Overview

Led the end-to-end redesign of a B2B logistics operations platform used across the Middle East, handling high-frequency shipment workflows across domestic and international markets.

The platform functioned as a central operational system integrating sales channels, logistics partners, and internal workflows, where even minor usability issues could result in shipment failures, delays, or financial loss.

Impact

• Prevented ~90% of known operational errors through structured validation logic

• Improved task efficiency (shipment creation within ~3–5 minutes)

• Reduced cognitive load across complex workflows (~30%)

• Designed system supporting 20+ shipment states + advanced return flows

• Enabled transition from single-user → multi-user scalable platform

• Improved analytics usability (~25–35% faster time-to-insight)

• Built a globally scalable, API-driven logistics system

Context: Platform Evolution

The platform was evolving from a merchant-only tool into a multi-user logistics system supporting:

• Individuals, Freelancers, and Companies

• Multi-country shipping workflows

• Complex return scenarios

• Multi-channel integrations

• Courier APIs and real-time tracking

• Fragmented workflows

• High cognitive load

• Frequent errors due to unclear actions across shipment states

• Lack of structured visibility into operations

• Limited scalability

The Problem

Why It Was Critical

• In logistics, incorrect actions directly lead to shipment failures, delays, and revenue loss.

  This made UX a business-critical layer, not just an interface problem.

My Role & Ownership

• Owned end-to-end product design across all modules

• Primary design decision-maker after leadership

Defined:

• Product scope

• Workflow architecture

• Prioritization strategy

Led:

• UX strategy

• Validation system design

• Workflow restructuring

• Analytics experience

Core Design Principal

➜ Designing Beyond Happy Paths:

Every interaction was designed to clearly guide users by answering:

• What is happening right now?

• Why is this happening?

• What should the user do next

➜ How It Was Applied:

• Role differentiation started from registration itself

• Workflows adapted based on user type and context

• Clear primary, secondary, and tertiary CTAs guided users at every step

➜ This Applied To:

• Correct actions → reinforcing progress and guiding next steps

• Incorrect actions → preventing errors and enabling recovery

➜ This Ensured:

• Continuous clarity throughout workflows

• Reduced decision friction

• Smoother task completion without confusion

My Approach

1- System & Workflow Audit:

• Analyzed user roles, tasks, and dependencies

• Identified error-prone states and workflows

2- Scenario Mapping

Designed for:

• Success paths

• Incorrect actions

• Edge cases

• Recovery scenarios

3- Status-Based Error Prevention System

A key insight:

Most errors were caused by users performing incorrect actions on specific shipment states.

Solution

• Mapped all shipment statuses

• Grouped them into logical categories

• Defined allowed vs restricted actions per status

Example:

• “Created” status → edit, change carrier, process, delete

• “In-transit” status → view only, track shipment

Impact

• Eliminated invalid actions proactively

• Contributed to ~90% error prevention coverage

4- Workflow Restructuring

• Converted dense flows into step-based interactions

• Reduced decision fatigue

• Improved clarity and speed

5- Usability Validation

• Conducted usability testing using Uxtweak

• Tested with internal users simulating real workflows

Key Task Tested:

Creating shipment with:

• Multiple address selection methods

• Multiple boxes

• Multiple items and quantities

Goal:

• Reduce time to 3–5 minutes

• Eliminate confusion and hesitation

Outcome:

• Achieved smooth, guided flow through iteration

Key Product Decisions

1- Muti User System Transformation

Redesigned platform to support:

• Individuals

• Freelancers

• Companies

Included:

• Role-based onboarding (starting from registration)

• Workflow customization

• Different validation logic

This was a fundamental product shift, not just a UI redesign

2- Step-Based Workflow Design

• Introduced guided steps

• Applied progressive disclosure

• Defined clear CTA hierarchy

Result:

• Improved decision-making

• Reduced cognitive load

3- Error Prevention as a System Layer

• Disabled invalid actions

• Structured error messaging

• Guided recovery paths

Result:

• Reduced operational errors

• Improved self-service usability

4- Analytics & Dashboard Design For Business Insights

• Designed a comprehensive analytics and dashboard system from scratch to support merchant decision-making

• Structured insights across multiple time frames (daily, weekly, monthly, quarterly, yearly) with comparative views (DoD, WoW, MoM, QoQ, YoY)

• Enabled flexible analysis through custom date ranges and multi-dimensional filters (products, shipments, recipients, geography, domestic vs international)

• Introduced courier performance metrics to evaluate efficiency, reach, and operational reliability

• Informed metric design by studying industry benchmarks and real-world reporting patterns, ensuring alignment with how businesses evaluate performance and growth

This ensured that analytics moved beyond reporting—supporting business evaluation, performance tracking, and growth decisions.

Deep Dive 1 -

Complex Return Shipment Design

The Challenge

Designing partial returns across multiple boxes with multiple items and quantities.

