EXECUTIVE SUMMARY

The objective of the collaboration between Wiener Lokalbahnen and the Vienna University of Business and Economics was to generate ideas for user-friendly front-end features, for the so-called “WienBox-Platform” (platform to interconnect white-label parcel lockers with other stakeholders in city logistics in Vienna). The situation was that more than 400 parcel lockers were operated by 7 different providers in the city. However, the lack of interoperability between these systems limited their effectiveness. To address this, the project WienBox aimed to promote easy adoption and interoperability.

Goal

The project goal was to assist Wiener Lokalbahnen in developing an attractive platform solution that addresses last-mile transportation challenges in Vienna and is favored by local retailers. The main objectives were to define the desired front-end features of a potential WienBox app to ensure user-friendliness and determine the key requirements for a smooth and optimal user experience.

Methodology

To tackle this problem, the design thinking method was used. This human centered approach prioritized consumer needs and problems with complex issues. It encouraged problem-oriented thinking rather than hasty resolutions or false conclusions. Successful design thinking generally leads to radical shifts and innovative solutions, rather than minor incremental improvements. The process consisted of sequential but overlapping stages, with five key steps: empathize, define, ideate, prototype, and test. Gathering information, defining implications, exploring diverse solutions, and converging on the best solutions through prototyping and testing were the main objectives of the design thinking method.

Results

The first phase of the project revealed the most important key insights: Retailers are passive players in the distribution process, existing entry barriers for participation and concerns about efficiency and convenience. The final prototype summarized the core recommendations for the project partner.  

First of all, Wiener Lokalbahnen should consider giving retailers incentives to actively participate in the platform. Vouchers were a key idea here, as WienBox was perceived by many as a possible marketing platform but also as a community that cared about local businesses. Another finding was, that a chat function was taken for granted by most and that this is a must have in the final product. A direct communication option with the customer was necessary. Finally, the visualization of CO2 savings was also considered. Since a core benefit of smart parcel locker solutions was also CO2 savings, it was important to present them well. With heat maps, certificates or also with the help of gamification, there were many exciting ideas for implementing this core element.

Cooperation Partner

• Wiener Lokalbahnen
  Purkytgasse 1B
  1230 Austria
  wlb.at

Contact Person

• Nadine Adensam, MA - nadine.adensam@wlb.at

Student Team

• Ahmet Süleyman Celebi

• Magdalena Stainer

• Matthias Eybl

• Moritz Fischer

• Stefanie Mayr

Student Team

• Mag. Benjamin Monsorno

• Erik Kommol, M.Sc.