ManoMano · 2025 ·

ManoMano · 2025

E-commerce

App/Web

Cutting delivery choice from a parallel grid to a sequential decision

Cutting delivery choice from a parallel grid to a sequential decision

Delivery and tracking was the single largest driver of negative NPS on ManoMano (40pt). I redesigned delivery selection across app and web so shoppers compared fewer variables at once. This impact directly +14M of shoppers.

Role : Product designer

Team : 3 Product managers, 3 Engineers, 1 Transport manager

ManoMano, 2025

E-commerce

App/Web

Cutting delivery choice from a parallel grid to a sequential decision

Cutting delivery choice from a parallel grid to a sequential decision

Delivery and tracking was the single largest driver of negative NPS on ManoMano. I redesigned delivery selection across app and web so shoppers compared fewer variables at once.

Delivery and tracking was the single largest driver of negative NPS on ManoMano. I redesigned delivery selection across app and web so shoppers compared fewer variables at once.

Challenge

The main driver of negative NPS on the ManoMano website was the delivery and tracking experience. Both in terms of delivery options during checkout and reliability of services.

Context

Delivery page cause x % cart abandon rate during check out with direct impact to business volume loss. I had several hypothesis which shoppers missed crucial information during checkout causing them to go back to cart to recheck order summary.

Moreover, I scale to cross team which concerns order summary and paybox transparency

Delivery page cause x % cart abandon rate during check out with direct impact to business volume loss. I had several hypothesis which shoppers missed crucial information during checkout causing them to go back to cart to recheck order summary.

Moreover, I scale to cross team which concerns order summary and paybox transparency

Design principles

Start with the shopping journey

Start with the shopping journey

I audited the delivery journey on both app and web, and gathered NPS, CES and open-text verbatims to locate where the friction concentrated rather than where it was assumed to be.

I audited the delivery journey on both app and web, and gathered NPS, CES and open-text verbatims to locate where the friction concentrated rather than where it was assumed to be.

Design process

Align around the experience

Align around the experience

I ran collaborative sessions with designers, product managers and business owners to pressure-test directions early and surface the commercial constraints before they became rework.

I ran collaborative sessions with designers, product managers and business owners to pressure-test directions early and surface the commercial constraints before they became rework.

From discovery to purchase, I looked at the moments that could create hesitation or unnecessary effort.

Research & UX audit

Diagnosed root causes of the negative delivery NPS, as measured by mapping NPS, CES, and verbatim feedback across both platforms, by auditing the full user journey to pinpoint the exact friction points.

Main pain point starts when buyers start making a decision and return to the purchase funnel, as well as aftersale service.

User flows & ideation

Mapped the current and target user flows for delivery selection across app and web, using Miro, to identify where to remove and where to consolidate decision points.

Cross-functional workshops

Aligned design, business, and product on a single target experience consist of 3 product managers and 2 designers, as measured by reaching consensus on the simplified flow within 4 weeks, by running structured design critique workshops that minimized individual bias.

Prototyping & validation

Validated the simplified and scalable design before build by building interactive Figma prototypes and launched AB testing with 50% of users on platform.

From insight to experience

Delivered a simplified full transparent checkout experience across app, web. Helping shopper makes faster decisions by proving order summary, transparency of fees, cancellation policy and options based on their distances.

The new checkout flow makes sure I rank the best delivery options for buyers based on customised address data.

Dropped off from add to card to delivery page caused by no transparency of price and fees expected.

Impact

+1.2pt

Conversion rate from checkout

+6.57%

CTR during AB testing period

What I learned

What I learned

What I learned

Designing a checkout flow is all about removing unnecessary noise and letting buyers focus on the necessary. The key is reassurance and transparency. Even with validated tests and A/B tests, the result after launch could still drop.

Delivery experience is also heavily impacted by uncontrollable factors like carrier expectations in a marketplace setting, but the key here is to be transparent with our buyers and make sure they have all the tools and places to go when they need help

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