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iCARRY Web Design

A tech-driven logistics aggregator that connects businesses and individuals with multiple carriers on one single platform

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OVERVIEW

As the lead designer of this project, I took the opportunity to use creative and captivating design elements by adopting a more playful approach for the revamp of the iCARRY platform.

 

My mission was clear: “Avoid monotony, captivate and engage users, and leave them eager for more." 

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ROLE & DURATION

UX/UI Design Lead

My role encompassed a broad range of tasks for the redesign of the website and web app.

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Both my internal team and the iCarry team collaborated together for long-term weekly feedback sessions as well as explored the latest competition in the market.

 

This enabled me to construct a fresh and improved UI style guide that worked wonders with dynamic animation presets and a seamless user journey, guiding users effortlessly through the process of selecting carriers to the smooth delivery and collection of parcels.

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UX Competitive Research - Wireframing - High Fidelity Design - Content writing Tone/mood/voice - Site Mapping - UX/UI Auditing - User Testing.

Team consisted of:

UX/UI Designer - Business Director - Social Media Specialist - Marketing consultant - Full Stack Developers

May 2023 - August 2023

WHAT IS iCARRY?

iCARRY is a leading technology-driven logistics platform that uses AI | ML modules to streamline the delivery chain between individual or business users and carriers providing a seamless and exceptional first and last mile delivery experience.

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Connects businesses
to multiple carriers

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Scales your business and provides with rewards

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Creates a seamless delivery journey

WHY DID iCARRY PURSUE A COMPLETE REVAMP OF THE WEBSITE?

  • The iCarriers were committed to changing the way businesses think and process deliveries by simplifying the user journey and infusing a playful spirit onto the platform.

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  • The iCARRY brand sought a considerable elevation of style and digital footprint, recognizing the singular aspect that set it apart from its competitors: the ability to draw users in with unparalleled visual appeal.

 

  • Captivating the user's eye was the ultimate gateway to attracting them to an informative shipping platform, the key lay in incorporating aesthetics and a seamless journey that left a lasting impression.

BUSINESS GOAL

Revolutionizing the way businesses connect and deliver by providing a suite of free game-changing tech tools that transform the way to manage orders

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KEY CONSIDERATIONS

  • The design should be modular and flexible - this includes a chat system, imagery, and overall flow.                

  • Balance educating the user, the number of steps in the flow, and the amount of data collected with the ease of getting through the flow quickly.

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PROJECT GOALS

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  1. Increase customer acquisition by encouraging On Demand users to sign up and create an account upon checkout.                                                                  

  2. Provide users with better personalization of the features displayed.                                                              

  3. Clarify how the platform's services work in a straightforward manner.                                                                                           

  4. Create a framework that can support future optimization as well as flexible responsiveness.                                                                                                            

  5. Keep the users engaged and interested by implementing visually appealing graphical elements and selected color contrasts with a purpose.

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iCARRY has an up-and-running website, with approximately 10 inside pages. The navigation bar allows the users to choose and redirect to a desired page. The decision to redesign was based on a need to align the website with the company as a new and improved established business brand.

THE CURRENT WEBSITE

THE PROCESS

Since the company and its leadership knew what they wished to present, I proposed a polished information architecture for the users to get to where they wanted faster. 

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During the collaborative feedback sessions, three crucial user personas were identified :

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  1. Businesses & Social Sellers

  2. Carriers

  3. On-Demand users

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THE CHALLENGES OF BUSINESS AND SOCIAL SELLERS AND CARRIERS

  • Extensive search process

 

  • Visit multiple websites

 

  • Lack of convenience for deliveries

 

  • Geographical limitation

 

  • Expensive shipping prices due to minimal volumes

 

  • No loyalty programs or incentives​

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  • Lack of real time visibility on orders in-route

 

  • High on-demand delivery cost

 

  • Lack of data analytics

 

  • Delays in delivery and payment

 

  • High cost to build a private fleet

 

  • No website

A site map was designed to list the different types of pages along with the content present on each page. I then cross-referenced it with each user persona. This iteration facilitated in improvement of the structure of each page.

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All three personas will be able to organize and manage their entire fulfillment process from shipping, tracking, management, analysis, and returns all with minimum effort, and time.

