Bringing a fresh approach to building applications for the logistics industry.

MOVEL is a Mumbai based, enterprise software solutions company specifically focussed on the shipping logistics industry. In a bid to expand their solutions suite, MOVEL reached out to us with the desire to bring in a fresh ‘design first’ approach to building their software.

The key project outcomes included:

  • Customer Portal
  • Business Analytics Tool
  • Mapping out an 'Ecosystem of Solutions'

Go straight to outcomes:

4 months (Aug ’18 - Nov ’18)
MOVEL (name changed)
Strategy . Product Management . UX
Core Team
Abrar . Sheneille


Understanding the logistics business
The endless touch-points & actors that exist along the journey of a shipment, not to mention the social & political environment surrounding it, make the process anything but simple to comprehend. To uncover these complexities we went through several conversations with company directors, product owners, sales staff, client service staff etc.

We created emoji storyblocks to visually comprehend the journey of a shipment

Understanding the customer, and defining the customer portal
For this, we conducted user stories & prioritisation workshops with the MOVEL team. Out of this, one of the priority customer needs that emerged was— ‘I want to know where my shipments are at any point in time’

Co-creating user stories with the MOVEL product team
Affinity mapping of user stories

Moving From Ideas To Action: Design and Development
From quick scribbles on paper, to detailed UX flows & mockups— we were building, testing and iterating right from the get go.

Initial interface sketches. Followed by many more
User Test Insights: Most people being MS Excel pro users, preferred table filters over left-column ones
The UI transformation over several iterations

Moving beyond the Portal to a Business Analytics Tool
To tackle this, we had to dig deeper, and understand the logistics business through the lens of sales, operations & finance. We used similar tools & processes to identify key performance metrics for each of these departments, and went through several iterations to translate them into analytics dashboards.

Understanding metrics, KPIs and their endless interconnections in the logisitics context
Wireframes, wireframes, more wireframes


1 | Customer Portal
An online service that allows MOVEL's client's customers, to track their shipments, make payments & avail other services, thereby reducing time consuming, in-person interactions.

Final UI Screens
Final UI Screens
Final UI Screens
Final UI Screens
Final UI Screens
Final UI Screens

2 | Business Analytics Tool
An analytics tool that surfaces key performance metrics, thereby helping MOVEL's client's upper management, to make better, data-supported decisions.

Final UI Screens
Final UI Screens
Final UI Screens
Final UI Screens
Final UI Screens
Final UI Screens
Final UI Screens

3 | Assets & Documentation
We created supporting documentation & guidelines to support future development & implemention teams. Also, we developed a ‘UI components library’— to bring some UI consistency, across future product implementations.

Supporting product documentation
Supporting product documentation
UI components library, written in HTML, CSS & Javascript

4 | Mapping out an ecosystem of solutions
As our business understanding grew, we realised that moving forward, a service design approach would be needed to create disruptive solutions, in a vastly complex industry. To explore this, we started mapping out an ecosystem of solutions— to optimise internal processes of logistics businesses, and to create a seamless customer experience.

Plotting out the solutions ecosystem: A synthesis of sketches, system maps & service blueprints


HIGHLIGHT: Facilitating the articulation of tacit knowledge, bringing clarity for all.
We facilitated frequent discussions & workshops to draw it out MOVEL's product team's deep, tacit knowledge about the logistics sector in India.

CHALLENGE: Understanding we are designing a framework, not a product.
MOVEL's software solutions are customised as per client needs, making each implementation slightly different from the other. This meant that we had to stop thinking of ‘one solution to fit them all’ but instead, devise ‘one framework to adapt to them all.’

LEARNINGS: Reflections on Product Management.
Key learnings: Allowing roadmaps & strategies to respond to change, clearly & frequently communicating with the team, and most of all, ‘clearing up the road ahead, so that the team can do its job’.