Project Overview
Role
Product Designer
Team
2 Designer, 5 Developers, 1 PM
Project Date
Dec 2022 – Dec 2024
Problems & Goals
Problems : Previous TMS System
- The delivery completion process is complicated
- The map view was too small, making the app inconvenient to use.
- Leave requests required direct communication, causing delays.
Goals
- Provide a clear, easy-to-use interface.
- Reduce errors by minimizing distractions.
- Deliver the right information at the right time.
Key Features
Clear start,
fewer mistakes
Delivery begins with a swipe, preventing accidental taps without adding extra confirmation steps.
Previously, drivers often tapped by accident or hesitated. The swipe action cut these mistakes, helping staff start their rounds faster and with more certainty.
Clear feedback,
even from a distance
Large numbers and bold colors make scan results instantly recognizable, even in fast-paced warehouses.
In warehouses, staff often scan while carrying boxes and moving quickly. The interface uses oversized visuals so results remain clear even when the phone is held at arm’s length.
Clear maps, essential info only
Pins display only the info needed at this step, keeping the map clear and drivers focused.
Previously, pins were overloaded with details and blocked navigation. Simplifying them reduced clutter and improved on-road safety.
Impact
Faster deliveries
Average time to complete one delivery decreased by ~9 seconds per task, reducing driver fatigue and saving hours over a full route.
Measured during pilot runs across ~30 deliveries
Fewer errors
Scanning validation reduced wrong or missed packages, cutting re-delivery cases and related costs.
Estimated from error logs before vs. after launch
Higher driver focus
Simplified flows and larger, clearer visuals allowed drivers to complete tasks with less distraction during busy shifts.
Feedback collected through ride-along tests and post-shift surveys.
Operational savings
By internalizing the system, Kurly reduced reliance on external SaaS tools and achieved smoother adaptation to company-specific needs.
Reflected in reduced licensing costs and fewer maintenance requests
Design Process
01
Research
User Interview
- Interviewed delivery managers to map workflows and pain points (e.g., complex completion flow, frequent errors).
- Revealed that manual communication caused delays and confusion.
Competitor Research
- Tested multiple delivery apps to see what information was prioritized in real contexts.
- Learned which design patterns reduced errors and which created friction.
02
Define
Research Insights
After synthesizing the research findings, we learned:
- Understand users’ workflows and behavior patterns
- Gain insights into their experiences while performing tasks
- Identify their needs and challenges
We analyzed YouTube videos of real delivery workers sorting packages in warehouses and managing deliveries on the road. We also reviewed user comments to uncover common pain points and workflow challenges.
03
Ideate
How Might We?
We started to dig deeper to better understand what user’s problems are by creating How Might We (HMW) questions.
Information Architecture
After discovering problems of existing information architecture, We reconstructed it to make it simpler and easier for users to navigate.
04
Prototype
Design Guide
We finalized the high-fidelity prototype after multiple iterations with the squad team. Then, I created a design guide to ensure smooth handoffs and consistent implementation.
High-Fidelity Design
We finalized the high-fidelity prototype through team iterations and created a design guide for consistent implementation.
05
Test
We tested the design with logistics staff to see how it fit into real workflows and prioritized solving key pain points.
I quickly iterated based on feedback, collaborating with squads and stakeholders during daily ramp-up meetings.
We visited the logistics center to observe real usage, test prototypes, and gather feedback for improvements.
Design improvement based on user feedback
During testing, users said map pins blocked too much of the view. I iterated on the design to reduce coverage, improving map usability and experience.
Reflection
What I learned
- Field research was crucial for understanding real workflows.
- On-site insights shaped practical and effective design decisions.
- Early field involvement laid the foundation for project success.
If I were to do it again
- Continuous improvements in efficiency, monitoring, and route management.
- Future focus on addressing labor challenges and scalability.
