Undelivered: A UX Case Study of the Yodel by InPost App

Jan 21
7 min read

The purpose of this study is to evaluate how to improve the user experience of reporting an issue within the Yodel by InPost app.

Early research shows users experience frustration when something has gone wrong with their delivery.

This study specifically aims to understand how users currently use the Yodel app to report that their parcel was delivered to the incorrect address and how that process might be improved for user satisfaction.

The Yodel User

Customers report feeling a lack of trust in Yodel’s services. They specifically call out inaccurate and confusing tracking updates, parcels marked delivered but not received, and the customer service system being incredibly frustrating.

This case focuses on the receiving end of Yodel’s courier service. The primary users are individuals purchasing products online from retailers or peer-to-peer marketplaces (like Vinted) and receiving their items via Yodel.

Because Yodel is chosen by the retailer rather than by the recipient of the product, these users are not loyal to the courier. The user is an online shopper looking for a speedy, convenient, and seamless experience.

User Goals

"When my parcel is marked as delivered, but it was delivered to the incorrect address, I want to be able to alert Yodel to the issue so that I can understand what went wrong and locate my parcel"

"When I report a delivery issue to Yodel, I want clear communication that shows the issue is registered and under investigation so I feel confident a resolution will be found"

"When I have an issue with my delivery, I want to be able to contact Yodel customer service and receive clear next steps so I can move forward without frustration"

"I want to feel confident and supported when a delivery goes wrong instead of frustrated and mistrustful"

Usability Testing

The evaluation is based on an analysis of two moderated usability test sessions of the parcel incorrectly marked as delivered feature in the Yodel app carried out in January 2026 for the UK market. The subjects used iPhones and were provided with an account featuring a real parcel delivery gone wrong. The test sessions lasted approximately 20 minutes each.

Background Questions

Can you please tell me your age range
Do you use courier services regularly?
What do you use courier services for?
Are you loyal to a specific courier?

Tasks

You are notified that your parcel has been delivered but you cannot find it. Please show me what you would do next.
Your parcel is marked as delivered. You see a confirmation photo, but it’s not your address and the person in receipt of the parcel is not you. Please try to report this issue on the app.
Now that the issue is reported, find out what the next steps are and how long you can expect until a resolution as well as how you can follow up on this specific case if needed.

Interview Questions

On a scale of 1-5, 1 being not satisfied and 5 being very satisfied, how would you rate your experience reporting this issue on the app?
Have you reported a similar issue with another courier before, and if so, how did the process compare?
What are your expectations when reporting an issue like this to a courier?
If there was one thing that would make this process better for you, what would it be?

Key Findings

Critical: Users cannot successfully report delivery issues due to a negative looping support flow

Issue: Subject 1 and 2 both entered a negative loop when asked to complete task 1. Both entered the following flow:

Subject 1 attempted to find more information by using the “how can we help” feature. They entered that they were unable to locate their package and wanted to find more information. They were then provided with unhelpful or redundant information.

Subject 2 was not taken to the Webchat option when they clicked the browser chat link and instead attempted to call customer service.

Impact: User frustration, abandonment of support/task, loss of trust, loss of retention

Solution: The flow needs to be goal oriented and simplified. Utilise Rams 10 Principles and be honest (Vitsœ, c.2023). The current flow is misleading.

Critical: The Webchat feature requires information that forces users to exit and restart the support flow.

Issue: Subject 2 used the Webchat feature to attempt to report the parcel issue. The Webchat agent asked for parcel ID, but, in order to locate the ID number, subject 2 would have had to exit the chat and start again.

Impact: Lost time, user frustration, inefficient

Solution: Apply Nielsen’s heuristics - recognition rather than recall and flexibility and efficiency of use (Nielsen, 2020). Users should be given prompts or cues for required information.

Critical: Users experience excessive delays and inadequate feedback

Issue: Subject 2 was connected to Webchat for over 12 minutes and did not receive any information on the parcel. Subject 2 was unsure whether the agent was still connected to the chat and after 12 minutes of trying to get help, became frustrated and gave up.

Impact: Loss of time, high user frustration, abandonment of task

Solution: Implement Nielsen’s heuristic visibility of system status (Nielsen, 2020).

Medium: Users are asked to recall information

Issue: On the web browser page, subject 1 was prompted to enter tracking information. They had to then leave the web browser and reenter the app to locate the tracking ID and then return to the web browser to enter the ID.

Impact: Broken flow, user confusion, loss of time

Solution: Reduce the mental load for users. Implement Nielsen’s heuristic: recognition rather than recall (Nielsen, 2020)

Test Subjects

Subject 1: Regularly uses courier services for household items, clothes and other online purchases. They are not loyal to a specific courier. Age 65-75.

Subject 2: Regularly uses courier services. Mostly online shopping sometimes posting packages, either things they have sold online or to friends/family abroad. Not loyal to a specific courier but there are some that they rate more highly than others, for example Evri would be low on the list and DPD would be high. Age 35-45.

When asked about their experience using the Yodel app to report the delivery issue, both subjects selected one out of five, one being not satisfied.

