Parcel Motel
Improving the user experience of an innovative online shopping delivery service for one of the leading logistics companies in Ireland.
Client
Parcel Motel
Nightline
Agency
PixelSoup
Deliverables
Brand development
Content strategy
Experience design
Interface design
Digital design
Print design
Iconography
Environmental design
Vehicle graphics
Happy shopping
Nightline, one of the leading logistics companies in Ireland, introduced a new online shopping delivery service called Parcel Motel. Parcel Motel offers a ‘virtual address’ that allows customers to manage their online shopping deliveries. Combined with convenient collection and drop-off locations, Parcel Motel is a disruptive delivery solution offering flexibility and value for money.
Parcel Motel is the first consumer brand to be launched within the Nightline Group. Nightline is a leader in developing innovative user-focused services, and has grown to be one of Ireland’s leading privately-owned parcel delivery, freight and logistics companies.
Update: Nightline was acquired by UPS — a global leader in logistics, serving more than 220 countries and territories — positioning UPS as one of the top local shippers in Ireland.
The problem
On launch of their new Parcel Motel service, Nightline were experiencing a slow take-up of customers. Visitors to their service website were not converting into new customers. Understanding the concept of the 'virtual address' and the explanation of the various Parcel Motel services were identified as key factors in these low conversion rates.
An overhaul of their service website was needed to resolve these issues, with further improvements to be made to key customer touchpoints for a more integrated brand and user experience.
A simpler solution
A review of the Parcel Motel service website was undertaken, with focus on improvements to navigation, key call-to-actions and content design. To put the customer first, clearer more targetted text was written to anticipate customer confusion and better reflect the key tone-of-voice characteristics of the brand: approachable, engaging, confident, surprising and fun.
For a more positive user experience, improved visibility and explanation of key Parcel Motel services was undertaken and implemented to all branded elements — service website, locker touchscreen kiosks and customer communications — successfully helping to reposition Parcel Motel as a leader in an ever-evolving e-commerce delivery landscape.
Service website
To deliver on both business and user needs, the service website was redesigned to be both visually appealing and easy to navigate. The user experience was enhanced with a balance of on-brand designs, restructured information architecture, and streamlined content.
Eye-catching colours
The primary palette of the established parent brand Nightline was retained for the new Parcel Motel service, but extended to help give it its own distinct personality.
Navy
#002F69
Blue
#0068B9
Green
#7B9E0A
Light Green
#B1BF2A
Grey
#DCDCDC
White
#FFFFFF
Service icons
To help customers identify the key services offered by Parcel Motel — from collecting, returning and sending a parcel — a new icon set was designed. This iconography was used across multiple touchpoints to help customers select the service they needed. These icons can function as application icons or can be combined into storytelling pictograms — bringing a friendly character to interfaces and communications.
A nationwide network
The Parcel Motel network is made up of over 13,500 lockers in over 175 different locations around the country — in petrol stations, convenience stores, supermarkets and shopping centres. Strong visuals were used to attract the attention of passers-by. A simple, branded touchscreen interface with clear instructions, ensures members can collect, return and send parcels quickly and easily.
When you’re ready, we’re open.
Using a network of self-service lockers located in high-traffic locations, Parcel Motel users can manage their online shopping deliveries 24/7.
Above: Modular illustration for varying locker configurations – used as part of locker touchscreen interface to visually indicate location of open locker.
Branded user interface
Locker touchscreen interfaces, for both customers and courier staff, were redesigned to be more approachable, engaging and on-brand. To facilitate easy and quicker operation, users are provided with simple, intuitive instructions and meaningful feedback. For consistency with other brand touchpoints, familiar brand icons, colours and tone of voice were used. Larger on-screen text and higher contrast UI elements were used for better usability.
Below: Scroll to view steps to collect a parcel
Improving digital touchpoints
The expanded brand was applied to online and mobile interactions, with updates made to improve the experience of using key Parcel Motel services.
"The result speaks for itself — skyrocketing our customer base from 50K to 250K in under 18 months — a complete overhaul of our branding and our online and remote customer experience."
— Orla Sheils, General Manager, Parcel Motel
A service on the move
As the Parcel Motel business grew and expanded, branded vechicles were designed and used to deliver parcels to lockers across the country and to give additional on-street visibilty to the service.
Checked in, made ready for collection
Brand designs were applied to specific Parcel Motel areas of the Nightline Depot, including area signage, check-in station graphics (for customer notification check-in photographs), branded tape and more — to help differentiate the Parcel Motel consumer service from the B2B Nightline service.
Signed, Resealed, Delivered
Social and fun
Parcel Motel’s tone of voice is friendly and engaging, as if always having a one-to-one dialogue with its customers, with the hi-tech functionality of the brand always being communicated in a straightforward way using uncomplicated language.
Credits
Creative direction & design: Marc Walsh
Design & development: Katie West
Producer: Philip Lynch
Collaborators
Orla Sheils, General Manager, Parcel Motel
Brian Quinn, Marketing Manager, Parcel Motel
Nightline Development Team