OPTIMIZING INNOVATION IN

DISTRIBUTION AND LOGISTICS

NETWORKS : STRATEGIES FOR SUCESS

Project Created by:

S. No. College Register No. Full Name with Initials

1 311522105051 Vignesh S

2 311522105052 Vigneswaran J

3 311522105012 Hari D

4 311522105044 Suriya S

Project Reviewed by: N.Shyamsundar

Project Created Date: 05/nov/2024

Project Code: DTP004

College Code: 3115

Team Name: HDT0671

Executive Summary

Precise package tracking is a cornerstone of modern delivery systems,

ensuring transparency, efficiency, and accountability across the entire shipping
process. This project aims to revolutionize the tracking experience by leveraging
innovative technologies and customer-centric approaches. The journey begins
with the assignment of a unique tracking identifier, such as a barcode or QR code,
to every package. This identifier acts as the backbone for tracking and tracing
packages across multiple delivery stages.

To refine the existing system and introduce transformative features,

brainstorming sessions were conducted, and the SCAMPER method (Substitute,
Combine, Adapt, Modify, Put to other use, Eliminate, and Reverse) was utilized.
The ideas generated underwent rigorous evaluation, and the following
enhancements were selected for implementation:

Selected Features for Implementation

1. Enhanced Package Scanning at Checkpoints

• Objective: Ensure seamless tracking at key stages of the delivery process.
• Implementation:
o At critical checkpoints like pickup, sorting, loading, and final delivery,
packages will be scanned using either handheld scanners or
automated systems.
o This approach minimizes errors, enhances traceability, and provides
 real-time updates to stakeholders.
• Impact:
o Reduces instances of misplaced or delayed packages.
o Ensures a high level of accuracy and accountability throughout the
delivery chain.

2. GPS Integration for Delivery Vehicles

• Objective: Optimize delivery routes and provide real-time tracking for
improved customer satisfaction.
• Implementation:
o Equip delivery vehicles with GPS tracking devices to monitor their
location in real-time.
o Integrate this data into a central system that dynamically adjusts
routes based on traffic patterns and road conditions.
• Impact:
o Enables better route optimization, reducing delivery times and fuel
consumption.
o Provides customers with precise delivery time estimates, enhancing
their experience.

3. User-Friendly Mobile Application

• Objective: Empower customers with comprehensive tracking and
communication tools.
• Implementation:
o Develop a mobile application with the following features:
 ▪ Real-time package tracking: Visualize the package’s journey on
an interactive map.
▪ Notifications and alerts: Receive updates at every checkpoint
and alerts for potential delays.
▪ Direct communication: Allow customers to contact delivery
personnel or support teams for queries and issues.
• Impact:
o Improves transparency and customer engagement.
o Builds trust by keeping customers informed and connected
throughout the process.

Benefits of the Proposed System

1. Improved Transparency:
o Real-time updates and visibility into the delivery process enhance
customer trust.

2. Increased Efficiency:
o Automated systems and GPS tracking reduce manual errors and
improve delivery speed.

3. Enhanced Customer Experience:

o A user-friendly app ensures customers feel in control, reducing
complaints and increasing satisfaction.
 4. Sustainability:
o Route optimization contributes to reduced fuel consumption and a
smaller carbon footprint.

Future Prospects

• AI-Powered Analytics:
o Use artificial intelligence to predict potential delays and suggest
proactive measures.

• IoT Integration:
o Incorporate IoT-enabled smart labels for real-time condition
monitoring of packages (e.g., temperature and handling conditions).

• Blockchain for Security:

o Implement blockchain technology to secure data and ensure tamper-
proof tracking records.

This project redefines package tracking by blending technology and customer-

focused solutions, setting a new standard for modern delivery systems.
Table of Contents

Executive Summary ............................................................................................................... 2

Table of Contents................................................................................................................... 6
Project Objective ................................................................................................................... 7
Scope .................................................................................................................................... 8
Methodology ......................................................................................................................... 8
1. Design Thinking Approach .....................................................................................................9
2. Agile Development Approach ............................................................................................. 10
Artifacts Used ...................................................................................................................... 11
Questionnaire ......................................................................................................................... 11
Empathy Maps ...........................................................................................................................13
Ideation ....................................................................................................................................14
Results ................................................................................................................................ 15
Survey findings .............................................................................................................16
Challenges and Resolutions.................................................................................................. 17
Conclusion ........................................................................................................................... 18
References .......................................................................................................................... 22
Project Objective
The aim of incorporating a design thinking approach into the package tracking project is to
enhance precision and user satisfaction within the delivery system. Through empathizing with
users, defining their needs, and ideating innovative solutions, the project seeks to address any
existing pain points or inefficiencies in the package tracking process. Additionally, it is used to
create a tracking system that is not only accurate and reliable but also user-friendly and
intuitive. Ultimately, the project aims to improve overall customer experience by providing
transparent, accessible, and precise package tracking capabilities.

