Out of 432 million visitors in the past three months, only 0.2% started the claims process, which is a critical aspect of the logistics process. Despite being a top search term on the site, only 30% of claims filed on UPS.com are approved and paid, with a low cNPS score of 16 compared to competitors. The study aims to address the issue of low completion rates by implementing changes to simplify screens, clarify navigation, and humanize language to increase customer satisfaction.