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Extend & Support. See How We Support Our Clients!

Product

Order Tracking Experience

Role

Senior Product Designer

Scope

UX Design, UI Design, Product Strategy, Workshop, Prototyping, Handoff

Timeline

9 months

Countries

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.

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.

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

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

Visit Vebsite

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

Impact

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

Impact

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

Impact

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

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Extend & Support. See How We Support Our Clients!

Extend & Support. See How We Support Our Clients!

Order Tracking Experience

Senior Product Designer

UX Design, UI Design, Product Strategy, Workshop, Prototyping, Handoff

9 months

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.

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.

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

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

Visit Vebsite

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

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

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

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

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

Reduction of -1.42% in contact rates, Increase +2% in rider tipping

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