FSterra
Flaconi
+6%
Rural orders
-11%
Last-mile cost
+0.4
NPS increase
01
Background
With over three million active customers, Flaconi is one of Germany’s leading online beauty and self-care retailers. From drugstore to organic cosmetics, premium and luxury, the online shop covers every product segment its customers desire, with almost 1,000 national and international brands and 50,000 products.
01
Background
02
Summary
While working on the cart and checkout experience, I was approached by the logistics and fulfilment department with proposals for new carriers and delivery options to present to our users. In a short time, I had to evaluate the business proposals, understand our customers’ needs and pain points, and develop a viable solution.
Once we had identified what customers needed and wanted in terms of delivery, the solution was pitched to stakeholders. The launch of multiple carrier options alongside “locker delivery” increased orders and deliveries in rural areas by 6%, reduced last-mile delivery costs by 11% and raised the net promoter score by 0.4.
02
Summary
Flaconi homepage
03
Role
As the principal designer for the project, I was responsible for a variety of UX tasks, including competitor analysis, moderating workshops, designing mockups, prototyping, preparing user tests (both moderated and unmoderated), and participating in user test observation and moderation.
04
Challenge
At the start of the initiative, we were collaborating with Hermes as our delivery partner, but the logistics and fulfillment departments aimed to expand our offering by integrating DHL and exploring options such as express delivery and carbon compensation. There was also an idea to collaborate with two logistics startups: Instabox, which proposed installing lockers in urban areas for parcel collection, and Urbify, which offered express, sustainable delivery.
At the start of the initiative, we were collaborating with Hermes as our delivery partner, but the logistics and fulfillment departments aimed to expand our offering by integrating DHL and exploring options such as express delivery and carbon compensation. There was also an idea to collaborate with two logistics startups: Instabox, which proposed installing lockers in urban areas for parcel collection, and Urbify, which offered express, sustainable delivery.
From a user perspective, our task was to verify whether these proposals aligned with customers’ needs. Time was also critical, as we had only a couple of months before a new contract was to be signed with our current delivery partner and potentially with new ones.
From a user perspective, the task was to verify whether these proposals aligned with customers’ needs. Time was also critical, as we had only a couple of months before a new contract was to be signed with our current delivery partner and potentially with new ones.
06
Design
The scenarios were tested through multiple rounds of prototyping, setting the design requirements to validate them with users:
The scenarios were iterated through multiple rounds of prototyping, setting the design requirements to validate them with users:
• Anything but Hermes: explore how price and carrier resonate with users by presenting free Hermes delivery, DHL at a standard cost, and express delivery at an extra charge.
• Anything but Hermes: explore how price and carrier resonate with users by presenting free Hermes delivery, DHL at a standard cost, and express delivery at an extra charge.
• Sustainability: assess how important sustainability is to customers and how much they are willing to pay for environmentally friendly options.
• Sustainability: assess how important sustainability is to customers and how much they are willing to pay for environmentally friendly options.
• Parcel stations: highlight the sustainability benefits of parcel stations compared to home delivery, introducing Instabox as the most environmentally friendly option.
• Parcel stations: highlight the sustainability benefits of parcel stations compared to home delivery, introducing Instabox as the most environmentally friendly option.
• Standard or express delivery? Evaluate the appeal of express delivery. Does the price deter customers from choosing it?
• Standard or express delivery? Evaluate the appeal of express delivery. Does the price deter customers from choosing it?
05
Ideation
The project kicked off by looking at what delivery options and services our competitors and other e-commerce shops provide to their users. Additionally, we researched what options our delivery partners were able to offer us.
The project kicked off by looking at what delivery options and services our competitors and other e-commerce shops provide to their users. Additionally, we researched what options our delivery partners were able to offer us.
As the next step, I organized a workshop with the team to define goals and address our questions using the “How Might We” framework to explore possibilities. The result was four scenarios: Anything but Hermes, Sustainability, Parcel stations, and Standard or express delivery.
As the next step, I organized a workshop with the team to define goals and address our questions using the “How Might We” framework to explore possibilities. The result was four scenarios: Anything but Hermes, Sustainability, Parcel stations, and Standard or express delivery.
