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
Desktop (Responsive) Design System
Year
2021
Role
Project Lead, UX Design
Team
Ali Chandwani (Product Lead), Gurgen Osipian, Doniyor, Xujanazarov Hasan, Bekhzodkhon Makhkamov
Challenge
The goal was to turn Shipox from a fragmented system into a seamless, intelligent SaaS platform—one that delivers complete fleet visibility and optimizes every step of the process.
Constraints
With no direct access to end users, we relied on the product itself and insights from the product and engineering teams to assess its strengths, gaps, and opportunities.
Understanding the landscape
We began by exploring leading fleet management and SaaS platforms, analyzing competitors to understand key differentiators. Alongside this, we reviewed Shipox’s user feedback and support logs, uncovering pain points and areas for improvement directly from 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
Delivery Managers & Drivers
Supply Chain Managers & Logistics Startups
User Interviews
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 Personas
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.
29, Fleet Manager
Houston, TX
"Communication bottlenecks with drivers and unexpected breakdowns cause frustrating delivery delays and operational inefficiencies."
She manages dispatch and scheduling for a fleet of delivery drivers at a Houston logistics company offering same-day delivery services. Though only 5 years into her career, Amanda quickly demonstrated sharp problem-solving abilities and now oversees coordination for over 50 drivers making deliveries across Texas.
Frustrations
Communication breakdowns between Amanda and drivers causes delivery delays.
Inability to accurately predict traffic impacts, and a lack of optimization efforts around driver routing and responsiveness.
Goals
Customizable role-based dashboard visibility.
Native communication workflows between drivers and managers.
Automated documentation and proof of delivery.
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.
Navigating Limited User Input
Access to direct user data was a major challenge. The platform lacked structured user insights, and most input came from stakeholders. To address this, we first created a comprehensive Product Requirements Document (PRD) outlining key features. We also emphasized the value of user research in shaping product decisions, ultimately leading to a more informed and user-centric final design.
Managing Tight Timelines
With ambitious deadlines and high stakeholder expectations, strategic planning was critical. I developed a structured Project Plan that allowed us to stay agile amid shifting timelines, ensuring we met milestones and delivered a high-quality solution on time.
Building a Strong Team
Joining a new team in a remote setting required thoughtful team-building. I focused on understanding each member’s strengths and interests, fostering a collaborative and open environment. By ensuring that challenges felt engaging rather than overwhelming, we maintained motivation and celebrated our collective success