Gift tracking gets a glow up

Tracking is a small but crucial part of the gifting experience, and for our customers managing multiple recipients across regions, it plays a critical role. We recently redesigned our tracking experience to make it clearer, more consistent and more helpful for senders and recipients alike.

Here’s what changed, and why it matters.

Previously, tracking links directed customers straight to the relevant shipping provider’s website. While all the necessary information was technically available, the experience often felt disjointed.

Each carrier presented information differently. Layouts varied. Navigation wasn’t always intuitive, and support details could be difficult to find. For customers sending gifts across multiple regions (and therefore working with multiple carriers), this lack of consistency became especially noticeable.

The result was a tracking experience that felt separate from the broader gifting journey. Instead of instilling confidence, it expected our customers to adapt to different interfaces, formats and standards every time they clicked a tracking link.

To create a more seamless experience, we redesigned our gift tracking page to bring it into the same cohesive environment as the rest of the &Open gifting journey.

The updated experience delivers three key benefits:

The redesigned page presents your delivery information in a more structured and accessible way. Estimated delivery dates, calendar views, and status updates are displayed clearly based on available shipment data.

Customers can quickly understand where a gift is in its journey without navigating unfamiliar layouts or searching for key details. For corporate teams managing multiple deliveries, this clarity saves time and reduces uncertainty.

Tracking is now part of the same visual and brand experience that customers see throughout the gifting process. Instead of moving to a third-party site with a different design and tone, customers stay within a consistent environment that feels connected to their overall &Open experience.

If questions arise, help is easy to find. The new tracking page includes clear links to support channels, so customers don’t have to search elsewhere for assistance.

This small but meaningful change reduces friction and ensures that tracking is not just informative, but also supportive.