Research
UX Strategy
Information Architecture
UI Design
A/B Test
UX Writing
Prototyping
Company
Rappi
Company
Rappi
Trust isn't built when everything goes right.
It's built when things go wrong.
Trust isn't built when everything goes right. It's built when things go wrong.
Trust isn't built when everything goes right.
It's built when things go wrong.
We redesigned Order Tracking to help users understand delays, reducing uncertainty, support contacts, and cancellations.
We redesigned Order Tracking to help users understand delays, reducing uncertainty, support contacts, and cancellations.
Note: UI copy is shown in Spanish, as this product
serves Spanish-speaking markets across Latin America.
Note: UI copy is shown in Spanish, as this product serves Spanish-speaking markets across Latin America.
Context
Rappi is one of Latin America's largest super apps, handling millions of deliveries across multiple countries.
Although most orders were delivered on time, we found that even a few minutes of delay were enough to make users lose confidence in the platform. When analyzing internal data, one insight immediately stood out:
60% of all order status support contacts happened within the first 10 minutes after the original ETA.
This suggested that the problem wasn't only operational, it was also a communication problem. When users didn't understand what was happening with their order, they naturally contacted support or canceled the delivery.
Rappi is one of Latin America's largest super apps, handling millions of deliveries across multiple countries.
Although most orders were delivered on time, we found that even a few minutes of delay were enough to make users lose confidence in the platform. When analyzing internal data, one insight immediately stood out:
60% of all order status support contacts happened within the first 10 minutes after the original ETA.
This suggested that the problem wasn't only operational, it was also a communication problem. When users didn't understand what was happening with their order, they naturally contacted support or canceled the delivery.
Challenge
How might we reduce uncertainty during delivery without relying on customer support?
Our goal was to transform Order Tracking from a passive status page into an experience that proactively answered users questions and maintained trust even when delays occurred.
How might we reduce uncertainty during delivery without relying on customer support?
Our goal was to transform Order Tracking from a passive status page into an experience that proactively answered users questions and maintained trust even when delays occurred.
Business Goals
Reduce Order Status Contact Rate. Reduce delay-related cancellations. Increase user retention during delivery.
User Goals
Clearly understand what's happening with their order. Feel that Rappi is in control of the delivery. Know when they should wait, and when action is actually required.
My Role
I led the end-to-end redesign of the Order Tracking experience, partnering closely with Product Managers and Engineers to define the strategy, prioritize solutions, and deliver the final experience.
I led the end-to-end redesign of the Order Tracking experience, partnering closely with Product Managers and Engineers to define the strategy, prioritize solutions, and deliver the final experience.
My responsibilities:
Discovery
Without a dedicated Research team, we adopted a lean discovery approach based on a huge benchmark analysis, desk research, behavioral data, and close collaboration with Product.
One insight quickly emerged: Most delivery apps only communicate what stage an order is in, and very few explain why a delay happened, what it means, or what users should expect next.
We identified an opportunity to differentiate Rappi through proactive and transparent communication rather than simply providing status updates.
Our core hypothesis became: Users don't just need updates, they need predictability.
Without a dedicated Research team, we adopted a lean discovery approach based on a huge benchmark analysis, desk research, behavioral data, and close collaboration with Product.
One insight quickly emerged: Most delivery apps only communicate what stage an order is in, and very few explain why a delay happened, what it means, or what users should expect next.
We identified an opportunity to differentiate Rappi through proactive and transparent communication rather than simply providing status updates.
Our core hypothesis became: Users don't just need updates, they need predictability.
Design Decisions
Instead of simply refreshing the interface, we redesigned how delivery progress was communicated. This transformation was part of the Rappi 8 launch, a new design system that enabled a more cohesive, intuitive, and scalable experience across the entire app.
Instead of simply refreshing the interface, we redesigned how delivery progress was communicated. This transformation was part of the Rappi 8 launch, a new design system that enabled a more cohesive, intuitive, and scalable experience across the entire app.
Reorganized the information hierarchy
We prioritized the most important information at the top of the screen using familiar interaction patterns, making the experience easier to scan and understand.
We prioritized the most important information at the top of the screen using familiar interaction patterns, making the experience easier to scan and understand.
Combined ETA and order status
Previously, delivery time and order status were displayed separately. By consolidating both into a single information block, users could understand the overall delivery state at a glance.
Previously, delivery time and order status were displayed separately. By consolidating both into a single information block, users could understand the overall delivery state at a glance.
Replaced the circular animation with a horizontal timeline
The previous animation indicated that something was happening but failed to communicate progress.
We introduced a horizontal timeline with recognizable icons, allowing users to immediately understand where their order was and what would happen next.
Replaced the circular animation with a horizontal timeline
The previous animation indicated that something was happening but failed to communicate progress.
We introduced a horizontal timeline with recognizable icons, allowing users to immediately understand where their order was and what would happen next.
The previous animation indicated that something was happening but failed to communicate progress.
We introduced a horizontal timeline with recognizable icons, allowing users to immediately understand where their order was and what would happen next.
Rewrote every delivery state and notifications
We redesigned all copy across the tracking experience. Each state now explains what's happening, why it's happening, and what users should expect next. Rather than simply displaying status labels, the interface proactively answered common questions before users felt the need to contact support.
We redesigned all copy across the tracking experience. Each state now explains what's happening, why it's happening, and what users should expect next. Rather than simply displaying status labels, the interface proactively answered common questions before users felt the need to contact support.
Added proactive delay communication
Instead of only updating the ETA when delays occurred, we explained what was happening behind the scenes — whether the order was still being prepared, delayed by heavy rain, affected by a protest along the route, or facing another unexpected issue — and, whenever relevant, suggested the next step users could take.
