Company: BIA-Technologies
Role: Senior Product Designer
Scope: Research, Information Architecture, Design Systems, Prototyping, User Testing, Visual Design
Traffic is a logistics platform that connects professional cargo owners and shippers to manage freight shipments through web applications efficiently. The platform provides value to customers by automating the complex process of shipping goods, and essential tools for route planning, cargo booking, and real-time price monitoring.
The cargo transportation industry in Russia is huge and very competitive, with numerous players vying for market share. However, many transactions are still done offline via phone and mail. The existing digital solutions looked outdated and did not give market participants the necessary flexibility. Therefore, BIA Technologies decided to create its own digital logistics platform. To do this, we enlisted the support and experience of our partner Delovye Linii, one of the largest transportation companies in Russia.
Starting from scratch: Building the platform from scratch required understanding diverse user needs through extensive research.
Balancing complexity: Navigating the intricacies of cargo transportation while keeping the platform user-friendly was challenging.
Industry disruption: Convincing industry stakeholders to adopt a digital solution demanded effective user onboarding and education strategies.
I used to work in a cross-functional team with fellow designers, analytics, engineers, and business owners. In that role, I got to be part of the entire process, starting from researching real service users and identifying problems, all the way to testing ideas and delivering the final solution. During the work, I performed well and started to take on the role of a Senior Designer.
My main tasks during the project were:
Define the project's design principles and create the company's first design system.
Design two web applications focused on cargo owners and shippers.
Focus on optimizing the offer form for cargo owners and improving the application process.
Traffic web application for transporters
During the discovery phase, I conducted comprehensive research, including interviews with users and usability tests. This helped us uncover key pain points, such as complex terminology and a lengthy offer process.
From the insights gleaned, we crafted user personas to create a vivid picture of our target audience. It helps us to guide our decision-making process and ensure that the product focuses on solving specific user pain points, frustrations, and goals.
Traffic personas
To gain an in-depth understanding of cargo owner behavior, we mapped their entire journey from the moment they considered using Traffic to streamline their cargo transportation needs to the post-interaction phase where they evaluated the platform's impact on their business.
Traffic CJM for cargo owners
Given the complexity of the platform, it was necessary to ensure consistency between the large number of screens of the two user accounts. So we, along with the developers, decided to create the basis of the design system from the very beginning and further develop and supplement it continuously.
I decided to embrace atomic design principles as a solution and designed a list of foundation tokens first. Then we created a kit of reusable components and their different states. This provided a structured framework that promoted visual consistency, efficient collaboration, and scalability.
The process was not without its challenges, from mastering new knowledge to fostering cross-functional collaboration. However, our approach provided flexibility in the design process, as each component could be rearranged and combined with others while maintaining design consistency and recognizable interface patterns for users. It helped to streamline the development process and ensured that the final product would be intuitive and user-friendly.
In the design phase, we translated our research findings and user feedback into tangible design solutions. I created high-fidelity UI designs and interactive prototypes, focusing on improving the offer process's clarity and ease of use.
The design solutions were centered on creating a user-friendly, efficient, and innovative platform
Prototypes weren't static but part of an iterative design process. User testing was central to our approach, and prototypes were rigorously tested by individuals representing our user personas. Their feedback was meticulously analyzed and integrated into design refinements, ensuring that the platform evolved based on real user input.
As we engaged with users, we remained adaptable to changing needs and industry dynamics. Our research helped us stay attuned to emerging trends and evolving user expectations, enabling us to pivot our design direction when necessary.
User testing of the first verison of the New offer form
Traffic. New offer form
As a result, Traffic has become one of the largest logistical platforms in Russia. About 2,000 shipments are made with its help every month. Improvements of the offer process for cargo owners resulted in a significant improvement in the user experience. Filing times were reduced by an average of 30%.
The logistics industry is a different world with its own rules and regulations. And they can vary depending on the role of the participant. It took me quite a long time to understand the processes, terminology, and peculiarities.
For professional tools, speed of operation is critical. That's why you should focus on automating routine operations. Such refinements not only improve the user experience but also profit the business by increasing the number of transactions.
Collaboration within the team is key. To ensure the technical feasibility of the project and speed up the release process, you should regularly coordinate with the developers.
Figma is my cup of tea. We started the project in Sketch, but the rapid progress of Figma encouraged me to strongly advocate for switching the tool. It was a great decision — the team fully appreciated the beauty of using real-time collaborative features, component variants, and prototypes.
If I were to redo the project from scratch, I would have considered the integration between the web applications and the mobile app from the outset to ensure a more seamless experience for all users. Additionally, I would spend more time on the issue of interface accessibility in our design system.