04
Challenge
At the start of the initiative, we were collaborating with Hermes as our delivery partner, but the logistics and fulfillment departments aimed to expand our offering by integrating DHL and exploring options such as express delivery and carbon compensation. There was also an idea to collaborate with two logistics startups: Instabox, which proposed installing lockers in urban areas for parcel collection, and Urbify, which offered express, sustainable delivery.
From a user perspective, the task was to verify whether these proposals aligned with customers’ needs. Time was also critical, as we had only a couple of months before a new contract was to be signed with our current delivery partner and potentially with new ones.
05
Ideation
The project kicked off by looking at what delivery options and services our competitors and other e-commerce shops provide to their users. Additionally, we researched what options our delivery partners were able to offer us.
As the next step, I organized a workshop with the team to define goals and address our questions using the “How Might We” framework to explore possibilities. The result was four scenarios: Anything but Hermes, Sustainability, Parcel stations, and Standard or express delivery.
Analysis board for Instabox and Urbify
06
Design
The scenarios were iterated through multiple rounds of prototyping, setting the design requirements to validate them with users:
• Anything but Hermes: explore how price and carrier resonate with users by presenting free Hermes delivery, DHL at a standard cost, and express delivery at an extra charge.
• Sustainability: assess how important sustainability is to customers and how much they are willing to pay for environmentally friendly options.
• Parcel stations: highlight the sustainability benefits of parcel stations compared to home delivery, introducing Instabox as the most environmentally friendly option.
• Standard or express delivery? Evaluate the appeal of express delivery. Does the price deter customers from choosing it?
07
Validation
To validate the design decisions, I conducted rapid user interviews and 15-minute usability tests to gain deeper insights into customers’ habits and evaluate the latest mockups, exploring favorite carriers, carrier trust, the importance of sustainability, parcel stations, and the perceived value of express delivery.
To validate the design decisions, I conducted rapid user interviews and 15-minute usability tests to gain deeper insights into customers’ habits and evaluate the latest mockups, exploring favorite carriers, carrier trust, the importance of sustainability, parcel stations, and the perceived value of express delivery.
Cost over speed: users prioritize low-cost standard delivery and reject premium fees for express or sustainability. Carrier trust: customers trust the shop to choose the carrier (DHL is favored, Hermes is improving) but want clear visibility. Home delivery first: front doors, neighbors and drop-off spots are heavily preferred over parcel lockers.
Cost over speed: users prioritize low-cost standard delivery and reject premium fees for express or sustainability. Carrier trust: customers trust the shop to choose the carrier (DHL is favored, Hermes is improving) but want clear visibility. Home delivery first: front doors, neighbors and drop-off spots are heavily preferred over parcel lockers.
Delivery options on mobile
08
Outcome
The solution aligning business goals with customer needs was to keep Hermes and add DHL as standard delivery to improve logistics, particularly in rural and remote areas, and to integrate Instabox as a parcel station option to reduce delivery costs and highlight sustainability.
The solution aligning business goals with customer needs was to keep Hermes and add DHL as standard delivery to improve logistics, particularly in rural and remote areas, and to integrate Instabox as a parcel station option to reduce delivery costs and highlight sustainability.
Urbify was excluded, as users showed little interest in paying extra for express delivery. We also decided to test carbon compensation, letting users opt into a low-cost carbon offset for home delivery while improving sustainability messaging.
Following implementation, key metrics showed a 6% increase in rural orders and deliveries, an 11% reduction in last-mile delivery costs, and a 0.4 increase in Net Promoter Score.
Following implementation, key metrics showed a 6% increase in rural orders and deliveries, an 11% reduction in last-mile delivery costs, and a 0.4 increase in Net Promoter Score.
07
Validation
To validate the design decisions, I conducted rapid user interviews and 15-minute usability tests to gain deeper insights into customers’ habits and evaluate the latest mockups, exploring favorite carriers, carrier trust, the importance of sustainability, parcel stations, and the perceived value of express delivery.
