CanFleet Delivery

Revamped a legacy product, enabling retailers to offer efficient same-day local deliveries

Breadstack Tech / Product Designer / May 2023 - Jun 2023

Project at a Glance

Project Summary

With the rise of online shopping and same-day delivery demands, our team took on the challenge of reviving a discontinued internal courier software and transforming it into CanFleet. Our mission was to offer a more lightweight B2B product to help retailers deliver efficiently. This was made possible by simplifying features while leveraging the product’s original infrastructure.

Product Overview

CanFleet is a last-mile delivery solution, provided by Breadstack Technologies, designed for retailers and small businesses to help streamline same-day local deliveries. It facilitates driver management, automates task assignments, route optimizations and delivery tracking.

My Role

As a Product Designer in a 4-person design team, I played a key role in synthesizing our research insights and defining our users to guide our ideation process. As we moved forward, we divided our tasks for efficiency where I focused primarily on desktop designs while also contributing to some mobile elements.

Throughout the project, I worked closely with cross-functional teams, including Marketing and Engineering, to maintain alignment with organizational goals and facilitate smooth development.

Discovering the Design Prompt

Before it all started

Initially, our organization piloted a courier service to assist businesses with local deliveries. We developed an internal software, CanTech, to streamline operations for both our team and the retailers. But due to shifting market demands, the organization retired the project.

Noticing an Opportunity

Despite discontinuing the pilot project, we observed a persistent demand from clients for improved local delivery solutions. Recognizing this need, we saw an opportunity to revisit our retired product – repurposing it into a self-directed tool that businesses could use to manage their own deliveries.

Kicking off with Research

To begin, we received support from both our Sales & Marketing Team, who provided valuable client data and insights. This collaboration allowed our design team to quickly grasp the market landscape and identify the following key themes:

Local Delivery: Retailers required a timely local delivery solution

Reliability: Third-party couriers were often costly and unreliable

Control: Retailers wanted more autonomy over their delivery

Defining the Problem Space

The Problem

We noticed that many businesses need to improve their local delivery processes to stay competitive with options like same-day delivery. However, relying on third-party couriers often leads to issues with reliability, cost, and transparency, leaving businesses with little control over the delivery experience.

Identifying our Primary Users

While defining our problem, I took the lead to help identify our users by analyzing our client base and drawing insights from the original product. Our target audience are small to medium-sized retailers who ship daily to local customers, with two key user roles:

Business Operator: Manages incoming customer orders & oversees logistics

Delivery Drivers: Responsible for picking up & delivering packages to customers

Determining the Scope

Constraints and expectations were then established to ensure feasibility and alignment with our organization’s business needs:

Minimal backend changes
Maintain core branding
Offer a mobile app for delivery drivers on the go
Enable eCommerce integration with platforms like WooCommerce, Shopify, and our organization’s own Breadstack software

Developing the Solution

Setting Design Goals

Once we had a better understanding of our problem space and the scope of our project, we identified three main goals to guide our solution:

User-Friendly Design: Simplify the complex internal software into a consumer-friendly B2B product

Prioritize Local Service: Enable efficient delivery for retailers to local customers, achieving same-day delivery

Promote Agency: Give retailers control over managing and fulfilling delivery orders at their own pace

Finding Clarity through User Journeys

With our design goals and user roles established, we created user journeys to visualize interactions for each role. We then labeled each step to identify whether to use existing designs or create new ones, clarifying the volume of our design work.

Building Structure with an Information Architecture

Creating the user flows also helped us identify the core features for our product, which included Delivery Task Creation, Live Map Tracking and Driver Management.

With these key features identified, we began sorting them into an Information Architecture to detail the scale of the product further.

Delivering the Design

Reworking Existing Designs

Once we were ready to bring our ideas to life, we began with an audit of the original product to decide what to keep, modify, or remove. After reviewing the audit as a team, we moved on to creating high-fidelity designs. Working with existing components made this a smooth transition into higher fidelity.

To keep things efficient, we divided tasks and worked independently. My focus areas included revising the assets for Task Creation, Task Monitoring, and the Task List.

Crafting New Designs

In addition to refining the original design, we also needed to create new designs for features that didn't exist yet. During this phase, I took charge of designing the mobile Customer Delivery Tracker – something retailers can share with their customers to monitor the status of their order deliveries.

Review, Revise & Iterate

Once our hi-fi prototypes were ready, we gathered feedback from our stakeholders and engineering team. Since we didn’t have a broad user base for testing, we relied on internal reviews for insights. During this process, I focused particularly on implementing feedback for the Customer Delivery Tracker, which included the following:

Remove Message Feature: Our engineers pointed out that we don't have the scope to allow customers to message couriers directly
Add Order Confirmation Stage: We needed to include a stage in the tracker to let customers know when their order is confirmed, before a driver is assigned
Revise Progress Bar: We updated the progress bar to give customers a clearer idea of the stages they can expect before receiving their product

Additionally, during this time, our Marketing Team decided to rebrand the product from CanTech to CanFleet to better reflect its new direction.

Introducing CanFleet

Prepare for Launch & Development

After iterating on the feedback, we conducted another round of review with our stakeholders. With their final approval, the product was ready to be shipped and moved forward into development.

The Results

CanFleet’s Impact After Launching

Since launching CanFleet, clients have highlighted its easy onboarding and driver invitation processes, as well as its seamless integration with eCommerce platforms – which makes automating customer orders into delivery tasks possible.

Within the first 90 days of launch, we observed the following trends:

14% average increase in orders
Our clients experienced an average 14% increase in total orders.

13,000 orders fulfilled
CanFleet successfully helped retailers handle a total of 13,000 delivery orders.

These early results are encouraging and demonstrate CanFleet's potential to enhance delivery efficiency and support business growth.

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