Excellence Score

Glovo – OCT 2023 – 3 months – iOS & Android

Challenge

Redesign the existing Excellence Score page, to enhance couriers’ understanding of the score, improve retention, and optimise overall performance of the fleet.

The team

The Quality & Compliance team aims to optimize couriers’ performance by encouraging best practices and preventing abuse.

My Role

I worked on this project from end to end in collaboration with a PM, a Content Designer, a UX Researcher, five engineers, and one data analyst.

Impact

+18%

Users understand how the Excellence Score works

+0.6

Increase of the global average excellence score, up to 5

Discovery

What is the excellence score?

Couriers must reserve their slots in advance to secure the best working hours, but each slot is limited to a number of couriers.

The Excellence Score is used to rank them when opening the calendar, so that the ones with the highest score can book first.

It is a number up to 5, determined by seven performance metrics, calculated over 28 working days, and updated every morning.

State of the Excellence Score design at the time the project was launched

As a version of the Excellence Score already existed in the app, a study was carried out with the help of the UX Researchers team to identify the main problems and initiate the project. After an audit and a few user interviews, here are the main insights:

Couriers don’t understand how the score is calculated
→ The naming of each parameter isn’t self explanatory
→ The grouping of the parameters creates confusion
→ The extra information page is not visible enough
→ The extra information section is too extensive and doesn’t answer main doubts
→ It is not clear the impact the score has on the calendar opening time

Couriers don’t know how to improve their score
→ It is not mentioned if the score improved or got worse
→ It is not explained why the score changed
→ There are no suggestions on how to improve
→ It is not explained which parameters are more important

Couriers don’t relate the Excellence Score with the early calendar opening time
→ This information is not displayed in the page
→ They can find this information only in the calendar page
→ They put an alarm on their phone in order not to forget to book slots, but since this time changes depending on their score, they have to update it constantly

Also, according to a satisfaction survey, “Fairness and clarity of scoring system and processes in Glovo’s platform” is the 3rd biggest dissatisfaction reason, with 29% of the couriers being dissatisfied.

Problem statement

Couriers do not understand how their Excellence Score is calculated and how to improve it, and have no visibility of the opening time of the calendar to which it gives them access, even though they check their score every day.

Ideation and Conceptualization

To foster team ideation, I facilitated three ideation sessions, inviting a diverse range of stakeholders: Product Manager, Content Designer, fellow Designers, UX Researchers, and Engineers.

1st: Reverse brainstorming

Reverse brainstorming employs our ability to see problems more easily than solutions. After identifying problems the team can move onto trying to solve those problems and outlining a plan for ongoing success.

Identified solutions:

→ Clarify the explanation of the parameters using concise, easy-to-understand sentences and visuals

→ Highlight the opening time of the booking calendar

→ Accompany the numerical score with a more intuitive representation

→ Introduce a comparison feature to benchmark courier performance

→ Provide comprehensive onboarding to educate couriers about the system

→ Inspire couriers to excel by employing motivational messages

→ Offer tailored feedback and suggestions based on individual performance

→ Offer a daily update with a clear history of performance trends

2nd: Six to one

Then, we materialised solutions generated during last ideation workshop into draft design, with the help of a design benchmark.

Pair designing

Drawing inspiration from the insights gleaned from previous workshops, we collectively crafted an initial iteration of the design with a Content Designer. This initial iteration was then subjected to a comprehensive evaluation by the Product Manager and Engineering Manager, who assessed its effectiveness in achieving the desired outcomes while maintaining a balance between effort and impact.

Prototype

By collaborating with a Content Designer, we ensured that the wireframes not only visually represented the user experience but also effectively conveyed the relevant information in a clear, concise, and engaging manner. This collaborative effort resulted in a set of wireframes that provided a solid foundation for the subsequent prototyping phase.

Test

The objective of the usability test is to insure we solved these problems, and validate the content.

We ran 7 usability tests, in Poland: 3 users were newbies, to evaluate their all understanding of the Excellence Score, and 4 were already collaborating with Glovo for almost 6 months, to evaluate their all satisfaction with this new design.

What has been validated
✅ Good understanding of general content, descriptions and tips to improve
✅ The progress bars helps them to know what to improve
✅ The tips to improve seems motivating
✅ The reminder of the calendar opening time is helpful
✅ They want to be notify when they can book slots

What has not been validated
🚧 They don’t understand when the score is updated
🚧 Some content need to be reviewed
🚧 There is too much content in the onboarding, they don’t take the time to read it
🚧 Alarm seems to overwhelming, they preferred a push notification

Finalisation and Implementation

Upon thorough analysis of usability testing feedback, we refined the designs and implemented a final UI, leveraging Glovo’s Design System while introducing innovative components that enhance the overall user experience.

Happy path

Score progress bar and calendar opening time reminder

Parameters and tips

Edge case – Newbies

Hand-off

To ensure a smooth and seamless transition from design to development, I proactively involved engineers, both back-end and front-end, throughout the design process. This collaborative approach allowed them to gain a deep understanding of the design intent and requirements, eliminating any surprises during the handover.

To facilitate efficient development, we divided the development phase into three iterative sprints, each focusing on specific aspects of the design. I tailored the design deliverables to align with each sprint, ensuring that engineers had clear and actionable instructions for each stage of development.

Throughout the development process, we maintained regular weekly meetings to provide engineers with an opportunity to raise any questions or concerns. These meetings also served as a valuable feedback loop, allowing me to track progress and identify potential areas for refinement.

In parallel, we collaborated closely with the Product Marketing Manager to prepare comprehensive communication materials for couriers. The goal was to effectively explain that the calculation of the Excellence Score remains unchanged; the only modification is the underlying design, which is intended to enhance couriers’ understanding and ability to improve their performance.

By establishing open communication channels and maintaining close collaboration with both engineering and PMM teams, we successfully facilitated a smooth hand-off of the designs, ensuring a seamless transition from the design phase to development and communication with couriers. This approach not only streamlined the project workflow but also fostered a sense of alignment and shared responsibility among all stakeholders.

Results

AB test: A controlled experiment has been conducted to compare the new design to the old one to determine which design is more effective in improving courier satisfaction and understanding of the Excellence Score.

Quick feedback screen: A pop-up feedback screen has been integrated into the Excellence Score page to gather real-time feedback from couriers on their satisfaction and understanding of the score.

79%

Users understand how the Excellence Score works
vs. 61%

4.3/5

Global average excellence score
vs. 3.5/5

Key learnings

Excellence Score is a highly valued metric for couriers: Couriers are deeply invested in their Excellence Score, as it directly impacts their earning opportunities and overall status within the Glovo platform. This emphasises the importance of designing a user-friendly and transparent interface for managing the Excellence Score.

Iterative design is essential for achieving user satisfaction: The design process involved continuous refinement based on feedback from couriers. This collaborative approach ensured that the final design aligned with the needs and expectations of the target audience.

Collaboration across teams is paramount for successful product development: The success of the project hinged on the effective collaboration between designers, engineers, product managers, and couriers. This cross-functional approach ensured that the design met the project goals and aligned with the needs of the target users.

What next?

As a future iteration, we envision incorporating real-time feedback mechanisms within the delivery flow to provide couriers with immediate and actionable insights into how their actions impact their Excellence Score. This real-time feedback loop would enhance the effectiveness of the Excellence Score as a motivational tool and empower couriers to make informed decisions that contribute to their overall performance.