Shipox DMS
Shipox was built to streamline logistics, but after its acquisition by Zip24, it was clear the platform was fragmented and inefficient. Key components like tracking, routing, and order management lacked integration, leading to operational blind spots and inefficiencies for users. A transformation was necessary—one that would unify the system, enhance visibility, optimize workflows, and create a more intelligent SaaS platform for seamless fleet management.
Client
Zip24
Deliverables
UI/UX, Design System
Year
2021
Role
UX Design
Challenge
The goal was to transform Shipox from a fragmented system into a seamless SaaS platform—one that enhances fleet visibility, boosts efficiency, and ensures a unified delivery experience across every touchpoint.
Constraint
With no direct access to end users, we relied on the product itself and insights from the product and engineering teams to assess its performance, identify gaps, and uncover opportunities for improvement.
Discovery
We analyzed competitors to identify key differentiators. Alongside this, we reviewed user feedback and support logs to reveal pain points and define areas for improvement through real customer experiences.
Our focus was on enabling logistics companies to run their fleets more efficiently, ensuring on-time deliveries and a seamless customer experience.
Target Audience
Primary Audience
Delivery Managers & Drivers
Secondary Audience
Supply Chain Managers & Logistics Startups
User Interview
We conducted in-depth interviews with drivers and logistics companies to understand their workflows and challenges. A key takeaway was the high value placed on proactive notifications and accurate ETAs. Users expressed frustration over vague status updates during delays, emphasizing the need for timely alerts that allow them to adjust plans and keep customers informed. This highlighted a clear opportunity to enhance user satisfaction through predictive insights and real-time notifications.
User Persona
To capture diverse user needs, we developed personas representing a driver, an fleet manager, and a startup founder. A common thread among them was the demand for efficiency and reliability. Predictive insights—such as advanced warnings on delays—emerged as a crucial feature, ensuring seamless coordination and reducing uncertainty.
Information Architecture
Working closely with stakeholders, we defined the information architecture based on key features outlined in the Product Requirements Document (PRD) and prioritized using the MoSCoW method. This structured approach helped us map essential flows, group features effectively, and refine usability to improve the overall experience.
Wireframes
Through iterative design, we developed wireframes that served as a foundation for discussions and reviews with stakeholders. These iterations helped us refine user flows before moving to high-fidelity designs. Given the distributed nature of our team, we established a design system early on to ensure consistency across screens, enabling seamless collaboration.
Design System
Our design system was built to be modern, minimal, and functional. With managers and drivers as our primary audience, we crafted a balanced color palette using solids with subtle gradients. Readability and approachability guided our typeface selection, ensuring a friendly yet professional tone. For iconography, we chose Iconly, as it best aligned with the app’s positioning and visual identity.
