Libera Case Study – Moore Designs

Delivering a Delightful Delivery Experience With Libera

Overview

Libera offers an delightful experience to everyone involved with deliveries. Whether you are a business owner, delivery driver, or simply someone who is placing an order for delivery, Libera has you covered.

Understanding Our Users

Before we put together design concepts for Libera, we need to understand the current user sentiments about what they experience with other apps in the market right now.

From my research, I was able to focus on the areas of information from users.

General time when user places an order
Order item categories
Coupons and membership utilization
Pricing and delivery satisfaction
Group ordering

Research Highlights

This is a multi-select response and is out of 100% of the total respondents

72% of respondents said they placed orders at night. 63% of respondents said they typically placed orders in the afternoon. Only 9% of respondents said that they placed orders in the morning.

This is a multi-select response and is out of 100% of the total respondents

Respondents said that they typically ordered Food items (63%), Convenience items (54%), with a tie between Home Goods and Hardware (45%).

54.55% of respondents had some sort of membership with the delivery apps that they used, while 45.45% stated they did not have a membership.

In general, respondents shared similar sentiments about their experiences using other apps on the market. Several key things that resonated across all users were:

The final price of their order differs greatly from their expectations
Estimated delivery times sometimes did not represent the reality of when the order would be delivered to the respondent

Some notable quotes include:

“The delivery charge can be a lot sometimes or the ETA can vary too much.”

“Better prices and more transparency with fees — companies can be greedy.”

“Better customer service. Returns and the like.”

“If they could follow my instructions.”

Building User Personas

From the initial research, I was able to identify three key personas that represent users from all sides of the delivery process.

Marie
the Order Placer

“I want to have an item delivered timely to me and with price transparency so I that I can receive the most value for what I am paying.”

Danielle
the Delivery Expert

“I want to quickly identify high-value orders near me so that I can prioritize my order schedule and optimize my delivery routes.”

Robert
the Business Owner

“I want to be able to list my business and manage items I have available for delivery so that I can increase my business presence and gain/retain new customers.”

Designing Libera as a Solution

After having mapped out the Personas and their characteristics, it started to shape what Libera stands for and what value it should provide to all users of the platform. This “function” created the “form” of the app flow and features.

Marie

Dashboard that recommends new places based on her order history
Clearly communicated promotions and deals for new orders that can be used
Rewards system where points can be applied for deals, discounts and more
Order tracker that allows for her to view order status, information, and communicate with Danielle and Robert for any other questions
Transparent cost of orders and no hidden fees when reaching the final phase of placing an order
Easy way to store payment methods for future purchases

Danielle

Single platform to view current orders placed in a local area
Interface to communicate with Marie about her orders as she is working on the delivery
Interface that easily stores order information (receipts, distance travelled, tip received, etc.) for future use
Rewards system for delivering orders to Marie

Robert

An interface to manage his business and his inventory through Libera
Flexibility to create promotions and deals to be used by Marie
Interface to communicate with Danielle and Marie for any ongoing orders that may be delayed

Libera Takes Form

Once a design concept was created, I then scheduled one on one interviews with respondents.

Through the interview, respondents were introduced to the personas for Libera and a design walkthrough exploring the prototype was conducted. Respondents reacted positively to the designs as something that they could see themselves using, while the Personas resonated with the respondents as well.

Wrap Up

Libera aims to solve the main pain points users have with many of the delivery-centric apps on the market. With the research, personas, and design prototype Libera has a chance to make a difference in the market and change how users view and use delivery apps.