Trust designed.

The after-order phase had gone three years without an owner. We cut order-inquiry tickets by 18%, and two designers were promoted out of the work.

Role: Product Design Lead, After Order
Team: 3 designers + UX writer, researcher, POs
Duration: 9 months
Worked with: Customer support, logistics

−18%
Order-inquiry tickets
120→9
Minutes average resolution time
~850k
Fewer “where is my order” contacts a year in the Netherlands

01 — Context & my role

Three years untouched. No owner, no vision.

The after-order phase had no owner and no vision, and a team that didn't exist yet. I formed it and aligned support and logistics before we drew a frame.

Insights that shaped the strategy — **Fig. 1** — Starting, research and market insights that shaped the strategy

Pain points in the current food tracker — **Fig. 2** — Pain points in the food tracker we inherited

02 — The call

I designed the end state first.

I designed the future state before negotiating trade-offs, which turned scope fights into sequencing conversations. Roughly 8–9% of orders led to a “where is my order” contact, so this moment was a cost problem as much as a UX one. At an 18% reduction, that is roughly 860k–970k fewer contacts a year in the Netherlands alone, before the rollout to other European markets.

Phased journey screens — **Fig. 3** — Phased journey, cancel-for-control, proactive delay notices

Food tracker vision concept — **Fig. 4** — The food tracker vision, mapped across own-delivery and partner-delivery flows

03 — What it taught me

Bring support and logistics in before the first frame.

Two designers were promoted out of the work.

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Randstad Global · May 2026 – now · in progress