UI/UX Design
↓ 35% navigation time
Redesigning a complex order creation workflow into a structured, scalable system for logistics sellers
Role:
UX Design (Research → IA → Flows → UI → Handoff)
Led a team of 4 designers - coordinating research, IA, and UI delivery. Made the call to go with a guided 3-step flow over a flexible model and defended that trade-off with engineering in sprint reviews
Problem
The Add Order flow was long, repetitive, and confusing.
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Inconsistent UX
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Misalignment between delivery partners and sellers
The Add Order flow was long, repetitive, and inconsistent.
Unclear UX patterns for sellers and misalignment with delivery partners—especially around weight discrepancies led to confusion, disputes, and inefficient workflows.
Why this problem matters?
Product Thinking
The complexity in order creation directly impacted seller efficiency and platform performance.
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Slower task completion reduced seller productivity
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High friction increased drop-offs
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Inefficient workflows limited order throughput
Improving this flow impacts conversion, efficiency, and platform scalability.
Identifying gaps
Through UX audits and task flow analysis, key gaps and problem areas in the current product were identified.
Card sorting sessions with users further validated these findings.
User Stories
Key insight: Users lacked clarity and control in completing tasks efficiently, especially in high-frequency workflows.
Restructuring workflows for clarity and efficiency
Key Decisions & Trade-offs
Guided vs Flexible Input
Chose guided flow to reduce cognitive load
Trade-off: less flexibility for advanced users
Step Reduction vs Clarity
Kept 3 steps instead of compressing further
Trade-off: slightly longer flow, better understanding
Automation vs User Control
Introduced assisted interactions instead of full automation
Trade-off: speed vs trust
Key Solution
Introduced a guided 3-step order creation flow
Created a faster flow to add product
Improved product categorisation for returning users
Reduced discrepancy with pop-up
Created Design system from scratch for consistency
New User Flow
Returning User Flow
Outcome
Metrics & Impact
We validated the experience early and often—testing with real users, identifying friction points, and rapidly improving the design.
↓ 35% decrease in navigation time
↑ Adoption rate of bulk upload feature
↑ Overall user satisfaction and NPS