Overview

Write 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

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

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 complex operational systems

• Think in systems, not screens

• Balance business, technical, and user needs

• Build scalable, future-ready products