[Silver Award] Design of public service for express delivery at the end of “last kilometer” in rural areas

Process

After in-depth user research, the design team carefully and comprehensively divided rural residents into four major user types, including the elderly living alone, the middle-aged concentrated living type, the mixed living type of middle-aged and young people, and the young commuting living type. Among them, the main target is middle-aged and young people, while the elderly and young people are secondary target users. The reason for this choice is that middle-aged and young people dominate the rural population, and as the times change, their demand for online shopping has gradually increased, becoming an important consumption force for rural e-commerce.

更进一步，团队对三位乡村工作居民进行了深入访谈。其中，赵女士是一位河南许昌的水果种植户。她在访谈中提到，在水果种植的高峰期，她需要进行大量的网购来辅助工作。然而，乡村驿站的工作时间相较城市较为有限，关门时间早于城市驿站。这导致赵女士在工作结束后难以及时取件，快递积压成为她工作生活中的一大难题，更形成了一种恶性循环。这个问题不仅影响了赵女士的工作效率，也让她深感乡村快递服务的不便之处。

To solve these problems, the design team transformed the pain points into functions. First, innovate the shipping and pickup functions to meet the personalized needs of rural users and provide more comprehensive services. Secondly, a map-style functional preview is introduced to provide timely and detailed information about the working hours of the post station, helping users to pick up express delivery conveniently and accurately, and avoid picking up items by mistake or unnecessary empty runs, thereby improving the overall pick-up experience and reducing user costs. emotional stress.

Through in-depth analysis of the rural logistics service system, the design team drew a stakeholder map. During this process, the design team distinguished between key connectors and affected stakeholders, gaining a comprehensive understanding of the key roles that internal and external parties played in the project. The main roles involved include consumers, township and operational operators, couriers, and delivery site staff.

Based on the above analysis, the design team proposed innovative design concepts. They plan to cooperate with third parties such as local supermarkets and rural express stations to jointly build a new service station, aiming to provide users with a delivery service method where neighbors help each other. Through this move, the design team intends to build a bridge to realize the smooth flow of express delivery services from the city to the countryside and from the last mile within the village.

The storyboard shows the thoughts of rural residents after receiving the express delivery notice at work. The villagers began to think about whether to pick up the package in person, choose to help each other deliver the package instead, or have the site staff deliver it exclusively. By choosing mutual aid delivery, villagers can easily get express delivery without having to leave work and their families need to go out. When the package arrives, they can carefully inspect the contents, request a return immediately if there are any issues, and complete the entire delivery process if everything is in good condition.

Based on this scenario, the design team proposed core required functions. First, users can post their pickup and delivery requirements, set personalized pickup and delivery information, and enjoy personalized pickup and delivery services. In this process, villagers who receive orders will receive corresponding points, which can be redeemed for services. The first-level services include redeeming cash coupons for shipping and free express delivery times by post specialists, while the second-level services cover exchanging daily necessities, etc.

Outcomes

The design team chose parcels and wheat ears as the main elements of the LOGO. The green package symbolizes the vitality and vitality of the countryside, while the ears of wheat express blessings and yearning for a better life. The dynamic image highlights its determination and execution ability to solve last-mile problems. The brand name is "Guigu Xiaoyi", where "Guigu" means returning to hometown and the countryside, while "Xiaoyi" interestingly integrates the inn, adding a friendly and relaxed atmosphere to the brand.

After the user selects the mutual aid pickup service on the homepage, he enters the page to fill in the pickup information such as detailed address and time. After users post their needs, villagers can take the orders themselves. During this process, if no one takes the order within 30 minutes, the system will intelligently ask the user whether they want to continue waiting for the mutual aid pickup service, or consider changing to self-pickup or special delivery at the station.

Users who choose to have their products delivered by professionals will proceed to the next step, and the fees will no longer be paid in points but in cash or electronic money. At this time, users only need to pay a very small fee to easily receive express delivery at home and experience the convenient service of "people do it at home and the goods come from the sky".

