Small business delivery in Eastern Europe: A UX perspective

Delivery is a critical part of daily operations for small and medium-sized online stores. In Eastern Europe, companies often rely on independent delivery platforms that operate outside of large digital ecosystems. In this study, we analyzed two such services commonly used by small businesses:

• A scheduled parcel delivery service, which supports structured, high-volume shipments across regions.
• An on-demand courier delivery service, which offers flexible, same-day delivery options for urban logistics.

We conducted in-depth interviews, a UX benchmark, and an expert audit of each service’s business dashboard. What we found is that while both platforms aim to assist e-commerce teams, they differ significantly in how they support operational efficiency. Interfaces vary in the level of automation, step structure, and usability — and often fail to fully address user needs.

Our research resulted in three key outputs:

• A customer journey map (CJM) showing both strengths and pain points in each platform's UX.
• Interview-based insights into user goals, pain points, and expectations — including hypotheses on which UX factors most impact productivity.
• A benchmark analysis of additional delivery services operating in Western Europe, highlighting best-in-class practices.

About the user, the scenarios, and the research method

E-commerce managers deal with routine logistics tasks every day: entering delivery data, choosing packaging, calculating dimensions, and monitoring statuses. During periods of peak demand, the workload grows rapidly — along with errors, processing delays, and increased operational costs.

We conducted a series of in-depth interviews, a UX benchmark, and an expert audit of the business portals used by logistics managers in the scheduled parcel delivery service and the on-demand courier delivery service. We found that their interfaces differ significantly in how they handle automation, the logic of user flows, and overall convenience — and in many cases, fail to support the user effectively.

Why these two services and what we evaluated

In this research, we compared two delivery platforms — a scheduled parcel delivery service and an on-demand courier delivery service. These services were selected because they operate independently of major digital ecosystems, are well-known in their local markets, and are accessible to small businesses. Both position themselves as logistics partners for e-commerce, not just services for private users.

Our focus was on the business dashboard used by online store managers. The study centered on operational tasks carried out by employees responsible for delivery processing: how quickly and accurately they can fill out forms, find the information they need, check statuses, and complete or modify orders.

We set out to answer the following questions:

• How intuitive and logically structured is the delivery process from the manager’s point of view?
• What barriers do users encounter while performing standard delivery tasks?
• Which interface decisions speed up the process — and which ones slow it down?
• What features could reduce routine workload and decrease the number of support requests?

In the first phase, we conducted in-depth interviews with small business representatives who actively use delivery platforms. This helped us identify core interaction scenarios and major problems users face. Two primary user types emerged:

• Managers, who process and monitor orders daily.
• Business owners, who seek to cut costs and gain more transparency in logistics.

The interview findings helped us generate hypotheses about key UX issues and unmet user needs.

Expert audit and benchmark analysis

The second phase involved an expert audit of the business dashboards of the on-demand courier delivery service and the scheduled parcel delivery service. We followed the complete user journey on both platforms — from login to order creation and delivery tracking — and reflected the key problems on the CJM. Each issue was described, visualized, and evaluated by its level of criticality, based on its impact on processing speed, risk of error, and likelihood of user support requests.

The third part of the study was a benchmark analysis. We compared the two services using factors that clearly affect the productivity of logistics managers and the operational costs of the business. In addition, we examined UX solutions used by other delivery services in Eastern Europe. These included features that positively influence the workflow of delivery managers and served as benchmarks during comparison.

User profiles

To understand how small business teams interact with delivery services, we interviewed online store owners and logistics managers — the people who work with delivery dashboards every day. They are responsible for creating shipments, tracking statuses, and resolving delivery issues as they arise.

Key roles:

• Logistics managers who place and manage deliveries on a daily basis.
• Business owners interested in reducing logistics costs and improving process visibility.

Key findings from interviews:

• No single service covers all delivery needs. Businesses often rely on multiple platforms: one for city-wide express delivery, another for regional shipments, and a third for services like fitting or cash on delivery. As a result, routine operations are duplicated across systems, and delivery management becomes fragmented.

“Once the goods reach us, we send them to customers using several services — the Scheduled parcel delivery service, Service C, and others. For city deliveries, we often use the On-demand courier delivery service or Service D. It depends on customer preferences, item type, and regional availability.”

• Limited control over deliveries. Even if an order is submitted correctly, businesses rarely have the ability to intervene if the courier is delayed or a problem occurs. Tracking information is available, but it’s passive — it informs, but doesn’t enable action.
• Delivery failures are blamed on the store. Customers don’t distinguish between the logistics provider and the merchant. If a courier is rude, late, or loses the package, the business gets the blame.

“We've had packages damaged before. Yes, we’re reimbursed if the packaging meets the rules. But the client doesn't care — they still blame us.”

• Payment is a friction point. Flexibility is crucial for small businesses — they need to be able to pay by card, QR code, or transfer. When these options aren’t available, orders are delayed and extra steps are needed, like topping up the balance manually.

