.15
height: 0.05
sized_weight: 1
sized_volume: 0.01
max_length: 0.1
max_width: 0.1
max_height: 0.1
max_weight: 1.0
quantity: 1
total_weight: 1.00
total_volume: 0.01
cargoUID: 0xa2eea3dd15ed7edd46ccdf5f1743c030
packedUID
stated_value: 10000
derival_point: г. Санкт-Петербург
derival_variant: terminal
derival_terminal_city_code: 7800000000000000000000000
derival_terminal_id: 1
derival_street_code
derival_street
derival_worktime_start: 09:00
derival_worktime_end: 18:00
arrival_point: г. Москва
arrival_variant: terminal
arrival_terminal_city_code: 7700000000000000000000000
arrival_terminal_id: 36
arrival_street_code
arrival_street
arrival_worktime_start: 09:00
arrival_worktime_end: 18:00
produceDate: 20.07.2021
derival_loading_unloading_parameters[0xadf1fc002cb8a9954298677b22dbde12]
derival_loading_unloading_parameters[0x9a0d647ddb11ebbd4ddaaf3b1d9f7b74]
packages[]: 0xbaa65b894f477a964d70a4d97ec280be
oversized_weight_avia: 0
oversized_volume_avia: 0
arrival_loading_unloading_parameters[0xadf1fc002cb8a9954298677b22dbde12]
arrival_loading_unloading_parameters[0x9a0d647ddb11ebbd4ddaaf3b1d9f7b74]
derival_point_noSendDoor: 0
cabinet: false
derival_point_code: 7800000000000000000000000
arrival_point_code: 7700000000000000000000000
There were 6 more requests like this. I analyze them in order to understand what's common between them.
MVP
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 an MVP we 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

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.
Design
From the research, it was clear that we have a couple of parameters that are common but they affect all others.
  • Type of transportation with subselections
  • Cargo details
  • Departure and destination points

I started to work on requirements, mechanics and details
Magic
At this step, I began working with Tatiana and we go to the next step. After defining data and possible solutions, we started negotiation with other departments and integration process. After all, we have clear structure and design for the most important form on site.
+ 15 % conversion *
Easy to use and fast to order. Integrated calculation show customers price as soon as possible. Best recipe for order form.
* - exact numbers cannot be disclosed
- 30 % churn rate *
Simple term and explanations help new users to rapidly fast order delivery they want.
* - exact numbers cannot be disclosed
Check Online Order
Check order form
Delivery tracking service
About a half of communications with customers were related to delivery progress.
Team
Artem Komarov (BA, UX)
Objective
Almost a half of communication related to delivery state. We have to reduce load on call-center.
Time
1 month
After main delivery order form, tracking service was simple but very important step on the road of great customer experience.
- ## % calls*
Most of people want get information fast so they prefer our web service rather than call.
* - exact numbers cannot be disclosed
- 35 % delivery errors*
Sometimes receiver have to get special documents to get the package. In our servivice we remind them to take it.
* - exact numbers cannot be disclosed
Made on
Tilda