Empowering Delivery Executives' Decisions with Distinctive Map Markers

In the logistics industry, the primary information for a Delivery Executive (DE) is Location. The best way to represent that information is on a map. Recognising the value that a map can add to a DE on the go, we set out to create a map view experience that would rival the adoption of the list view. However, a map can easily become overwhelming with the density of information, especially on a mobile screen. Our solution? Orchestration of information with visually distinctive map markers.

The Ask: Location-based decision making

Although the DE has a predefined sequence to follow on the ground, unforeseen ground conditions can shape their execution. For instance, a fallen tree or waterlogging can disrupt their journey, leaving their manager in SLA compliance frenzy. Instead of coordinating with their manager to make better decisions, the DEs, who have enough tribal knowledge, should have enough order information to make their own decisions to meet their respective SLAs.

The Challenge: Information Overload

The map allows the DE to consume multiple metadata of their tour with limited navigation within the application. However, displaying multiple levels of information on a small mobile device can quickly start to get overwhelming. This challenge further gets complicated when multiple locations are clustered together in one location, reducing visibility. Using colour for differentiation had its own complications, as colour association and distinction lead to a cluttered and less effective map experience, not to mention the colour blindness check. We knew there had to be a better way to convey rich information at a glance.

The Idea: Colour as a Universal Language

Colour is a powerful visual cue that can be universally understood and processed quickly. We delved into colour psychology and accessibility guidelines to ensure our choices were not only aesthetically pleasing but also functional for all users.

Although attributes are secondary to delivery location, they are essential for decision-making. When comparing attributes across orders, a DE is most likely to compare one attribute at a time. Referring to the map type on Google Maps, we extended the same toggle experience to map markers based on the preferred attribute. This helped limit information density on the map based on intent, such as order status, slot, temperature, perishable goods, etc.

Having resolved information density, the next challenge was to solve for information distinction within a single attribute. After a fair amount of exploration, we realised that the simplest and most intuitive way to solve this was through colours, as this allowed us to present multiple sub-sets of an attribute within a single map view. 

However, the limitation of colour is that too many colours can again result in difficulty in differentiating. Hence, the first approach was to represent all the subsets in one monochromatic colour scheme. Although this proved to be a scalable approach, it entailed a usability drawback of instant recognition of one subset from another. 

This brought us to the final approach of using distinct colours that are instantly recognisable. 

We started out with primary, secondary and tertiary colour values of a colour wheel. This helped us arrive at 9 unique colour values. This set the maximum number of colours that can be used on a map without affecting usability. Even though this approach helped us arrive at a scalable solution, we realised that the choice of colour is very regional. Instead of keeping the colour palette rigid in the system, we decided to keep it flexible to allow for regional customisation. 

The first client we had to roll this out to was located in Japan. Having gone through multiple iterations of colour palettes, we realised that instead of coming up with one on our own, it was better to refer to an existing regional palette that is widely adopted—Subway maps. Our research revealed that every mature subway system in the world had a map with colours unique to its region. They had to a fair extent already addressed accessibility concerns like colour blindness and used a colour set that is regionally accepted.

We didn’t stop there. We realised that simply adding colour only solves the experience of using the map of one attribute. When toggling between two attributes, it was harder to instantly recognise which attribute was being presented. To solve this, we added shapes to the marker to add an extra layer of distinction.

The Experience: A Map View to Rival List View

Now that we nailed the representation layer, we still felt we could do more to perfect the experience layer. The DEs were predominantly reliant on the list view to execute their tours. The map view experience had the potential to be more context-aware based on the status of their tour. This gave us an opportunity to present the most relevant order information on the map while giving the flexibility to swipe through the other orders of the tour, as each of them has an inherent sequence number based on their plan. We also added a toggle that helps the user get a quick overview of the tour on the map. This is meant to help them check the overall progress of the tour and switch through attributes if required to make decisions.

The Impact: Enhanced SLA Compliance

Our Japanese client highly appreciated the feature as it helped their DEs make critical on-ground decisions, improving their overall SLA compliance. Even though they were already part of a highly efficient operations team, using this feature, they further managed to increase their compliance from 97% to 98%. They were willing to go the extra mile to get the best experience for their customers, and we were extremely grateful to have been part of this efficiency-focused journey.

Join the Conversation

We're incredibly proud of how this feature has transformed our map experience. We believe that thoughtful design can unlock significant value for users.

What are your thoughts on our approach? Have you encountered other innovative ways to enhance map usability? Share your insights in the comments!