Increasing App Engagement Through Research-Led UX
Client: Evri // Sector: Logistics & Delivery
The Challenge
Evri wanted to increase engagement with its mobile app and reduce the significant drop-off between customers downloading the app and actually using it. Analytics revealed that while millions of customers showed initial interest, many abandoned the app before completing even the simplest task.
Research suggested the biggest barrier was the requirement to create an account before customers could track a parcel. The challenge was to remove this friction while continuing to encourage long-term engagement with the wider app.
The Approach
Working alongside product managers, developers and the wider delivery team, I led the UX process from research through to implementation.
The project combined customer research, analytics and usability testing to validate a simple hypothesis: if customers could track a parcel without creating an account, engagement would increase.
The solution focused on:
- Analysing customer behaviour using analytics and user research.
- Validating hypotheses through surveys and prototype testing.
- Redesigning the onboarding journey to introduce Guest Track.
- Reducing unnecessary interactions before customers could complete their primary task.
- Measuring the impact after release to continually refine the experience.
The Outcome
The redesigned journey significantly reduced friction and created a much more compelling first-time experience.
Within the first month of launch:
- More customers successfully progressed through the app.
- Guest Track became the most popular homepage action.
- Parcel tracking increased despite lower network volumes.
- Thousands of new customer accounts were still created through the new journey.
- The feature provided a stronger foundation for increasing long-term engagement across the wider Evri ecosystem.
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