Overview
BEUTEA, a well-established beverage brand with around 83 locations throughout Malaysia, created an app to improve customer experience in pre-ordering and delivery.
The Problem
The primary challenge with the app is limited order tracking visibility, which can cause customers to overlook or become confused about their current order status.
The Solution
Following extensive research and stakeholder discussions, I designed and integrated an order tracking section on the homepage to improve visibility and enhance the customer ordering experience.
Role
UI UX Designer
Gears
Figma,Photoroom, Google Gemini, Nano Banana, Flaticon, Chatgpt
Duration
1 Months
Why these problem?
BEUTEA utilizes external third-party delivery services, which creates a communication barrier during unforeseen incidents (e.g., weather or transit breakdowns). Currently, when these third-party drivers cancel a delivery, the notification fails to reach the end-user. This lack of integration leads to significant customer frustration and wasted time.
Current Design
The Working Flow
My Approach
I began by placing a real order to experience the end-to-end journey, with a focus on identifying friction points that could impact user trust and post-purchase confidence.
From initial observation, I identified multiple areas for improvement across the flow. I chose to focus on order tracking experience, as it plays a critical role in reducing user anxiety and improving perceived service reliability.
To validate assumptions, I conducted lightweight qualitative research with 5–10 regular BEUTEA users to understand:
How they interpret current tracking updates
Where confusion or uncertainty occurs
What information they expect but do not receive
Insights from this process were used to define opportunity areas that balance user needs and potential business impact (e.g. reduced support inquiries, improved retention).
Product Think Approach
Trust Layer
Can I confidently rely on this app to streamline and enhance my ordering experience?
Engagement Loop
Scalable Experience
What value does this application provide, and what would motivate me to return and continue using it?
Does the system effectively adapt and scale to support sustainable business growth and market expansion?
Design Solutions
Design an order tracking section on the homepage that displays essential information, allowing users to quickly access order details without navigating through multiple screens.
In addition to displaying essential information such as tracking number, estimated wait time, and location, include a progress bar as a top priority to help users quickly understand the current stage of their order at a glance.
Importance of placement: Order tracking is a top priority for users immediately after placing an order. We recommend positioning this section right after the collection type, as both are core features of the app. This placement ensures users see the order tracking feature prominently when they first enter the homepage.
User Flow
The Impacts
Reduced User Anxiety & Improved Trust
When users can easily see their order status on the homepage with a progress bar and key details (tracking number, estimated delivery time, current location), they feel more confident about their purchase. This reduces worry and frustration, especially if there are delays, and helps users trust the BEUTEA app and brand more.
Decreased Support Burden & Operational Efficiency
When order tracking information is easy to find and understand, fewer customers need to contact support to ask about their orders. This lets the support team focus on harder problems and respond faster to customers who really need help.
Enhanced User Retention & Repeat Engagement
When the order tracking experience is clear and easy to use, customers feel more in control and informed. These satisfied customers are more likely to buy again in the future, which increases their lifetime value to the business and keeps them using the app more often.
The Wireframes
Results & Expected Outcomes
As users experience reduced anxiety and improved trust through better order tracking, they report higher satisfaction with the BEUTEA app and brand. This leads to positive reviews, word-of-mouth recommendations, and a stronger emotional connection to the brand, ultimately building a loyal customer base.
Increased Customer Satisfaction & Loyalty
Lower Customer Service Costs & Faster Response Times
With fewer support inquiries about order status, the support team can handle more complex customer issues efficiently. This reduces operational costs and allows the company to provide faster, more personalized support to customers who need it most.
Higher Sales & Business Growth
When customers feel confident and informed about their orders, they are more likely to complete purchases and order again. This results in increased repeat purchases, higher average order frequency, and improved revenue per customer, supporting BEUTEA's expansion goals across Malaysia.
Self-Reflection & Key Learnings
Understanding What Users Really Want Matters
This project taught me that listening to what customers complain about is the best way to build solutions that work. When we focus on solving real problems instead of guessing what people need, we create features that actually help them.
Small Changes Can Make a Big Difference
I learned that you don't need complicated solutions to have a big impact. A simple order tracking feature can help customers feel better, reduce support calls, and make more money for the business. This shows that doing one thing really well is better than doing many things okay.
Think About How Everything Connects
Working on this project showed me that one good feature can help many different parts of the business—making customers happier, helping the support team work faster, and earning more money. This taught me to always think about how my work affects everyone, not just one group.