The hidden complexity of multi-partner shipping

Shippit faced pivotal decisions when introducing the multi-partner shipping solution. We needed to position it effectively against single-carrier solutions and seamlessly integrate it into a merchant's operations. These decisions would have significant impact on the development of Shippit’s multi-partner capabilities, the success of the Smart Routing feature, and provide the basis for other multi-partner capabilities in the future.

To understand how merchants make decisions regarding carrier allocation and measure performance, I initiated a research study. My role included identifying a research opportunity, planning and conducting the study, communication of research findings and incorporation of these insights into the team’s solutions.

I began by conducting in-depth interviews with merchants to explore their evaluation criteria for carriers. Key insights emerged from these interviews, revealing that despite actual performance indicating otherwise, merchants perceived higher risks in multi-partner deliveries. Additionally, merchants expressed a preference for a single point of ownership and responsibility.

To delve deeper into carrier requirements throughout the fulfilment process, I conducted contextual inquiries. These observations provided invaluable insights into essential moments in the fulfilment workflow such as carrier allocation, labelling, sortation, delivery tracking, and customer support. By mapping the user journey and creating a storyboard of key moments, I was able to communicate the implications for a multi-carrier offering and drive decision making in the team.

Armed with these research insights, I played a pivotal role in impacting key decisions around the offering's positioning and presentation. We decided to position the multi-partner shipping option under a single branded carrier to address merchant concerns about ownership and risk perception. This positioning strategy enhanced merchant confidence and increased adoption of the Smart Routing feature.

Moreover, the research findings influenced design decisions related to labelling, tracking, and other core functionality. By understanding the merchant workflow and their preferences, we were able to improve the integration of the multi-partner offering into their operations, making it seamless and efficient.

Beyond the immediate impact on the multi-partner shipping solution, the research insights informed other important initiatives within Shippit. They contributed to the development of the Shipping Optimizer, enabling improved carrier mix recommendations that better reflected merchant preferences. Additionally, the insights influenced key initiatives such as Shipping Optimiser and core functionality such as carrier allocation, fulfilment, and delivery tracking, ensuring they aligned with merchant expectations and requirements.

Through my research study, I played a crucial role in enhancing Shippit's multi-partner shipping solution, Smart Routing. By uncovering merchant perceptions, preferences, and critical moments in their workflows, I influenced key decisions around positioning and design. The impact of my research extended beyond the immediate scope, contributing to other initiatives and core functionality within Shippit. With user-centric insights driving the development process, Shippit successfully delivered a seamless, efficient, and highly adopted multi-partner shipping solution.