Monday, 21 July 2008 | Levent OZLER
Behavior Launches New Design for Red Roller's Easy-to-Use One-Stop Web-Based Shipping Service
 As small- to mid-size businesses struggle to improve their bottom lines,web-based shipping service Red Roller turned to Behavior Design to redesign their revolutionary new comparative shipping product, making it easier than ever to use. Red Roller allows their customers and subscribers to choose the best shipping options from many leading carriers, including Fed Ex, DHL, USPS, and Overnite Express, all from the same one-stop web site.
For Red Roller's new website, Behavior designed a real-time interface that opens a direct line of communication between the shipper and carrier. This innovative web-based service permits carriers to price a package at their best rate while giving the cost-conscious shipper an option to choose the best rate and delivery service from several competing carriers.
Red Roller asked Behavior to help transition their users to their new subscription-based business model by providing a clean, easy to use website that allows the customer to consolidate their shipping carrier accounts, empowering them to make smart decisions when shipping packages.
To convert visitors into customers, Behavior worked with Red Roller to streamline the account creation process. A dynamic, tiered pricing scheme was used to best fit customer needs should their shipping needs suddenly change. This started a dialogue between Red Roller and the visitor, making the potential subscriber feel confident and eager to use the service.
Shipping a package can be complicated, so Behavior used extensive customer feedback and user testing to make the new redroller.com site easy to use. The team focused on key areas, for example using terminology that matches the user's expectations rather than industry jargon. The steps to ship a package were also refined into a simple four-step process. On the micro-level, form fields dynamically change based on the user's prior input in the process. Each step tells the customer where they are in the process, what to do, and where to go next, through clear instruction and prominent navigational elements.
Other innovations included the creation of "Package Shortcuts" which automatically fill the package detail form with previously-supplied information. An AJAX-based address book makes filling in shipper and recipient information as easy as typing in their name. A simplified interactive carrier service selection screen was created to clearly display the relationship between delivery time and the cost of the service. These details allow power-users and first-timers to use Red Roller to ship packages with complex details in only a few clicks.
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