Logistic portal
Improving order management efficiency.
Get the highlights
Context
Drayeasy helps international freight forwarding businesses to connect shipping order segments. Users can utilize its SaaS portal to manage shipped orders. However, more than 70% of clients indicated an incremental struggle using this portal.
Company
Drayeasy
Tool
Figma
Duration
4 months
Role
Product Designer
Problems
The struggles users experiencing from the order portal when managing shipping orders mainly come from two areas:
Navigation complexity
Logistic information is presented disorderly and redundantly, making it hard for users to retrieve order information efficiently and take actions effectively.
Support limitation
It is tedious to get support for problematic orders and impossible to get instant assistant for any questions.
Success metrics
To ensure value delivered onto business, we monitored three key metrics throughout the project.
Task completion time
Time taken to allocate demanding information or take actions to orders.
Navigation satisfaction
User satisfaction over the ease of portal navigation.
Success order volume
Successful order completion resulted from higher error resolution from orders.
Solutions
The new order portal
Via mix methods user research, I specified user pain points and utilized discoveries to streamline the order management portal's information hierarchy. Then I introduced three areas of improvement that resolve the user pain points by reducing platform's cognitive load and improving easiness accessing user-desired information.
Feature 1: Expandable order detail table
Display order information more concisely with clear hierarchy, presenting the most demanding order information on the surface level and grouping relevant details via expandable interaction.
Feature 2: Information sorter
Improve order information filter relevant to users' actual habits.
Feature 3: Floating chat box
Introduce a floating chat window set with answers for common inquiries and live chat assistant that is accessible anywhere on the platform.
Impacts
%
Order sorting time
%
User satisfaction
%
Order completion
%
Order revenue
Take a closer look
01/ Understand
Project statement
At the beginning of this project, we learned from project manager that users were struggling with order management on Drayeasy. The information provided two generic directions of the problem but it require us to dive deeper to investigate the exact problem users were facing.
❝
We noticed many users are unsatisfied about finding desired information and getting assistant when managing their orders.
— Drayeasy Project Manager
Research
To understand the struggles comprehensively, we performed a mix methods research, on the one hand, to accumulate domain knowledge about the logistic industry, on the other hand, to connect with key stakeholders to understand problem contextually.
Benchmark analysis
We ran benchmark analysis with industry competitors, learning about how other logistic SaaS software works, what similarities and differences these platform shared with Drayeasy.
Stakeholder interviews
We interviewed a diverse groups of stakeholders. From Drayeasy internal team such as managers and engineers to understand the prior management portal design considerations and constrains to clients with different scales to learn about pains from actual pointed examples.
Interviews
Groups
Why order portal is designed the current way?
Why current portal failed to meet users expectation?
How would an ideal order portal look like?
Key discoveries
Synthesizing the research data, we learned the pains concentrated under following four themes.
Users found data presentation overwhelming
Users found data presentation counterintuitive
Users found filter function irrelevant
Users indicated inadequate resolution
HMW
These in-depth research outcome enabled us to came up with specific HMW("How Might We") statements driving the design iteration process.
01
How might we streamline data display to align with users' decision-making needs?
Order grouping and data display should prioritize MBL numbers to match how users bundle and track containers.
02
How might we ensures users can quickly find what they need?
Filters must be relevant, allowing users to find orders by practical criteria like timing.
03
How might we integrate resolution pathways for users to access support within the portal?
Error management should enable users to view and resolve issues immediately and collectively.
02/ Iterate
Mockups
After we collected enough context about the problem and defined the problem statements, we sketched and then mocked up the potential solutions for each "HMW". Our ideation focused on two areas, improving existing features such as information architecture and ideating new features such as more accessible customer support.
Information architecture improvement
We began the exploration from iterating the information hierarchy tree graph iterating closely with users, and then transferred the result onto the page in different layouts. We tested the layout variations with users and voted the most feasible concept.
Data sorter
Built upon the chosen direction for the page's information architecture and layout, we adjusted the sorter function based on the previous demand mentioned during user interview.
Customer support
By closely testing with users, we learned that users wanted flexible way to get support from the platform on different hierarchy, so we introduced customer support on different layers.
03/ Solution
Reorganized order table
Enhanced order filter
Seamless error support
Outcome
Effortless navigation, seamless support.
The enhanced portal simplifies the information hierarchy for easier navigation and provides multiple touchpoints for accessible support, reducing complexity and resolving support limitations effectively.
Learnings and reflection
Users inform the best decision: Always involve users in the iterative design process to helps to refine strong decisions.
Think beyond focus point: Expanding the scope to related areas amplifies the impact of improvements, ensuring a more holistic and effective solution.