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My role:

As a leading UX designer of our Logistic Redesign team and partnered with another UX Designer, collaborated with the GO Logistics team, our prospective client. I was responsible for revamping and enhancing the Route Optimizer program. 

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My Responsibilities:

  • Interaction Design

  • Information Architecture

  • Low/High-Fidelity Wireframing

  • Qualitative Research

Problem Statement:

  • Cluttered and unclear experience in inputting destinations, and modifying routes.

  • Inaccurate traffic information and estimated arrival times (ETA) can significantly hinder efficient route planning.

  • Lack of consistency in user experience across different platforms (web, mobile, desktop) and enabling synchronization of planned and executed routes and preferences.

Business Goals:

  • Improved Efficiency: Reduce overall delivery time by 30% by creating shorter and more time-efficient routes for drivers.

  • Enhanced Customer Satisfaction: Ensure timely deliveries and predictable arrival times to enhance customer satisfaction levels and maintain a positive brand image.

  • Optimal Resource Utilization: Distribute workloads evenly among drivers and vehicles, ensuring optimal utilization of resources and maximizing workforce efficiency.


User Research

Internal Stakeholders:
Engaged with internal teams, including the business team, IT, and management, to understand their pain points, and expectations from the new system.




External Stakeholders:
Interview the route planners, drivers, and dispatchers to gather insights into their experiences and expectations, understand the current process, and capture their pain points while using the system.
Interviews: Conducted 1:1 sessions with the route planners, and dispatcher to gather detailed narratives and opinions from participants
Observations: Observe participants in natural settings, capturing behaviors and interactions as they occur.

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Understand the Current Process:

We conducted several interviews with Logistics teams to identify the essential needs and demands of the users, route planners, and dispatchers while they engage with the system.
We came up with a High-Level User Flow and asked the users about the common challenges Ask your users about the common challenges they face while utilizing this system and pinpoint the aspects that cause them the most frustration.

High-Level User flow - Current Process

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Gathering Pain Points:

in our research session with users and stakeholders, we gathered all the pain points by writing down them on sticker notes to review them all together

Categorizing pain points:

It was time to put all pain points on the whiteboard, vote on the most important pain points and categorize them under specific areas of problem to come up with solutions according to the importance of the issue.

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UX designers and stakeholders came together to sketch out ideas, and concepts on paper.
this session helped in exploring innovative solutions, refining ideas, and gaining valuable feedback from diverse perspectives.

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UX designers, business teams, and stakeholders came together to sketch out ideas, and concepts on paper.
this session helped in exploring innovative solutions, refining ideas, and gaining valuable feedback from diverse perspectives.


Information Architecture:

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High-Fidelity Wireframes:



Available order tab:

Offering access to available loads that can be scheduled in advance, such as a week ahead, helps alleviate the workload for route planners.

Available Drivers tab:

Providing access to available drivers that can plan ahead based on their availability times.


Map View button:

One-click access to the map while the route planner starts planning to be able to review the route on the map.

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Alert banner:

Presenting real-time updates, including traffic alerts, and route adjustments, ensures users remain informed and can adjust their plans accordingly with ease.

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Stop Details:

All essential information regarding the planned route is available to be reviewed or checked in case there would be any changes in the executed route. Access to real-time data including ETA, new notes from customers, etc.

Route Progress:

Show Real-time data for route planners to track the route, and contact the driver if there is any issue or concern.

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