Sendle – Evolution

Sendle product screenshots

Evolution of Sendle

While launching Sendle Dashboard was a big deal for us, it was only Day 1 for our customers. Now it was time to start testing our assumptions, get feedback and make improvements.

Creating feedback loops

The only way to strategically evolve a product is with good information. We used the following methods of gathering insights, feedback and identifying problems:

  1. Support and Sales channels
  2. Customer conversations
  3. Analytics and data interrogation
  4. Periodic customer surveys and NPS

That gave us a good range of qualitative and quantitative measures to work with to manage the product pipeline and inform individual projects. More importantly it was helpful in quantifying the scale of problems and requests so we could prioritise more impactful work.

Project – detailed tracking

Sendle launched with simple tracking but it was clear that both senders and receivers of parcels wanted as much information as possible about where their parcels were and when they'd arrive.


  • Keep users informed by displaying as much relevant tracking information as possible
  • Make tracking user friendly by translating industry jargon into 'natural' language and create some consistency across multiple couriers
  • Actively monitor for new tracking events to maintain the integrity of the system

The main measure of success was the reduction in support ticket relating to parcel location and ETA.


Dashboard Parcel Tracking

Sendle Dashboard parcel tracking step one
Sendle Dashboard parcel tracking step two
Sendle Dashboard parcel tracking step three

Receiver Parcel Tracking

Sendle receiver parcel tracking

Project – Easy Quoting

Sendle's pricing model is intentionally straight forward – a few weight categories and flat rates in almost all cases. Given this simplicity we wondered if users would even need a quote tool. Turns out the answer was overwhelmingly yes!

While getting a price was pretty easy it wasn't necessarily easy when talking to a customer on the phone for example. More than that though, people expected to have access to a quote tool – it was a must-have feature of the service.


We set about creating an easy to use quoting tool with the following characteristics:

  • Returns a quote in as few keystrokes as possible – make it usable for someone who's on the phone to customer
  • Easy to create an order from a quote

The main measures of success were a reduction in support requests for quotes.


Sendle easy quoting step 1
Sendle easy quoting step 2
Sendle easy quoting step 3
Sendle easy quoting step 4

Future thinking

Iterative product development is very much the day-to-day work but periodically it's important for the health of a product and a business to challenge ourselves to solve the bigger, trickier, critical problems we are presented with. Ones that require more heads and benefit from stepping out of our daily work to think more creatively and collectively.

Design Thinking Workshop

Rather than sit around a table and endlessly debate ideas, we wanted an active, collaborative and effective way of using our time together. The perfect situation for a hands-on "Design Thinking" workshop.

We heavily utilised Google Ventures 'Product design sprint' and the Hyper Island Toolbox – two fantastic resources full of practical knowledge to help design and facilitate this kind of workshop.

Design Thinking workshop


In only one day we managed to:

  • Articulate a range of challenges and opportunities
  • Re-map the user and parcel journey with our latest knowledge
  • Produce a new set of personas
  • Identify key areas of focus and generate potential solutions in each
  • Agree clear next steps in each area of the business.

The added benefit of this shared experience was more empathy for both our customers and each other.