UrbanZen Delivery Performance Analysis

Data Analysis • Business Intelligence • Tableau • SQL

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Project Overview

This project provides a comprehensive analysis of UrbanZen's delivery operations using 200,000+ e-commerce delivery records. It is designed to give stakeholders clear insights into delivery performance, customer satisfaction drivers, and operational improvement opportunities.

The analysis includes:

• Delivery timeliness and delay patterns
• Customer satisfaction impact analysis
• Seller performance segmentation
• Geographic distribution of issues
• Trend analysis over time

Dashboards

1. Delivery Performance Overview

   • Global delay rates and trends
   • Customer satisfaction correlation
   • Key performance indicators

2. Seller Performance Segmentation

   • Seller-tier performance comparison
   • Delay rate distribution
   • Geographic concentration analysis

Final dashboard images and Tableau workbook available in /03_dashboard/

Data Sources

Dataset	Records	Description	File
Full Delivery Transactions	200,000+	Order and delivery timestamps	full_delivery_table.csv

Note: Sorry, I can’t upload the Excel file because it exceeds GitHub’s 25MB file size limit.

Source: UrbanZen internal operational databases

Data Cleaning & Transformation (SQL)

Processing was performed using SQL to standardize all datasets into a clean analytical model.

Key steps included:

• Timestamp standardization and validation
• Delay calculation and categorization
• Customer satisfaction scoring normalization
• Seller performance tier assignments
• Geographic region mapping

Data Validation:

• Removed incomplete records
• Validated timestamp logic consistency
• Ensured rating scale uniformity
• Verified seller ID integrity

Analytical Framework

1. KPI Definition

• Global delay rate
• Average delay duration
• Customer satisfaction scores (on-time vs. delayed)
• Seller performance tiers
• Regional delay concentration

2. Data Processing

• Calculated delivery performance metrics using SQL
• Segmented sellers by performance levels
• Correlated delays with satisfaction scores
• Analyzed geographic and temporal patterns

3. Visualization in Tableau

• KPI performance tiles
• Trend analysis over time
• Seller performance distributions
• Geographic heat maps
• Satisfaction impact charts

Scope Definition

Included (In-Scope)

✔ Delivery performance analysis
✔ Customer satisfaction correlation
✔ Seller performance segmentation
✔ Operational KPI tracking
✔ Geographic distribution analysis

Out-of-Scope

❌ Forecasting future performance
❌ Customer demographic analysis
❌ Competitor benchmarking
❌ Cost impact analysis

Key Insights

1. Delivery Performance Impact

UrbanZen's global delay rate of 9.57% directly impacts customer satisfaction, with delayed orders scoring 1.71 points lower than on-time deliveries.

Implication: Delivery timeliness is a critical driver of customer experience and requires immediate attention.

2. Seller Performance Disparity

While top performers maintain >95% on-time rates, the worst-performing sellers show 23-24% delay rates, indicating significant operational inconsistencies.

Implication: Targeted seller management and performance standards are needed to address the performance gap.

3. Delay Severity

The average delay duration of 10 days exceeds reasonable customer expectations, explaining the substantial satisfaction drop.

Implication: Both prevention and communication strategies are needed for delayed orders.

4. Geographic Concentration

Delivery issues are seller-driven rather than region-specific, pointing to operational rather than logistical challenges.

Implication: Improvement efforts should focus on seller operations rather than geographic optimization.

5. High-Impact Opportunities

Addressing the top 10% of underperforming sellers could reduce overall delays by 40%+.

Implication: Concentrated improvement efforts can yield disproportionate returns.

Deliverables

• Tableau Dashboard (.twbx + exports)
• Clean processed datasets
• Project documentation
• SQL transformation scripts
• Insight presentation

All deliverables organized in labeled project folders.

Tools & Technologies

Tableau – Dashboarding and visualization
SQL – Data extraction and transformation
Excel – Initial data validation
Notion – Project documentation

About the Analyst

Hi, I’m Syahraini, transitioning into Business Analysis from an accounting background. I specialize in building clear, executive-ready dashboards and turning complex datasets into practical insights.

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Contact

• LinkedIn: https://linkedin.com/in/nsyahraini
• Portfolio: https://bit.ly/syahrainiportfolio
• Email: syahraini.nur@outlook.com

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Project completed as part of professional portfolio development.