Cost over speed: users prioritize low-cost standard delivery and reject premium fees for express or sustainability. Carrier trust: customers trust the shop to choose the carrier (DHL is favored, Hermes is improving) but want clear visibility. Home delivery first: front doors, neighbors and drop-off spots are heavily preferred over parcel lockers.
Heat map of a task during user testing
08
Outcome
The solution aligning business goals with customer needs was to keep Hermes and add DHL as standard delivery to improve logistics, particularly in rural and remote areas, and to integrate Instabox as a parcel station option to reduce delivery costs and highlight sustainability.
Urbify was excluded, as users showed little interest in paying extra for express delivery. We also decided to test carbon compensation, letting users opt into a low-cost carbon offset for home delivery while improving sustainability messaging.
Following implementation, key metrics showed a 6% increase in rural orders and deliveries, an 11% reduction in last-mile delivery costs, and a 0.4 increase in Net Promoter Score.
03
Role
As the principal designer for the project, I was responsible for a variety of UX tasks, including competitor analysis, moderating workshops, designing mockups, prototyping, preparing user tests (both moderated and unmoderated), and participating in user test observation and moderation.
As the principal designer for the project, I was responsible for a variety of UX tasks, including competitor analysis, moderating workshops, designing mockups, prototyping, preparing user tests (both moderated and unmoderated), and participating in user test observation and moderation.
FSterra
Flaconi
+6%
Rural orders
-11%
Last-mile cost
+0.4
NPS increase
01
Background
With over three million active customers, Flaconi is one of Germany’s leading online beauty and self-care retailers. From drugstore to organic cosmetics, premium and luxury, the online shop covers every product segment its customers desire, with almost 1,000 national and international brands and 50,000 products.
01
Background
02
Summary
While working on the cart and checkout experience, I was approached by the logistics and fulfilment department with proposals for new carriers and delivery options to present to our users. In a short time, I had to evaluate the business proposals, understand our customers’ needs and pain points, and develop a viable solution.
Once we had identified what customers needed and wanted in terms of delivery, the solution was pitched to stakeholders. The launch of multiple carrier options alongside “locker delivery” increased orders and deliveries in rural areas by 6%, reduced last-mile delivery costs by 11% and raised the net promoter score by 0.4.
02
Summary
Flaconi homepage
03
Role
As the principal designer for the project, I was responsible for a variety of UX tasks, including competitor analysis, moderating workshops, designing mockups, prototyping, preparing user tests (both moderated and unmoderated), and participating in user test observation and moderation.
04
Challenge
At the start of the initiative, we were collaborating with Hermes as our delivery partner, but the logistics and fulfillment departments aimed to expand our offering by integrating DHL and exploring options such as express delivery and carbon compensation. There was also an idea to collaborate with two logistics startups: Instabox, which proposed installing lockers in urban areas for parcel collection, and Urbify, which offered express, sustainable delivery.
From a user perspective, our task was to verify whether these proposals aligned with customers’ needs. Time was also critical, as we had only a couple of months before a new contract was to be signed with our current delivery partner and potentially with new ones.
06
Design
The scenarios were iterated through multiple rounds of prototyping, setting the design requirements to validate them with users:
• Anything but Hermes: explore how price and carrier resonate with users by presenting free Hermes delivery, DHL at a standard cost, and express delivery at an extra charge.
• Sustainability: assess how important sustainability is to customers and how much they are willing to pay for environmentally friendly options.
• Parcel stations: highlight the sustainability benefits of parcel stations compared to home delivery, introducing Instabox as the most environmentally friendly option.
• Standard or express delivery? Evaluate the appeal of express delivery. Does the price deter customers from choosing it?
05
Ideation
The project kicked off by looking at what delivery options and services our competitors and other e-commerce shops provide to their users. Additionally, we researched what options our delivery partners were able to offer us.
As the next step, I organized a workshop with the team to define goals and address our questions using the “How Might We” framework to explore possibilities. The result was four scenarios: Anything but Hermes, Sustainability, Parcel stations, and Standard or express delivery.
