LBC App Redesign Concept

Refining the LBC Connect experience

LBC Connect is the company's proprietary app for tracking LBC deliveries. While sometimes useful, the app is still heavily criticized by its users because of the poor user experience that comes from creating an account, unresponsive screens, and poor user interface. In this passion project, I redesigned the key parts of the app, as well as introduced a new feature to address these issues.

Dynamic Company, Stale App

LBC has come a long way to become the go-to courier of Filipinos nationwide. For more than 60 years, the company has been known for being swift and dynamic, providing a total customer service experience. Their slogan, “We like to move it,” even exudes the lively promise of delivering smiles to families all over the world.

Sending precious items via LBC is a reassuring experience — you know that it will be delivered on time. But tracking deliveries through their app is where things get sloppy because of how it’s just downright a poorly designed product. As a customer and a user, this was a frustrating. However, as a designer, this became an opportunity for me to visualize a better experience.

Pain Points

Following a heuristic evaluation of app reviews and user feedback, I discovered the following pain points:

1. Success rate of account set up and log in is heavily inconsistent

2. Boring user interface that does not reflect the company’s value of dynamism

3. Inferior level of responsiveness for a tracker app

Creating a Welcoming Environment

Staying true to the brand’s dynamic nature, I gathered existing assets and conducted a quick type study for me to come up with a more suitable font for the project. The ultimate goal was to design high fidelity screens to have a better grasp of what the end experience would be.

Visual Assets

Calibre, a friendly and more legible typeface was chosen for the app's redesign. It's readable strokes and welcoming appeal is a nod to the brand's family-oriented spirit. To maintain the app's familiar look and feel, I gathered and tweaked colors that's used in the existing product.

The New Experience

The redesign concept must show a more engaging experience. To ensure this, my approach was to design each screen according to how a user will navigate through.

Welcome and Account Setup

The welcome and account setup screen is the first thing users will see after downloading the app. The original setup journey felt like the user was filling in details on a spreadsheet. In my redesign, my goal was to deliver a good first impression by using custom illustration in a minimalist UI to exude a warm, welcoming, and friendly feeling.

Account Setup v1.0

Account Setup v2.0

The Tracker

The existing app shows tracked shipments in tables, which is purely bland and lacks thought. The redesign solves this issue with a more user-friendly and valued tracking experience.

Tracker v1.0

Tracker v2.0

Branch Locator

The new branch locator removes unnecessary screens and actions that may hinder a seamless user journey. Once location has been enabled, the app will instantly bring the user to nearby branches. Plain and simple.

Branch Locator v1.0

Branch Locator v2.0

Putting the Card Experience Online

The LBC Express Card is the customer's passport to LBC's services. Clerks use it to profile them by scanning the barcode at every transaction. However, people can easily lose the card due to its poor physique and material. It can also get worn-out quickly, especially if it isn't laminated.

By scrapping the physical card and putting it on the app, customers will no longer have to worry about the problems mentioned above. Here, users can simply have their QR code scanned, and they'll be ready to go.

The LBC Express Card

New Digital Profile

Learnings

User experience must reflect the brand's mission

As more and more people go digital, it's critical for any brand to invest in bettering the user experience of their products. For a logistics company like LBC, it didn't make sense that they value movement and dynamism all while having an app that fails to mirror what they preach. Apps also contribute to how people perceive a business, so it should not be taken lightly.

Utilize sustainable and low-maintenance features

The LBC Express Card is made of paper (unsustainable). Just think about the millions of LBC Express Card that's been produced. Large businesses should already adapt digital, sustainable practices such as QR codes to better user experiences and play a part for the environment. Apart from being convenient, it can also help to improve a brand's perceived value.