Both subjects experienced similar issues with other couriers in the past, and both recalled their experiences reporting much more positively. Subject 2 noted they had this very issue (parcel delivered to incorrect address) with the Royal Mail. They shared that although the process was still drawn out and frustrating, they were able to successfully speak with a representative who got the message to the driver, and their package was promptly redelivered to the correct address the following day.

Subject 1 stated that they would expect to be able to report their issue in just a few clicks. Subject 2 felt the process should be simply, easy and that the courier should be able to quickly locate the parcel, re-deliver it the next day correctly, and issue an apology.

Both subjects 1 and 2 found the negative loops incredibly frustrating and stressed their desire for a quick, simple understanding of where their parcel was, and to be able to speak to a human.

Low-Fidelity Solutions

Issues: Test findings show users are confused when taken to an external browser and presented with repetitive information. The need to switch between the app and browsing window increases mental load and is inefficient. Solution: Users are not taken to an external browsing window and instead remain within the app. This solution aims to be goal orientated and simple. — **Issues:** Test findings show users are confused when taken to an external browser and presented with repetitive information. The need to switch between the app and browsing window increases mental load and is inefficient. **Solution:** Users are not taken to an external browsing window and instead remain within the app. This solution aims to be goal orientated and simple.

Issue: Users want to easily and quickly report an issue. Solution: A drop down menu with common issues helps reduce mental load and provides a clear, goal oriented flow. — **Issue:** Users want to easily and quickly report an issue. **Solution:** A drop down menu with common issues helps reduce mental load and provides a clear, goal oriented flow.

Issue: Testing demonstrated that when users were taken to the browser window for more information, the link to the WebChat feature was not functional. With the support flow disrupted, users then struggled to locate the WebChat feature within the app. Solution: A large stand alone button to call attention to the WebChat feature (Gestalt). Importantly, this button is located on a screen within the relevant support flow. Once the issue is logged, the user is provided with clear feedback of system status. — **Issue:** Testing demonstrated that when users were taken to the browser window for more information, the link to the WebChat feature was not functional. With the support flow disrupted, users then struggled to locate the WebChat feature within the app. **Solution:** A large stand alone button to call attention to the WebChat feature (Gestalt). Importantly, this button is located on a screen within the relevant support flow. Once the issue is logged, the user is provided with clear feedback of system status.

Issues: The WebChat feature had significant delays, causing users to become so frustrated they abandoned the task completely. — **Issues:** The WebChat feature had significant delays, causing users to become so frustrated they abandoned the task completely.

Issues: System status was unclear and users did not know if the agent was still connected. Users were asked to provide information that would require them to exit the support flow and restart entirely. — **Issues:** System status was unclear and users did not know if the agent was still connected. Users were asked to provide information that would require them to exit the support flow and restart entirely.

Solutions: When the WebChat feature cannot reach a resolution within five minutes, users are connected to a human. Additional system status updates to reassure users. Instead of relaying on users to recall information, users are provided with clear options that they can recognise. — **Solutions:** When the WebChat feature cannot reach a resolution within five minutes, users are connected to a human. Additional system status updates to reassure users. Instead of relaying on users to recall information, users are provided with clear options that they can recognise.

Next Steps

Yodel users whose parcels are incorrectly delivered are unable to confidently report the issue due to negative looping flows, broken flows, an inability to locate key support features, and a lack of system feedback, leading to frustration and loss of trust.

I was not able to test user retention and acquisition which would be incredibly interesting to see. I would also have liked to test additional metrics like time spent on screen and clicks per page. Further testing with a greater pool of users would undoubtedly show more potential issues and solutions that could lead to greater user satisfaction and build trust and retention for Yodel.

References

ComplaintsBoard customer complaint about Yodel delivery and service:Dodson, E. (2025, September 16). Yodel UK review: three days of false promises — still no parcel. ComplaintsBoard. https://www.complaintsboard.com/yodel-uk-scrtd-three-days-of-false-promises-still-no-parcel-c1997767

Nielsen, J., 2020. 10 Usability Heuristics for User Interface Design. Nielsen Norman Group. [online]. Available at: <https://www.nngroup.com/articles/ten-usability-heuristics/>

Sitejabber user reviews showing frequent delivery problems and poor customer service:Sitejabber. (2025). Yodel UK reviews. https://www.sitejabber.com/reviews/yodel.co.uk

Trustpilot aggregated customer reviews reporting misdeliveries, tracking issues, and service inconsistencies: Trustpilot. (2026). Yodel by InPost reviews. https://www.trustpilot.com/review/yodel.co.uk

Trustpilot reviews of Yodel.io (delivery complaints including parcels marked delivered incorrectly, unhelpful service): Trustpilot. (2025). Yodel.io reviews. https://uk.trustpilot.com/review/yodel.io

Reviews.io customer reviews reporting tracking errors, delivery failures, and frustrating support: Reviews.io. (2026). Yodel reviews. https://www.reviews.io/company-reviews/store/yodel

Vitsœ, c.2023. The power of good design – Dieter Rams’s ideology, engrained within Vitsœ. Vitsœ. [online]. Available at: <https://www.vitsoe.com/us/about/good-design>

Whatley, S., 2011. Gestalt principles of perception. Simon Whatley. [online]. Available at: <https://www.simonwhatley.co.uk/writing/gestalt-principles-of-perception/>