In 2014, the Food Department of Chhattisgarh embarked on a groundbreaking journey with the creation of COREPDS—a visionary project designed to serve as a one-stop solution for validating and distributing food to nearly 1 million people below the poverty line each month. Its inception marked a watershed moment, garnering multiple awards and positioning Chhattisgarh as a model state for the nation.
In 2014, the Food Department of Chhattisgarh embarked on a groundbreaking journey with the creation of COREPDS—a visionary project designed to serve as a one-stop solution for validating and distributing food to nearly 1 million people below the poverty line each month. Its inception marked a watershed moment, garnering multiple awards and positioning Chhattisgarh as a model state for the nation.
'' But as time passed, things got tough. By the end of 2020, more people, longer lines for food, and rumours of corruption started popping up, dimming the project's success. ''
'' But as time passed, things got tough. By the end of 2020, more people, longer lines for food, and rumours of corruption started popping up, dimming the project's success. ''
Highlights
a sneak peak of what we delivered to keep you hooked
a sneak peak of what we delivered to keep you hooked
78%
decrease in customer support tickets
132
seconds improvement in average transaction time.
47%
decrease in beneficiary complaints.
decrease in beneficiary complaints.
Design for Speed
In a mere 5 years, the COREPDS witnessed an astonishing surge in adoption. What began as a model experiment project serving a handful of shops soon expanded to cover over 12,000 shops across the entire state.
The application and device, developed in 2016, struggled to keep pace with this remarkable growth. Foundational usability faced hurdles. The constraints of small screens and numerous integrations demanded constant attention. Navigation within the app and performance issues soared exponentially.
Rediscover
Rediscover
the spark in six months
the spark in six months
Our goal was to rediscover the spark by increasing the transaction speed for a smooth customer experience. However, we weren't trying to revert to a simple past. Instructions were clear to build a new distribution system that could embrace rapid expansion without breaking down.
Our goal was to rediscover the spark by increasing the transaction speed for a smooth customer experience. However, we weren't trying to revert to a simple past. Instructions were clear to build a new distribution system that could embrace rapid expansion without breaking down.
THE CHALLANGE
Our high level goals were to:
Fast and intuitive
Enhance your productivity by connecting with your favorite tools, keeping all your essentials in one place.
Fast and intuitive
Enhance your productivity by connecting with your favorite tools, keeping all your essentials in one place.
Fast and intuitive
Enhance your productivity by connecting with your favorite tools, keeping all your essentials in one place.
Automated Integration
Define and track your goals, breaking down objectives into achievable tasks to keep your targets in sight.
Automated Integration
Define and track your goals, breaking down objectives into achievable tasks to keep your targets in sight.
Automated Integration
Define and track your goals, breaking down objectives into achievable tasks to keep your targets in sight.
Transparency against Corruption
With end-to-end encryption, your data is securely stored and protected from unauthorized access.
Transparency against Corruption
With end-to-end encryption, your data is securely stored and protected from unauthorized access.
Transparency against Corruption
With end-to-end encryption, your data is securely stored and protected from unauthorized access.
The project adopted a two-pronged strategy. The initial phase centred on ethnographic research, while the subsequent phase delved into product design modifications.
My role
What was my contribution as a designer?
As a founding UX designer, I collaborated between the vision and product development team with end-to-end responsibility for the project in the design phase.
In addition, I worked alongside a Researcher, a translator, 2 Product Managers and a development manager.
I also led the stakeholder meetings and presentation for the product team for approvals and budget allocations.
Kickoff
Connecting the dots
At the project's commencement, a definite mission or specific objectives for enhancing transaction speed were not established. With a lack of prior insights, I collaborated with our researcher to team up with five district representatives. Together, we aimed to investigate the distribution methods of FPS shops.
Research Methods
Research Methods
What were the research methods used?
What were the research methods used?
At the project's commencement, a definite mission or specific objectives for enhancing transaction speed were not established. With a lack of prior insights, I collaborated with our researcher to team up with five district representatives. Together, we aimed to investigate the distribution methods of FPS shops.
At the project's commencement, a definite mission or specific objectives for enhancing transaction speed were not established. With a lack of prior insights, I collaborated with our researcher to team up with five district representatives. Together, we aimed to investigate the distribution methods of FPS shops.
