Revitalising C2C Legacy Logistics Experience
Project Type
Service Design
Industry
Logistics / Postal Services
Overview
A large logistics provider had broad national reach, but it was losing SME customers to faster-moving alternatives. The objective was to diagnose the end-to-end experience across first, middle, and last mile, then translate those findings into a new CX improvement roadmap that could strengthen their positioning within SME customers.
My Role
Experience Design Lead
I led the end-to-end service design project (managing two other design researchers), from planning and fieldwork to prototyping, strategy, and final facilitation.
Overall Process
We kicked off with a two-day innovation workshop to align internal teams on the focus areas. Field immersion followed across first, middle, and last mile operations in two cities, shadowing front-office staff, couriers, sorting workers, and delivery agents. We conducted 47 SME in-depth interviews and intercepts across the same locations, then synthesised everything into a full as-is service blueprint. Low-fidelity prototypes were designed and tested with real customers to validate improvements before any investment in systems or training.
Deliverables
Five key user insights, six behavioural types, three opportunity areas, value proposition canvas, service design blueprint, and 15 prioritised end-to-end service improvement recommendations.
Impact
30%
Increase in purchase orders during prototype testing
3
Opportunity areas identified across first, middle, and last mile
Work completed during tenure at Somia Customer Experience