Track My Order Redesign

Context

Clinique is a global skincare and cosmetics brand operating large-scale e-commerce across multiple regions. One of the most frequent customer interactions happens after the purchase, when users want to know where their order is. The existing tracking experience was fragmented and created unnecessary friction for customers.

Problem

Customers trying to track their orders were redirected to external carrier websites. This created several issues:

• inconsistent UI and messaging across carriers

• additional clicks and context switching

• confusion when orders shipped in multiple packages

• increased WISMO (“Where Is My Order”) support contacts

Large orders often shipped in multiple boxes, but the tracking experience did not clearly explain which items were in which shipment. As a result, customers lacked confidence in delivery status and often contacted support for clarification.

Hypothesis

By integrating Narvar Notify and a new TMO page, we could create a unified, real-time tracking experience that:

• Reduced the number of redirects and customer effort.

• Empowered customers with self-service capabilities.

• Lowered contact center volume by 10%, driving operational savings.

Goal

Design a unified order tracking experience that:

• allows customers to track shipments directly on the website

• clearly explains multi-shipment orders

• reduces friction during the post-purchase journey

• lowers customer service contacts related to order status

Success metric: Reduce WISMO support contacts by ~10%.

Solution

We redesigned the Track My Order experience and integrated Narvar’s Order Tracking API directly into the website. The new system provides:

• real-time shipment updates

• consolidated order tracking

• visibility for multiple shipments

• clear delivery expectations

Entry Point

Customers can access tracking by entering their order number. Once submitted, the system retrieves real-time shipment data from the Narvar API.

Single Shipment Tracking

We embedded Narvar’s tracking widget directly into the existing order detail page, so customers no longer jump out to a carrier site. The flow surfaces expected delivery dates, live package location, and issue alerts in one place—reducing confusion and click drop-off during the post-purchase phase.

Multi-Shipment Tracking

Large orders often ship in multiple boxes or mixed carriers, so we redesigned the layout around a “shipments stack.” Each card shows the items inside, the carrier, and a progress bar, letting shoppers understand at a glance which parts of their purchase are already delivered and which are still on the way.

Shipment Timeline

We designed the tracking experience as a chronological timeline that shows the order’s progression. Example scenario:

Shipment 1 → Delivered
Shipment 2 → Out for delivery
Shipment 3 → Preparing for shipment

Multi-Shipment Happy Path

In the ideal scenario, the customer sees a chronological story: shipment 1 delivered, shipment 2 out for delivery, shipment 3 preparing. We designed this happy path as a celebratory timeline with clear states, so customers feel confident everything is moving forward even if packages arrive on different days.

Comprehensive Order Statuses

We defined a canonical set of statuses—Processing, Packed, Shipped, Out for Delivery, Delivered, Delayed, Return in Transit, Cancelled, Backorder—and mapped them to Narvar’s API:

Impact

• Reduced friction: No more redirects to carrier websites.

• Greater transparency: Real-time updates and detailed status information.

• Increased customer satisfaction: Improved trust and control over orders.

• Operational efficiency: Expected 10% reduction in Customer Center contacts.

Key Learnings

• Integrating tracking tools directly into the brand ecosystem increases user trust and engagement.

• Multi-shipment visibility is crucial in modern e-commerce to manage split deliveries.

• Clear, branded communication helps set accurate delivery expectations and reduces WISMO (“Where is my order?”) inquiries.

Conclusion

By integrating Narvar tracking directly into the website and redesigning the tracking flow, we transformed a fragmented post-purchase experience into a unified and transparent journey.

The new Track My Order system improves customer confidence, reduces friction, and helps scale support operations as order volume grows.