Team Global Express

A consumer-first delivery tracking & notifications experience

Role

Head of Digital Customer & User Experience

Responsibilities

Strategic direction, stakeholder alignment, research, product feature definition, business requirements, hands-on design and leadership of design team across tasks, flows, wireframes, detailed design and supporting delivery efforts.

Team

Bastion Digital (app), Capgemini (Salesforce) and TGE engineering (data).

Team Global Express (formerly Toll Global Express) is Australia's largest intermodal shipping company. Building on its B2B strengths, TGE sought to expand into B2C eCommerce through last-mile shipping to consumers.

The task

After successfully launching a suite of B2C products (network-specific shipping codes, processes and SLAs), a matching digital experience was required that would provide:

•ID of individual receivers
•Detailed and accurate tracking
•Timely notifications (SMS, email and push)
•Ability to edit or personalise deliveries
•Adequate support pathways

The aims

→ Increase first-time deliveries by 10% through features like Safe Spot to Leave, Leave with Neighbour, Preferred Collection Points, enhanced tracking, and Photo Proof of Delivery.
→ Increase digital self-serve to 50% by driving app sign-ups and active use, enabling delivery and communication preferences, and expanding in-app support (chatbot and live chat options).
→ Support Sales teams by providing a market-leading tracking experience to delight merchants, providing peace of mind.

Conducted TGE's first ever B2C qualitative and quantitative research and mapped key consumer and customer journeys.

Issues identified

→ 54% of customers and front consumers are not provided with the information they need — with research showing that tracking information is sparse or incorrect.
→ 1/3 of Customer Service contacts are to check on a delivery, most of which could be avoided by improved communications.
→ Disparate push notification capability creating disjointed customer experiences with no consistent call to action across the various teams involved.
→ A high level of need on customer support channels, from basic enquiries to complex interactions, with consumers often reaching out to both parties.

Developed feature set informed by research, mapped key flows and wireframed core app-based experiences.

Approach

01 –
Research & insights
Conducted research to define CX needs, key themes, and app features.
02 –
Strategic approach
Product competitive strategy established and business requirements written.
03 –
Feasibility & planning
High-level architecture, project plan (3 key streams) and partner RFP process.
04 –
IA & feature flows
Determined structure of app content and high level user flows of key functionality.
05 –
Onboarding of partners
Digital partner onboarding documentation created (intro & strategic aims).
06 –
Wireframing & scoping
Wireframes, initial scope, and user requirements developed.
07 –
Design territories
Explored visual and content direction for app with revised colours and brand typography.
08 –
User testing
Conducted research to user test key feature wireframes and iterate designs.
09 –
Detailed design
Detailed UX/UI designs based on revised wireframes and technical solutions finalised.

Personalising experiences

A progressive signup experience enables the user to provide much needed information for TGE drivers to access the premises safely and with consideration to the user's preferences (e.g. if they have a dog at home, and if the driver should not knock).

Users are able to specify safe drop locations, preferred nearby collection points and even trusted neighbours to sign on their behalf.

Added benefit – co-branding

The TGE app was designed with merchant's needs in mind – ensuring that companies that use TGE as their delivery partner are able to showcase their brand. Co-branding opportunities feature as sender profile images, branded headers (when viewing individual deliveries) as well as in email, SMS and Push notifications.

A consumer-first delivery tracking & notifications experience

Issues identified

Approach

Personalising experiences

Added benefit – co-branding

Get in touch to learn more