2019 ALIBABA & LAZADA | DATA-DRIVEN | UX/UI
Enhancing the Package Tracking Experience on eCommerce platform
Background: Lazada, the largest eCommerce platform in Southeast Asia with 130 million active consumers, faces the challenge of reducing customer support calls and improving the Net Promoter Score (NPS) for order management. Currently, the monthly NPS for shipping experience on order management stands at -45.
Design Impact
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NPS increased from -45 to 79
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The number of customer calls at the Customer Support desk was reduced by at least 30% per 1,000 orders
Teammates
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Design guideline: Zhuyi
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Product manager: Mushow, TangSi
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Manager from customer service: Alex
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Front-end developer: Andrew, Liehu
My Contribution
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Project plan
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UX research and usability testing
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Design concept
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UXUI design / Design guideline
The NPS of order management on shipping tracking was
-45
49%
of customers asked the common questions: “Where is my order ? I can’t find my package status.
01 The Challenge
How might we help customers find their package status?
My next question is: What specific issues have our customers faced that prevented them from finding their packages? In order to pinpoint the specific problems, I've created a research approach.
02 Research Approach, Key Findings, and Problem Statement
Research Approach
Key findings:
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Difficulty finding the shipping status entrance on the account page;
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Time-consuming access to the delivery detail page;
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Lack of status updates for prolonged periods.
Problem statements:
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How might we make it easier for users to find the shipping status entrance on the account page?
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How might we reduce the time required to access the delivery detail page?
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How might we provide timely and regular status updates to address the lack of updates for prolonged periods?
03 Key Improvement After Usability Testing
Improvement 1: Notification
Proactively update customers on package status to enhance satisfaction
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Place the arrow close to 'view all orders' and remove distracting colors from the icons to highlight key information;
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Keep the customers informed of the shipping status through notifications
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2
Original Design
Before UT
After UT
Original Design
Before UT
After UT
2
1
Improvement 2: Order List and Order Detail Page
Redesign the information architecture to enhance navigation efficiency
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Redesign he information architecture to enhance readability;
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Emphasize order status, estimated delivery date, and buttons instead of product detail information;
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Relocate product details to the order details page
Improvement 3: Delivery Detail Page
Ensuring informed, accessible users for improved satisfaction
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Removing the real-time map due to low mobile data usage in the Philippines which led to time-consuming page access;
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Enriching customer information by providing estimated delivery dates and contact details, thus elevating customer satisfaction;
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Visualizing reasons for prolonged non-updated shipping statuses, such as weather conditions, to encourage empathy with riders;
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Long term solution: Improve logistic providers' performance management to enhance customer satisfaction
-> View design process and details
Before UT
After UT
Original Design
04 Design Impact
30%
Decrease in the number of calls from customer support per 1,000 order
79
Increased from NPS of - 45