“We don’t work with contracts — it's easier to pay by card or transfer. Waiting for an invoice means delays and added hassle.”

User journey analysis

To test our hypotheses and identify the most critical points in user interaction, we followed the end-to-end workflow of a logistics manager — the main user of the business dashboard — and created a Customer Journey Map (CJM). This map visualizes where errors, delays, or unnecessary steps occur, and highlights the interface features that are essential for improving productivity.

Scenario analyzed:

A logistics manager receives a delivery request from a customer — via email, CRM, or a phone call. The request includes recipient details, delivery address, order contents, and preferred delivery time. The manager logs into the delivery platform, selects the appropriate shipping method, fills in the required fields, and submits the order. After confirmation, they track the delivery status and, if necessary, update details or create a new request.

During peak times, managers at small businesses may process up to 30 orders per day, making it crucial that delivery management tasks are as fast and frictionless as possible.

How we assessed the digital experience

The evaluation of the on-demand courier delivery service and the scheduled parcel delivery service was based on 15 UX factors that directly affect the manager’s ability to process deliveries efficiently and without errors. Each factor was scored on a 3-point scale:

• 1 — Fully implemented and aligned with best practices
• 0.5 — Partially implemented or has usability issues
• 0 — Not implemented

Comparative results: performance differences

The maximum possible score was 15. The closer a service scored to this value, the more mature and efficient its UX infrastructure appeared from the perspective of a logistics manager.

From a user experience standpoint, the on-demand courier delivery service and the scheduled parcel delivery service showed different strengths and weaknesses.

• The on-demand courier delivery service enables fast selection of delivery type (6 clicks) but requires significantly more user input when entering sender and recipient data (up to 20 clicks).
• The scheduled parcel delivery service complicates the delivery method selection process (up to 13 clicks) but compensates with much faster data entry (as few as 2 clicks for individuals) and convenient postpaid payment options.

Use-case fit

The on-demand courier delivery service performs better in flexible scenarios and is more suitable for urgent or custom deliveries. Features such as route visualization and express options give users more control over one-time shipments.

In contrast, the scheduled parcel delivery service provides a more structured and mature environment. It’s a better choice as a primary logistics platform for businesses that send multiple similar packages each day. The system helps reduce manual effort and processing time with tools like:

• Autofill for frequently used data, which minimizes the number of clicks and accelerates form completion.
• Draft saving and order history, allowing managers to quickly duplicate previous shipments.
• Bulk order processing and API integrations, enabling workflow automation without adding load on staff.

However, neither platform covers the full spectrum of business needs:

• One is better for batch processing, the other for logistical flexibility — but there’s no all-in-one solution.
• Payment options like card or instant transfers (e.g., via mobile banking) are inconsistently supported.
• Neither platform offers intuitive guidance on tariffs, dimensions, or real-time courier management without contacting support.

Best practices to adopt from each other

Based on our evaluation, we identified eight interface solutions that either platform could adopt to improve efficiency and usability. Below are selected examples:

1. Autofill for frequently repeated data

Use case: A logistics manager processes dozens of shipments from the same warehouse with identical sender details. They need the platform to auto-fill this data to avoid repetitive entry.

• In the scheduled parcel delivery service, users can pre-save up to five pickup addresses (e.g., warehouse locations), which are automatically inserted into the form during order creation.

2. Progress saving during order creation

Use case: A manager starts creating a shipment but is waiting on missing details from the customer and needs to return later.

• In the scheduled parcel delivery service, the system auto-saves a draft as soon as any field is filled in. If the form is closed, it prompts the user to resume the draft the next time they initiate an order.

3. Templates for common scenarios

Use case: A manager regularly sends documents to headquarters with the same address, weight, and parcel type. They want to save this as a template to avoid re-entering details.

• The on-demand courier delivery service includes an address book that stores unlimited recurring addresses. Users can also define working hours and upload reference photos to help couriers locate delivery points quickly.
• The scheduled parcel delivery service recognizes when a user enters an existing order number and suggests reusing a draft or previous order, with all previously entered data automatically filled in.

4. Repeat order from history

Use case: A manager frequently ships to the same customers, using the same addresses and parcel parameters. They want to avoid filling in the form each time and instead re-send with one click.

• Both platforms support this function: the user can select any past order from the history and click “Repeat shipment”. The system automatically generates a draft with all previously entered data filled in.

5. Bulk order processing

Use case: A manager wants to prepare a file with multiple orders and upload it to the system to avoid entering them manually.

• Both platforms support two primary methods:
  • Manual entry, via a step-by-step form — suitable for individual or custom orders;
  • Import via file upload, using XML or XLS formats — allowing large volumes of shipments to be processed at once.
• The scheduled parcel delivery service provides ready-made file templates with example data. Users can download the template, enter their orders, and upload the completed file to process them all in bulk — significantly reducing routine actions and saving time.