5 focus group discussions in five differen districts
I orchestrated insightful focus group discussions across key districts in Chhattisgarh, bringing together diverse stakeholders including shopkeepers, beneficiaries, and technical maintenance users. Through these sessions, we unearthed nuanced perspectives on the challenges within the food distribution system, fostering empathy and understanding among team members and guiding our decision-making process towards inclusive design solutions.
10 usability testing sessions in most problematic shops
72 hours of in store observations
10 one to one user interviews with the shopkeepers
15 beneficiary interviews
Findings
Early Insights from the field
Utilizing the Laws of UX, testing the Core PDS app with 30 participants uncovered significant usability challenges, including small screen size and touch area causing erroneous clicks, multiple screens for transactions, and a uniform UI contributing to user confusion about process stages. Addressing these issues through redesign efforts is crucial for enhancing overall usability.
Images documenting the user testing session, showcasing the current user interface
Images documenting the user testing session, showcasing the current user interface
Early insights from user research identified challenges faced by shopkeepers and beneficiaries, guiding the definition of key problems and directing design interventions to foster trust and efficiency in COREPDS.
Slow Internet Hinders Transactions
Slow internet speeds were identified as a major obstacle to transaction processing, emphasizing the need for a solution resilient to poor connectivity.
Distribution Peaks at Month's End
Food distribution peaks in the final 15 days of each month, leading to congestion and delays, highlighting the necessity for a system capable of managing peak loads efficiently.
Verification Challenges with Ration Cards
Shopkeepers encounter difficulties verifying beneficiary ration card numbers, resulting in delays and potential errors, emphasizing the need for streamlined verification processes.
Complex Integrations Impede Distribution
The complexity of multiple integrations and permissions creates bottlenecks in the distribution process, necessitating simplified integrations while ensuring security.
Insights from the shopkeeper
Lack of internet strength, requires a offline mode
Use of physical register to maintain a record of distribution causes extra delay
Online money transactions are not easily verified
Repetitive entry for goods distributed to beneficiary
Pencil pointer size on small screens leads to inadvertent clicks and user frustration.
Insights from the beneficiary
No information about distribution is available.
Lack of literacy causes exploitation and sense of being cheated
Several people rent their ration card
What strategies can we employ to cultivate empathy and uphold ethical standards among technical maintenance users, ensuring they prioritise the welfare of beneficiaries in the distribution process?
What tailored solutions can we develop to empower experienced users with limited technical skills to navigate the application effectively, considering their educational background and literacy challenges?
What innovative strategies can we implement to create a seamless offline mode within the application, addressing the challenges faced by shopkeepers in areas with unstable internet access?
What strategies can we employ to cultivate empathy and uphold ethical standards among technical maintenance users, ensuring they prioritise the welfare of beneficiaries in the distribution process?
What tailored solutions can we develop to empower experienced users with limited technical skills to navigate the application effectively, considering their educational background and literacy challenges?
What innovative strategies can we implement to create a seamless offline mode within the application, addressing the challenges faced by shopkeepers in areas with unstable internet access?
What strategies can we employ to cultivate empathy and uphold ethical standards among technical maintenance users, ensuring they prioritise the welfare of beneficiaries in the distribution process?
What tailored solutions can we develop to empower experienced users with limited technical skills to navigate the application effectively, considering their educational background and literacy challenges?
What innovative strategies can we implement to create a seamless offline mode within the application, addressing the challenges faced by shopkeepers in areas with unstable internet access?
How can we optimise the distribution process to accommodate areas with poor internet connectivity, ensuring uninterrupted transactions for both shopkeepers and beneficiaries?
How might we implement transparency measures within the distribution system to combat exploitation and fraud, especially among beneficiaries with limited literacy who may be more susceptible to manipulation?
What digital alternatives can we introduce to reduce shopkeepers' reliance on physical registers for record-keeping, streamlining documentation processes and minimising administrative burdens?
How can we optimise the distribution process to accommodate areas with poor internet connectivity, ensuring uninterrupted transactions for both shopkeepers and beneficiaries?
How might we implement transparency measures within the distribution system to combat exploitation and fraud, especially among beneficiaries with limited literacy who may be more susceptible to manipulation?
What digital alternatives can we introduce to reduce shopkeepers' reliance on physical registers for record-keeping, streamlining documentation processes and minimising administrative burdens?
How can we optimise the distribution process to accommodate areas with poor internet connectivity, ensuring uninterrupted transactions for both shopkeepers and beneficiaries?
How might we implement transparency measures within the distribution system to combat exploitation and fraud, especially among beneficiaries with limited literacy who may be more susceptible to manipulation?
