Albert Heijn

Digital Product Design

App

Improving trust and reassurance in the Albert Heijn delivery process

Searching for a holiday on the Sunweb website was not meeting the needs of users. The main problem was that the filters were confusing and difficult to use. To solve these issues, the holiday search was redesigned to make the filters more understandable and easier to use, with clear and descriptive labels and logical organization.

The problem

Albert Heijn is the largest supermarket chain in the Netherlands, with a popular app that allows customers to easily shop and schedule deliveries. However, the company was struggling with a high volume of calls to customer service from users who were concerned about the status of their delivery. These calls took time and resources to handle, and they also contributed to a lack of trust and reassurance among users.

Customers were calling customer service for updates on their delivery because they did not have access to information about the delivery person or the status of their delivery in the app. This lack of transparency left users feeling uncertain and anxious about the status of their order, leading to an increase in calls to customer service for reassurance.

Solution

To address this issue, we implemented a feature in the Albert Heijn app that allowed users to view the name and contact information of their delivery person, as well as the estimated time of delivery. This gave users more transparency into the delivery process and allowed them to directly contact the delivery person if they had any questions or concerns.

In addition, we added a delivery tracking feature that allowed users to see the location of their delivery in 'the last mile' in real-time on a map. And we informed users how many clients the delivery guy has to serve before them. This helped users feel more in control of the delivery process and gave them a more clear understanding of when to expect their order.

Result

In a usability test users reported feeling more reassured and in control of the delivery process thanks to the transparency provided by the delivery person's information and the real-time tracking feature. Overall, these changes helped to improve the user experience of the Albert Heijn app and build trust in the delivery process. To this day, the prototype that I designed for Albert Heijn Track & Trace is used by the team, developed, and is currently live. Except for the name of the driver and the map tracking function as this needed more privacy regulations to be further discussed over. This graduation project got rewarded with a 10 from the Hogeschool Rotterdam, and therefore I successfully graduated my Bachelor's degree.

"During his graduation at Albert Heijn, Joshua went through the entire design process to improve customers' Track&Trace experience. He did this excellently, which is why he was rightly rewarded with a final grade of 10 for his graduation! Joshua is a very all-round designer who has mastered all aspects of UX Design. During his graduation, he did extensive research and brought together the interests of various stakeholders into a visually appealing final concept.

It is very pleasant to work with Joshua. In a large organization like Albert Heijn, he knows how to bring people along in his process, so he presented his work several times tomorrow and sought cooperation between different departments. Even after his graduation, people still look at his final concept with great enthusiasm and it forms an important inspiration for optimization.''

Jeroen van Berkel

UX Design Lead Shopping & Payments at Albert Heijn

Let's connect. If you're interested in learning more about me and my work, feel free to reach out and connect on LinkedIn.