Our goal was to replace uncertainty with transparency. By helping users understand what was happening with their order, we gave them greater peace of mind and confidence that their order was still moving forward, even when delays occurred.
Instead of only updating the ETA when delays occurred, we explained what was happening behind the scenes — whether the order was still being prepared, delayed by heavy rain, affected by a protest along the route, or facing another unexpected issue — and, whenever relevant, suggested the next step users could take.
Our goal was to replace uncertainty with transparency. By helping users understand what was happening with their order, we gave them greater peace of mind and confidence that their order was still moving forward, even when delays occurred.
Enabled communication before courier assignment
Previously, users could only contact the courier after one had been assigned.
We surfaced the chat entry point earlier in the journey, allowing users to leave delivery instructions in advance. Once a courier accepted the order, those instructions were immediately available, reducing friction and avoiding repeated explanations.
Previously, users could only contact the courier after one had been assigned.
We surfaced the chat entry point earlier in the journey, allowing users to leave delivery instructions in advance. Once a courier accepted the order, those instructions were immediately available, reducing friction and avoiding repeated explanations.
Put delivery changes in users' hands
Instead of relying on customer support, users could now manage key delivery actions directly from Order Tracking. This included updating the delivery address, editing delivery details and adding delivery instructions.
Giving users self-service controls reduced operational dependency while making the experience faster and more transparent.
Instead of relying on customer support, users could now manage key delivery actions directly from Order Tracking. This included updating the delivery address, editing delivery details and adding delivery instructions.
Giving users self-service controls reduced operational dependency while making the experience faster and more transparent.
Reduced the visual prominence of the Help button
We also ran an A/B test reducing the visual emphasis of the Support button.
Our hypothesis was straightforward: If users could find the answers directly within the interface, fewer of them would need to contact support.
We also ran an A/B test reducing the visual emphasis of the Support button.
Our hypothesis was straightforward: If users could find the answers directly within the interface, fewer of them would need to contact support.
Created a dedicated communication and monetization space
We introduced a dedicated banner area within Order Tracking that became a flexible communication channel throughout the delivery journey.
The space supports promotional campaigns, internal product announcements, feature launches, and contextual messages, while also enabling commercial partnerships with external brands.
Beyond improving communication with users, the redesign created a scalable monetization opportunity without disrupting the core delivery experience.
We introduced a dedicated banner area within Order Tracking that became a flexible communication channel throughout the delivery journey.
The space supports promotional campaigns, internal product announcements, feature launches, and contextual messages, while also enabling commercial partnerships with external brands.
Beyond improving communication with users, the redesign created a scalable monetization opportunity without disrupting the core delivery experience.
Dynamic content hierarchy
The Order Tracking page dynamically adapts its content hierarchy based on the user’s current order state and most relevant needs. In the early stages, for example, changing the delivery address is prioritized while there’s still time to make an adjustment. Once the order is out for delivery, contacting the courier becomes more relevant, so that component moves to the top. When a delivery code is required, it takes priority instead.
This approach ensures that the most important action is always within easy reach, reducing friction and making the experience more relevant at every stage of the delivery.
The Order Tracking page dynamically adapts its content hierarchy based on the user’s current order state and most relevant needs. In the early stages, for example, changing the delivery address is prioritized while there’s still time to make an adjustment. Once the order is out for delivery, contacting the courier becomes more relevant, so that component moves to the top. When a delivery code is required, it takes priority instead.
This approach ensures that the most important action is always within easy reach, reducing friction and making the experience more relevant at every stage of the delivery.
Beyond the Order Tracking Page
We also redesigned the Home Widget, the main entry point to Order Tracking from the app’s home screen. The new experience surfaces more relevant, real-time information at a glance, including the delivery code, unread messages from the courier or support, and progress through the delivery journey.
By bringing these updates directly to the home screen, users can quickly understand what’s happening with their order and identify when there’s something that requires their attention — without having to open the full Order Tracking experience.
We also redesigned the Home Widget, the main entry point to Order Tracking from the app’s home screen. The new experience surfaces more relevant, real-time information at a glance, including the delivery code, unread messages from the courier or support, and progress through the delivery journey.
By bringing these updates directly to the home screen, users can quickly understand what’s happening with their order and identify when there’s something that requires their attention — without having to open the full Order Tracking experience.
Impact
The redesign transformed Order Tracking from a passive tracking screen into a communication tool that helped users feel informed throughout the delivery journey.
Results
📉 Reduced Order Status Contact Rate.
🚫 Fewer delay-related cancellations.
📈 Increased user retention during delivery.
🤝 Improved user trust and perceived transparency.
The redesign transformed Order Tracking from a passive tracking screen into a communication tool that helped users feel informed throughout the delivery journey.
Results
📉 Reduced Order Status Contact Rate.
🚫 Fewer delay-related cancellations.
📈 Increased user retention during delivery.
🤝 Improved user trust and perceived transparency.
Key Learnings
The biggest takeaway from this project was that delays themselves aren't always the problem.
Users are generally willing to wait a little longer when they understand what's happening. What creates frustration is uncertainty.
This project reinforced a principle I continue to apply in product design: Design can't eliminate operational uncertainty, but it can eliminate perceived uncertainty.
By improving communication, setting expectations, and making delivery progress easier to understand, we created value for both users and the business.
The biggest takeaway from this project was that delays themselves aren't always the problem.
Users are generally willing to wait a little longer when they understand what's happening. What creates frustration is uncertainty.
This project reinforced a principle I continue to apply in product design: Design can't eliminate operational uncertainty, but it can eliminate perceived uncertainty.
By improving communication, setting expectations, and making delivery progress easier to understand, we created value for both users and the business.