Assumption
Our online E-commerce platform is named “ShopEase.” ShopEase, understands the importance
of simplicity and convenience when it comes to shopping experience. Its user-friendly e-
commerce platform offers a wide range of products, from trendy fashion items to essential
household goods, all at your fingertips.

But ShopEase isn't just about finding great products—it's also about delivering them to your
doorstep with speed and precision. Its package delivery system is built to ensure that your
orders arrive safely and on time.

Problem Statement
Imagine you are managing a logistic software solution for an E-commerce platform. Your
customers have expressed dissatisfaction with the vague delivery windows currently provided,
which often leads to missed deliveries or wasted time waiting for packages to arrive. You see an
opportunity to improve service quality by integrating an advanced feature into your tracking
system that not only updates the package’s current location but also predicts a precise delivery
time. Provide a detailed solution by applying the stages of design thinking. Support each
solution implementation stage with required documents such as interviews, surveys,
questionnaires, mind maps, prototypes, etc.
Objective of the Project
1. To update the customers about the package’s current location and predict precise
delivery time.
2. Apply design thinking methodologies to generate visibility into the delivery process like
photos or short videos upon package arrival.
3. Incorporate GPS tracking technology into delivery vehicles to monitor their location in
real-time.

Project Outcomes
1. Report summarizing findings from customer’s inclination, willingness to be notified
about their package location and to pay extra for faster delivery.
2. Empathy maps, brainstorming ideation, solution summaries for precision delivery
package tracking.
3. Implementing a plan outlining the steps, timeline and resources required to implement
selected solutions.

Scope
The customers are classified as Tier 1, Tier 2, and Tier 3
● Tier 1 includes customers who accept late and free deliveries without having to pay
● Tier 2 includes customers who wants to be constantly notified about their package
● Tier 3 are customers who wish to pay extra for faster delivery

Methodology
The overall approach applied to solve a project must involve a systematic and structured
process that encompasses planning, execution, and evaluation stages. The methodology
employed in this project combines elements of design thinking principles to deliver an
effective and efficient solution and agile development for faster and sustained approach
to complete project.
 1. Design Thinking Approach
We have followed design thinking approach step-by-step. We started with a survey,
created empathy maps. This gave us a quantitative proof that the problem statement
can be carried out. Brainstorming sessions were conducted with our team members
and also with other groups to widen the idea collection. The same can be tested and
can then be put to actual implementation.

Empathize

● Understand the needs, behaviors, and challenges of all stakeholders in the

delivery process.
● Conduct interviews with customers, delivery drivers, logistics managers, and
other relevant parties to gather insights into their experiences and pain points.
● Distribute surveys to a larger audience to collect quantitative data on delivery
experiences.
● Observe the current delivery process in action to identify inefficiencies and areas
for improvement.
● Create empathy maps to visualize what users are saying, thinking, feeling, and
doing during the delivery process.
All these are put together as empathy map to visualize the needs, pain points, and goals.

Define

Clearly articulate the problem you are trying to solve. Synthesize the insights gathered
during the empathize stage into a clear problem statement. For example, "Customers
frequently receive deliveries later than expected, causing frustration and
dissatisfaction. "Develop personas representing different types of users (e.g., a busy
professional waiting for a package, a delivery driver managing multiple deliveries) .
Create journey maps to outline the steps users go through in the delivery process,
highlighting pain points and moments of delight.
 Ideation

Generate a broad range of creative solutions to the defined problem. Organize

brainstorming sessions with diverse teams to come up with as many ideas as possible.
Apply the SCAMPER technique (Substitute, Combine, Adapt, Modify, put to another
use, Eliminate, Reverse) to existing solutions to think of innovative ways to improve
delivery precision.

Prototype

We developed a low-fidelity prototype for the chosen ideas to visualize and test their
feasibility and to explore potential solutions. And developed service blueprints that
map out the entire delivery process, including front-stage and back-stage activities.

Testing

Conduct usability testing sessions with end-users to observe how they interact with the
prototypes and gather their feedback.

2. Agile Development Approach

The project follows an agile development methodology, which emphasizes iterative and
incremental progress, collaboration, and flexibility.

It involves breaking down the project into smaller, manageable tasks, prioritizing them
based on value and complexity, and delivering working increments of the product at
regular intervals (sprints).