What digital alternatives can we introduce to reduce shopkeepers' reliance on physical registers for record-keeping, streamlining documentation processes and minimising administrative burdens?
How can we implement transparency measures within the distribution system to foster trust and confidence among beneficiaries, particularly those with limited literacy, who may be vulnerable to exploitation or fraud?
In what ways can we design a user-friendly system that streamlines data entry tasks for both experienced and technical users, enhancing efficiency and accuracy in the distribution workflow?
How might we ensure equitable, reliable food distribution while fostering trust, simplicity, and integrity across all user interactions?
How can we implement transparency measures within the distribution system to foster trust and confidence among beneficiaries, particularly those with limited literacy, who may be vulnerable to exploitation or fraud?
In what ways can we design a user-friendly system that streamlines data entry tasks for both experienced and technical users, enhancing efficiency and accuracy in the distribution workflow?
How might we ensure equitable, reliable food distribution while fostering trust, simplicity, and integrity across all user interactions?
How can we implement transparency measures within the distribution system to foster trust and confidence among beneficiaries, particularly those with limited literacy, who may be vulnerable to exploitation or fraud?
In what ways can we design a user-friendly system that streamlines data entry tasks for both experienced and technical users, enhancing efficiency and accuracy in the distribution workflow?
How might we ensure equitable, reliable food distribution while fostering trust, simplicity, and integrity across all user interactions?
Problem Statment
Problem Statment
The Opportunity
How can we comprehensively tackle the issue at hand?
We explored opportunities for intervention in four categories.
Device design with integration
In app and product redesign
Shopkeeper Workshop
Fair price Shop opportunities
The Opportunity
How can we comprehensively tackle the issue at hand?
We explored opportunities for intervention in four categories.
Device design with integration
In app and product redesign
Shopkeeper Workshop
Fair price Shop opportunities
As the founding Product Designer, I led the development of in-app design concepts, taking full responsibility for this phase of the project. I closely collaborated with our Software and Hardware Engineering leads to ensure cohesive integration of design elements.
Deconstructing the existing journey
While examining the shopkeeper's experience through internal audits and cognitive walkthroughs, aiming to pinpoint significant areas of confusion and frustration.
We found that the design of the app has multiple vertical navigation with no rollback option, multiple device integration needs to be verified in every transaction were causing the major delay
Recognizing the need for a comprehensive approach, opting for service blueprints over traditional user journey maps was crucial for gaining a holistic understanding of the service ecosystem. This decision proved instrumental in providing a holistic view of the service ecosystem, uncovering dependencies, and identifying pain points not only in user interactions but also in backend processes.
Building A more inclusive design
The COREPDS app's existing design didn't cater well to users who didn't fit the typical profile of FPS shop personnel. To address this bias, I advocated for an inclusive approach to design for all users.
Spectrums
Spectrums
aims to illustrate the breadth of temporary or permanent challenges individuals may face while interacting with COREPDS.
aims to illustrate the breadth of temporary or permanent challenges individuals may face while interacting with COREPDS.
Situations
Situations
aims to spotlight situational challenges common to all users. A situation represents a temporary context influencing how any person interacts with the COREPDS app momentarily.
aims to spotlight situational challenges common to all users. A situation represents a temporary context influencing how any person interacts with the COREPDS app momentarily.
Design principles
How did we align with the mental model of the shopkeeper?
To ensure the new COREPDS application resonates with its target audience, we tailored our design principles to align with their usage patterns. These principles serve as guidelines for our design concepts, derived directly from our research findings.
Communicative
Ensure users understand what's happening on screen and handle errors with empathy.
Localised
Use local language and phrases to make the app relatable and understandable.
Intuitive
Make the app easy to use, minimizing the need for learning new actions.
Trustworthy
Provide transparent and reliable information to both shopkeepers and beneficiaries
The Solution
New Hardware New capabilities
In collaboration with the hardware team, we conducted an extensive audit of various devices to ensure they met the technical requirements of the EPOS app, including biometric scanning, barcode reading, and printing capabilities.
Following our research findings, we selected a device that seamlessly integrates these features, guaranteeing optimal functionality and a smooth user experience. This strategic selection process aimed to align hardware capabilities with the app's needs, facilitating efficient operations and user interaction.
Introducing icon-based navigation
Recognizing the limitations of the old text-based navigation system—such as small screen size, touch area issues, and multiple screens for transactions—we embarked on a redesign journey. . Our new information architecture and icon-based navigation simplified processes, reducing cognitive load. Intuitive icons replaced complexity, improving usability and flow. This transformation enhanced user experience and streamlined interactions.
