Seamless Delivery: Enhancing the Last-Mile Experience
Seamless Delivery: Enhancing the Last-Mile Experience
Product
Order Tracking Experience
Order Tracking Experience
Role
Senior Product Designer
Senior Product Designer
Scope
UX Design, UI Design, Product Strategy, Workshop, Prototyping, Handoff
UX Design, UI Design, Product Strategy, Workshop, Prototyping, Handoff
Timeline
9 months
9 months
Countries
Europe, Asia-Pacific, Turkey
Europe, Asia-Pacific, Turkey
Problem
The inconsistent order tracking caused frustration which led to high cancellations, and increased support during delivery — leading to significant losses for the business
Solution
Identified high-impact initiatives to improve order tracking – such as clearer status updates with an improved UI, consistent time estimates, and enhanced transparency
Impact
Reduced contact and cancellation rates, significantly increasing gross margin. Our workshop output shaped the future of order tracking and became the organization's second-highest priority due to its estimated impact
Ambiguity to Clarity
Deep dived into existing research, quantitative data and competitor landscape to frame how big of an opportunity or problem we have at hand
Insight 1
Multiple user research studies showed customers were unhappy about stagnant delivery times and unclear progress on their order location.
Multiple user research studies showed customers were unhappy about stagnant delivery times and unclear progress on their order location.
Insight 2
Competitor study also surfaced a massive gap in reliability of our service and how we were lagging behind in the food delivery landscape.
Competitor study also surfaced a massive gap in reliability of our service and how we were lagging behind in the food delivery landscape.
Insight 3
Data showed more than 3 million in cancellations and contacts due to long waiting time for customers, rider unavailability, and vendor cancellations, causing huge loss in business
Data showed more than 3 million in cancellations and contacts due to long waiting time for customers, rider unavailability, and vendor cancellations, causing huge loss in business
Breaking the silos
Services such as rider, vendor and help centres are managed by central teams within the organisation. A service blueprint was created to understand the bigger picture and a workshop to validate over 30+ concepts with our enablers
Services such as rider, vendor and help centres are managed by central teams within the organisation. A service blueprint was created to understand the bigger picture and a workshop to validate over 30+ concepts with our enablers
Services such as rider, vendor and help centres are managed by central teams within the organisation. A service blueprint was created to understand the bigger picture and a workshop to validate over 30+ concepts with our enablers
Solutions
Revamping our order status UI to provide more delight and assurance
Revamping our order status UI to provide more delight and assurance
By making our order progress more dynamic with the usage of a progress wheel, customers get a clearer visual of the progress and an improved estimated time
By making our order progress more dynamic with the usage of a progress wheel, customers get a clearer visual of the progress and an improved estimated time
By making our order progress more dynamic with the usage of a progress wheel, customers get a clearer visual of the progress and an improved estimated time
Impact
Increase in +2.8% in Ads revenue, Decrease of -0.4% in cancellations and -3% in delay cancellations
Increase in +2.8% in Ads revenue, Decrease of -0.4% in cancellations and -3% in delay cancellations
Improving transparency by showing the map earlier when a rider is assigned
Improving transparency by showing the map earlier when a rider is assigned
Using map more effectively by showing a rider pin the moment a rider for the order is found, providing more clarity, transparency and delight
Using map more effectively by showing a rider pin the moment a rider for the order is found, providing more clarity, transparency and delight
Using map more effectively by showing a rider pin the moment a rider for the order is found, providing more clarity, transparency and delight
Impact
Reduction of -1.65% in Help Centre contact sessions, +€3M Incremental Gross Value for organisation
Reduction of -1.65% in Help Centre contact sessions, +€3M Incremental Gross Value for organisation
Providing live updates on weather conditions
Providing live updates on weather conditions
Provide a clearer visual to bring more empathy towards our riders and help increase understanding of potential delays
Provide a clearer visual to bring more empathy towards our riders and help increase understanding of potential delays
Provide a clearer visual to bring more empathy towards our riders and help increase understanding of potential delays
Impact
Est. €100k Incremental Gross Value and reduction in contact and cancellation rates
Est. €100k Incremental Gross Value and reduction in contact and cancellation rates
Connection with riders
Connection with riders
Prior to this project, customers have voiced wanting to tip after a service has been completed. With these two features, we elevate trust with platform and rider
Disclaimer: Rider tipping UI was done by another designer due to limited capacity*
Prior to this project, customers have voiced wanting to tip after a service has been completed. With these two features, we elevate trust with platform and rider
Disclaimer: Rider tipping UI was done by another designer due to limited capacity*
Prior to this project, customers have voiced wanting to tip after a service has been completed. With these two features, we elevate trust with platform and rider
Disclaimer: Rider tipping UI was done by another designer due to limited capacity*
Impact
Reduction of -1.42% in contact rates, Increase +2% in rider tipping
Reduction of -1.42% in contact rates, Increase +2% in rider tipping
Other concepts which formed the roadmap are either in experimentation or refinement. Learnings from this project:
Other concepts which formed the roadmap are either in experimentation or refinement. Learnings from this project:
Identify root causes of what is causing a problem, even if it is legacy
Flexibility is key. Moving resources and producing efforts where needed helped to move the project faster
Understand impact early, it expedites alignment with business and product
Identify root causes of what is causing a problem, even if it is legacy
Flexibility is key. Moving resources and producing efforts where needed helped to move the project faster
Understand impact early, it expedites alignment with business and product