Ship Africa | Mmekutmfon

Shipping Simplified: The All-in-One Logistics Platform for Businesses of All Sizes

Unleash efficiency with streamlined shipping, real-time tracking, and seamless 3PL integration

OVERVIEW

In today's digital age, navigating the complexities of shipping shouldn't be an exercise in frustration.

Existing shipping platforms offer a glimpse of convenience, but often fall short in delivering a truly seamless and empowering experience. ShipAfrica, a leading logistics company in Africa steps in to bridge this gap.

The goal is to develop a groundbreaking platform designed for everyone to manage their shipments with ease and confidence.

learn more about Ship Africa

ROLE

I joined Ship Africa as a product designer in January 2022. I handled the entire UX and UI design and strategy for the team. I’ve been extremely fortunate to have been part of this journey and have grown tremendously during the design and development cycle of ship africa's logistics software.

Product Designer

January 2022 - August 2023

The Problem

Existing shipping software fail to deliver a comprehensive and user-friendly platform that prioritizes cost optimization, real-time information, and streamlined workflows. While some offer basic functionalities like booking and tracking, they often lack the features needed for a truly efficient and empowering experience. Opaque pricing structures with hidden fees make it difficult to accurately budget for shipping costs. Fragmented tracking experiences across different carrier websites leave users frustrated and lacking real-time visibility into their shipments.

The Design Process

My design process began with a deep dive into user needs and industry challenges, to drawing out solutions, followed by an iterative design process. Development, testing, and continuous improvement fueled by user feedback were the cornerstones. This agile approach ensured Shipafrica's evolution into a user-centric platform that streamlines logistics processes for everyone.

Understanding the user

The initial phase of the UX design process involved a comprehensive exploration of the challenges users faced with the existing logistics platform.

The primary goal of the user research was to gather insights into the challenges and pain points users experienced while interacting with the existing logistics platform. Through a combination of user interviews, surveys, and usability tests, we aimed to understand user behaviors, preferences, and expectations, thereby informing the redesign process.

My research encompassed:

Understanding the user's goals and needs
Uncovering pain points with the existing user journey
Determining the success of the tasks measured

Users Interview

Conducted one-on-one interviews with a diverse group of users (8 users), including both frequent and occasional users of the existing logistics platforms. Key questions focused on their experiences with shipment booking, rate checking, and shipment tracking.

Interview Questions:

Can you briefly tell me about your experiences with using logistics platforms for shipment services? Have you encountered any challenges or frustrations when using these platforms?
How would you describe your experience with the current shipment booking process on logistics platforms? And what aspects of the booking process do you find most confusing or time-consuming?
In your experience, is there anything about the rate information that you would like to see improved or made more clear?
How satisfied are you with the current shipment tracking features on the logistics platforms you’ve used?
If there’s one thing you could change or improve about your experience with these platforms, what would it be?

Insight gathered from the interviews

Based on the one-on-one interview conducted, several valuable insights were gathered from the user, shedding light on their experiences and pain points with the existing logistics platform:

1. Complex Booking Process:

The users expressed frustration with the current booking process, finding it time-consuming and confusing.
Specific steps in the process were identified as problematic, suggesting a need for simplification and clarity.
First-time users faced challenges, indicating a lack of guidance for new customers.

2. Opaque Rate Information:

The users shared experiences of difficulty understanding and accessing rate information.
Ambiguities in rate information contributed to hesitations in completing bookings.

3. Shipment Tracking Challenges:

The users reported dissatisfaction with the current shipment tracking features.
Specific instances of delayed and inaccurate tracking updates were highlighted, causing frustration.

4. Desire for Improvements:

The users expressed a desire for improvements, emphasizing the importance of a seamless and user-friendly experience.
Specific suggestions for changes or additional features were notated, providing actionable points for the redesign.

Quantitative Survey

Distributed surveys to a broader audience to gather quantitative data on user preferences and satisfaction levels. Questions were designed to assess overall satisfaction, identify specific pain points, and gauge interest in potential new features.

Findings obtained from the survey

Over 60% of respondents expressed dissatisfaction with the current booking process.
Nearly 75% of users found the rate information on the platform confusing or lacking in transparency.
A majority of respondents indicated a preference for real-time shipment tracking features.

Building empathy

Using the quantitative and qualitative data from interviews and survey results, I defined the two target group profiles to better empathize with my main user groups and prioritize goals according to their needs.

