SkipTheDishes

Order Tracker

SkipTheDishes connects Canadians to restaurants that don't offer delivery. However, shortly after the service's debut, their existing order tracker left customers wanting more.

Customers were often confused about the location of their food and the time of devliery. Also, the order tracker didn't clarify who handled different parts of the order, leading to inaccurate reviews. Additionally, it lacked the delightful and unique experience offered by competitors like Just Eat and Domino’s.

Timeline

2015–2016

Original SkipTheDishes order tracker (2015)

With our new order tracker, our top priority was to ensure customers stayed informed about their order status. We achieved this by displaying the courier’s real-time location and using clear messaging that updated throughout the trip.

To enhance transparency, we introduced a confirmation dialogue when the order was confirmed by the restaurant and a courier was assigned. This provided customers with information about who was handling each part of their order along the way.

Fullscreen tracker concept (2015)

Sidebar tracker concept (2015)

We decided to retain the sidebar because we believed that removing too much information could confuse customers and lead to unnecessary clicks to access essential information.

With the order tracker concept established, I shifted my focus to the visual design. Our aim was to make the new order tracker distinct from other delivery services, featuring a fresh, modern interface. We also aimed to inject some fun into the process by incorporating animated courier journeys as they delivered to the customer’s location.

Updated order tracker (2016)

  • We improved order updates by using clear and transparent language from order placement to delivery.
  • To enhance data accuracy from customer reviews, we outlined restaurant responsibilities.
  • For a more personal touch, we introduced the courier's name and their Skip history, instilling confidence in customers about their delivery driver.
  • We added an itinerary to help customers gauge their proximity to receiving their order.

Order detail sidebar tab (2016)

Order confirmation dialogue (2016)

Order tracker mobile view (2016)

Results

Our updated tracker received positive feedback from customers. They particularly appreciated tracking their courier's route and estimated arrival time, leading to a significant decrease of nearly 25% in order status-related support tickets and calls.