Improved Order Claiming Experience
to Minimize Late Deliveries
My Role
Information Architecture
Prototyping
Interaction Design
Team
1 Product Manager
1 Data scientist
2 Engineers
Impact
Reduced Late Deliveries by 1.2% caused by distressed orders
FINAL SOLUTION
Improved claiming experience
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stay for a few seconds to watch the end to end prototype
USER PROBLEM
Shopper Behaviour
Visual Clutter
Overclaiming of Orders
Shoppers claim orders hastily due to fear of missing out, often dropping them upon finding higher-paying options. This results in distressed orders, requiring Shipt to pay an additional $5 per order to ensure fulfillment, leading to increased operational costs and delivery delays.
Shopper claims an order
Shopper selects schedule and zone
Views available orders to claim
Finds another order with better pay
Drops initial order to claim new one
Creating a Distressed order
Order is delivered late
$5 bonus added to claim dropped order
HOW MIGHT WE
Reimagine order claiming experience to minimize late deliveries resulting from distressed orders?
#1 SOLUTION - PRE CLAIM
Review before claim
Old Flow - Claim and Review
New Flow - Review and Claim
The revamped order claiming flow prioritizes reviewing key details before claiming, ensuring shoppers have all necessary information to make an informed decision. In contrast, the previous flow allowed shoppers to claim an order first and review it afterward, often leading to rushed decisions.
Current Flow
Step 1 - Claim
Step 2 - Review
New Flow
Step 1 - Review
Step 2 - Claim
EXPLORATIONS - USER TESTING
Balance goals with feasibility
Option A
Option B
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.
#2 SOLUTION - CLAIMING STRATEGY
Restrict Overclaiming Orders
Claim limit - 2
Informed Order Claiming
I collaborated with the product management team to develop a strategy limiting shoppers to claiming two orders per scheduled window and zone. This balanced user goals of maximizing earnings with the business objective of reducing dropping orders late.
Restrict to claim, but not to view
Haptic alert to cant claim the orders
#3 SOLUTION - DROPPING STRATEGY
Warn before dropping
Reliability %
Commitment
Perfomance rating
Shoppers must maintain a 90% on-time percentage to remain eligible for bonuses. I collaborated with the UX copywriter to refine the notification warning shoppers of the consequences, such as negative impact in their performance ratings. This aimed encouraging more careful decision-making before dropping an order late.
Current Card
New Card
Improved the CTA hierarchy
MICRO INTERACTIONS
Seamless interactions
Swipe CTA to start the timer
Order claimed Toast message
Quick feedback banner
LEARNINGS
Design for familiarity
Mental Model
Cognitive recognition
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.
Involve users early
User Environement
Cognitive recognition
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.
