The improvement of Logivan’s Track & Trace Experience: UI/UX Case study

Track & trace is one of the important features of Logivan, to help Logivan standing out from the traditional competitors. This article will give people an insight of how I develop a feature to improve user experience.

Project brief

I’ve worked on this project from research, to define flow and UX solutions, to the final design of the feature. PO gave me the problem of raising the utilization rate of the track & trace feature, which is one of the important aspects of the product.

Current flow & UI of track & trace

Existing problems on the app

There are 2 main issues for this feature:

• Low feature usage rate: the report indicates that the rate of using the Track & trace function is low
• Long checkout process: UX flow for this function has many steps and is quite roundabout
• Is there a need to review the track & trace after the order is over?
• ETA (Estimated Time Arrival) driver distance

Note: For this study case, we will not discuss in-app notification because this is an existing feature, we only focus on improving the track & trace screen of the product.

Research: Uncovering the problems in detail

To dissect the problem, we first need to know the core of the feature first.

So, why Track & trace?

• Track location of shippers item (especially for shipments with long transit times)
• For shippers to inform their customers about items journey
• Promptly handle incidents

Baymard’s research claims that there is a huge demand for this feature, but e-commerce products often outsource this part to third parties, which lead to the abandoning of the user experience of this part.

To conclude, users have the need to know where their shipments are, especially for shipments with longer transit times

Methods of implementation

1. I use heuristic analysis to assess the entire process of the present function. In order to recap useflow and calculate the steps needed for users to achieve their goals when using the feature, discover more hidden issues beyond the requirements of the PO.
2. I also do some competitive analysis to understand more about the overall user experience and the way my competitors are doing.
3. Participate in exchanging and collecting opinions of POs and stakeholders to understand more about the experience and difficulties that users are facing.

Track & trace feature needs to set the following main goals:

• Present
• Easy to use
• Users must always know where their shipment is, when they will arrive

Customer journey

Now let’s dive in to investigate and solve one-by-one issue

Issue 1: Adding feature Review track & trace after shipping completion

From the ordering to the completion of a booking and the post support is a process, since the product does not stop at the immediate needs, “review track & trace history” was created to support the post-shipping experience, which aims to increase credibility and user attachment to the product

Issue 2: User need to know when will their shipment arrive

During the delivery process, knowing how much longer the truck will arrive will help users easily track their shipment, while also giving them time to prepare in advance, significantly improving the experience of the feature.

Issue 3: Multiple shipments

A booking can have many shipments, however currently the overall experience of tracking each shipment is still very much complicated and requires many steps, for this issue I will improve the UI to make the experience smoother.

Issue 4: Changing workflow of track & trace

The present workflow requires the user to walkthrough many steps before achieving their goals, in order to educate user on this outstanding feature compared to the traditional way, we need to change the workflow of it.

The current Track & Trace workflow is a series of continuous actions, without main and sub stages

Current workflow of Track & trace

My proposal Track & Trace workflow is bringing up the main function of each stage, defining main and sub functions

Proposal workflow for ongoing shipment

Proposal workflow for completed shipment

Measuring UX Success

In order to evaluate the effectiveness of UX success and prove the problem has been solved, those following indicators must be measured to see if they has been improved:

1. Time to view track & trace of all shipments
2. Rate of using track & trace during and after booking completion
3. Rate of users returning to the app after completing booking

And that is all for this case study! Thank you for reading my case study.

What do you think of my process? Do let me know your feedback and comments below.