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Personal Project - May-2024
Seamless Logistics Booking
My Role
Lead Product Designer
Team
3 UX Designer, 1 PM,
12 Engineers, 3 Researcher
Timeline
6+ Months
Skills
Product design, Motion design, Stakeholder management , Interactive prototyping, User research & testing
Overview
Shiplink is a Dubai-based freight forwarding and logistics platform offering services such as transport, warehousing, trade solutions, and specialized logistics.
Portal revamp wasn’t about visual polish it was about enabling customers to book, compare, and manage shipments without friction. The goal was to unify multiple carriers, rates, and logistics workflows into a single transparent platform with end-to-end control from booking to delivery.
By creating a seamless experience with real-time visibility, we increased trust, accelerated decisions, and unlocked new opportunities to scale, improve conversions, and drive revenue through value-added services along the journey.
I led the end-to-end redesign as Sr. Product Designer over 6 months, working with the Product Manager, operations team, and engineering from research through implementation.
Project Motivation
Existing portal handled complex logistics well, but the user experience lagged behind modern expectations. Customers were abandoning quotes mid-flow, support teams spent hours resolving avoidable queries, and operational costs continued to rise. The system lacked transparency, consistency, and speed. With competitors innovating faster and the business scaling, the product could no longer support where the company wanted to go.
Core Challenges:
No live pricing or automation
Customers had to wait for manual quotes, slowing decisions and increasing drop-offs.
No real-time tracking
Shipment status depended on agents, causing delays and adding support load.
Manual billing and invoicing
Low transparency with no single source of truth.
Limited cross-sell and upsell opportunities
Value-added services weren’t connected to the booking flow, reducing revenue potential.
UI inconsistencies and workflow friction
Outdated UX, limited accessibility, and blocked process scalability.
Our review of user interactions and internal processes revealed bottlenecks in quoting, booking, and shipment tracking that limited the efficiency of the shipping experience.
Stakeholder Meetings
Collaborated with PM, sales, operations and engineering teams to align on business goals, internal workflows, and key success metrics.
User Interviews
Conducted interviews with shippers, agents, customers to uncover friction in booking, quoting, and shipment tracking.
Competitive Analysis
Platforms like Flexport and Freightos made complexity feel simple surfacing smart recommendations without overwhelming users.
Critical Insights
Lack of Fast Decision-Making
Users struggled to find the right price, often visiting multiple freight sites to compare prices and services.
Delays and Uncertainty Hurt More Than Actual Delays
Missing or mismatched updates created anxiety, even when shipments were not late.
Clear Communication Builds Trust and Confidence
Users preferred transparent, upfront charges over “cheap-looking” quotes that later introduced unexpected fees.
Success Metrics That Mattered
Faster Booking Completion
Guiding customers from search to confirmed booking with fewer steps, less confusion through automation and shorter flows.
Transparent & Revenue-Driven Journeys
Reduce support reliance with self-serve visibility and boost conversions through contextual service upsells.
Future Direction
Next, we focus on expanding through carrier API integrations, automated invoicing, and smarter workflows, unlocking faster operations and wider global reach.
A Collaborative Effort Rooted in Transparency
Unified Rate Intelligence
All carrier options in one clear comparison for faster decisions.
Proactive Transparency
Real-time shipment updates that build confidence and cut support needs.
Contextual Simplification
Guided steps and smart defaults that reduce effort and avoid rework.
Multi-Modal Options
All carrier options in one clear comparison for faster decisions.
Live Rates Updates
Instant, real-time pricing and availability across carriers.
New way to manage logistics
One Platform Total Control
2
Days
Etd arrival: Fri, 15 Sep
Qatar Airways
Rotterdam
Vancouver
40’High Cube | Dairy products +6more
Results & Impacts
Proven ROI with Elevated User Satisfaction
Within 3 months of rolling out these updates:
65%
Booking Time Reduced
The shipment creation journey was streamlined from 10 minutes to just 3.5 minutes, resulting in a significantly faster and more seamless booking experience.
40%
Operational Efficiency
Automated workflows and simplified steps reduced manual efforts, helping internal teams process shipments more efficiently with fewer touchpoints.
99%
Quote Processing Time
The new multi-carrier automation cut quote generation from 10–15 minutes to under one minute, enabling quicker decision-making for users.
16.5%
User Engagement
Greater transparency, faster responses, and clearer visual cues encouraged users to return more often and complete more bookings.
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abakhsh56@gmail.com
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