Zubale Shopper Experience
Designing a gamified fulfillment experience that helps gig workers complete orders efficiently while maximizing earnings.
Zubale is a technology platform that powers retail fulfillment operations by connecting retailers with a network of independent shoppers responsible for preparing and delivering online orders.
The objective of this project was to create a shopper experience that balances operational efficiency with user motivation, helping workers navigate tasks confidently while staying engaged throughout the fulfillment journey.
The Challenge
How might we help shoppers complete complex fulfillment tasks while reducing friction, increasing engagement, and improving operational performance?
Key challenges included:
Navigating multiple orders simultaneously
Managing time-sensitive deliveries
Understanding task priorities
Maintaining shopper motivation during repetitive workflows
Providing visibility into earnings and progress
Problem solving
Efficiency first
Every interaction should help shoppers complete tasks faster and with less effort.
Motivation through progress
Small achievements and visible milestones encourage continued engagement.
Clarity in motion
Users should always understand their next action and current status.
Rewards made visible
Earnings, bonuses, and achievements should feel tangible and immediate.
Solution
Live Task Marketplace
A real-time map displays available fulfillment opportunities, allowing shoppers to quickly evaluate nearby tasks based on location, earnings, and expected effort.
Batch Acceptance & Route Guidance
Once a task is accepted, shoppers receive estimated earnings, route visualization, store location guidance, delivery expectations.
The goal is to reduce uncertainty and increase confidence before beginning a task.
Guided Picking Experience
Shoppers are supported through an optimized picking workflow that includes: product checklists, progress indicators, barcode scanning, replacement recommendations.
This reduces errors while helping users maintain momentum.
Order Progress Tracking
Users can easily understand what has been completed and what remains.
Proof of Delivery
To ensure accountability and successful order completion, shoppers can upload delivery evidence through a streamlined verification process.
Gamification Strategy
The experience incorporates game-inspired mechanics directly into the fulfillment workflow.
Streak Rewards
Daily completion streaks encourage consistent participation and platform retention.
Design Decision
An optimized shopper experience can help fulfillment platforms:
Increase task acceptance rates
Improve completion times
Reduce operational errors
Increase shopper retention
Improve customer satisfaction
