Overview
For my MSIM degree capstone project, I worked on a team of 4 for an early-stage startup called BawBab Technologies which is part of UW’s CoMotion Labs to research and design a digital addressing infrastructure (DAI) minimal viable product (MVP).
Roles
Product Designer
Team
Addy Elketami / Product Designer
Joseph William Tan Garcia / UX Researcher
Rohan Kalantri / UX Program Manager
Stephen V Tucker / Product Owner and Technical Program Manager
The MVP product, influenced by this research and design, is presently being refined and is nearly prepared for the pilot launch in Nairobi, Kenya. Detailed design documentation for future product iterations came out of this project.
Approach
Competitive Analysis
Interviews
Desk Research
Jobs-to-be-done
Journey Map
How might we…. hypothesis
Taks Flows
Site Map
Wireframs
Design System
Desktop
Mobile
Usablity Testing
Concept Testing
Next Steps
Problem
The lack of standardized addressing in Kenya severely hampers the efficiency and reliability of delivery services, leading to persistent challenges such as delayed deliveries, increased communication efforts, and a degraded customer experience. This may inhibit the local population from fully engaging in the digital economy, thereby limiting socio-economic growth.
Solution
We worked on a user-centric digital addressing system using Google's Plus Codes and a progressive web app infrastructure for BawBab. This system improves the accuracy and reliability of deliveries in Kenya by enabling users to assign a digital address to their residences, supplemented with contextual information for enhanced navigation.
Project Background
The project focuses on the issue of non-standardized addresses in Kenya and their impact on the delivery infrastructure. Over seven months, my team implemented a variety of methodologies like market research, competitor analysis, and user interviews, as well as an iterative design process and stakeholder engagement workshops. These approaches helped us understand the local context and collaboratively develop a digital addressing minimum viable product (MVP). This MVP aims to improve customer and driver experiences by integrating Google's Plus Codes, a progressive web app infrastructure, and a feature allowing users to provide delivery instructions to the drivers. I was the sole product designer for the addressing end-user experience. I brought my knowledge of design patterns and principles and the user-centered design process to the product development process.
How might we???
How might we use technology to improve the last-mile delivery and navigation experience for Kenyan residents?
Research
Findings
Research findings helped validate our problem statement and understand the context for the product. The main findings were that:
There is a lack of trust in the delivery system.
Customers often have to navigate and guide drivers for the end-mile experience.
Addresses are not formally saved leading to no formal addressing systems (i.e. databases).
Customers are used to providing contextual information
Design
My design process for BawBab's MVP followed an iterative approach based on key insights derived from both quantitative and market research, as well as the Jobs-to-be-Done framework. I was in charge of creating and refining designs based on ongoing research, presenting designs in design reviews, gathering and incorporating feedback. All design artifacts including establishing a consistent design system I was in charge of. Some design aspects included:
Initial interaction models and information architecture were developed based on our analyses of logistics-based services and e-commerce competitors in Nairobi as well as user and stakeholder needs gathered from research and stakeholder feedback.
The final product integrates a customized variant of the Google Material Design 3 system, along with unique design components tailored for BawBab.
I collaborated closely with leadership, research, product management, and web and GIS developers to understand the core technology of the product and communicate look and feel and implementation of product design.
The core of our designed solution includes:
Saving a digital address with a plus code to assist in standardized navigation for delivery drivers.
More information including text, audio, and image input to give more context to the plus code address and also assist in address identification.
Real-time delivery tracking so that users will be able to receive updates on their deliveries and build trust in the last-mile delivery system
Interaction Models
The bulk of the iteration was done through understanding how the users may use the product then mapping it out within interaction models. Many iterations were a push and pull between user needs and what information may be needed to provide the addressing and delivery service. A mix between geographic location and pertinant contextual information to assist in delivery and address identification was needed.
1st Iteration
2nd Iteration
3rd Iteration
Wireframes
Working in low fidelity, I then worked out the layout of the screens associated with each part of the flow. The copy and required information was largely established in the above interaction flows so the task of wireframing was establishing a consistent and logical layout for each screen. Working in low fidelity gave me the chance to present the wireframes to stakeholders, gather feedback, then tweak designs based on feedback.
Account Information Wireframe
Home page/ Real Time Tracking Wireframes
Desktop Real Time Tracking Wireframe
Information Architecture
Besides the flows for sign up, location selection, and address saving, I was also responsible for creating the real time package tracking and default home screens for the product. I started by creating the information architecture for the screen to understand what information and options would be available to users at this stage. From our research, we found that trust was a main concern so it was important to have the real time tracking feature for deliveries, as well as ways users could update instructions to drivers about their deliveries.
Design System
I recommended the use of the Google Material Design 3 design system because of it's robust design and developer documentation, as well as being a noticible Android based brands. The market research showed that most smart phone users in Kenya are Android users. Using a well documented and portable design system was also appropriate for this project given the resources it would take to create a design system from scratch and the goal of the project…. get the fully working pilot product in front of users quickly. I customized the color scheme for the design system to match the brand colors and created some components that were needed for the product functionality.
Higher Fidelity
I applied the design system and components to the wireframed out flow to create the higher fidelity prototypes to understand the look and feel of the product as well as to hand off as a template to developers.
Account Creation Higher Fidelity
Mobile Home Page Real Time Tracking
Innactive Page versions
Prototype Video
Testing
Testing constraints hindered the completion of user testing within the project timeline due to a significant portion of research resources being allocated to exploratory and discovery phases, in addition to geographic limitations. However, a user testing plan, outlining specific areas of interest, has been developed for research partners in Kenya. This plan was included in the handoff to our client, BawBab, ensuring continuity and focus for future testing efforts.
Most testing recommendations focus on concept testing, as well as evaluating the usability and completion rates of sign-up processes and the assignment of digital addresses with details.
This project was complex and included many moving parts. My team encountered challenges in conducting qualitative research, understanding the local context, and developing an MVP that addresses the core issues while also being a viable business. The main lessons learned and skills gained were:
Collaboration with local researchers and cross-functional teams with diverse knowledge and approaches to problem solving.
Using human-centered design to create technology that addresses complex challenges.
Adapting the approach based on feedback, user needs, and stakeholder vision.
The most significant design challenges for me stemmed from not having direct access to the user base this product is intended to serve. Ideally, I would have employed a more user-centered design process, iterating and testing with users at every stage and potentially pursuing co-design methods. However, my team faced constraints such as geographic location, time differences, and constraints on our own time. These challenges were tackled by establishing connections with local researchers and academics via our sponsor. Collaboration was instrumental in this project.
Next Steps
Integration of improvements derived from ongoing user research analysis.
Investigation of potential applications of the MVP across different sectors.
Continual focus on BawBab’s mission to empower individuals, businesses, and communities through digital connectivity, as the MVP evolves.
Incorporation of additional user feedback into the development process.