Justification

Agile development enables adaptability and responsiveness to changing requirements,

market dynamics, and user feedback.
It fosters collaboration and communication among cross-functional teams, promoting
transparency and alignment towards common goals. By delivering incremental updates,
agile development allows for early validation of assumptions, rapid iteration, and
continuous improvement throughout the project lifecycle.
Artifacts Used
Survey Questionnaire, responses, empathy map, SCAMPER result are the artifacts used for the
projects.

Questionnaire
Questionnaire used for understanding the customer’s orientation towards package delivery
system. This questionnaire was shared with people through Google Forms.

1. How often do you use package delivery services?

a. Often
b. Sometimes
c. Rarely
d. Never

2. How satisfied are you with the accuracy of the current delivery windows?
a. Highly Satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

3. Have you experienced any issues with package deliveries?

a. Yes
b. No

4. What kind of issues have you experienced? (Select up to 3)

a. Late delivery
b. Damaged package
c. Lost package
 d. Incorrect delivery
e. Difficulty in tracking

5. Would be willing to pay extra for faster delivery?

a. Yes
b. No
c. Maybe

6. What factors are most important to you when choosing a package delivery services?
(Select upto3)
a. Speed delivery
b. Cost
c. Customer services
d. Range of delivery options
e. Insurance and security

7. How do you prefer to be notified about the status of your package?

a. Email
b. SMS/ Text Messages
c. Phone call
d. Website tracking

8. What additional features would you like to see in a package delivery service? (Select
up to 3)
a. Guaranteed delivery times
b. Real-time tracking
c. Flexible delivery options
d. Eco- friendly delivery options
e. Insurance for all packages
 Empathy Maps

We have followed the traditional empathy maps that are split into 4 quadrants (Says,
Thinks, Does, and Feels), with the user or persona in the middle. Empathy maps provide a
glance into who a user is as a whole and are not chronological or sequential. Visualizing
user attitudes and behaviors in an empathy map helped the teams to align on a deep
understanding of customers, delivery Personnel, Operations Manager and Technical
Support. The mapping process also reveals any holes in existing user data

• Customer says, “Where is my package?” • Customer thinks, “Why aren’t there any
• Delivery personnel says, “I need to deliver updates?”
the package on time”. • Delivery personnel thinks, “How can I
• Operations Manager says, “ensure all optimize my routes?”
packages are scanned properly”. • Operation Manager thins, “How can we
• Technical support says, “We are improve efficiency?”
working on fixing the issues”. • Technical support thinks, “How can I
resolve this issue quickly?”
SAYS THINKS

• Customers, “Frequently checks • Customers feel“relieved when packages

Tracking updates”. DOES FEELS arrives on time”.
• Delivery personnel, “Updates • Delivery personnel feel, “Satisfied when
Delivery status in the system”. deliveries are completed successfully”.
• Operations Manager, “Monitors • Operations Manager feel, “concerned
package status and warehouse about meeting delivery deadlines”.
operations”. • Technical support feel, “Satisfied and
• Technical support, “Troubleshoots and system runs smoothly
resolves system issues”.

Fig 1: Empathy Map

Ideation
Below are the basic ideas that were create during the brain storing sessions. SCRAMPER method
is used as there is an existing system and the new suggested as a compliment to the existing
system. Sustainability is provided as an additional benefit for eco-friendly restaurant’s growth
and to attract customers in innovative way.

Ideations done through SCRAMPER method is provided below.

Fig 2: SCRAMPER Method

Results
We surveyed around our friends in college and family about their experiences and gathered
suggestions. The questionnaire was rolled out using Google forms and the findings are provided
in the table below.

Survey Observations
1. More than 50% of the respondents had issues with the package deliveries.

2. Responders require to be notified about their package’s whereabouts mostly

through website tracking or through text messages
 3. These are the common issues faced by the responders and late delivery
along with tracking difficulties show significant numbers.

Survey findings
ShopEase can improve their package tracking algorithms and be more transparent about their
delivery process.
Ideas filtered out from SCRAMPER method are categorized into two stakeholder buckets

LOCATION UPDATE:

1. Using QR Bar Codes to scan and update the current package location.

2. Use GPS Tracking technology to track delivering agent when the package is out for
delivery.

3. Provide communication platforms for customers to ask questions and

inform queries.

DELIVERY:

4. Partner up with local couriers to obtain efficient routes.

5. Notify the customers about the precise delivery timings.

6. Use AI and technology to provide accurate estimates of delivery dates

 Challenges and Resolutions
The challenges faced and the resolution identified and followed for the
challenges are listedbelow.