Scenario

• Shipment contains multiple boxes

• Each box contains multiple items

• Users can:

  • Return from any box

  • Return partial quantities

  • Perform multiple returns

Solution

Flexible Entry Points

• From shipment view

• From “Add New Return”

Box + Item Selection Model

• Checkbox-based selection:

  • Full box

  • Item-level

Quantity Clarity

• Showed:

  • Original quantity

  • Return quantity

Error Prevention

• Restricted invalid edits

• Prevented exceeding original values

Outcome

• Reduced cognitive load significantly

• Enabled return creation in ~2 minutes

• Handled real-world complexity smoothly

• Highly appreciated by stakeholders

Deep Dive 2 -

Dashboard & Status Visualization

The Challenge

Design for:

• 20+ shipment statuses

• Rare edge-case states

• Domestic vs international data

Solution

• Grouped statuses logically

• Designed horizontal scalable layout

• Handled:

  • Max state scenario

  • Zero state scenario

Interaction Design

• Hover reveals domestic vs international counts

• Statuses are clickable → navigates to filtered shipment view

• Added contextual back navigation

Outcome

• Improved visibility and actionability

• Reduced time to identify and act on shipment states

• Created control-center-like dashboard experience

Constraint & Trade-off

Problem

Proposed advanced filtering system (like e-commerce platforms)

Constraint

• Rejected due to engineering complexity

Decision

• Improved existing filters instead

Approach

I presented multiple options and allowed stakeholders to make informed trade-offs.

Insight

• Strategic decisions come from visible trade-offs, not hidden compromises

Technical & System Thinking

Designed for API-driven ecosystem:

• Sales channel integrations

• Courier APIs

• Real-time shipment tracking

Key Contributions

• Structured clean input data

• Ensured cross-system consistency

• Handled API failures with recovery flows

• Reflected real-time system states

Operational Service Ecosystem

The platform operated within a broader logistics ecosystem where clients also relied on additional services such as warehousing, fulfillment, and fleet management alongside shipment handling workflows.

To better understand how these operational services interacted across different touchpoints, I created a service blueprint mapping merchant interactions, operational coordination, warehouse processes, and supporting logistics systems throughout the fulfillment lifecycle.

• Mapped operational workflows supporting inventory management, warehouse coordination, fulfillment handling, and merchant communication across the logistics lifecycle

• Analyzed dependencies between self-service platform interactions and backstage operational processes

• Identified coordination gaps, operational touchpoints, and workflow dependencies influencing platform reliability and user experience

• Structured workflow interactions to improve inventory visibility, operational transparency, and fulfillment coordination across stakeholders

• Incorporated operational messaging and stock-history visibility to support communication between merchants and internal operational teams

• Designed contextual workflow touchpoints for inventory updates, validations, operational interventions, and fulfillment-related coordination

Regional & Global Considerations

Designed for multi-country Middle East operations, including:

• Varying country-level regulations

• International shipping compliance

• Address and documentation formats

• Courier-specific constraints

(Details generalized due to NDA)

Tools & Execution

Tools:

• Figma → design + prototyping

• FigJam → IA mapping & competitor analysis

• Uxtweak → usability testing

Workflow:

• Designed desktop-first experience

• Built interactive prototypes

• Conducted stakeholder walkthroughs

• Collaborated with UI team for:

  • Responsive design

  • Dark mode

  • RTL support

Business & System Outcomes

• Enabled transition from a single-user tool to a scalable multi-user platform

• Established structured workflows for complex logistics operations

• Improved operational visibility across the end-to-end shipment lifecycle

• Strengthened system reliability across all states and scenarios

• Prepared the platform for multi-region expansion

Key Learnings

• Workflow clarity is critical in B2B systems

• Scenario thinking enables real-world usability

• UX writing drives action clarity

• Systems thinking is essential for scalability

Reflections

This project strengthened my ability to:

• Design systems that handle real-world complexity beyond ideal scenarios

• Think in terms of system behavior, states, and dependencies—not just screens and flows

• Balance business impact, technical constraints, and user needs while making design decisions

• Identify high-impact intervention points within complex operational systems

• Build structured, scalable foundations for future product growth

It also shaped how I approach product design in complex environments:

• Platform design does not exist in isolation—it is deeply interconnected with service design. Product decisions around features, workflows, and data structures were continuously influenced by underlying service operations and required close collaboration with business and leadership teams.

• Designing for logistics in the Middle East required adapting to evolving shipping regulations. This involved continuously revisiting workflows and system logic to ensure compliance until final handover—reinforcing the need to design systems that can adapt to changing external constraints.

• Competitor and platform analysis revealed that even within the same domain, product design is shaped by underlying business models. This reinforced the importance of designing beyond parity—clearly expressing product differentiators while aligning with unique operational and business needs.

• My background in management and systems thinking enabled me to better understand business models, operational dependencies, and decision-making needs—helping bridge product design with business strategy.