E-COMMERCE
Track With Confidence
Year
2024
Company
TikTok
Role
Product Design
Background
The project initially focused on the US and UK markets, where users frequently asked, “Where is my order?” and “What can I do with my order?” after placing purchases, often leading to customer service contacts (CPO entry). These issues stemmed from inconsistent and inaccurate information on the Order Details page, creating confusion and frustration for buyers.
As TikTok Shop prepared to expand into EU markets, these inconsistencies posed an even greater risk due to stricter customer protection expectations and increased operational complexity across multiple countries. Addressing these challenges became critical to ensuring a scalable, consistent post-purchase experience before launch in new regions.
Problem
The previous order status tracker:
Occupied excessive horizontal space, pushing essential order information below the fold.
Lacked clear information hierarchy, causing confusion about order status and next steps.
Provided unintuitive entry points for after-sale actions (returns, cancellations), leading to user frustration and a poor post-purchase experience.
Solution
Reduce customer confusion, improve after-sales support, and prepare TikTok Shop’s EU launch with a scalable, clear order tracker.
To achieve this, I redesigned the Order Details page to:
Clearly show order status and next steps
Make returns and cancellations easy to find
Keep key order details easy to scan
Show clear updates for multiple packages in one place
Proactively communicate delays and issues to reduce customer service contacts
This created a consistent, user-friendly post-purchase experience ready for global markets.
Single Package Scenarios
For orders shipped in a single package (including luxury goods and signature-required items), I designed a clear horizontal tracker with logical step progression, helping buyers understand where their package was and what to expect next.
Multiple Package Scenarios
For split shipments, I created a unified tracking page that displayed updates for each package with clear explanations for the split, reducing user confusion and unnecessary service contacts.
Single Package Scenarios
For delays and exceptions, I designed proactive, clear communication within the tracker so users would understand the causes (carrier issues, customs, etc.) and know the next steps without needing to contact customer service.
Outcome
The redesigned Order Status Tracker improved tracking clarity, made returns and cancellations easier to find, and reduced customer service contacts, leading to a better post-purchase experience and increased user trust.
Impact:
+16.5% increase in customer satisfaction per capita Gross Merchandise Value (GMV)
+7.5% increase in reverse (returns/cancellations) page views, +2.76% increase in reverse initiation rate
-6.4% fewer users clicked “Consult Customer Service”
-17.5% reduction in Cost Per Order (CPO) for complaint-related orders, -4.66% reduction for non-complaint orders
-18% decrease in “Delivery Not Received” (DNR) complaints
This project strengthened TikTok Shop’s post-purchase journey by aligning business goals with user needs while reducing operational friction. By focusing on clarity, consistency, and actionable transparency, it empowered buyers to track and manage their orders confidently, reducing support costs and improving user trust.