Logistic System

Project Overview

Background

Logistics Worldwide Limited is a Thai logistics company established in 2017, providing legitimate freight forwarding and logistics services.The founder has always upheld the spirit of being a service pioneer, assembling a young and dynamic second-generation management team dedicated to enhancing service quality. At the same time, the company actively promotes automation to improve operational efficiency and tackle future challenges.

Goals & Objectives

The team plans to integrate the logistics system with ShipEngine to automate label processing, cost calculation, and account management while restructuring the infrastructure to enhance future scalability. Additionally, the Rate Card feature serves as a value-added service for customers, but the team is currently prioritizing the optimization and integration of the internal system.

Role & Deliverables

In this project, I worked closely with PM and two engineers. I was responsible for the end to end UI and UX design, from defining the problem to deliver the final visual artifact.

Challenges

Since logistics operations involve multiple steps, the team aims to optimize the UI design to simplify label processing, cost calculation, and account management workflows. However, continuously testing and refining the interface is necessary to enhance efficiency while ensuring clarity, ease of use, and minimal learning curve.

Results & Impact

The initial design and front-end implementation were successfully delivered, ensuring that the system met the expected standards in user experience and functionality. However, due to adjustments in the project's direction, further development did not continue, and the system was ultimately not launched.

USER RESEARCH

Research Insights

🗣️ Fragmented Operations and System Integration Challenges

Internal teams reported inefficiencies caused by having to manage multiple steps and tools manually for shipment labeling, cost calculation, and account handling. This often leads to operational delays, higher error rates, and additional manual rework.

🗣️ Lack of Unified Information Flow Across Departments

The team of member each maintain their own records and tools, resulting in inconsistent data and fragmented communication. This increases the effort needed to coordinate across departments and slows down response times.

🗣️ Outdated System Architecture Hinders Scalability

The existing infrastructure was built for short-term needs and now struggles to accommodate new service demands or external API integrations. Technical debt makes it difficult to scale or adapt the system for future enhancements.

🗣️ Rate Card Function Lacks Clarity and Engagement

The Rate Card feature is positioned as a value-added tool for prepaid users, enabling access to shipping rate comparisons and label previews. However, users are often unaware of its utility due to a lack of onboarding, poor visibility, and unclear messaging.
This results in low feature adoption and limited engagement, despite its potential to assist users in making cost-effective logistics decisions.

Problem Definition

📝 Manual Labeling and Cost Processing Creates Bottlenecks

The current workflow requires manually inputting shipping details, cross-referencing carrier data, exporting labels, and verifying costs. These time-consuming and error-prone steps affect fulfillment efficiency and accuracy.
Integrating with ShipEngine is crucial to automate these operations and reduce human error.

📝 Disjointed Data Flow Hinders Cross-Team Collaboration

Logistics data is scattered across systems and recorded manually by different team members. This makes it difficult for customer service or sales teams to track shipping status in real-time, causing delays and miscommunications.
Restructuring the data flow and user interface is necessary to improve transparency and efficiency.

📝 Legacy Architecture Limits Future Expansion

The system was rapidly built based on immediate functional needs, which now results in poor stability and maintainability. It struggles to support scaling efforts or new feature integrations.
A modular and scalable infrastructure is needed to support future growth and improve development agility.

📝 Unclear Value Proposition of the Rate Card Feature

The platform’s Rate Card was designed as a value-added feature, allowing users to access shipping rate estimates and carrier comparisons after account top-up. However, users and internal teams alike found the purpose and benefits of the feature unclear.
The lack of onboarding guidance, limited visibility, and unclear messaging contribute to low adoption and conversion rates.
To unlock its potential, the interface needs improved clarity, better user education, and stronger emphasis on the feature’s value in helping users make informed shipping decisions.

Guideline

Principles

The following principles are what I complied when I was designing the new experience:

Consistency

The system interface follows consistent patterns in layout, terminology, and interactions to reduce the learning curve across different user roles (e.g., warehouse, admin, CS). Visual and functional consistency ensures smoother navigation and fewer user errors.

Clarity

Each feature is designed with purpose-driven clarity—actions are labeled unambiguously, and complex flows (e.g., label printing, rate preview) are broken down into step-by-step guidance. Clear visual hierarchy helps users quickly identify priority information.

Scalability

As the system is built with future integrations in mind (e.g., ShipEngine, Rate Card), UI and backend design anticipate modular growth. This includes component-based UI and adaptable data models to support additional logistics services.

Deliverables

Uses the shape and red color of the logo to extend and emphasize the liveliness and strength of the brand and a clear navigation system.

Label Management

The system offers a convenient order management feature, allowing users to import orders by selecting a specific time range to ensure real-time data synchronization. With an intuitive interface, users can easily browse customer order details, status updates, and order history, enhancing operational efficiency and customer service quality.

It provides a clear display of customer information, including basic details, transaction history, and value-added breakdowns. This allows managers to easily review and track customer needs and consumption behavior, enabling targeted services and promotional strategies. The interface helps improve customer service quality, optimize customer relationship management, and ultimately drive business growth.

Client Management

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