Impact
$100m reduced concessions
Problem
When ordering a large, bulky item on Amazon such as a home gym or sofa, the product will often ship in multiple boxes, which may arrive separately.
No screen in post order gives any indication that the product ships in multiple boxes.
- Progress Tracker only tracks 1, randomly assigned box. If other boxes are lost or delayed, there's no way for the customer to track this.
- Controls for Returns or Exchanges appear after the randomly assigned box is delivered. The customer can return only 1 box, causing delay in receiving a refund or exchange.
- During returns, only 1 QR code shipping label is generated. The customer will only be able to return 1 box in their order. Carriers like UPS won't pick up the other boxes without proper shipping labels.
- Post Order is a very complex area with hundreds of unique screens for different states from Order to Arriving to Delivered to Returned. Even very small changes can be 20+ weeks of engineering effort.
Opportunity
We have the opportunity to streamline post order CX, and allow the customer to receive multibox orders just as easily as they would receive a single box order.
Insights
Amazon loses over $100m annually in the form of concessions for multibox orders
- Amazon loses over $100m annually in the form of concessions such as rebates, returnless refunds, etc.
- It also increases Cost to Serve as customer support is required to track down boxes or give more shipping labels.
- Over 80% of customers track their orders on mobile Your Orders page. They view it as a "hub for all order information"
Design options
Many options and iterations were explored and ranked into 3 groups when presented to leadership
Mild - Medium - Spicy
Mild
Notifications only
My PM came to me with this solution in mind. Email and SMS which provides tracking numbers to the customer to copy and paste into carrier websites
- This is a very low tech lift and ground up solution to our customer problem
- Receiving emails and SMS with instructions to go to external sites looks too much like a scam
- Let's think beyond this to imagine the best experience for our customers
Medium
Separate cards
Separate card for each box, that leads to an individual progress tracker
- Not satisfied with a notifications only solution, I set about to empower the customer with individual tracking information for each box. This allows the customer to track all their information within the app.
- This separate cards solution would scale to multiple pages and all states in Post Order.
- On the downside, items with many boxes will clog up this page with cards
Spicy
The hub
Industry first multibox tracking solution
Features
Ingress into hub
The customer can easily see that their order arrives in 2 boxes on Your Orders. Tap on the card to enter the hub
Features
Box overview
Here the customer can see a high level overview of all their boxes in flight.
Features
Box tracking
To see granular information, the customer can tap on any box to go the individual progress tracker
Feature
View box contents
- View box contents ingresses across all pages lead to page where customer can see the exact contents and dimensions of each box. With the exception of IKEA, no other company includes this kind of information for the customer.
Feature
Desktop
With all my work, I design for all device types and screen sizes.
More details
Want to hear the full story?
This project did not go as smoothly as it seems here in this summary. Earlier iterations were explored before going in this direction. I coordinated with many teams for approval, gained internal and leadership alignment, and expanded my new multibox framework to fit dozes of use cases around the world.
Contact me for a detailed presentation.