6. Flexible control over active orders (redirect, cancel, edit)

Use case: A recipient unexpectedly changes their address, and the manager wants to redirect the shipment without contacting support or cancelling the order.

• In the on-demand courier delivery service, users can access an order card and:
  • Add or delete addresses;
  • Edit contact details;
  • Adjust courier arrival time.
• This flexibility allows for quick corrections without restarting the process.

7. Clear delivery terms, pricing, and express options during checkout

Use case: A manager receives an urgent request — delivery must be completed within 2–3 hours. They want to quickly find and select a suitable delivery option without consulting a rate guide or external document.

• In the on-demand courier delivery service, the checkout form displays a table with all available delivery options, including:
  • Estimated delivery times,
  • Prices,
  • Weight and parcel-type restrictions.
• An express delivery option (“As soon as possible”) is highlighted in the list. When selected, the form is simplified — only the essential fields (recipient contact, address, and comment) are required. Once confirmed, the platform begins searching for the nearest available courier, with real-time updates shown in the interface, including:
  • Courier assignment status,
  • Courier profile details,
  • Route tracking.

8. Visual route tracking

Use case: A manager at a large e-commerce company receives frequent questions from customers about courier location. They need to provide accurate updates on current courier location and estimated arrival time.

• The on-demand courier delivery service displays each address status and allows real-time tracking of the courier on a map. This transparency:
  • Increases the manager’s sense of control,
  • Reduces the number of incoming support requests,
  • Helps the manager proactively update the customer about delivery progress.

Best practices worth borrowing from competitors

Several valuable solutions observed in other delivery services in Eastern Europe could help enhance the user experience for both the scheduled parcel delivery service and the on-demand courier delivery service.

Real-time courier tracking with full route visibility

• In one competing platform, users can see the courier’s entire route on the map — from pickup to final delivery.
• At any point, the manager can check the courier’s exact location and estimated time of arrival.
• This level of transparency builds user trust, reduces inbound questions to support, and allows managers to provide proactive updates without needing additional information from couriers.

Predefined parcel dimensions with visual hints

• Another delivery provider includes a visual selector for standard package sizes.
• When choosing this option, users see a graphical interface showing:
  • The three dimensions of the parcel,
  • Examples of what items fit in each size.
• This helps users quickly match box sizes to parcel contents, avoids manual measuring, and minimizes data entry errors.

Packaging templates and intuitive weight guidance

• A third service simplifies box selection using everyday comparisons (e.g., “box the size of an iron”).
• It also displays the typical weight range for each box type.
• This allows users to estimate weight more easily and enter dimensions accurately — without needing to measure each shipment individually.

Transparent price calculation

• Another platform features a calculator-style form. When delivery parameters change, the cost updates automatically.
• The full cost breakdown is visible, showing what each fee covers — helping users understand what they’re paying for.

Multiple support channels, including personal managers

• For business clients, some services offer:
  • A 24/7 hotline,
  • A chatbot with escalation to a human operator,
  • Messenger-based support (e.g., via Telegram),
  • And access to dedicated account managers for urgent or complex issues.

Summary and conclusions

The on-demand courier delivery service and the scheduled parcel delivery service have not yet adopted each other’s best practices — nor have they fully embraced modern UX trends in logistics. As a result, many routine delivery tasks remain insufficiently automated, requiring more time and manual effort from logistics managers. This directly impacts productivity and raises the operational costs of small businesses.

Below are three key examples where failure to adopt proven solutions leads to reduced efficiency:

Autofill and saved addresses

• The scheduled parcel delivery service enables managers to pre-save up to five pickup and drop-off locations, which are then auto-filled during order creation. This saves about five fields and 10 clicks per order.
• The on-demand courier delivery service lacks this functionality. Under peak load, this can result in up to 200 extra clicks per day — significantly slowing down order processing.

Real-time courier tracking

• In the on-demand courier delivery service, managers can track couriers on a live map and view order statuses directly in the dashboard — enabling fast customer updates.
• The scheduled parcel delivery service does not support this. When customers request status updates, managers must contact support or manually check — increasing handling time and pressure on support teams.

Packaging hints

• Competing services offer visual packaging templates, such as “box the size of an iron,” along with estimated dimensions and weights.
• Neither the on-demand courier delivery service nor the scheduled parcel delivery service provides similar assistance — requiring users to measure and input all packaging data manually.

Final thought

By ignoring each other’s strengths — and the broader market’s UX advancements — both services limit their potential and force business users to navigate inefficient processes. As a result, small businesses are left managing fragmented logistics, spending more time per order, and facing a higher likelihood of errors.

To improve, both platforms should rely on benchmark-driven analysis and adapt best practices from competitors. Even incremental enhancements — like route transparency, smart autofill, or visual packaging tools — can meaningfully reduce effort, lower support burden, and increase satisfaction for business users.

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