Live parcel tracking people stop asking about
Parcelry delivers for 400 online shops. Tracking showed vague statuses, so customers kept asking support where their order was. We rebuilt tracking around a single question: when will it arrive?
Role: UI designer
Where-is-my-order
−45%
tickets asking where an order is
Support tickets
−27%
total support volume after launch
Delivery window
2 h
arrival window shown, down from a full day
Live map
Customers now watch the last mile with a live driver ETA
Measured three months after launch
(01) The problem
Tracking showed carrier codes like “Processed at hub”. Nobody could tell when a parcel would arrive, so they opened a ticket or waited at home all day.
6
different carrier status formats
1 in 3
support tickets asking where an order is
1 day
delivery window customers were given
(02) Approach
Four steps, each with a number we agreed on before we started.
01 · Read the tickets
We sorted 1,000 support tickets to find the questions tracking failed to answer.
02 · Show a time, not a status
Tracking now leads with an arrival window. The carrier status sits underneath.
03 · Make the last mile live
When the driver is close, a live map and ETA replace the timeline.
04 · Ship in slices
Arrival windows shipped first, then the live map, then delivery alerts. Each slice had one metric.
(05) Kind words
Joana Pires
VP Operations, Crewdock
Tom Keller
Engineering Manager, Ledgerline
Aisha Naidoo
Head of Product, Tendwell
“Mara walked into the messiest part of our product and left it calmer. Dispatchers stopped calling us to ask how to use it.”
Joana Pires · VP Operations, Crewdock
