Pathao Parcel × Courier Merge - Product Design Case Study
Product design case study: how Pathao merged Parcel and Courier into one address-first flow, improving conversion and reducing service-selection errors.
Case study by Muhidul Hasan (Muhid), Senior Product Designer at Pathao, covering the merge of two separate delivery services into a single address-first booking flow. The work ran from June 2025 to June 2026 across three phased releases, with product management, QA and marketing ownership alongside design.
Pathao Parcel and Pathao Courier were presented as two tiles, which forced senders to choose a service before the app knew where the package was going. Wrong choices surfaced later as cancellations and operational rework.
The redesign asks for pickup and drop-off first, the same mental model Pathao users already have from booking a ride. Those two addresses are the entire routing engine. Within one city, Parcel and Courier options appear together on a single estimation screen ordered by a per-city config; across cities, only Courier is offered.
Cross-vertical drop-off fell from 21.7% to 10% and daily completed orders grew 5%. Pickup success within SLA rose from below 50%, median create-to-sort time fell from over 24 hours to under 12, and moving Payment on Delivery above the fold lifted POD engagement by 38%.