to Minimize Late Deliveries

Improved Order Claiming Experience

to Minimize Late Deliveries

Order Claiming Experience

Team

1 UX Designer (myself)

1 Product Manager

1 UX Researcher

2 Engineers

Timeline

Phase 1 - 9 Weeks

Phase 2 - 6 weeks

Impact

Reduced Late Deliveries by 1.2% caused by dropped orders.
37% SUS score increase in usability of order cards.

My Role

I led the end-to-end revamp of the order claiming experience for shoppers, redesigning offer cards,
identifying gaps in the claiming process, and supporting the new claiming strategy with visual designs.

Understanding scope and goals

Prioritizing features

Iterate and refine with internal feedback

Validate design decisions with real users

Understanding scope and goals

Prioritizing features

Iterate and refine with internal feedback

Validate design decisions with real users

USER PERSONA

How shoppers claim orders

Compare orders for better Pay

"After claiming, I drop orders if I find better paying order for the same effort."

I look at Pay first

"I always check the pay and est. tip

first before deciding to claim the order."

Time, Effort & Gas

"A $15 order sounds great until I realize

it’s 50 heavy items and miles away."

PROBLEM

Dropped orders cause Shipt $380K in loss

Business Problem

52%

of orders are dropped and delivered late

Shoppers claims multiple orders at once

$380K

is paid by shipt annually to fulfill dropped orders

Among various causes of late deliveries, shoppers claiming orders without reviewing details and subsequently dropping them is identified to be a critical factor.

HEURISTIC EVALUATION

9/10 users struggled to review order details

Inaccurate est. time

Visual clutter

Pay is not prominent

Ease of claiming orders

Ease of claiming

orders

9/10

of shoppers claimed orders in a hurry without reviewing order details on the card.

of shoppers claimed orders in a hurry

without reviewing order details on the card.

DESIGN GOALS

Reduce clutter, Retain impact

Visual Clarity

Simplify badges

Enhance readability at a glance

Information Hierarchy

Highlight pay and related incentives

Display trusted metrics

Scale with Ease

Room for additional information

Scalable layout

SOLUTION HIGHLIGHTS

Order cards simplified

Restrict overclaiming orders

Restrict to claim, but not to view

Haptic alert : cant claim another order

End-to-End claiming experience

USER RESEARCH

15 interviews to uncover user priorities

Information hierarchy

Must Have

Nice to Have

Need not Have

Pay

Miles

Store

Incentives

No of Items

Delivery time

Zone

Drop-off

Map

Badges

52% of shoppers agreed that Prepaid is the highest priority delivery complicator

51% of shoppers agreed that ‘ID Scan’ and ‘Heavy’ was highest priority process complicator

46% of shoppers agreed that ‘Extra pay’ was the most important incentive

Key insights from research

98%

of shoppers wanted Pay highlighted on offer card

45%

of shoppers felt Mileage is missing, and is vital

Information hierarchy

Key research insights

CARD DESIGN - INFORMATION HIERARCHY

User testing '$ Pay' to meet business goals

Pay

Time

Effort

Type/Amt of work

Final Card Design

Pay

Summary

Complicators

When

Where

REFINING USER FLOW

73% reduction in order-drop offs

The revamped flow enables users to view all available orders without restrictions. However, they are limited in what they can claim — this ensures they’re aware of available work with maximum of two active claims at a time.

A/B TESTING

How should orders be viewed?

Option A - Map view

Option B - List view

Hypothesis

I anticipated Option A would perform better, trusting immediate visibility of order locations would enable quicker and seamless decision-making.

Results

73% of shoppers favored Option B, the vertical list displaying more offers at once.
90% of shoppers were aware that map was accessible in the detailed follow-up screen.

VISUAL CONSISTENCY

Design System update

Through user research, I identified the most important badges shoppers need to make informed claiming decisions. I documented badge designs with detailed specifications, created state-specific variants, and successfully integrated them into the design system.

After

Before

All explorations on loop

Layout variants handoff

Badge

Width

Hug

Height

Hug

24px

Direction

Horizontal

Align

Center

Padding

4px

8px

Corner radius

16px

WCAG Accessibility Check

MICRO INTERACTIONS

Seamless interactions

Swipe CTA to start the timer

Order claimed Toast message

Quick feedback banner

IMPACT METRICS

1.2% reduction in late deliveries

BUSINESS IMPACT

10%

8.8%

Old

New

8 secs

12 secs

Old

New

Time to claim order

Order Drop rate after claim

The redesigned order card played a pivotal role in improving shopper decision-making, leading to a

1.2 % reduction in late order drops post-claiming. This improvement, while partially attributed to the redesign, was also supported by complementary strategies implemented in parallel.

Note

USER CENTRIC IMPACT

SUS score to measure usability

Old Design

(below average)

New Design

(way above average)

37 % . in SUS points

Highest scores on "I found the design easy to use" and "I felt confident using the design" reinforced the success of the redesign.

To validate the impact of the redesigned order cards, I conducted a System Usability Scale (SUS) survey with 15 participants

EXPERIENCE HIGHLIGHT

I was a Shipt Shopper for a day

Spending a day as a Shipt shopper gave me firsthand insight into the challenges shoppers face, such as order claiming delays. Testing my designs in real-world scenarios helped me refine solutions that better aligned with shopper needs and identifying areas for improvement when navigating the app under time pressure.

LEARNINGS

Involve users early

Testing in users' real environments proved critical to understanding the nuances of their experiences. Observing shoppers interact with order cards during their shopping workflow revealed practical challenges and behaviors giving me opportunity to create solutions that seamlessly integrated into their natural shopping journey.

Design for familiarity

While I explored reimagining badges, user testing revealed the cognitive reliance on pill-shape as anchors for critical information. This established mental model made the familiar format indispensable for quick recognition and usability.

Checkout my other work👇

Explore next project