User Story

The user story describes a specific scenario from a user's perspective. It outlines their goal and the steps they take to achieve it using the platform. This helped us identify potential roadblocks and ensures that the ship africa software caters to user needs in real-world scenarios.

Competitive Analysis

The competitive analysis highlights a diverse and evolving landscape in Africa’s logistics industry. Ship Africa designed platform will consider leveraging strengths in technology, regional coverage, and user-friendly interfaces.

Data Analysis

I compiled and analyzed both qualitative and quantitative data to identify recurring themes and patterns. This process involved synthesizing interview transcripts, survey responses, and usability test observations to derive actionable insights.

Key Findings

There is a need for a more intuitive and streamlined booking process.
Users desire transparent rate information with a breakdown of charges.
Users experience disjointed workflow
Reliable and real-time shipment tracking features are crucial for a positive user experience.

The Solution

Solution to limited carrier options & hidden fees

Ship Africa integrates with a wide range of reputable carriers. Users can compare rates from multiple providers in a single platform, ensuring they find the most cost-effective option for their specific needs. Transparent pricing structures eliminate hidden fees and enable informed budgeting.

Solution to lack of real-time tracking

Ship Africa provides real-time end-to-end tracking within the platform. Users can ditch the frustration of fragmented tracking across carrier websites. They gain clear visibility into their shipment's progress, from pick-up to final delivery, with proactive exception handling for any potential delays.

Solution to disjointed workflow

Ship Africa offers a user-friendly and intuitive platform that centralizes all functionalities. Users can book shipments, compare rates, track progress, and manage all aspects of their shipping needs in one place. This eliminates the need to juggle multiple platforms and phone calls, streamlining the workflow and saving valuable time.

3PL Integration

For businesses with complex logistics needs, Ship Africa seamlessly integrates with existing 3PL providers. This streamlines workflows, centralizes data management, and leverages the power of existing logistics infrastructure.

User Journey Map

The user journey map is a strategic technique that guides the design and development process, leading to a logistics platform that not only meets user needs but exceeds expectations, fostering user satisfaction and loyalty.

User Flow

The user flow is designed to create a seamless and efficient experience for users engaging with the logistics platform, focusing on two primary aspects: shipment booking. The idea behind this user flow is to address the pain points identified in the problem statement and provide a user-centric solution that meets the diverse needs of both logistics managers and end users.

Key Ideas in the User Flow

Unified Dashboard: The landing page and subsequent dashboard serve as a central hub for all logistics activities. Users, whether new or returning, can easily navigate to either book a new shipment or track existing ones.

Efficient Shipment Booking: The flow for booking shipments streamlines the process, minimizing manual data entry and offering the option to use saved profiles for quick bookings. Instant rate quotes and carrier comparisons empower users to make informed decisions.

Scenario: Book Shipment

Information Architecture

ShipAfrica's information architecture prioritize a user-centric approach, ensuring a smooth and intuitive experience for anyone navigating the logistics platform.

Style Guide

Ship Africa style guide ensures brand consistency, fostering user trust, promotes a user-friendly experience through familiarity, creates a professional aesthetic, and streamlines development and maintenance for a cohesive and efficient logistics platform.

Visual Designs

Conclusion

The ShipAfrica software successfully identified and addressed key user pain points in the traditional shipping experience. User research validated the need for a user-friendly platform offering transparent pricing, real-time tracking, and simplified booking. The positive response to the prototype confirmed the value proposition of ShipAfrica's solution.

While the initial design phase yielded valuable insights for user interface improvements, further iterations are underway to optimize clarity and user experience. Development efforts were focused on building robust backend functionalities that integrate with carriers and ensure secure transactions and accurate tracking.

Following beta testing and a well-defined launch strategy, ShipAfrica is poised to disrupt the logistics software market with its user-centric approach. By prioritizing a seamless and efficient shipping experience, ShipAfrica has the potential to become a go-to platform for both individuals and businesses navigating the world of logistics.

Learnings

1. User Pain Points Validated: The user research and testing process confirmed initial assumptions about user frustrations with traditional shipping methods. The focus on confusing carrier websites, hidden fees, and cumbersome tracking experiences resonated with users, validating the need for a streamlined logistics platform.

2. Value Proposition Confirmed: The positive user response to the ShipAfrica prototype highlights the value proposition of a user-friendly platform that offers transparent pricing, real-time tracking, and simplified booking processes. This reinforces the market need for ShipAfrica's solution.