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[Case 02]

Adaptating a desktop-based design to a mobile design with UX advisory and user's inputs and insights.

Logistics

3.4% increase in conversion rate and 55% increase in monthly Mobile Page Views.

Adaptating a desktop-based design to a mobile design with UX advisory and user's inputs and insights.

[Project Overview]

KLog, seeking to digitalize their business, requested the adaptation of the current Cargo Book & Pay, designed for a desktop device, to its mobile version, thinking of an agile digital Book&Pay solution, due to the increasing demand of their customers to have a mobile solution to this operation.

[Problem Statement]

The company identified the need of their customers to have a mobile solution for their book and pay operations, because the current solution wouldn’t meet expectations on their phones.

[Industry]

Logistics

[My Role]

UX & Lead Designer

[Platforms]

Webmobile

[Timeline]

2022

View Full Case Study

View Full Case Study

[Persona]

Freight Forwarders LATAM

Freight Forwarding Manager

Manages freight operations across Latin America, coordinating ocean, air, and land shipments. Packed days with booking and tracking shipments, resolving delays, managing paperwork, and ensuring regulatory compliance. Tech-savvy but constrained by outdated systems and slow digital adoption in the region.

Age: --

Location: LATAM

Tech Proficiency: Moderate

Gender: All

[Goal]

Ensure on-time delivery and supply chain visibility for clients.

Gain a real-time view of shipment status, exceptions, and documents.

Improve operational efficiency by reducing manual tasks and duplicated efforts.

[Frustrations]

Too many manual processes, especially for quoting, booking, and documentation.

Poor visibility over cargo once it leaves the origin port.

Frequent customs delays due to missing or incorrect documents.

[Process]

[01] User Research

Conducted desk research on the Logistics industry, to understand its ground.

Interview sessions with Product Stakeholders to know the Business & Customers.

Behavioral and experience patterns analysis of book & pay digital solutions.

[01] User Research

Conducted desk research on the Logistics industry, to understand its ground.

Interview sessions with Product Stakeholders to know the Business & Customers.

Behavioral and experience patterns analysis of book & pay digital solutions.

[01] User Research

Conducted desk research on the Logistics industry, to understand its ground.

Interview sessions with Product Stakeholders to know the Business & Customers.

Behavioral and experience patterns analysis of book & pay digital solutions.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

Mobile users struggled with small buttons and unresponsive layouts.

Trust the platform with her payment and personal information.

[03 Design Solution]

Analysed the usability the current solution (heuristics), to identify experience improvements.

User tested the desktop solution to gather insights before crafting the new one.

Crafted the mobile solution, focused on a streamlined experience with well-defined user flows and mobile best usability practices.

[03 Design Solution]

Analysed the usability the current solution (heuristics), to identify experience improvements.

User tested the desktop solution to gather insights before crafting the new one.

Crafted the mobile solution, focused on a streamlined experience with well-defined user flows and mobile best usability practices.

[03 Design Solution]

Analysed the usability the current solution (heuristics), to identify experience improvements.

User tested the desktop solution to gather insights before crafting the new one.

Crafted the mobile solution, focused on a streamlined experience with well-defined user flows and mobile best usability practices.

[04] Testing & Iteration

Heat maps proved usage hypothesis on user’s behaviour tapping on elements.

Usability metrics indicated successful completion of tasks.

Users response to prior task and after task revealed a satisfaction improvement.

[04] Testing & Iteration

Heat maps proved usage hypothesis on user’s behaviour tapping on elements.

Usability metrics indicated successful completion of tasks.

Users response to prior task and after task revealed a satisfaction improvement.

[04] Testing & Iteration

Heat maps proved usage hypothesis on user’s behaviour tapping on elements.

Usability metrics indicated successful completion of tasks.

Users response to prior task and after task revealed a satisfaction improvement.

[Outcome]

3.4% increase in conversion rate.
55% increase in monthly Mobile Page Views.
85% of user satisfaction measured with the System Usability Scale (SUS) method.

[Key Learnings]

Simplification is key.

Users value a quick and easy experiences, especially on mobile. Not all the steps of the flow are of value to everyone.

Simplification is key.

Users value a quick and easy experiences, especially on mobile. Not all the steps of the flow are of value to everyone.

Simplification is key.

Users value a quick and easy experiences, especially on mobile. Not all the steps of the flow are of value to everyone.

Heuristics for product redesign.

Heuristics not only allow to get a basis usability score, but also help to map and understand the user flow and product in general.

Heuristics for product redesign.

Heuristics not only allow to get a basis usability score, but also help to map and understand the user flow and product in general.

Heuristics for product redesign.

Heuristics not only allow to get a basis usability score, but also help to map and understand the user flow and product in general.

Incorporating questions in remote user testings.

As a valuable practice to understand user's intent and sentiment beyond the task itself. It helps to deep dive into information details that need improvement.

Incorporating questions in remote user testings.

As a valuable practice to understand user's intent and sentiment beyond the task itself. It helps to deep dive into information details that need improvement.

Incorporating questions in remote user testings.

As a valuable practice to understand user's intent and sentiment beyond the task itself. It helps to deep dive into information details that need improvement.

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