Challenge Resolution
Designing a Comprehensive Survey Determine what information is crucial for the
project (e.g., delivery accuracy, customer
satisfaction, delivery time) and limit the
number of questions to avoid survey fatigue.
Collecting Reliable Data Ensure the survey reaches a broad and
representative sample of participants and
distribute the survey through various
channels to increase response rates.
Interpreting the results from Survey Only significant points from the resulting
graphs were considered to provide accurate
conclusions to the project.
Prototype design It was difficult to create a perfect prototype
within the provided timeline and lesser
figma knowledge.

Conclusion
A delivery precision system is essential for modern logistics, ensuring that packages
are delivered accurately, on time, and in optimal condition. However, developing such a system
requires tackling various challenges head-on. Leveraging methodologies like the SCAMPER
technique—which encourages innovation by examining existing systems through lenses such as
Substitution, Combination, Adaptation, Modification, and Elimination—businesses can
transform their delivery processes into efficient, customer-centric operations.
By addressing these challenges with targeted solutions, businesses can create a delivery
precision system that not only meets but exceeds customer expectations, fostering trust,
loyalty, and a competitive edge in the market.
Key Challenges and Innovative Solutions

1. Limited Real-Time Visibility

• Challenge:
o Customers and businesses often lack real-time updates on package locations,
leading to uncertainty and dissatisfaction.
• Solution:
o Integrate GPS tracking technology into delivery vehicles and centralize the data
into a user-friendly dashboard for both customers and logistics teams.
o Provide customers with real-time notifications via a mobile app for enhanced
visibility and transparency.

2. Inefficient Route Planning

• Challenge:
o Poorly optimized routes lead to delays, increased fuel costs, and a higher carbon
footprint.
• Solution:
o Implement AI-powered route optimization tools that analyze traffic patterns,
weather conditions, and delivery priorities to determine the most efficient paths
for drivers.
o Use real-time data to adjust routes dynamically, ensuring timely deliveries even
during disruptions.

3. Manual Errors in Package Handling

• Challenge:
o Human errors during package sorting and scanning can result in misplaced or
delayed deliveries.
• Solution:
o Automate sorting and scanning processes using barcode and QR code scanners
 integrated with advanced warehouse management systems.
o Train staff with updated tools and techniques to reduce the margin of error.

4. Poor Customer Communication

• Challenge:
o Customers often face difficulty tracking packages or resolving issues with
delivery personnel.
• Solution:
o Develop a mobile application with the following features:
▪ Instant tracking updates.
▪ In-app messaging for direct communication with delivery personnel or
support teams.
▪ Notifications for estimated delivery times and status changes.

5. Environmental Impact
• Challenge:
o Delivery systems often contribute significantly to carbon emissions and
environmental degradation.
• Solution:
o Transition to electric or hybrid delivery vehicles to reduce emissions.
o Incorporate sustainable practices such as reusable packaging and paperless
processes for invoicing and reporting.

6. Scalability and System Overload

• Challenge:
o As businesses grow, their delivery systems may struggle to handle increased
package volumes.
• Solution:
o Use cloud-based logistics platforms to scale operations seamlessly, enabling the
 system to accommodate higher volumes without compromising performance.
o Regularly monitor and upgrade infrastructure to align with business growth.

Benefits of an Optimized Delivery Precision System

1. Enhanced Customer Satisfaction:
o Real-time tracking, accurate delivery times, and effective communication foster
trust and positive experiences.

2. Improved Operational Efficiency:

o Automation and route optimization reduce delays and operational costs,
maximizing productivity.

3. Sustainability:
o Environmentally friendly practices appeal to eco-conscious customers and
reduce the business’s ecological footprint.

4. Competitive Advantage:
o A robust delivery precision system differentiates businesses in a crowded
market, attracting new customers and retaining existing ones.

5. Scalability and Resilience:

o Future-proof systems ensure businesses can adapt to changing market demands
and scale operations effortlessly.
The Road Ahead
Implementing a delivery precision system is an investment in both technology and customer
satisfaction. As businesses adopt innovative solutions and address challenges systematically,
they can build a resilient logistics network. This not only enhances customer loyalty but also
positions the business as a leader in the competitive delivery and logistics industry.
By fostering a culture of continuous improvement, powered by tools like the SCAMPER method,
businesses can set a benchmark for precision, efficiency, and sustainability in delivery
operations.
References
1. The 5 Stages in the Design Thinking Process | IxDF (interaction-design.org)
2. https://www.google.com/forms
3. https://www.geeksforgeeks.org/best-design-thinking-frameworks/