The mutual-aid delivery function is similar to the pick-up function. It also requires filling in detailed address information, registration time interval and quantity. It also supports users to provide special demand notes.

In addition, the design team further improved service measures to provide users with more choices. When using the mutual-aid shipping function, users can choose the courier company by themselves. Compared with some stations that can only send specific courier companies or package types, the design team is committed to providing a full range of courier company choices to improve user service quality and satisfaction. This design not only facilitates users, but also promotes wider service coverage, allowing rural residents to more conveniently choose services that suit their needs.

When users choose the mutual aid express delivery service, they will naturally be concerned about a core question: How to ensure that my express delivery can be delivered safely? This trust issue is particularly important in mutual aid and substitution services, and the design team proposed a solution for substitution information sharing.

During the delivery process, relevant information about the delivery station, details of the delivery personnel, and real-time location information of the package will be intelligently shared with users. In this way, the problem of information gap was solved, and the design team successfully established a sense of intimacy between users and services, making users feel safe and secure while waiting for express delivery. This sharing mechanism not only allows users to clearly understand the whereabouts of express delivery, but also adds transparency and credibility to the entire service process.

The design team cleverly transformed users' efforts in participating in services into specific rewards, and used a points mechanism to build an interesting and practical reward system for mutual aid and services:

When villagers accept orders and successfully complete tasks, they will receive a certain number of points, which can be redeemed on the service platform, which covers multiple levels and provides users with diverse choices: In the first-level service, Points can be used to redeem shipping cash coupons and free specialist delivery services, providing users with actual discounts on shipping and pickup services. For secondary services, users can redeem some daily necessities. The design team achieved a comprehensive closed-loop process through diverse service exchange options, which not only encouraged service providers to participate more actively, but also created a dynamic ecosystem for the entire mutual aid and exchange service.

The design team further optimized the self-pickup and self-delivery service for express delivery: when picking up packages, the design team added a reminder of personal information based on the original identity code to prevent users from picking up the wrong package. This small and thoughtful design allows users to feel a higher level of care while using the service; in terms of express delivery, the design team has added the function of selecting the express company so that users can choose freely, as well as big data distance estimation and price evaluation mechanism to help users choose express delivery solutions more scientifically and efficiently. This data-driven service not only enhances users' trust in the service, but also makes the entire process more transparent and controllable.

Impact

In the design concept of the project, trust building is regarded as central as a key link that can trigger collaboration at the intersection of objective situation and beautiful vision. By building a bridge of trust, triggering collaboration and attracting users to actively participate.

The construction of this kind of trust does not just stay at the abstract level. In this process, the design team focuses on users' recognition of the organization and the project, allowing users to better understand the organization's values ​​and mission, and stimulating their strong interest in the project. Such cognition is the cornerstone of trust building and the original intention of users to participate in collaboration.

At the physical level, the design team carefully designs products, services and experiences to support people to participate in collaboration more deeply. This enables participants to feel the essence of trust and become more proactive in collaboration.

When this trust mechanism matures, it is not only trust between users and brands, but also a stronger bond between rural residents. This will not only help bring people closer, but will also have a positive and far-reaching impact on the rural public service system and the construction of interpersonal relationships. Through the power of trust and people's willingness to share and collaborate, rural communities will become closer and the public service system will be more efficient and humane. This is not just a service design, but also an ingenious construction of social connections. Trust will become a powerful engine to promote the development of rural inclusion.

Reasons for award

This work takes the promotion of agricultural upgrading and rural development as its value points. The "last mile" of rural areas conducts in-depth research on the agricultural supplies logistics system and proposes a service design plan, which is of great significance in promoting the continuous optimization and improvement of my country's rural economic and social development environment. .

The design team has shown strong in-depth and anthropological research capabilities in user portraits and stakeholder analysis. It has also demonstrated insight capabilities and profound knowledge of service design tools and the logic behind them in the reproduction and reconstruction of user journeys and service ecology research. Understand that the design output is completed meticulously and perfectly within the framework of the business canvas, which has a good reference value for promoting the market-oriented service system of agricultural input logistics.