Glossary

BEES: a business-to-business e-commerce platform built to empower small and medium-sized retail partners and help grow their businesses. It mainly caters to CPG (Consumer Product Goods), such as beverages, packaged food, etc.
BEES Deliver: a suite comprising a mobile application for truck drivers and delivery personnel, along with a web application for back-office employees at DDCs (Distribution and Delivery Centers) to facilitate delivery fulfillment.
DDC: Direct Distribution Center
POC: Point of Consumption (a.k.a. Point of Sales)
 

📝 The context

BEES offers a comprehensive end-to-end solution through its applications for e-commerce sales, sales force management, customer support, and logistics fulfillment.
The BEES app is designed for customers—specifically, individuals at Points of Consumption responsible for restocking inventory at restaurants, bars, grocery stores, and similar businesses.
BEES Deliver is a suite comprising a mobile application for truck drivers and delivery personnel, along with a web application for back-office employees at DDCs (Distribution and Delivery Centers) to facilitate delivery fulfillment.
Each day, trucks depart from DDCs carrying cargo for delivery to POCs, where they also collect payments and proof of visit. However, the BEES Deliver suite was created based only on technical requirements to facilitate last-mile delivery logistics of a B2B e-commerce company.
Since its inception, there has been no comprehensive mapping of foundational user experience data, such as user journeys and user personas.
So, to continue expanding and improving the product, it was crucial to understand users' journeys, personas, and pain points to make informed decisions on enhancing their experience.
 

🎯 The Challenge

BEES Deliver is a logistics app used by drivers, monitors, and supervisors across BEES markets. However, it faced major friction points in performance, usability, and trust in data.
The team needed to:
  • Understand pain points with real-world evidence
  • Identify usability blockers in proposed updated screens
  • Prioritize product decisions based on qualitative + quantitative insights
 

🔬 Research Breakdown

📊 1. Internal NPS Survey

  • 2,047 responses from 8 countries
  • Users reported poor app performance, too many clicks, and outdated information
  • Key complaints: incorrect POC locations, bad route suggestions, issues with app performance

🧭 2. Field Research – Paraguay & Peru

Delivery crew
Delivery crew
Command Center - Monitoring (backoffice) team
Command Center - Monitoring (backoffice) team
Delivery crew - payment collection
Delivery crew - payment collection
  • Contextual inquiry and interviews with delivery crews, route monitors, and supervisors (backoffice team)
  • Insights from real delivery environments and DDCs

Mobile App Insights

  • Drivers wanted more autonomy (e.g., solve simple issues on route)
  • Critical need for accurate delivery windows (times where POCs can receive deliveries) and map navigation
  • Desire to chat with POCs directly via the app
  • Issues with digital payments and excessive paperwork (in Peru)
  • Difficulty with the map view, where it would randomly zoom out, frustrating navigation

Web Portal Insights

  • Teams rely on several external tools (WhatsApp, Foxtrot, Roadmap, etc) due to feature gaps in Deliver
  • KPIs are often untrustworthy or outdated
  • No easy way to analyze historical vs. real-time data
  • Need to centralize communications and optimize route suggestions

🧪 3. Usability Testing

  • 13 participants from 🇵🇾 Paraguay, 🇵🇪 Peru, and 🇧🇷 Brazil
  • Validated new flows for the main tasks performed daily on the app:
    • Safety checklist
    • Inventory checklist
    • Visit/task screens
Task Performance Highlights
  • ✅ High success rate in basic flows (e.g., finishing visits, editing items)
  • ❌ Poor discoverability of “Postpone Visit” feature (35/100)
  • ⚠ Confusion between tabs (e.g., users expected to edit products quantities under “Products” tab instead of “Documents”)

👥 Users & Context

  • Delivery team, monitors, DDC supervisors
  • Daily workflows often involved multiple apps, paper, and improvisation
  • Each country had unique logistics routines and compliance needs
 

✅ Key Recommendations

  1. Allow drivers to self-correct simple issues on route
  1. Improve app performance
  1. Redesign low-discoverability flows like “Postpone Visit”
  1. Reduce tool-switching with centralized comms and dashboards
  1. Prioritize data accuracy
  1. Enhance: map behavior, visit sequence, payment transparency
 

🚀 Outcomes

  • Informed immediate product fixes and backlog reprioritization
  • Led to interface adjustments in next Deliver app version
  • Led to an increase of 13 points in NPS survey after update
  • Reinforced the importance of localized testing before rollout
  • Built foundational evidence for expanding user role–specific features
    • Delivered user personas and user journeys for both platforms
        • notion image
        notion image
       

🙋🏻‍♀️ My Role

  • Led fieldwork in Paraguay and Peru
  • Designed and facilitated usability tests
  • Conducted survey analysis and synthesis of open-ended responses
  • Delivered prioritized insights and recommendations for the Deliver design and product teams
 
 
 
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