This lack of transparency leads to high customer anxiety and a high contact rate, with 73% of customer contacts occurring before the order is even picked up. Specifically, nearly 50% of contacts happen during the window when a vendor accepts the order and the rider is traveling to the vendor.

In this project I aimed to reduce customer anxiety and support contact rates by providing more visibility into the delivery process, particularly when riders are assigned to multiple orders (stacked orders).

Hypothesis: By showing the map and rider activity earlier—specifically when a rider is assigned—customers will perceive visible progress, feel less anxious, and be less likely to contact support.

Key Design Changes I made:

• Early Map Visibility: The design transitioned from "hiding the map" to showing the rider's pin and route as they approach the vendor.

• Stacked Order Messaging: When a rider makes an additional stop, an interactive message ("Rider making 1 stop") is displayed on the map.

• Educational Overlay: Tapping the message opens a bottom sheet explaining the benefits of stacked deliveries, such as reduced delivery fees and lower carbon emissions.
  
  

Research Findings:

• Perception: 60% of users successfully identified the map message as interactive.

• Clarity: 76% of participants found the explanation for the rider's extra stop easy to understand, and 84% could correctly recall at least one benefit of stacked orders (e.g., eco-friendliness or reduced fees).

Conclusion: My study concluded that transparency reassures users that their order is being handled normally. Final recommendations include adding animations to the map message to increase visibility and rephrasing carbon emission explanations for better clarity.