Role
Leading Product Designer
Contribution
Visual Design, Discovery, Component creation, Handoff, User research
Company size
2,000+
Platform
iOS, Android, and Web
Countries
Brazil, Peru, Ecuador, Argentina, Paraguay, and the Dominican Republic
Industry
Food and beverage, E-commerce
Order tracking
We built an order tracking feature with BEES Deliver and Customer that reduced delivery refusals by 14%, by allowing users to track the delivery in real-time through better communication and status visibility.
How did this problem impact the business?
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🚚 48.1% of all orders were being cancelled because the business was closed at the time of arrival.
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💸 It led to a cost of hundreds of thousands of dollars due to orders being cancelled after failing delivery attempts.
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📲 About 30% of all customer support tickets and calls were due to problems with delivery.
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👤 Only 2.1% of users were engaging with the existing tracking solution.
How it all started
BEES is a marketplace for business owners to shop for everything they need for their business.
However, unlike most B2C and B2B apps that show details about a delivery in progress, it failed to do so.
The only information we displayed was the order status.
The names and images were added for illustrative purposes.
Source: NPS Survey 2023.
Negative user perception
Users provided us with feedback through NPS that issues with the delivery were the worst problem they perceived from our product.
They would often complain about not having visibility of the delivery process or having orders canceled without any warning. The current communication was not effective.
Previous solution attempt
Considering how other applications, especially B2C, managed their delivery experiences, the Deliver team decided to build a solution that would not require dependency on other teams, which meant, it was built outside BEES app.
It allowed users to track the last mile of the delivery. However, it had some issues:
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The only entry point to view this was a push notification.
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It led to an external link that users had to log in to again.
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It only showed the truck location once it was on its way to your business, which, on average, means 10 minutes before arriving.
The solution did not address the issue with communication,
so it did not work as expected.
Our hypothesis
We believed that our customers needed a tool that, through communication, would allow them to prepare ahead of deliveries so that it could minimize the risk of cancellations and, as a consequence, increase
their satisfaction.
About the process
Understanding the delivery process: to be able to propose feasible solutions, we had to understand the limitations.
Mapping our current communication: the goal was to inform and not overwhelm our users.
Benchmarking: learning how the common patterns in the industry and from our internal features as well.
This time we had to get our users involved.
And so we did.
Preference test
We had two proposals to present to users. Both relied on communicating status updates through messages.
Their main difference was their navigation with either a horizontal or vertical step indicator, as well as having or not having a map.
*
*POC stands for Point of Contact.
Proposal A
Proposal B
3 out of 5 users preferred
with the map (B)
Users mentioned the feature was easier to scan in A
Due to the small sample size of the test, my idea was to go with an MVP without the map. A version that focused on communicating delivery updates, such as A.
The proposal
The stakeholders decided to keep the map. So we added a button to signify the interaction.
The focus was not only showing where the delivery was, but letting the user plan ahead of the arrival.
We let the user know that the order is out for delivery, and display an estimated time of arrival.
Now the order is on the last mile. The tracking is available
The user can now check all the previous statuses.
Challenges and takeaways
Achieved 14% reduction
in order refusals
3 months after the launch
We also increased the access to our Order details page
Future plans
Having alternative entry points on the homepage and native device tracking, as most of our users are on Android, and the OS now has this capability.
