The newest iteration of the HIVED tracking page

As ecommerce continues to grow and online shopping becomes a part of everyday life, our HIVED tracking page has always been more than just a functional tool; it’s a critical touchpoint between retailers and recipients, that represents a reliably better, refreshingly different delivery experience. With that in mind, and as we head into our next phase of growth, it’s time for a new, more thoughtful iteration of our tracking page.

Redesigning our tracking page

At HIVED, our customer-centric model is at the core of everything we do to create a truly exceptional delivery experience. As such, our live tracking page is a central touchpoint of the ecommerce journey, and one we’ve been intentional about getting right. While our existing tracking experience was already delivering real value to users, we knew there was room to make it even better to stay one step ahead.

To elevate the experience, our Customer Experience Squad, a cross-functional team of brand, engineering, and design experts, came together to reimagine how our tracking page should feel: clear, accessible, and helpful. We set out to redefine what we already had, in order for our current tracking page to be elevated, with every detail thoughtfully designed around the user, therefore offering an enhanced sense of progress, timing, and confidence. 

Drawing from recipient feedback, support interactions, and insights from our internal CX team, we identified several areas primary to user satisfaction. From this, four key priorities guided our redesign process:

Clarity: Users need to quickly understand where to find key features like live tracking and delivery options. When this information isn’t presented in a straightforward manner, it leaves an opportunity for unnecessary friction which can lead to confusion during critical moments of the delivery journey.

Transparency: When ETAs change or delays occur, recipients want reliable, real-time updates. Without easily accessible consistent communication, uncertainty can add stress to the delivery experience.

Reassurance: Recipients should feel in control of their delivery, with preferences to support and access. To prevent a feeling of disconnect, it is key to make sure users can locate these tools with ease.

UX design: Perfecting the tone and clarity of language throughout the tracking page is vital in how approachable and easy a page feels to use. Focusing on copy and layout was important in order to make users feel welcomed and at ease when viewing the page.

Upgrading the HIVED experience

With these four priorities in mind, we set out to redesign the tracking page with the end recipient at the forefront of every decision, whether it was layout, copy, or colour, making the experience feel more human and connected.

To improve clarity, for instance, we focused on simplifying navigation and increasing the visibility of key actions. Clearer, more user-friendly instructions now guide recipients through what’s happening with their parcel and what steps they can take along the way.

We also made the tracking experience more dynamic and informative, streamlining real-time ETA updates and clearer messaging to help recipients stay in the loop and feel more in control.

Crucially, we reorganised the interface to better surface delivery preferences and support tools, to provide a reassuring experience for users. From changing delivery instructions or accessing on-demand support from our customer support team, recipients now have a smoother path to managing their deliveries on their own terms.

Finally, we overhauled the majority of our UX writing, for a stronger and more straightforward tone to reduce friction, eliminate ambiguity, and make the entire experience feel more intuitive and supportive.

‍The bigger picture

This redesign was about improving the experience for everyone who experiences the HIVED journey, including shippers, end recipients, and HIVED delivery drivers. By empowering recipients to manage delivery preferences and improving communication, we’ve aimed to: 

• Improved first-time and on-time delivery success rates for greater customer satisfaction
• Provide a smoother experience for HIVED delivery drivers on the road
• Lower support contact rates thanks to clearer communication and greater recipient ownership

Of course, no redesign comes without challenges. We had to find a balance between being transparent with recipients without overwhelming them with too much information. Working with real-time delivery windows, for example, meant crafting messaging that’s timely, human, and empathetic. We focused on making every update feel personal, reminding users that there are real people behind each delivery who are there to make it a great experience. 

We’re excited to see these changes take effect and will be tracking their impact closely as the new experience rolls out, and, we’ll keep iterating and improving the experience as we continue to gather data and feedback.

Curious about joining the HIVED team and helping to build a stand out experience? Explore our open roles here and follow along with our journey on LinkedIn or via our website www.hived.space.

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