UX analytics for a logistics company B2CPL


Find out what problems users face when making delivery appointments in the tracker. What affects conversion rates and what factors lead to rejection


B2CPL provides its customers with comprehensive e-commerce solutions for courier delivery and logistics

Work carried out

We combined qualitative and quantitative research methods: we studied metrics, conducted a user survey for the online shop, UX testing and a series of in-depth interviews, as well as an expert audit of the website.
Metrics analysis

Reviewed and analysed metrics systems in order to collect data on the audience of the interface, and to assess its usability.


Reviewed and analysed metrics systems to collect data on the audience of the interface, and to assess its usability.


We created a Customer Journey Map to graphically depict the interaction between the CA representative and the tracker: identifying contact points, goals and product expectations; emotions, positive experiences and barriers/pain points that may arise.

UX test

Conducted a series of UX tests to observe the objective behaviour of users in the date and time delivery tracker.

In-depth interviews

Conducted in order to collect more detailed data on the characteristics of user experience related to interactions with delivery destination trackers and courier services in general.

Expert analysis

Conducted with a UX researcher and UX designer, drawing on expertise and usability standards to identify key interface issues.

Metrics analysis

Based on data from web analytics, we studied the types of users and their behaviour.

carried out a demographic analysis of the tracker's audience in order to segment it by age/gender

analysed which regions get the most traffic and which have the highest bounce rates

identified which days of the week are usually the busiest for the service

carried out a link and click map analysis

carried out web survey analysis, dividing visitors into 3 segments: achieved «Delivery appointment» goal; failed to achieve «Delivery appointment» goal; visits where date and time interval were previously agreed

analysed which browsers have the highest bounce rate


The questionnaire was administered to members of the target audience who had a relevant experience of making an order delivery date and time at the courier service at least 6 months ago. The questionnaires were collected using the Survio service.
UX testing

Conducted a series of UX tests on the website to find out what barriers respondents encounter on their delivery date destination and what possible difficulties they encounter. The test assignment was structured to comprehensively cover the scenarios that users encounter when interacting with the tracker.

At the initial stage, respondents were given a series of screening questions to validate the user experience and to be sure of their relevance.

As a result of the tests, some difficulties were found, for which further solutions were proposed.
Performed a number of the following works:

In-depth interviews

After completing the task on the website, respondents were asked to answer a few questions about the testing process itself and their past experiences with the delivery appointment.

Thanks to this step, we found out:

which stage of the UX test task seemed the most difficult to respondents

which elements of the interface they think are problematic

what experience respondents have with courier services

how respondents feel about self-designated delivery

whether they have had previous experience of changing the date and time of delivery

which sections of the trackers are key to them and what they look for first when accessing such services

Patterns identified

For the majority of respondents, the most difficult * * * * * * * * * *
For the majority of respondents there were poor * * * * * * * * * *
The majority of respondents highlighted the fact that * * * * * * * * * *
The main key sections when tracing * * * * * * * * * *
Expert Review

Expert analysis was conducted during the hypothesis generation phase of the UX testing, and after all conclusions were obtained and processed, based on the confirmed and disproved hypotheses. The analysis is a problem-solution format.

Based on our research, we conclude that the main problems encountered by users when interacting with the tracker are

B2CPL represented by development director Matvey Kozlovsky would like to thank Oktta. In the period from February 2020 to September 2021 a set of works on the redesign of personal account, tracking service and a comprehensive UX study was carried out. We would like to confirm that all the works were completed within the deadline specified in the contract, in full and with good quality. Also we would like to note the positive aspects of cooperation: Extensive involvement of Oktta employees in the development process, a wide analytical arsenal of the team, willingness to continue to work to achieve the required result, despite the number of intermediate iterations, operational work - both in development stages, and in communication and feedback. With this in mind, we recommend Oktta to other organisations and would gladly continue our cooperation.

Matvey Kozlovsky, Development Director, B2CPL

other works