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Pickup Point
Launch Service

From a web form redesign to a mobile-first product for entrepreneurs.

Role
Product Designer (sole designer)
Team
Product Manager, Analyst, Developers
Timeline
~6 months

The brief

Improve the existing third-party web form and align it with OZON's new design guidelines.

A deeper problem emerged

The existing process was slowing down new pickup point launches.

50 fields in a web form that wasn't mobile-friendly.

53% drop-off rate, with another 16% of applications stalled.

3 weeks to several months to open a pickup point.

Scattered instructions, lengthy approvals, and preventable mistakes led to rework.

Every delay increased costs for entrepreneurs and slowed OZON's network expansion.

Research

I interviewed 3 entrepreneurs and 5 OZON account managers, conducted usability testing, and mapped the process using a Customer Journey Map and Service Blueprint.

Service Blueprint of the pickup point launch process: customer journey stages, statuses, OZON employee actions and marked pain points. Opens the full-size map in a new tab.
Pain points and process bottlenecks

Key insight

Entrepreneurs searched for premises, took photos, and supervised renovations on site. They already had smartphones with cameras, yet the application process forced them to return to a computer.

Research also revealed difficulties with finding instructions, understanding application statuses, and communicating with managers.

For entrepreneurs: less waiting, fewer errors, lower costs and an earlier start.

For OZON: faster pickup point launches and network growth.

Research summary slides in Russian: problems and insights for agents and OZON employees at the questionnaire, application form and approval stages.
Example of research result
with problems and insights

Rethinking the approach

I presented the findings to the team and leadership and proposed a mobile-first solution instead of a conventional web form redesign.

We chose a native app to support on-site work, offline access, and a more seamless application process.

Results

  • ~1.5 weeksTo open a pickup point, including renovations — down from 3 weeks to several months.
  • 26% reduction in drop-offsBased on initial post-launch data. Stalled applications also decreased significantly.
  • ~1.5 months soonerEntrepreneurs could start operating their pickup points and generating revenue.

Selected app screens

  • Partners Platform start screen: a map with address search for choosing where to open a pickup point.
  • A selected address on the map and the choice of application type: an existing pickup point or warehouse, or a new separate warehouse.
  • Application form with premises details, inline validation of required fields and a map for marking the entrance.
  • Opening hours step with a flexible schedule toggle and time fields for each day of the week.
  • Photo upload step with instructions: space for the sign, a facade photo with the sign area marked, and photos of the interior.
  • Upload of interior photos and the floor plan, with sample images and short instructions.
  • Upload of videos of the premises before renovation, the reason for opening and additional services, with the Submit button.
  • Final check before submission: a reminder to verify the data, agreement with the contract terms and the new pickup point on the map.
  • Confirmation screen: the application has been sent and the result will arrive by email after review.

Key design decisions

  1. Simplifying the application

    I redesigned the original 50-field form, making non-essential fields optional while keeping valuable data collection in place.

    We introduced a progress indicator, explained why additional information mattered to entrepreneurs, and allowed users to return to incomplete fields later.

  2. Designing for real-world conditions

    Entrepreneurs could take photos directly in the app, add documents even without an internet connection, and manage applications without returning to a computer.

    Notifications kept them informed about changes in approval status.

  3. Preventing errors before submission

    Based on research findings and OZON employees' expertise, we embedded contextual guidance directly into the form.

    Depending on the task, we used text instructions, sample images, and prefilled fields.

    The goal was to prevent mistakes before submission rather than fix them during approval.

Takeaway

The project started as a UI redesign, but research revealed a much bigger opportunity.

By rethinking the entire user journey instead of improving individual screens, we created a product that reflected how entrepreneurs actually worked — and significantly shortened the time needed to open a pickup point.

Feedback

  • Five-star app review (in Russian): “A very good app. Thanks to it I opened my own pickup point and keep growing in this field.” With a thank-you reply from the developer.
  • Five-star app review (in Russian): “The app is good and works great. Everything is clear, the icons are conveniently placed, no need to think too much!” With a reply from the developer.
  • Five-star app review (in Russian): “Good app, very convenient to use, thanks for such a responsible approach. I like everything and recommend it to everyone.” With a reply from the developer.
  • Five-star app review (in Russian): “A convenient and very functional app. I figured it out on my own without any help.” With a reply from the developer.
  • Five-star app review (in Russian): “You can easily see where to open a pickup point right in the app, with no hassle! Thanks to the developers.” With a reply from the developer.