End-to-end supply chain, all in one platform
My role
Design Strategy, Interaction, UX/UI design, Prototyping & validation
Duration
3 months (Desktop MVP)
3 months (Mobile MVP)
Platform
Desktop and responsive
Mobile app
Team
3 Designers, 1 Product manager, +10 Engineers
The opportunity
In Brazil 2013, logistics was complete inefficient. I remember that time, it was common to see "motoboys” not yet “courriers" just chilling on sidewalk, waiting for the next order that the boss would give, having fun with each other and talking about everything. There was not a sense of urgency for companies and even more the drivers. This is was the behavior that each economic specialists could say: “companies are loosing the opportunity to make money instead solving this genuine challenge." The fact was, logistic was a mess. Businesses didn't knew what to do and how be better for themselves.
But, behind this fact actually had a true and really hard challenge. Solve logistics in one of the biggest countries of the world, with a large online shopping everiday is not easy. Even before Amazon, in Brazil, nobody received product, food or e-commerce items in same-day (D0) or next-day (D1) deliveries. It doesn't exists an end-to-end lifecycle package and package tracking and the experience was tottaly disposable.
Our ambition was really big, and we decide to start from the scratch a tech-logistic company that helps businesses with the world class same day delivery in a massive way for the whole country. E-commerces, companies and restaurantes needed a player that mixed operation, reduced-cost, technology, efficiency together.
We had the opportunity to design our own path. We started with the investment from Series A to F (with all SoftBank stuff). We created our first cross-docking space with sorters, and then, we rented other places while demand scaled and grew.
Our main challenge was building a hybrid service that reduces Lifecycle packages vs a great Front-end and Real UX Time tracking combined with managing client demand vs infraestructure
We had to design a platform that focused on instant deliverables like point to point. For example, you can delivery a package from your office and deliver it faster than an Uber. Or, as small business you can deliver different orders for different until 15 places simultaneously, like an order from point A to J.
For an bold end-to-end platform it was required that we designed our main dispatch algorithm intelligence code based.
In 2014, our CEO as a funny person, once said for the product trio in aspirational way:
"Logistics can be sexy”
UX and design system challenges
We did continuous discoveries to understand (i) couriers preferences, behaviors and mental mode (ii) businesses expectations and pain points (iii) operational touchpoint with platform (iv) batch dispatches, (v) tracking, (vi) package return(vii) no-show, etc.
Focused on building the world-class UX and UI experience , we spent a lot of time in execution and creating our design system. This was really necessary to scale our impact on deliverables. We had to design different parts of experience like platform design, packages tracking, courier app, financial reports UI, multiple access, API for businesses and instant deliverable food platform.
What we delivery
Growing and scale
After MVP and continuos releases, we discussed a lot about our vision to connecting the entire country. For logistics we had the ambition to reduce the life-time cycle package inside our cross-docking. We understand to connect all big players and businesses we need to invest even more in sorters and massive dispatches. Our operational and product team visited some sorters providers from Germany and we bought 4 sorters that costs more than 3mi each one. We had become one of the biggest logistics player from Brazil.
After that, some friends and their relatives started to mention about Loggi and how faster was his ship from e-commerce. People desired products even more, e-commerce grow faster as we imagined, everyone spent time buying something online.
We connected Brazil.
Connecting Brazil
New challenges
In fact, couriers become really productive and makes money faster they can imagine in 2014.
Many couriers started complaining. Some of them: volume of packages, lack of security, limit of packages on their bags, time spent per day, no-show, pricing and others.
We invested really hard on our internal team to increase our capacity. Some areas like customer and driver support, operations, finance, risk management, engineering, design, sales really grew, to maintain and still increases Loggi supply/demand.
Couriers start to be popular in their neighborhoods because they started to change their profit. They had new behaviors and focused really hard on delivering packages. We heard a lot of stories that some of them builded a house, bought a car, paid for daughter's colleges.
In fact, Loggi connected Brazil. the last 9 years, Loggi changed habits and created new behaviors for businesses, companies, drivers and couriers.