Introducing "Core PDS Express Checkout," transforming transactional efficiency for shopkeepers. With just three clicks and streamlined over two screens, shopkeepers swiftly select beneficiaries, process orders, and finalize sales. This intuitive feature minimizes complexity, enhances speed, and simplifies the transaction experience, empowering shopkeepers to serve beneficiaries with unparalleled ease and efficiency.
Addressing the challenge of cumbersome card and beneficiary searches due to the requirement of entering a 16-digit card number, we introduced a user-friendly solution. Our redesigned custom search bar simplifies the process, enabling quicker access to beneficiary details. Additionally, we incorporated several other features to enhance the search experience, ensuring efficiency and ease of use for users.
Only enter Last 5 digits
Only enter Last 5 digits
Simply input the last 5 digits of your ration card for quick search; we'll handle the rest, eliminating the need for entering the entire card number.
Simply input the last 5 digits of your ration card for quick search; we'll handle the rest, eliminating the need for entering the entire card number.
Scan Barcodes
Scan Barcodes
Introducing new ration cards with barcodes for swift scanning, enabling rapid search.
Introducing new ration cards with barcodes for swift scanning, enabling rapid search.
Aadhar Scan
Aadhar Scan
Ability to scan Aadhar card, a unique identity card provided for selection.
Ability to scan Aadhar card, a unique identity card provided for selection.
Single-Tap Scheme Selection
Single-Tap Scheme Selection
With the new design, accessing multiple schemes is effortless – just a single tap away. Say goodbye to navigating through multiple screens to select a scheme.
With the new design, accessing multiple schemes is effortless – just a single tap away. Say goodbye to navigating through multiple screens to select a scheme.
Insightful Data Visualization
In the past, shopkeepers struggled with manual calculations and lacked insights into their inventory distribution. To address this, we developed intuitive data visualization tools like pie charts and bar graphs. These tools allow shopkeepers to effortlessly generate comprehensive reports and delve into intricate stock analysis. Empowered with actionable insights, With this innovative feature, managing distributionz and optimizing stock levels has become seamless and efficient.
No more stockouts
Stock details are essential tools for shopkeepers to monitor inventory levels of diverse food grains, ensuring consistent supply and averting stockouts. By providing insights into stock availability, shopkeepers can make informed decisions about restocking, maintaining customer satisfaction, and optimizing operational efficiency.
Reports that supports
Reports assist shopkeepers in monitoring food distribution percentages, daily trends, and guide enhancements in workflow management, staffing, and resource allocation for optimized operational efficiency.
User testing and Major Improvements
To optimize user experience, we conducted rigorous AB testing sessions over two months. These sessions aimed to gather user feedback and insights to refine design elements and functionalities, ultimately improving the application's usability and efficiency.
Empowering Efficiency, Enhancing Control
Integrated different screens for direct access to update features without requiring login, while adding a login option specifically for food inspectors to enhance control during inspections. Additionally, enabled data uploading and app updates without login, addressing daily operational needs.
Redesigned dashboard layout
Developed a new dashboard layout prioritizing quick access to essential features for distributors, following a streamlined 3-click checkout process to improve efficiency. Implemented a clear feature hierarchy based on usage to enhance feature separation and reduce clutter, thereby enhancing the distributor experience.
Optimizing User Flow
Revised the beneficiary interface from photo-based to text-based to accommodate slow internet connectivity and maximize digital space utilization. Introduced a "Next Transaction" button post-payment completion to expedite user flow, ensuring a seamless experience even with slower internet connections.
Impacts of Design Modifications
Impacts of Design Modifications
78%
decrease in customer support tickets
132
seconds reduction in average transaction time.
47%
decrease in beneficiary complaints.
What did I learn ?
Crafting Scalable Solutions through Foresight
Anticipating future growth while prioritizing rapid, seamless user interactions guided feature implementation, ensuring efficiency and adaptability. Implementing features like icon-based navigation and streamlined transaction flows underscored the critical role of foresight and innovation in crafting scalable technology solutions.
Mastering Time: Key to Project Success
Effective time management was pivotal, requiring meticulous planning, resource allocation, and agile adaptation to changing demands. Meeting deadlines and milestones depended on this disciplined approach, emphasizing the need for careful orchestration and adaptability in navigating complex initiatives.
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