Reducing customer anxiety while tracking the order in GoFood
Reducing customer anxiety while tracking the order in GoFood
In 2023, Gojek wanted to increase revenue and reduce costs involved in rewards & promotions to become profitable. However, for Indonesian customers, online food delivery was still expensive and lowering delivery fees became table stakes to unlock growth. Order pooling was introduced as a solution, but it was not received well by customers. As the design lead on the consumer booking experience team, I built a team and led the project to redesign our order tracking experience. The aim was to reduce customer anxiety around pooling and make it scalable for this new logistics model.
In 2023, Gojek wanted to increase revenue and reduce costs involved in rewards & promotions to become profitable. However, for Indonesian customers, online food delivery was still expensive and lowering delivery fees became table stakes to unlock growth. Order pooling was introduced as a solution, but it was not received well by customers. As the design lead on the consumer booking experience team, I built a team and led the project to redesign our order tracking experience. The aim was to reduce customer anxiety around pooling and make it scalable for this new logistics model.
What were the existing problems?
What were the existing problems?
Insights from UX Audit + User research
Insights from UX Audit + User research
A deep dive into existing designs and taking some user interviews, we understood that there are several legacy issues with existing design. We identified several reasons which cause customer anxiety while waiting for their orders. The following problem areas came out to be the key factors in inducing the anxiety during order tracking:
A deep dive into existing designs and taking some user interviews, we understood that there are several legacy issues with existing design. We identified several reasons which cause customer anxiety while waiting for their orders. The following problem areas came out to be the key factors in inducing the anxiety during order tracking:
Linear order lifecycle
The current order states design was unable to support new logistics model. It wouldn't have worked for different types of pooling where driver assignment and food preparation may not be sequential in nature
Map is the center of attention
Majority of the screen is taken over by the map which takes the center stage of tracking. Map isn't useful until driver has been assigned or starts moving to delivery location. It also adds additional cost every time Google maps API is called.
Driver movement in focus
In pooling, when drivers are not assigned immediately there is an association of that with driver not wanting to accept orders. This leads to order cancellations in pooling. Additionally, if drivers remain stationary, change routes or there is a data lag in map, customers get anxious of their order and raise tickets.
ETA promised not in focus
ETA info is the lowest in visual hierarchy on the tracking screen and gets missed often. Historical poor ETA compliance also reduced trust on the promised ETA
Linear order lifecycle
The current order states design was unable to support new logistics model. It wouldn't have worked for different types of pooling where driver assignment and food preparation may not be sequential in nature
Map is the center of attention
Majority of the screen is taken over by the map which takes the center stage of tracking. Map isn't useful until driver has been assigned or starts moving to delivery location. It also adds additional cost every time Google maps API is called.
Driver movement in focus
In pooling, when drivers are not assigned immediately there is an association of that with driver not wanting to accept orders. This leads to order cancellations in pooling. Additionally, if drivers remain stationary, change routes or there is a data lag in map, customers get anxious of their order and raise tickets.
ETA promised not in focus
ETA info is the lowest in visual hierarchy on the tracking screen and gets missed often. Historical poor ETA compliance also reduced trust on the promised ETA
Linear order lifecycle
The current order states design was unable to support new logistics model. It wouldn't have worked for different types of pooling where driver assignment and food preparation may not be sequential in nature
Map is the center of attention
Majority of the screen is taken over by the map which takes the center stage of tracking. Map isn't useful until driver has been assigned or starts moving to delivery location. It also adds additional cost every time Google maps API is called.
Driver movement in focus
In pooling, when drivers are not assigned immediately there is an association of that with driver not wanting to accept orders. This leads to order cancellations in pooling. Additionally, if drivers remain stationary, change routes or there is a data lag in map, customers get anxious of their order and raise tickets.
ETA promised not in focus
ETA info is the lowest in visual hierarchy on the tracking screen and gets missed often. Historical poor ETA compliance also reduced trust on the promised ETA
Defining success
Defining success
Key metrics to measure consumer anxiety
Key metrics to measure consumer anxiety
Time spent on the order tracking screen
Time spent on the order tracking screen
Time spent on the order tracking screen
Open rate of the order tracking screen
Open rate of the order tracking screen
Open rate of the order tracking screen
Late complaint tickets raised by customers
Late complaint tickets raised by customers
Late complaint tickets raised by customers
Design iterations
Design iterations
Learnings from the experiments
Learnings from the experiments
Over communicating about pooling info doesn’t add any additional value but may lead to unnecessary anxiety in certain scenarios.
Map was only useful in the last mile of the order tracking journey when the driver is on the way to deliver food.
ETA compliance & sense of progress was the most important factor for reducing anxiety
Over communicating about pooling info doesn’t add any additional value but may lead to unnecessary anxiety in certain scenarios.
Map was only useful in the last mile of the order tracking journey when the driver is on the way to deliver food.
ETA compliance & sense of progress was the most important factor for reducing anxiety
Over communicating about pooling info doesn’t add any additional value but may lead to unnecessary anxiety in certain scenarios.
Map was only useful in the last mile of the order tracking journey when the driver is on the way to deliver food.
ETA compliance & sense of progress was the most important factor for reducing anxiety
Final designs
Final designs
Impact
Impact
The design is now rolled out to 100% users in Indonesia & Vietnam and was successfully able to reduce customer anxiety.
The design is now rolled out to 100% users in Indonesia & Vietnam and was successfully able to reduce customer anxiety.
2.5% drop
in time spent on the order tracking screen
3.4% drop
in open rate of the order tracking screen