Loop Logistic Website

Loop Logistics is a website for an integrated logistics service provider.
Tasks
User Research
UX/UI Design

Overview:

The goal of this project was to improve the usability and overall experience of a logistics company’s website. The project aimed to address customer frustrations related to shipment tracking, transportation options, and communication, particularly for B2B clients.

Visit WebsiteView Final Design

Problem:

The current website failed to clearly communicate the company’s comprehensive, tailored logistics solutions. It did not adequately address the pain points of the target audience, leading to missed opportunities for building trust and providing value to clients who seek specialized services.

Research Results

Through user research and stakeholder feedback, we identified several critical issues with the current logistics website.

What the Users Say

Understanding user perspectives

‍Complex Shipment Tracking:Users found it difficult to track their shipments due to outdated and unclear tracking systems. This resulted in frustration, inefficiency, and a lack of trust in the service.

Limited Transportation Options:The website only provided a single transportation method, which restricted customers from choosing faster or more economical alternatives. This was a major pain point for businesses looking to optimize their delivery processes.
‍
‍Lack of Customization:The website offered generic solutions without the flexibility for personalized logistics services. This made it difficult for larger businesses to align with the company’s logistics offerings.

‍Poor Communication Channels:The lack of responsive customer support on the website added to user frustration. Customers, particularly those with urgent needs, struggled to get real-time assistance with their shipments.

"Tracking my shipments on this site is a nightmare. I just want a simple, real-time system that I can rely on without having to call customer support constantly."
"We have unique logistics needs, but the website doesn’t offer any tailored solutions. It feels like they aren’t equipped to handle larger, more complex operations."

To better align with user needs, I crafted these personas as a foundation for my strategic decisions.

To address the issues identified during user testing, we created wireframes that allowed us to experiment with different design solutions. This step was crucial in refining the app’s navigation, iconography, and visual hierarchy before moving on to the final design phase.

Benchmarking

Freight Tracking:
Featured in slider area
Featured in slider area
No such tab exists
Our Solutions Page:
It is considered as a top heading covering services. Only transportation was not mentioned.
Services are explained directly. Only transportation services were mentioned
No such tab exists
Financial Services Page:
It was explained with detailed information. (insurance, value protection, myfinance)
There is no information about such a service.
There is no information about such a service.
News Psge:
Available
Available
Available
Service Steps:
No such part exists
No such part exists
No such part exists
Corporate Page:
No such tab exists
Vision, mission, documentation.
Vision, mission, values.
Subpages for individual regions.
Event and rewards page.
Memberships

Wireframe | User Flow

Key wireframe elements include repositioning visual elements for simplified navigation, redesigning icons for better clarity, and restructuring content to enhance visual hierarchy, guiding users intuitively through the app's features.

WireframeUser Flow

Redesign Solution

The essential user journey involves the task of posting an item. I have multiple screen iterations and I’m soliciting user feedback to improve them.

Live Shipment Tracking
A live tracking feature has been integrated directly into the hero section, allowing users to monitor their shipments in real-time using a tracking code.
Custom Route and Budget Calculation
To demonstrate the flexibility of transportation options, a calculation tool was added just below the hero section, allowing users to estimate routes and budgets based on their specific needs.
Addressing User Pain Points
Based on insights gained from target audience research, we’ve included icon-based visuals that communicate our understanding of user pain points, showing that we have the solutions they need.
Storytelling for Customizable Logistics Solutions
We’ve incorporated a storytelling approach that showcases the logistics company's integrated systems and customizable services, walking users through each step of how these solutions are achieved.
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