Nova Poshta

The process of product creation that can satisfy users the most is primarily based on the study of their demands. To create innovative solutions, it was necessary to use an integrated approach: we fully immersed ourselves into the business processes of the company, and studied the pain of potential users. Collectively with "Nova Poshta," the Devlight team performed the initial analysis of the old version of the app, and conducted interviews with the target audience.

Based on the analysis, we discovered that 65% of customers mostly use only one feature “Tracking.” It sets the course for further app transformation. The team developed a concept, the idea of which was not just to modify the app and make its usage for users easier but also to simplify some business processes within the company.

Before the implementation of a fully-fledged app, developers created its prototype to test all processes. The team completely changed the basic feature “Tracking” to facilitate this process for users (they don’t need to re-enter the consignment note number each time they want to track the package). The app automatically downloads data about all packages and operations to the user's personal account. It becomes a unique feature of the app, which helps "Nova Poshta" to stand out from the competitors. Due to this, the number of active users has increased by 350 000 customers in the first year.

The team improved the app and complemented the functionality provoking a sharp increase in the number of downloads.
After the appearance of the "Express consignment note creation" feature, the number of users increases by 300,000. The ability to bind a bank card and pay for the package becomes the reason for the registration of even more customers. Also, these two functions give the so-called impetus for small and medium-sized businesses: they willingly start to use the mobile app and thereby optimize the orders sending process.

to make the "Nova Poshta" such an app that can totally meet users requirements and figure out what else should be changed, the team decided to add Google Analytics, as well as to use the functionality of the Firebase platform.

Using Google Analytics, the team tracked users’ actions to understand which features were the most popular among them. With the help of Firebase they studied the conversion of payments and users’ reaction to push notifications. They used Dynamic Links functionality; carried out A/B testing (two versions of the app which differ in one element are tested. It helps to determine which one is better). According to this research it became clear what features should be replaced or added.

After some time, the project team used the BigQuery service: they set specific parameters in the app that helped to track users’ actions in more detail. Received data allowed the formation of user groups. It helped the marketing department to better understand the economic, demographic, and behavioral characteristics of each group, and create a personalized offer that best meets their needs.

With the rapid growth of mobile app users, increases the number of reviews. Customers are the best advisers for further products improvements. Based on their comments and gathered analytics the Devlight team collectively with the digital products development department of “Nova Poshta" generate new ideas for the next improvement. They decided to make the "Online payment" feature even more convenient for users by integrating Masterpass. It provokes another increase in the users' number.

New and useful features make the "Nova Poshta" app an indispensable tool for both ordinary users and owners of small and medium-sized businesses. Since its representatives account for 25% of the total number of users, they form a fairly large part of the company's revenue. It has a positive effect on the company revenue and workflow. The new features reduce the workload on staff, scale down the cost on SMS sending, and the manufacture of plastic cards. In addition, it simplifies the operation of receiving and sending packages.