Product Case Study
The goal of this product case study is to create a product to monitor performance, track packages, and delivery boys in real-time, and provide analytical insights regarding Key Performance Indicators for Inter-city and Intra-city deliveries.
Overview - Courier, Express, and Parcel Market
The Courier, Express, and Parcel (CEP) market in India is estimated to grow at a CAGR of >10.5% driven by the growth in the e-commerce segment, higher internet penetration into the masses, and the latest technological innovations in the sector. India has been turning into a significant market for both domestic and international shipments with significant companies entering and expanding networks in the market. Innovation has become a key influencing factor for organizations to be seriously lined up with market trends and dynamics. As B2C e-commerce demand continues to grow, the role of last-mile logistics has taken the spotlight with several investments and start-ups seen in India. Increasing demand for speed of delivery and expanding internet penetration leading to a greater number of regions active online has led to a significant rise in the last mile market in recent years. The market is highly competitive with a few players occupying the major share in the international CEP market. The market is fragmented, and the market is expected to grow during the forecast. The major players Indian market players such as Indian postal services FedEx Express, DHL Express, E-com Express, Ekart Logistics, Blue Dart, Delhivery, Amazon Transportation Services, and Aramex are contributing significantly to the growth of the market. The Indian Post has shifted its focus from post and has identified more profit in delivering e-commerce parcels. Indian Post has a vast reach and good connectivity in rural areas.
User Persona and Motivation
Kumar, a 35-year-old, Operations Manager, is in charge of a geographical area at a Courier Delivery Services firm. As a day-to-day part of his job, Kumar needs to be able to understand and analyze key performance metrics, notice the trends in real-time and consolidated states, track critical packages to improve customer experience and keep an eye on financial metrics to justify returns and maximize profits. He doesn't have any tool to do all of these tasks easily and the process is manual with a huge scope of error in terms of data collection and analysis.
Key User Pain Points
No integrated view of the performance parameters
No real-time tracking feature of the package and delivery boys to understand the cause/anticipate delays/adjust plans
No analytical insights for adjusting logistics strategy
No integrated dashboard to present or share directly with senior executives for proper reporting
Business Goals
Enhanced integration between multiple data sources and insights generation in order to optimize operational strategy to reduce cost, increase resource utilization, and enhance customer satisfaction through improved responsiveness, reduced delivery time, and increased delivery accuracy.
Product Requirements
Assumptions
Managers use desktops for their day-to-day office work including performance tracking
GPS tracking is installed on every vehicle used in the delivery services
There is a robust system of data collection at every stage of the delivery cycle, including warehouse and branch utilization, costs, and in-transit times
At every stage of the package movement, the new location is updated continuously
Customers proactively provide the delivery services rating basis their satisfaction
The data is stored for internal analytics for the previous months and quarters
User Stories - Minimum Viable Product
User Story 1 - As a manager, I wish to be able to sign up and log in to the portal using my email ID
User Story 2 - As a manager, I wish to be able to see the performance status through some key metrics on my dashboard so that I can take appropriate actions to maintain or improve them for higher performance
User Story 3 – As a manager, I wish to be able to filter the performance by week, month, and quarter, so that I can understand the trends more easily
User Story 4 – As a manager, I wish to be able to track a package using its package ID with details such as Current Location, last location, delivery boy, and Time Stamp, so that I can take appropriate actions to ensure its timely delivery
User Story 5 – As a manager, I wish to be able to track a package by the assigned delivery boy with his exact map-based location, so that I can take appropriate actions to ensure its timely delivery
User Story 6 – As a manager, I wish to be able to see the critical performance and financial details such as Average Delivery Time, Average Customer Satisfaction Score, Average Delivery Accuracy, and Cost proportions such as transportation and warehousing costs to be able to derive meaningful insights
User Story 7 – As a manager, I wish to be able to filter the performance by week, month, and quarter, so that I can understand the trends more easily
User Story 8 – As a manager, I wish to be able to filter the performance by intra-city and inter-city so that I can understand, report, and pinpoint the trends more easily
Wireframes
Key Business Metrics
Improvement in Average delivery time
Improvement in Average customer satisfaction score
Improvement in Average warehouse utilization
Improvement in Delivery Accuracy
Improvement in Responsiveness
Reduction in Transportation Costs
Reduction in Warehousing Costs
Product Roadmap - Version/Feature View
References
Mordor Intelligence for data on the courier services market
Note
User Stories in real business scenarios are extremely specific and task-focused so that there is minimum ambiguity in the requirements for the engineering and design teams. The user stories mentioned in this case study are very broad in nature and can be divided into multiple user stories for increased specificity.
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