Mobile Distribution Unit
Getir
Senior Product Designer I
2024
Abdullah Aydeniz
Project overview
The Mobile Distribution Unit (MDU) is the core application used by Getir's couriers for their daily operations, including order management and delivery logistics.
This project was a complete redesign of the MDU application, focusing on two key areas: modernizing the user interface and integrating a sophisticated gamification system. The goal was to transform the app from a simple utility into an engaging, motivating, and fun-to-use tool that positively influences courier behavior and job satisfaction.
Problem
The existing MDU application was functional but faced significant challenges that impacted both courier performance and morale.
- Outdated User Experience:
The application's design was not modern, leading to a less intuitive and potentially frustrating user experience for the couriers who relied on it all day.
- High Rate of Undesirable Behavior:
Analysis of courier activity revealed a high incidence of "wrong driving behaviors," with a rate of 67%. These behaviors could include inefficient routing, harsh braking, or other actions that impact safety and delivery efficiency.
- Lack of Engagement and Motivation:
The day-to-day work of a courier can be repetitive. The previous application did little to foster a sense of achievement or motivation beyond completing orders. There was a clear opportunity to make the work feel more rewarding and engaging.
These issues combined created a suboptimal work environment, impacted operational efficiency, and presented potential safety concerns.
Goal
The primary goal of the MDU redesign was to create a best-in-class tool that not only helps couriers do their job but also makes them want to do it better.
The specific objectives were:
01. Modernize the Application
Overhaul the UI/UX to create a clean, modern, and intuitive interface that is easy and enjoyable to use.02. Improve On-the-Job Behavior
Introduce gamification mechanics (like points, badges, and leaderboards) to actively encourage and reward positive behaviors, specifically targeting a reduction in unsafe or inefficient driving.03. Boost Courier Motivation and Morale
Make the work experience more fun and rewarding. By celebrating achievements and creating a sense of friendly competition, the project aimed to increase couriers' willingness to work and their overall job satisfaction.
Outcome
The launch of the redesigned MDU application was a transformative success, yielding powerful and measurable results.
The gamification system had a direct and profound impact on courier performance. The rate of wrong driving behaviors plummeted from 67% to just 14%—a remarkable 79% decrease. The introduction of rewards and positive reinforcement successfully incentivized safer and more efficient habits in the real world.
The new, gamified experience was a hit with the couriers. They reported being more motivated and willing to work, actively engaging with the app's challenges and reward systems. This has led to higher morale and a more positive work culture within the courier fleet.
The modern and intuitive design made the application significantly easier and more pleasant to use, reducing daily friction and contributing to overall job satisfaction.