Excellence Score

Overview

The Excellence Score is a system created by Glovo to manage the quality of service and the supply of its fleet of couriers. This feature caused many dissatisfaction and trust issues due to general misunderstanding.
This initiative aims to enhance couriers’ understanding of the score, improve retention, and optimise overall performance.

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 an other Product Designer and a Content Designer. This way of working helps keep consistency within the all app. 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

Today the score is not well understood and they lack of information about how to improve. Also, no information is provided in the Excellence Score page that is related to the opening time of the calendar. 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.

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.

Success metrics

AB test: A controlled experiment will be 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 will be integrated into the Excellence Score page to gather real-time feedback from couriers on their satisfaction and understanding of the score.

Support chat utilisation: The percentage of couriers who utilise the support chat for Excellence Score-related inquiries will be tracked to assess the effectiveness of the new design in addressing any confusion or concerns.

Courier satisfaction survey: A monthly satisfaction survey is sent to couriers, one of the question is focusing specifically on their perceptions of the fairness and clarity of the scoring system and processes in Glovo’s platform.

Retention rates: The retention rates of couriers will be monitored throughout the evaluation period to determine whether the new design has a positive impact on their continued engagement with the platform.

Average Excellence Score: The average overall score for the Excellence Score will be tracked to assess the overall effectiveness of the new design in improving courier performance.

Average score per parameter: The average score for each individual parameter within the Excellence Score will be tracked to identify any specific areas that require further refinement.

These success metrics will provide valuable insights into the impact of the new design on courier satisfaction, understanding, and engagement. By continuously monitoring these metrics, we can identify areas for improvement and make necessary adjustments to ensure the Excellence Score effectively motivates couriers to deliver exceptional service.

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.

Effective communication is crucial for minimising support inquiries: The redesign of the Excellence Score page involved significant changes, which could have led to confusion and an increase in support requests. By proactively communicating the changes to couriers, we effectively mitigated this issue and ensured a smooth transition.

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.

Reflection

The Excellence Score page project was a significant learning experience that highlighted the importance of user-centred design and the power of iterative improvement. Throughout the project, we gained valuable insights into the courier experience and developed a design that effectively communicates the Excellence Score system. However, we also recognised the need for continuous refinement and innovation.

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.