In order to make the design more intuitive, it was crucial to implement a doorway to the registration page in the webapp, through the website in almost every individual inside page.

THE DESIGN

After building a site map, I had a clear idea of how each page should be structured, page layout, information architecture and user flows. I then sketched out a couple of wireframes for the following main pages :

  1. Features(Redesign)

  2. Solutions(Redesign)

  3. Company (Redesign)

4. Partners (New addition to the website)

5. Ship On Demand (New addition to the website)

6. Contact Us (Redesign)

7. Resources (Redesign)

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All pages needed further attention from content writers and were scheduled for user testing right after the internal audit.

CHALLENGES

Working under tight unrealistic schedules sometimes lead to rushed decisions and compromised quality.

Meeting the client's expectations while maintaining creative integrity was sometimes challenging, especially when their specific visions did not align with the design team's ideas.

Lack of clarity or direction (hauled indecisiveness)

Unclear project briefs or constant changes in requirements and style direction made it difficult for me to finalize a page and move forward in order to finish on time.

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Balancing creativity and usability

Striking the right balance between innovative and visually appealing designs while ensuring practical usability was a delicate challenge.

Lack of clarity or direction (hauled indecisiveness)

Unclear project briefs or constant changes in requirements and style direction made it difficult for me to finalize a page and move forward in order to finish on time.

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DELIVERING A SEAMLESS OUTCOME

During the design phase, my team and I well-crafted the iCARRY website to serve as a user-centric gateway to a smooth user experience that leaves a lasting impression in terms of eye-catching content, design, and animation.

 

A comprehensive understanding of the client's goals, target audience, and industry trends was crucial to every phase of the project. Thorough visual research lays the groundwork for a thoughtful and intuitive user interface, where every element is purposefully placed to guide users effortlessly through the website.

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The homepage was designed with a strategic vision, it seamlessly connects visitors to every page, granting a glimpse into the features, solutions,

and company profile from any inner page.

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A specially tailored landing page dedicated to the On Demand service was thoughtfully curated to cater to users seeking the swift convenience of a one-time checkout experience.

Each step of the user journey has been personalized to provide a specific service to each user persona accordingly

INFORMAL USER TESTING

Upon completion, the designs were ushered into the process of development, where I've undergone continuous follow-up meetings with the dev team after auditing the deployed beta version of the website. 

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As a final step, it was important to gather valuable feedback from potential users in a relaxed and informal manner before going live. 

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During this process of informal user testing, I sat next to every testing participant and observed their facial expressions upon their first impression of the homepage. 

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Most to all reactions were positive and genuinely appreciated the effort put into the animations and displayed visual elements. The focus was set more on the user journey as a whole, where I've noted down the points in the journey where the participants felt confused or stuck.

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MATERIAL DESIGN - ATOMIC DESIGN SYSTEM

project learnings

Overall, our team accomplished an incredible amount of work considering our relatively short timeline of 3 weeks between design, testing, and development. I learned a lot about the process, collaboration, and working with shipment companies.

I also learned quite a bit about myself.

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I’d like to highlight two things I think will have the most impact on my ongoing career and creative process:

 

1. Collaboration is key

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While I do have experience working within interdisciplinary teams and leading creative direction through past jobs, this time, working with both the internal and the client team developers brought on its own set of challenges.

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I had to learn to be more aware and open to constructive critique, as well as learn how to adapt to the developer's limits to recreating designs as close to the original as possible. I believe this project has allowed me to develop new collaboration skills that will be helpful for other projects in the future.

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2. The importance of research

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Compared to previous projects, this project was a lot more visually heavy. I saw this as an opportunity to get more involved in the process of learning about our users and their needs to be attracted to a typical online shipping platform without checkout complications.

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3. Acceptance of minor changes to the designs

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I've noticed how difficult it is sometimes to accept that the client might not entirely consider my professional design recommendations or follow the original confirmed designs on Figma. There will always be a time when the clients prefer to omit or add certain sections directly skipping the design phase and integrating the new sections hastily onto the live website without a reconsideration of the layout or user experience. 

Dhari Al Mutawa - CEO/Founder of iCARRY

Kudos to the talented team of designers and communication managers for consistently delivering exceptional creative solutions that elevate our brand and resonate with our customers, driving success to our shipment platform!

 Sascha's Design Portfolio © 2024

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