04
Challenge
At the start of the initiative, we were collaborating with Hermes as our delivery partner, but the logistics and fulfillment departments aimed to expand our offering by integrating DHL and exploring options such as express delivery and carbon compensation. There was also an idea to collaborate with two logistics startups: Instabox, which proposed installing lockers in urban areas for parcel collection, and Urbify, which offered express, sustainable delivery.
From a user perspective, the task was to verify whether these proposals aligned with customers’ needs. Time was also critical, as we had only a couple of months before a new contract was to be signed with our current delivery partner and potentially with new ones.
05
Ideation
The project kicked off by looking at what delivery options and services our competitors and other e-commerce shops provide to their users. Additionally, we researched what options our delivery partners were able to offer us.
As the next step, I organized a workshop with the team to define goals and address our questions using the “How Might We” framework to explore possibilities. The result was four scenarios: Anything but Hermes, Sustainability, Parcel stations, and Standard or express delivery.
Analysis board for Instabox and Urbify
06
Design
The scenarios were iterated through multiple rounds of prototyping, setting the design requirements to validate them with users:
• Anything but Hermes: explore how price and carrier resonate with users by presenting free Hermes delivery, DHL at a standard cost, and express delivery at an extra charge.
• Sustainability: assess how important sustainability is to customers and how much they are willing to pay for environmentally friendly options.
• Parcel stations: highlight the sustainability benefits of parcel stations compared to home delivery, introducing Instabox as the most environmentally friendly option.
• Standard or express delivery? Evaluate the appeal of express delivery. Does the price deter customers from choosing it?
07
Validation
To validate the design decisions, I conducted rapid user interviews and 15-minute usability tests to gain deeper insights into customers’ habits and evaluate the latest mockups, exploring favorite carriers, carrier trust, the importance of sustainability, parcel stations, and the perceived value of express delivery.
Cost over speed: users prioritize low-cost standard delivery and reject premium fees for express or sustainability. Carrier trust: customers trust the shop to choose the carrier (DHL is favored, Hermes is improving) but want clear visibility. Home delivery first: front doors, neighbors and drop-off spots are heavily preferred over parcel lockers.
Delivery options on mobile
08
Outcome
The solution aligning business goals with customer needs was to keep Hermes and add DHL as standard delivery to improve logistics, particularly in rural and remote areas, and to integrate Instabox as a parcel station option to reduce delivery costs and highlight sustainability.
Urbify was excluded, as users showed little interest in paying extra for express delivery. We also decided to test carbon compensation, letting users opt into a low-cost carbon offset for home delivery while improving sustainability messaging.
Following implementation, key metrics showed a 6% increase in rural orders and deliveries, an 11% reduction in last-mile delivery costs, and a 0.4 increase in Net Promoter Score.
07
Validation
To validate the design decisions, I conducted rapid user interviews and 15-minute usability tests to gain deeper insights into customers’ habits and evaluate the latest mockups, exploring favorite carriers, carrier trust, the importance of sustainability, parcel stations, and the perceived value of express delivery.
Cost over speed: users prioritize low-cost standard delivery and reject premium fees for express or sustainability. Carrier trust: customers trust the shop to choose the carrier (DHL is favored, Hermes is improving) but want clear visibility. Home delivery first: front doors, neighbors and drop-off spots are heavily preferred over parcel lockers.
Heat map of a task during user testing
08
Outcome
The solution aligning business goals with customer needs was to keep Hermes and add DHL as standard delivery to improve logistics, particularly in rural and remote areas, and to integrate Instabox as a parcel station option to reduce delivery costs and highlight sustainability.
Urbify was excluded, as users showed little interest in paying extra for express delivery. We also decided to test carbon compensation, letting users opt into a low-cost carbon offset for home delivery while improving sustainability messaging.
Following implementation, key metrics showed a 6% increase in rural orders and deliveries, an 11% reduction in last-mile delivery costs, and a 0.4 increase in Net Promoter Score.
03
Role
As the principal designer for the project, I was responsible for a variety of UX tasks, including competitor analysis, moderating workshops, designing mockups, prototyping, preparing user tests (both moderated and unmoderated), and participating in user test observation and moderation.