POST ORDER
Collaborating with
5 PD’s, 1 BA, 4 Dev's
Improving the User Experience of Post-Order in Craft My Plate to Build Trust, Enhance Engagement & Drive Repeat Orders
DEFINING PROBLEM
WHAT IS POST ORDER
The post-order flow initiates the moment a user successfully places an order, guiding them through the critical phase from confirmation to final fulfillment. This essential part of the user journey focuses on maintaining transparency and trust by providing real-time updates, offering crucial support, and facilitating any necessary adjustments, ultimately ensuring a smooth and satisfying completion of their transaction.
PROBLEM STATEMENT
Users face confusion and uncertainty after placing orders on Craft My Plate due to a lack of real-time tracking, unclear refund policies, and insufficient communication about delivery updates. This leads to frustration, increased support calls, and reduced user trust and retention.
RESEARCH & ANALYSYS
USER INTERVIEWS
03 Days
Conducted three days of online interviews, observing real user behavior across planning and delivery phases.
30+ Users
Interviewed over 30+ Existing users, including first-time users,to understand their needs and challenges.
20+ Insights
Turned the findings into clear user journeys, mapped out pain points, and identified ways to build trust, all to guide better UX decisions.
Users said they often had no clarity on their order status and had to call executives repeatedly for updates.
They felt stuck after placing an order since there was no way to edit details like time, items, or quantity.
Many mentioned they were fully dependent on calls for tracking, refunds, or small changes, which created delays.
Several users found paying the full amount upfront difficult and expressed a need for split or milestone payments.
Some even dropped or canceled orders because paying everything at once didn’t feel safe
Users also felt the app interface was cluttered and confusing, with no easy access to basic actions like track, edit, or cancel.
IDEATION
From user feedback, we saw clear gaps in the post-order journey—limited order visibility, no flexibility after placing an order, and heavy dependence on support. Our ideation focused on addressing user needs (transparency, flexibility, trust), business needs (efficiency, retention), and market gaps (lack of flexible post-order management in bulk food delivery), leading to key post-order improvements.
Lack of Transparency: Users couldn’t track orders in real-time or receive automated updates, forcing them to call executives for every status update and leaving them uncertain about delivery timelines.
No Postorder Flexibility: No option to edit orders (change items, quantities, or delivery time) after placement, causing frustration when plans changed.
Dependency on personal calls: Users relied heavily on manual follow-ups with executives for changes, refunds, and tracking, creating inefficiency and delays
No Split Payments: to Users could only pay the full amount upfront, which feels restrictive for large catering orders and caused many to drop off or cancel when they prefer partial or milestone-based payments
Unsatisfactory UI: The interface felt outdated and cluttered, with no clear hierarchy of actions or easily accessible options like “Track Order,” “Cancel,” or “Edit.”
DESIGN
MY ORDERS
USABILITY TESTING
We tested the entire app flow with a group of existing users, including both first-time and repeat customers. Feedback was overwhelmingly positive, the simplified item selection, clearer navigation, streamlined ordering significantly reduced confusion and hesitation, especially for bulk orders. Differentiating services into separate flows also made the experience more intuitive. Insights from direct interviews and live testing sessions guided minor adjustments to navigation and pricing displays, which enhanced user confidence, streamlined the process, and led to higher adoption and repeat usage.
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