My Role & Contribution
I redesigned the repeat delivery journey to reduce support tickets and improve long-term retention. This included simplifying how customers buy, manage, and edit their scheduled deliveries.
Role: UX and Service Designer
Scope: Led the end-to-end experience redesign across shopping, cart, checkout, and account management for repeat deliveries
Collaborated with: Product managers, engineers, support, and warehouse ops
🧐 Framing the Problem
Repeat delivery customers weren't continuing their deliveries past the second order. Considering the consistency in quality of the product, the gaps seemed to be somewhere in the service and platofrm.
100k+ customers used the service on monthly basis. Even when 10% of the customers reported a problem, it created a bottleneck for customer support teams having to solve the same problem for over 1000 customers per month. Customers struggled with editing, understanding schedules, and managing existing Auto Delivery (AD) orders.
🔎 How I Gained Clarity
🔎 Research & Insights:
Audited feedback and support tickets
Interviewed AD customers from two core archetypes: Routine Builders and Savvy Savers
Mapped service blueprint across UI, communication, and warehouse logistics
Key Findings:
23% reschedule after a reminder
10% contact support to make changes
Many customers create new ADs unintentionally
“Impossible to add to existing auto delivery! This happens every time. No time to contact customer service yet again!”
— Frustrated repeat delivery customer
🧰 My Approach
Customers didn’t understand when they would be charged or how to change frequency. They expected ADs to act like grouped orders.
Mental Model Misalignment:
Customers saw deliveries as grouped by dates
Platform used fixed "Delivery Groups"
Design Approach:
Made delivery dates the organizing principle
Added visibility of existing ADs across product and PDP
Simplified editing tools: clear quantity, pause, reschedule, move actions
Updated PDPs to encourage modifying existing ADs instead of duplicating them
Collaborated with warehouse ops to visualize the backend-to-frontend connection
🛠 Final Design Solution
Key UX Changes:
Replaced manual delivery groups with date-based grouping
Enabled on-PDP visibility of existing scheduled items
Added "Edit order" flow with consistent logic across UI
Contextual messaging: charging date, next shipment, confirmation steps
📊 Outcomes & Impact
Reduced support tickets related to:
Accidental duplicate ADs
Confusion over grouped deliveries
Difficulty editing or skipping items
Increased satisfaction and clarity around:
Knowing when and how the delivery will arrive
Making changes without agent support
Business impact:
Higher retention for AD customers (higher LTV)
Reduced spend on SEM for re-acquisition
More efficient warehousing through flatter processing logic
🧐 Learnings
Customers' expectations of repeat delivery = grouped, predictable, visible
Delivery experiences span across browsing, cart, comms, warehouse
Mental model alignment beats feature addition