Skipcart: Driver Experience Workshop
A hands-on workshop to deepen our understanding and enhance our strategies for creating a superior driver experience at Skipcart
šš» Company
7-Eleven
š Deliverables
User Journey Map, Empathy Map, User Flows, Presentation
š Timeline
March 2024
Planning and presenting
Skipcart, a last-mile delivery startup acquired by 7-Eleven, is on an ambitious mission to become one of the biggest names in the game of last-mile delivery. I partnered with the 7-Eleven Design Director and Skipcart UXĀ Manager to create a two day driver experience workshop for all teams across Skipcart. We wanted to take this opportunity to gather everyone together as we began to plan what the future of the Skipcart driver experience would look like. Pulling in team members across the different lines of the business ensured that we had a variety of experience and perspective on the company as it is today.
We began by discussing schedule and assigning tasks. Preparing for the workshop, I was responsible for creating the workshop rules, working with building staff to set up the room, gathering supplies for the interactive activities, creating the guidelines for the user journey map and empathy map, and assuring we had everyone we needed on the invite list. During the workshop I would be responsible for presenting my competitive analysis findings (which can be found on my work page), leading the user journey map, participating in the empathy map, hosting the icebreakers, presenting for my sectioned team during the iteration portion, and operating the rooms technology.
We began by discussing schedule and assigning tasks. Preparing for the workshop, I was responsible for creating the workshop rules, working with building staff to set up the room, gathering supplies for the interactive activities, creating the guidelines for the user journey map and empathy map, and assuring we had everyone we needed on the invite list. During the workshop I would be responsible for presenting my competitive analysis findings (which can be found on my work page), leading the user journey map, participating in the empathy map, hosting the icebreakers, presenting for my sectioned team during the iteration portion, and operating the rooms technology.
Becoming one with the driver
Our goal during the workshop was to really get into the head of the driver. With everyone coming from not only different lines of the business but also from a variety of backgrounds, we were able to really dive deep into every possibility. Beginning with the empathy map, we explored what the driver thinks and feels, hears, sees and does. For example, something a driver sees is an apartment complex gate. They think "how am I going to get through this?, pull out their phone to check delivery instructions and sees there aren't any, then they feel frustrated. Next they might try to call driver support, say they "don't know what to do". This is a specific scenario that IĀ added to the board but is just one of the many scenarios that we all came up with together.
Once the empathy map was finished, it was time to draw out the user journey map. When setting up, I created the "phases": awareness and onboarding, accepting orders, pick up, delivery, and payment and post delivery. We began writing out the steps of each phase. In awareness and onboarding I began with how they heard of Skipcart, whether it could have been by word of mouth, a Google search for a term similar to "delivery driver", or social media. From there we began branching into the decision to sign up, what that process looked like and how the users knew they could begin the onboarding process. Along the way IĀ began to pull pain points. Potential drivers did not know where their application stood in the process unless they called in. Competitors like Doordash and Grubhub had their application statuses within the app that could be accessed at any time. This then spurred an opportunity. We can create a signup process that allows the user more insight into the steps of the process and where they are at within those.Ā We continued this process across the board through the rest of the driver experience phases.
Once the empathy map was finished, it was time to draw out the user journey map. When setting up, I created the "phases": awareness and onboarding, accepting orders, pick up, delivery, and payment and post delivery. We began writing out the steps of each phase. In awareness and onboarding I began with how they heard of Skipcart, whether it could have been by word of mouth, a Google search for a term similar to "delivery driver", or social media. From there we began branching into the decision to sign up, what that process looked like and how the users knew they could begin the onboarding process. Along the way IĀ began to pull pain points. Potential drivers did not know where their application stood in the process unless they called in. Competitors like Doordash and Grubhub had their application statuses within the app that could be accessed at any time. This then spurred an opportunity. We can create a signup process that allows the user more insight into the steps of the process and where they are at within those.Ā We continued this process across the board through the rest of the driver experience phases.
Last but not least: sketching
The last hands on activity we had planned was breaking out into groups to sketch for specific opportunities/pain points that were selected. My team was given two:Ā 7-Eleven rewards integration and how to get earnings faster. When IĀ began sketching, I realized we could get two birds with one stone! By including the 7-Eleven rewards wallet within Skipcart, the drivers could transfer their earnings into 7-Eleven cash. That way the money would be instantly accessible and could be used at any 7-Eleven store for gas, snacks and more. Why pay a transfer fee and wait for it the money to come in when it could be used for things you were already going to buy? In my sketches IĀ explored what the situation and steps a user might take in this scenario (top sketch page) and how/where it may sit within the Skipcart app (bottom sketch page). I was given the opportunity to present for my group to the VP of Skipcart and these ideas were a hit. Just a month later IĀ began the designs and worked with product to make it come to life.
A better driver experience for all
Wrapping up this two day workshop, we had so much information we almost didn't know where to begin. It was so insightful hearing from such a variety of people about what they thought of as important, useful, or pressing. Workshops, whether days long or just a few hours, are such a strong foundational way to begin a project. Diving deep into the discovery at the start is how we can prevent waste and backtracking. This not only saves the company time and money but helps us get out a better, more delightful experience to our users. Building a strong foundation for a project is just as important as the final high fidelity designs.
