Unlocking New Market Opportunities
Project Summary
This effort highlights the importance of the Collaboration pillar of my leadership philosophy as I worked with the lead Product manager to envision how adding a new Managed Logistics service offering would fit into the existing digital platform. In spite of a compressed timeline I was able to consume high level requirements and efficiently translate them into a workflow using blocking techniques on top of existing designs to get quick stakeholder feedback. This enabled the business to understand the proposed workflow and see the potential benefit to our customers without costly and time consuming dev investment.
Problem
Context
This project focused on expanding the digital platform to introduce a new Managed Logistics service. The goal was to attract small and mid-sized businesses by providing end-to-end shipment visibility and operational efficiency tools. I led the UX design and strategy, collaborating with product managers, UX researcher and UX designer.
Research Methods
Stakeholder interviews: Conducted interviews with internal teams to define business goals.
Market research: Collaborated with researcher to identify user needs based on competitive analysis.
User personas: Developed personas based on interviews and generated deliverables to educate the product team on existing processes.
Research Findings
- Businesses struggled with fragmented logistics tools and relied heavily on spreadsheets.
- A lack of transparency in delivery timelines and costs was a major pain point.
- Competitors provided piecemeal solutions but lacked an all-in-one offering.
Solution
My Approach
I led design for a platform offering centralized logistics management with features like shipment tracking, cost forecasting, and automated updates. The design emphasized ease of use to appeal to businesses unfamiliar with advanced logistics tools.
Collaborative Design Process
Collaborated with architects to ensure seamless API integration for data security, shipment tracking and predictive analytics. Worked with product managers to prioritize features aligned with market demands.
Wireframe to High Fidelity
- Wireframes: Created low-fidelity sketches to define core user flows (e.g., booking shipments, viewing delivery timelines).
- Prototypes: Developed high-fidelity prototypes in Figma to test features with users.
- Iterations: Improved dashboard layouts and simplified navigation based on user feedback.
Persona Task Wheel and Task Priority Chart
Kris King 