[ WORK / ADDRESS FLOW REDESIGN ]
ADDRESS FLOW
REDESIGN
Revamping the Address Management flow through empathy and collaboration — to improve deliveries and reduce failed orders across 22 markets.
Revamping the Address Management flow through empathy and collaboration — to improve deliveries and reduce failed orders across 22 markets.
A broken handoff between customer and courier — when the address fails, everyone loses.
Glovo's address input system wasn't capturing enough detail for couriers to reliably find customers — leading to 500k failed orders annually and a 30% drop in retention after delivery issues.
Known user needs, pain points and workflows collected from past insights, data and reports.
Every address touchpoint mapped for both customers and couriers, across the entire ecosystem.
Cross-functional alignment on strategy first — measurable goals per market, parallel work streams, leadership validation.
Moderated interviews with customers and couriers, a sentiment study — and delivering a few orders ourselves.
WE BECAME COURIERS FOR A DAY
The design team spent half a day making deliveries across Barcelona. Within just 2 deliveries, we validated every pain point from our research. This wasn't about data validation anymore — it was about empathy.
Instead of a one-size-fits-all form: an intelligent system that adapts to location types, guides users with empathy, and collects the right details at the right time — for users with or without saved addresses, GPS, or mapping services.
Unlimited saved addresses with custom labels, favourites and visual differentiation by location type.
Educational coach marks connect the user's input to the courier's reality — the "why" behind each detail.
House, Apartment, Office or Other — each type unlocks contextually relevant fields and cuts cognitive load.
Requirements adapt to both: a Spanish apartment needs floor and door; a Kazakh house needs different details.
Google Maps API extended for decoupled entrance coordinates — a pin exactly where couriers should arrive.
Personalised labels like "Mama", "Work" or "Gym", consistent across every app touchpoint.
The redesigned flow, running in the Glovo app today — recorded from the live product.
[ NOTE ] RECORDED IN 2026 — SOME UI DETAILS DIFFER FROM THE 2023 DESIGNS ABOVE, AS GLOVO'S DESIGN SYSTEM HAS EVOLVED SINCE. THE FLOW IS THE ONE I DESIGNED.
Creating and saving a complete address, end to end — type selection, contextual fields and entrance pin.
How the system guides users with empathy when their location can't be served.
High completion rates across all test markets, validating the flow's usability.
Positive sentiment towards educational messaging — users appreciated understanding the "why".
No significant drop-off when additional fields were requested based on address type.
Cross-cultural validation confirmed the adaptive approach worked across diverse markets.
Engineers involved from the ideation phase — early alignment on context and constraints made implementation challenges easier to solve collaboratively.
Weekly demos with stakeholders · Design QA on pull requests · Bug bash during staff pre-release · Feedback channels from reporters in EU, Africa and beyond.