Shippage is an easy-to-use digital platform that aims to revolutionise the freight forwarding industry. By leveraging technology, Shippage provides forwarders with a seamless experience to obtain rates quickly, reduce costs, boost sales, make data-driven decisions, and enhance customer satisfaction. As a UX designer, my responsibility is to understand the needs and goals of the users, conduct user research, and create intuitive design solutions that optimise the platform's usability and efficiency.
Our goal is to enhance the freight forwarding experience by tackling common issues faced by traditional freight forwarders. Shippage aims to streamline rate distribution, eliminate quoting delays, simplify paperwork, and address other challenges in the industry. Additionally, the stakeholder emphasises the importance of a user-friendly interface that is intuitive and does not require vertical scrolling.
I developed a minimalist and user-friendly solution that effectively addresses the challenge of accommodating all necessary components within a single screen without the need for scrolling. While the current solution is straightforward, I recognise potential areas for improvement and believe there are opportunities to create an even more refined and enhanced user experience.
As a UX Designer, I play a crucial role in this project. My responsibility is to design and create a seamless user experience for Shippage. By conducting user research, analysing user behaviour, and collaborating with the development team, I will develop a deep understanding of the users' needs and translate them into intuitive and visually appealing design solutions. Through wire-framing, prototyping, and iterative testing, I will ensure the final product meets the objectives and provides a delightful user experience.
Shippage is a digital platform that connects freight forwarders with shipping providers and streamlines the rate quotation process. Let's analyse its competitors and outline their pros and cons:
It is important for Shippage to leverage its strengths and overcome the weaknesses of its competitors to gain a competitive edge in the market. By focusing on providing a user-friendly interface, transparent pricing, extensive shipping provider network, and robust analytics and reporting features, Shippage can position itself as a top choice for freight forwarders seeking a comprehensive digital platform.
As a UX Designer, I play a crucial role in this project. My responsibility is to design and create a seamless user experience for Shippage. By conducting user research, analysing user behaviour, and collaborating with the development team, I will develop a deep understanding of the users' needs and translate them into intuitive and visually appealing design solutions. Through wire-framing, prototyping, and iterative testing, I will ensure the final product meets the objectives and provides a delightful user experience.
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38 yrs old | San Diego, California | Freight Forwarder
I started by sketching some user flows and early wireframe ideas.
I wanted to be realistic in what I could achieve given the time limitations, so I decided to focus the solution with simple and efficient user flow.
This section demonstrates the designed solution, from low-fidelity wireframes to a high-fidelity prototype. Figma was used as the design tool.
The UX design process for the Shippage app involved extensive discussions with stakeholders to exchange ideas and gather insights. These concepts were then translated into digital wireframes, allowing us to effectively organise and manage large volumes of complex data.During the UX phase, we focused on streamlining and reorganising the five key stages for a freight forwarder: Search, Quote, Book, Track, and Manage. Through careful wireframe design, we ensured that each stage seamlessly flowed into the next, providing a cohesive and intuitive user experience.
The choice of Helvetica as the primary typography for Shippage brings a timeless and versatile aesthetic to the brand. Known for its clean lines and legibility, Helvetica exudes a sense of clarity, simplicity, and modernity. Its neutral appearance allows for easy readability and consistency throughout the app, enhancing the overall user experience.
The colour palette for Shippage revolves around #065C7A, a deep blue shade representing trust, reliability, and stability. This colour instills confidence and creates a sense of security as users navigate the app. Complemented by the light aqua tone of #E6F4F1, the palette adds vibrancy and tranquility, contributing to a visually engaging and harmonious user interface. The colour combination helps highlight important elements and calls to action, ensuring a visually captivating and efficient user experience.
The Shippage app utilises simple and direct icons inspired by real-life objects. These icons are designed to be easily recognisable and relatable to users, enhancing the app's usability. By incorporating familiar references, the icons communicate their intended actions or features in a clear and intuitive manner. The simplicity of the icons ensures legibility, even at small sizes, providing a clean and uncluttered visual representation for seamless navigation and interaction within the app.
The high fidelity prototype for Shippage, created using Figma, showcases the visually refined and interactive experience of the app. With attention to detail in typography, colour, and iconography, the prototype accurately represents features like rate searching, quote generation, shipment booking, tracking, and logistics management.
To address the identified problem statements and improve the user journey, the following design solutions will be implemented:
During the development of the Shippage app, I focused on achieving industry-level interaction and visual design while prioritising a superior user experience. Collaborating closely with stakeholders and developers, our goal is to exceed user expectations and deliver an intuitive and seamless product.
Through user research, usability testing, and iterative design, I gained valuable insights into user needs and preferences, shaping the app's interface and interactions. The ongoing collaboration with stakeholders and developers has enhanced my ability to align user experience goals with technical requirements.
In addition, I am currently working with GIVVEN, applying my user experience expertise to their ERP tool. This project offers further opportunities to refine my skills and contribute to the creation of an efficient and user-friendly software solution.
Overall, the Shippage app project provided valuable learning experiences in user experience design, emphasising the importance of delivering a superior user journey. The collaboration with stakeholders and the ongoing work with GIVVEN continue to enhance my expertise in creating impactful user experiences.
