Home deliveries are often straightforward, even seamless (think of Amazon's efficiency). As a result, these deliveries aren't memorable or meaningful experiences for customers. Challenging a customer to get a product breaks this mold by offering an opportunity for an engaging and memorable experience. People often value the way they obtain something as much as the good itself.
I explored the issue of unmemorable deliveries and built out a prototype that seeks to address this problem.
Process
The brand audit below compares challenges undertaken and value extracted by customers across industries. Does a larger, more challenging experience correspond with higher "pay-off" or more positive final emotional state?
After this brand audit, I had a clearer definition of my problem: How to create a new challenge in home delivery using common challenge types and customer values. I conducted interviews with potential customers, asking questions like: In what ways do you like to be challenged (mentally/physically, solo/group, specific instructions/broad advice)? What can make you frustrated and take away from the enjoyment of a challenge?
After a period of ideation, drawing inspiration from interviews and the brand audit, I began to prototype a new challenge: puzzle furniture.
The idea became clearer through more interviewing, sketching, and prototyping.
Like a jigsaw puzzle, there's no instruction manual, only a picture of the final assembled product. No two pieces are the same so it's never unclear if two part go together or not. Among users who took tried to assemble my prototype, interest was split between the act of making the puzzle and the future reward of a completed (miniature) bookshelf.
User testing: puzzle furniture solve
