Workflow Optimization

To understand challenges in the shipment journey, I conducted user interviews, reviewed internal operational workflows, performed a full site audit, and ran a competitive analysis of comparable shipping and logistics platforms. I partnered closely with the Customer Support Manager and Cross Border Specialist to surface recurring pain points, support trends, and operational blockers impacting both customers and internal teams.

From this research, I mapped the end-to-end shipment experience and identified key friction points across tracking, customs, and pickup. This informed a simplified, more intuitive flow designed to reduce friction, improve transparency, and decrease reliance on customer support across desktop and mobile.

Customer support was overwhelmed with requests related to shipment visibility and cross-border processing. Users frequently contacted support to understand where their package was, when it would clear customs, how fees were calculated, and how to complete pickup.

A major friction point was the pickup process, which required users to print a barcode in advance. Many users couldn't locate it or weren't aware it was required, resulting in repeated support tickets and failed pickups.

To address this, I redesigned the experience to surface critical information more clearly and introduce self-serve functionality across key moments in the journey, including mobile-accessible pickup barcodes and clearer guidance throughout shipment progress (Fig. 2–5).

User interviews and stakeholder workshops revealed that the tracking system relied on 15 ambiguous shipment statuses, which users consistently misinterpreted. I consolidated these into 6 clear, actionable statuses supported by concise explanatory copy that clarified where a shipment was and what action (if any) was required.

A critical breakdown occurred in the "Provide Details" step (Fig. 4), which was required for customs clearance but poorly understood. Users often weren't sure if their submission was successful, leading to delays and support requests.

I redesigned this flow to include clear requirements, progress indicators, and confirmation states, improving user confidence and reducing uncertainty in a high-friction stage of the process.

To further reduce support dependency and improve efficiency, I introduced features that increased visibility and control across the shipment lifecycle. This included detailed payment and cost breakdowns (Fig. 3), customizable shipment notifications (Fig. 5), and mobile-accessible pickup barcodes to eliminate the need for printing (Fig. 2).

For power users and finance teams, I also designed a fast invoice search and download experience (Fig. 1), enabling efficient retrieval and tracking of orders at scale.

The redesign significantly reduced confusion and support dependency, improving self-service across key workflows and reducing operational load on customer support teams.