Why prioritizing UX for shipping gives businesses an edge
More product tracking data is available than ever before — but in order for companies to use it to their advantage, companies must prioritize user experience in their digital systems, says Ipsos’ Peter Mackey.


As Americans do more of their shopping online (with the expectation of lightning-fast shipping), businesses in every sector need shorter lead times and faster order fulfillment.
Innovations in digital logistics systems and real-time tracking have the potential to help companies keep up with these demands. But even the most advanced tracking infrastructure will be counterproductive if it’s not easy to use.
Too often, shipment tracking systems are held back by unintuitive or overcomplex interfaces — when they exist at all. To unlock the full potential of their data and make their operations future-ready, businesses must implement user experience (UX) best practices into their systems from the start.
Brands can gauge their UX performance on functionality, ease of use, learnability, user fit and other criteria. Improvements on these fronts won’t just help them keep tabs on payment errors and delivery delays. Better UX also can unlock growth opportunities by streamlining complex procedures and simplifying access to information, boosting efficiency and transparency.
As they face pressure to stay agile and manage complexity, the companies that invest in UX will have an edge over competitors stuck with clunky and outdated systems.
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