Yasin Arafat Rasel

A step-by-step UX case study of online courier service from scratch to the final design

Express Delivery is an online courier delivery solution for both individuals and business


Yasin Arafat Rasel
Mahamuda Khanom

User Research, Interaction, Brand Asset Design, Visual Design, Prototyping & Testing, Product Design

Tools: Pen + Paper, Graphics Tab, Miro, Trello, Adobe CC, Figma, FigJam

Case Study Overview


We have to deliver parcels/gifts to our family and friends In our daily lifestyle. We always have dropped the package to the courier service hub/spot ourselves in this scenario. We book the package and then ship it to the courier hub of its final location. We used to have a bunch of problems, for instance: No efficient tracking system, the expense of parcel delivery, the hassle of mailing parcels to the hub, and on-time successful delivery to the destination.

To resolve these issues we’ve started research on designing the digital product “Express Delivery” online parcel delivery solution (app and portal) for Individual users (C2C), as well as Marchant (B2C). As a result, all types of users, both individuals, and businesses can reserve any size of the package by picking a pick-up and drop-off anywhere in the country with a small number of steps.


  • Door-to-door parcel pick-up and drop
  • Weather conditions
  • Unwanted situation
  • Security/Safety of delivery agent
  • Customer not picking up the call
  • The apathy Install multiple apps
  • Individual users do not have digital devices
  • Security for the delivery of high-value items to the recipient

Role & Responsibilities

We (Yasin and Mahmuda) conducted an extensive investigation into the courier service issues. We wrote the entire product case study. including pen and paper research, field research, and user interviews, as well as the UI Screens and UX approaches required to provide the maximum possible user experience.

Research Goal

Develop a seamless ecosystem/experience enabling individuals and merchants to pick up and drop off parcels anywhere in the country without having to go to a courier service hub, with a minimal amount of steps.

UX Design Methods:

User research is a crucial step in developing products that can truly add value to consumers. User experience (UX) design is the process design teams use to create products that provide meaningful and relevant experiences to users.



Research Your Users’ Needs



State Your Users’ Needs and Problems



Challenge Assumptions and Create Ideas



Start to Create Solutions



Try Your Solutions Out

Understanding the user:

Knowing the user groups | What kinds of people will use the app/product?​

  • Service Provider (Company): The main employees of the company who will manage, and maintain the business.
  • Individual User: The one who wants to ship his packages to his friend/family.
  • Rider/Delivery Agent: Who would travel with the package to the other city and finally deliver the parcel to its recipient.
  • Merchant: The merchants are wholesalers & e-commerce, business holders. The main goal of both merchants is to deliver their products to the customer through courier service.
  • Recipient /Final User: To whom the package is supposed to be delivered.

Storyboarding | User interaction journey

We’ve created a storyboard for this study because it helps us see the process of how users are interacting with our app/product. We’ve outlined the process by which a user completes a task, i.e. get delivers an order from the first stage to the final.

Business Model Canvas

“A business model describes the rationale of how an organization creates, delivers, and captures value.”

— Alexander Osterwalder, Co-creator of the Business Model Canvas

User Interview

Based on our research, we recognized that there were 2 key user categories that our product tried to solve problems. We draw up 2 user persona that reflects our digital product.

Interview Questions for Merchant

  • Do you ever take service from a courier company?
  • How was your experience?
  • What kind of digital application will make it possible for you to place your order?
  • What kind of support do you expect from a courier company?
  • What kind of security systems do you expect?
  • What is your main concern when you want to deliver a product to a customer?

Interview Questions for Deliveryman/Agent

  • What do you do when an emergency arises?
  • What do you do when an undesirable situation arises?
  • What type of security system is right for you?
  • What do you do when an undesirable situation arises?
  • Can you deliver the product on time?
  • On average, how many products are returned by customers each day?

User Persona

Based on our research, we recognized that there were 2 key user categories that our product tried to solve problems. We draw up 2 user persona that reflects our digital product.

  1. Merchant
  2. Delivery Agent/Man

Empathy Mapping

After research and interview we’ve created 2 user empathy maps for different types of our product/app users.

  1. Merchant
  2. Deliveryman/Agent

User Journey Map

A User/customer journey map is a diagram that shows the process your customers go through in interacting with your business, such as an experience on the website, a service, a product, or a mix of those things.

User Journey Map of Merchant

User Journey Map of Deliveryman/Agent

User Interaction Diagram

This diagram represents the interaction and activities between the different user groups e.g. merchant, individual user, courier service admin, deliveryman, and final recipient. Furthermore, it shows the entire business system process of door-to-door pickup and delivery service.

Competitor Analysis:

A Competitor Analysis makes a difference to identify major competitors & reaching their products, sales & marketing strategies. With this analysis, you make an assessment of the strengths and weaknesses of your current and potential competitors & also make solid business strategies that will improve upon those of your competitors.

Visual Design:

Brand Style Guide & UI Elements

The first stage of branding was to absorb, share and analyze various information. We dived deep into our product goals, vision, and brand equity.

As result, for the high fidelity design phase. We’ve designed the necessary components and style guides for the product’s brand personality on Figma with variations to quickly flesh out the design.

User Flow Maps & Information Architecture

A user flow is a path a user follows to complete a particular task. This path includes steps from entry (such as logging in) to task completion (such as creating a profile). Creating user flows is one of the early stages of the product design process and usually precedes any kind of visual design.

As result, after researching on entire product journey, we’ve created 2 kinds of user journey maps and information architects for our product “express delivery”.

  1. Merchant
  2. Deliveryman/Agent

User Flow Maps & Information Architecture of Merchant

User Flow Maps & Information Architecture of Deliveryman/Agent

Hand Sketch Wireframe

In this stage, We’ve sketched out the low-fidelity screen for 2 kinds of our user’s app to visualize the ideas. Here we’ve tried to depict the most important screens of the app journey.

  1. Merchant
  2. Deliveryman/Agent

Low-fidelity Hand Sketch Wireframe for Merchant App

Low-fidelity Hand Sketch Wireframe for Deliveryman/Agent

High-fidelity wireframes for Marchant

High-fidelity wireframes for Deliveryman/Agent

Visual Design

Final Design Figma Preview

Merchant Dashboard UI

Landing Page

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