Challenge

Moving can often seem like a continuous stream of stressful events. From the repetitive process of reserving a truck to the challenges of modifying bookings, coordinating with moving assistants, and handling a large truck, do-it-yourself movers using U-Haul can find the moving experience both disjointed and frustrating.

Objective

This all-in-one virtual assistant redefines the entire moving journey. It offers responsive voice-guided features that optimize tasks, enhance coordination, and provide real-time alerts and guidance. It's particularly adept at intelligently addressing complex requests, which is a valuable asset for movers under pressure. By doing so, it significantly boosts the efficiency and overall enjoyment of the moving process while simultaneously alleviating driving concerns through hands-free, real-time support.

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DISCOVERY & RESEARCH DEFINE DESIGN GOAL DESIGN DETAILS REFLECTION

TRADEFULL

Streamlining Inbound Shipment Workflows for eCommerce SaaS & 3PL

Timeline

2023 May - July ( 3 months )

team

Solo Designer, customer support team, business development team, partner success team

Tool

Figma, Figjam

My role

I was responsible for user research including interviews, user journey map. I worked on wireframing, prototyping, usabillity testing and presented my design to leadership team.

OVERVIEW

At Tradefull, a leading eCommerce SaaS and 3PL provider, the "Inbound Shipment" process was a major friction point. New clients struggled to send inventory to our warehouses, creating a bottleneck that delayed their ability to sell. I led the redesign of the shipment workflow, resulting in a 30% faster task completion rate and a 20% reduction in support overhead, ultimately unlocking $2M in GMV during the peak holiday season.

THE CHALLENGE

As the holiday peak approached, Tradefull faced a critical "time-to-market" problem. New enterprise clients were stuck in the onboarding phase because the process of creating and tracking Purchase Orders (POs) was opaque and high-effort.

Operational Drag: Customer Support was overwhelmed (100+ tickets/week) manually explaining shipment statuses.
Revenue Leakage: Every day a shipment sat "un-homed" in a warehouse was a day the client wasn't making sales.
High Anxiety: For SMEs, shipping their entire inventory is a "high-stakes" moment; the lack of transparency led to low trust and high churn risk.

IMPACT

The redesigned onboarding and shipments experience delivered measurable improvements:

20% reduction in customer support tickets related to onboarding and shipments
30% decrease in shipment task completion time
Conversion Speed: Reduced Purchase Order (PO) creation time from 5 minutes to under 2 minutes.

Revenue Growth: Enabled faster inventory inbound, generating $2M+ in peak-season revenue for newly onboarded clients.

DISCOVERY & RESEARCH

I conducted a deep dive into the friction points by interviewing the Partner Success Team, Warehouse Ops, and Enterprise Clients.

17 stakeholder interviews

Task flow analysis

Current site audit

Pain points

DEFINE

A Guided Logistics EcosystemI moved the UI from a "data entry form" to a "task-oriented workflow."

design details

Create shipment

I re-architected the PO creation process by implementing smart defaults and clear validation. It reduced creation time from 5 minutes to under 2 minutes. Moved from a single long-form page to a progressive disclosure model that reduced cognitive load.

Shipments planning page

I designed a transparent tracking system that visualized the "Last Mile" of the 3PL process (Arrived → Unloading → Put Away → Live). Direct 20% drop in "Where is my stuff?" support tickets.

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