Background

Pharmeasy’s Logistics arm initially catered to B2C flows. Pharmeasy Sprinter app (for Delivery Partners) was designed with very minimal features that would help to run consumer business. As our business expanded, We created capabilities and features that helped us improve the overall experience and also scale our operations. Currently, Pharmeasy caters to B2B, B2C & External Clients as well.

I owned the entire design for Logistics Web Operations and Android App Experience. The Design problems on Sprinter App were very challenging with lots of edge-cases, interesting new use cases, but it was incredibly satisfying once we started seeing positive results.

Use Case 1: Postponed Orders

Postponed Orders workflow on sprinter app wasn’t defined initially in the sprinter app. 6% orders were marked as postponed. Out of these about 18% of the orders are postponed multiple times before the final delivery to the customer. This affects the efficiency of the sprinter. 

Overview

Sprinters call customers before delivering the order or reach at the home to find out that the customer is not available at home. Sprinters marked “Not at home” on the sprinter app when this happened. Orders postponed are brought back to the dispatch center.


Each Time an order is postponed, Sprinters try to deliver the order the next day & this continues for next 3 days before it’s marked cancelled & brought back to the warehouse.

Objective

Define a workflow for Postponed orders so that they are not attempted before the customer specified date.

Success Metrics

- Reduction in % of orders with multiple postponed update

- % of orders delivered on the customer specified date


Impact

Shipments postponed multiple times reduced from 18% to 9%

Use Case 2: Curb Fake Remarks by using call logs

Escalations are raised by the customer for fake remarks by the sprinter wherein the sprinter updates remark as 'Postponed' or 'Not at Home' even without attempting the delivery. This affects customer NPS and Delivery performance.

Solution

We used Kalyera’s data to build checks on the App and actively report any undesired behavior by the sprinter. Following Call status is available in Call Logs of Kalyera along with Call duration & Billed seconds data. Call Status - Answer, No Answer, Cancel, Busy, Failed, Congestion.

A sprinter can mark below status for undelivered cases only if it meets the criteria mentioned below.


Not at Home:

A sprinter can mark this update only if he is at the customer's location which is locked and he is not able to reach the customer on call. Sprinter will be allowed to mark this update only in case of following call log status - DB to Customer Call flow: No Answer, Busy, Failed, Congestion, Answer (at least 1 of them in all call attempts made)


Postponed:

A sprinter can mark this update only if he has been able to successfully reach out to the customer on call and the customer has asked for the delivery at a later date. Sprinter will be allowed to mark this update only in case of following call log status - Answer (either DB to Customer call or Customer to DB call flow) - at least once in all call attempts made.


Cancelled:

No call check to be implemented here as a customer can cancel the order at the doorstep.

Objective

Reduce Customer escalations & keep a check on mischievious
behavior by the sprinters.


Success Metrics
- Reduction in % of customer escalations


Impact

There was a reduction of 70% calls being made to the sprinter
helpline team from sprinters.

Use Case 3: Pickup on the Fly

Pickup shipments are 2.72% of total non-couriers shipments created in logistics. Currently, Avg. Pickup time for non-courier is 11 hours once marked out for delivery. Tiimely pickup of items leads to quick refunds leading time to enhance customer satisfaction. To reduce the pickup time, we built this capability to pickup on the fly.

How this works

Users could filter pickup task that they want to assign from the 'Unassigned Orders' section and click on the 'Assign trip' to assign to a Created/OFD trip.

The pickup task will get removed from the unassigned list on web and will be added to the sprinter’s trip, plus the sprinter will get a notification on Sprinter App that a new pickup has been assigned to him.

Objective

Reduce Customer pickup time leading to enhanced customer satisfaction & quick refunds

Impact

Out for Delivery TAT for Return Pickups reduced by 5.5 hrs i.e. 27% reduction 

Providing Payment Flexibility to Customers

Use Case 4a: Send Payment Link 

Currently we have limited option like COD & Payment via Debit / Credit card. We don’t have an option to send a payment link to a different phone number. 

Overview

For about 18% orders, the Delivery contact number is different from the Registered contact number but the payment link is sent only to the registered mobile number. Currently, there is no option available to the sprinter to send a payment link to a different phone number.

8-10% COD orders are paid via Debit/Credit card. There is further opportunity to increase non-cash payment thereby reducing the risk of cash handling by the sprinter and asset. 

Objective

To give flexibility to end customer, we have enabled an option for the Sprinter to trigger Payment Link to any mobile number so that the customer can pay via any online payment mode (incl UPI) using the Link. This will reduce cash handling by the sprinter.

Impact

About 800+ payment link sms triggered in 7 days

Use Case 4b: Pay via UPI QR Code 

Provide customers with an option to Pay via UPI QR at the time of delivery for COD orders.

Overview

Compliance: Govt has mandated all businesses with a turnover of greater than 50 crores annually should provide the facility for accepting payment through RuPay, UPI and UPI QR

Cost: All UPI transactions will be free from MDR charge and hence it will be the most cost-effective payment mode that can be offered

Customer Experience: With the increasing adoption of UPI Apps like GPay, PhonePe etc, offering Pay via UPI QR will be one of the convenient ways for the customer to pay at the time of delivery

Metrics

Impact

UPI QR payment contributes ~10% of Pay at Delivery transactions

Use Case 5: Contactless Delivery

Customer health and safety are of utmost importance to us! Due to Covid, Contactless Delivery became a mandate from the government. This led to some of the changes on both B2B & B2C flows to ensure packages get delivered in the safest way possible.

Overview

As contactless deliveries becomes the new normal, technology such as Electronic Proof of Delivery comes in handy. Electronic Proof of Delivery improves the on-site delivery experience and captures delivery confirmation following zero-touch practices.

After OFD, either customer or sprinter can call each other for contactless delivery. Signature is not required for completing the delivery but a mandatory photo has to be captured by the sprinter. This is only for shipments where payment is done. The photo will be available for download from the trip screen on the web UI in case the customer raises an escalation. We have also updated the text label for photos on App & Web UI from "Acknowledgement Slip" to "Delivery Proof". 

Objective

To build trust & confidence for both B2C customers that Pharmeasy is taking all neccessary measures during covid to ensure packages get delivered in the safest way possible.

Safety measures taken

https://pharmeasy.in/blog/we-are-taking-all-safety-measures-to-ensure-safe-delivery/


Impact

50% increase in Customer orders during covid which proves that customers trust pharmeasy as a brand.