Tag
Case Study
Logistic / SaaS
Role
Product Designer
Timeline
2022-2024
LOGEE is a digital logistics SaaS offering :
Transport management
Warehouse management
Analytics
Sales tools
Transformation of LOGEE from a fragmented multi-platform system into a unified, user-friendly logistics solution showcases the power of UX-driven decision-making. By leveraging structured research, user insights, and iterative design, the platform now delivers a cohesive, scalable, and efficient experience for all its users.
My Role
As a Product Designer on the unification project, I was responsible for auditing existing user flows, collaborating on a new information architecture, and designing a unified user experience. I worked closely with:
Product Designers from each of the original service "tribes"
Development Team
Product Managers
Problem Statement
At the early stages of LOGEE’s application development, several issues emerged:
The presence of siloed systems led to difficulties in integration and a lack of unified product identity.
Uncoordinated development resulted in an overwhelming number of digital touchpoints (DTPs) across different platforms, increasing maintenance complexity and escalating development costs. There were 19 active DTPs, including both web-based and mobile applications.
Both internal stakeholders and users expressed the need for a single platform that could consolidate all services efficiently.
Challenges
Technical Feasibility
The first major hurdle was confirming with the development team if it was even possible to merge the back-ends of 16 different services into one. After a thorough investigation, they confirmed it was achievable, giving us the green light.Aligning a Divided Team
With designers accustomed to creative independence on their respective products, a key challenge was fostering a shared vision. The Design Jams were critical in breaking down silos and getting everyone aligned and excited about building a single, unified LOGEE.
Approach
To address these challenges, the design team initiated a service integration project with the following key steps:
Audit and Feature Mapping
Conducted an in-depth audit of the user flows across all existing platforms.
Mapped all features within each service to understand redundancies and key functionalities.
Reasearch & Analysis
The design team executed a series of UX research activities to ensure user-centric solutions:
Benchmarking: Analyzed similar logistics platforms to understand industry standards and best practices.
Field Research & Interviews: Gathered insights from key user personas.
Third-party logistics provider (3PL)
Truck owners
Company owners
Warehouse owners
Truck drivers
Salesperson
Solution
From the research phase, the design team identified an effective approach to unify the diverse user personas and their specific service needs:
Shared Service Features / Parent Features: Core functionalities available across all roles.
User-Specific Features / Child Features: Key features tailored to specific user roles.
This categorization allowed for a structured and scalable navigation system, enabling better usability and future adaptability.
Implementation single Design system across all LOGEE services
Design & Testing
Organized design jam sessions to conceptualize a unified design theme for the new LOGEE application.
Conducted usability testing with real users to validate the new navigation structure.
Ensured all user roles could be accommodated while allowing adaptability for future role expansions.
Results & Impact
The design overhaul successfully addressed the core issues, resulting in:
Reduction in digital touchpoints from 19 to a single, integrated platform.
Improved usability and efficiency, making it easier for different user roles to navigate and utilize the platform.
Optimized development and maintenance costs by consolidating resources into a single system.
Enhanced scalability, ensuring future user roles and services can be seamlessly integrated.
