Revamping Logistics

Bring is a large shipping and logistics company in Norway. It was formed through several mergers, which left Bring with a fractured overall service.  When you added up all the variations and different shipping methods, Bring offered over 400 different services. Bring services felt like a maze to most customers. It was difficult to find out just what you needed to do, how much it would cost, etc. This project focused on small business owners and their needs for shipping items to their customers.



We talked with a few different clients that work in retail businesses. Some were online stores, others had physical shops that also deliver goods to their customers. We watched people prepare their goods for shipping, carefully wrapping each one. They were meticulous, and often felt they had to be. They also had to interact with several different systems to get the package ready to be shipped, which added to the confusion. 

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Main issues

Once we understood all the work it took to get a package ready, we had our enough work cut out for us. On this journey, green circles are the parts the client uses. Grey is out of their hands. The whole process was fairly simple, but each step took a long time, and held up the client. Not much of it was automated, and steps were repeated for each new package. They wanted to focus on running their business, not spending time doing the packing and shipping. 

Workshops with clients and classmates

We had several workshops throughout the semester with the client team and within the class. Our goal with these was to align one solid strategy for moving forward, while getting as much input and feedback as possible. These workshops looked at different stakeholders involved, as well as alternative user journeys, and what to do when something goes wrong. 

Getting the client involved in the process made the final solutions much easiest to understand and move forward. 


Final Vision

We wanted to simplify each step. Time is the most precious resource that a business owner has. We wanted to give their time back to them. 

We came up with four values for the business owners and how we thought the new system should make them feel. Once we understood this was our goal, we started to structure the end solution around helping the customer feel like this.


New Touchpoints

The proposed system is more automated, connecting the online store directly to the shipping. Weights are measurements are already stored in the system. 

The screens show just the right amount of information at time. We wanted to answer frequently asked questions even before they were asked. These wireframes show how a client could check their current orders, and make sure important packages are on schedule. We used a clearer structure and added color and symbols to make things more clear. We also incorporated a trends feature. They could see where their business naturally slows down and can use this time to start new projects, or increase marketing. 

We also redesigned the invoice and shipping label to make them easier to understand. We removed extra, unnecessary information and added new information. 


Going Forward

We had a larger vision for what we felt Bring should offer its users. But we also knew this couldn't all be done at once. Above are a few ideas we had for the way Bring could become more involved in the process. Right now, they seem like an extra chore for the clients to take care of. In the future, they'll be a trusted ally for the small business owner, a secret ingredient for success.