A new, fresh and complex product
Role
Field
Team
Responsibilities
Lean UX.
Leading the design for our web development, creating a repository for user research, create a design system, create a content strategy to implement across the organization.
What is the issue?
Logistics is a very complex space with a lot of ambiguity and many different tools to build a system of efficiency to handle the logistics systems. There are problems currently with how logistics are handled in the fields. Issues such as multiple tools, platforms, and cost associated with the process. Most systems are complicated and confusing to use which also platforms/systems take a long time to learn. There a companies that just manage the transition outside of the platform.
“Shippers (manufacturers) and providers continue to face challenges in their operating environment: namely cost management and labor shortages. Cost management, driver management, and productivity improvement were the top three pain points reported in transportation. ”
Article:McKinsey and Company, 2023
“A plurality of providers (34 percent) now have as many as eight or nine different technology solutions in their transportation tech stacks, and 37 percent have five or more solutions in warehousing.”
Article:McKinsey and Company, 2023
So we asked
My impact on product development
Starting to research
Our research focuses on uncovering the real-life experiences of cargo shipping workers—those powering the global movement of goods. While the industry's economic value is well known, the human stories behind it often go unheard.
Through in-depth interviews and surveys with ship crew, port workers, and operational staff, we explored daily responsibilities, workplace challenges, motivations, and how workers adapt to industry changes. Our findings highlight key pain points, evolving roles, and the impact of technology on the workforce.
The final deliverables included a comprehensive report, data visualizations, and actionable recommendations aimed at improving worker well-being and informing human-centered solutions for the industry.
Our goals
Create an end-to-end process for logistics. Understand users behaviors
Understand current systems and how they are used. Create and improve measurable KPIs along with tracking, testing, accessibility, and usability.
Increase better visibility, UI and usability
Talking to advisors with 15-20+ years in the industry
To understand the business needs, I spoke with key stakeholders in logistics and operations. While formal research wasn't conducted, I relied on domain insights and competitor benchmarking to inform key features and user flows. This is also helping establish a baseline for the product and expectations.
Design Implications
Users need a simple search:
Start with pickup and drop-off locations.
Optionally add delivery time or flexibility.
Interface should guide them through what to do next.
Show favorites, top-rated carriers, and flags for refrigerated, hazardous, or overweight items.
Users want a familiar flow like Google Flights—compare options and book instantly.
Operational/UX Considerations
Inventory, forecasting, and order planning play a major role before shipping decisions.
Users often plan based on upcoming events and lead times.
They may redirect or merge inventory depending on stock levels and timelines.
Important to support internal communication and share real-time shipping news or disruptions.
User Journey Priorities
Build a “happy path” for login > onboarding > placing an order.
Think about onboarding questions that help auto-fill shipping needs.
Design for both proactive planners and last-minute rush orders.
Differentiate between purchase orders and shipping orders—they aren’t always the same.
