ABOUT THE PROJECT
At CARGAMOS a Last Mile Logistics Startup I worked as a UX/UI Designer, UX Writer, and Manager of their Digital Products from August 2021 to July 2022.
I redesigned the entire website; improving the user experience by 80% by optimizing the information architecture and effectively stabilizing the different leads.
I was responsible for developing and coordinating end-to-end responsive web projects for the different operational areas. I managed resources, performed QA, reported to stakeholders, and managed Suppliers. I created the Design System, optimized the Site Architecture, established the Information Architecture, designed new features, and improved engagement.
PROBLEM
The CARGAMOS startup specializes in next-day parcel delivery solutions across the country. However, having a wide range of customer segments with different value offerings for each meant that the messaging and functionalities of the website became confusing.
SOLUTIONS
I actively collaborated with CARGAMOS' founders, operational managers, development providers, marketing team, data team, automation team, and operators to develop a website that would offer the right features for each of its customers, helping them to perform their activities straightforwardly and simply following CARGAMOS' problem-solving framework.
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Below are some of the features I designed:
PROCESS
After understanding the needs and expectations of the project, I gathered the requirements and evaluated the previous design using the Nielsen 10 Heuristics. I also reviewed the data available in Google Analytics to identify priority sections. With the information gathered, I developed a concept and created wireframes, which received feedback, and adjustments were made as necessary. The wireframes were turned into a high-fidelity prototype which again received feedback. Once approved, the development team implemented it and I performed QA to ensure the fidelity of the design in production. After this process, the site was published and QA'd again to ensure quality.
USER RESEARCH
Due to the speed at which a startup advances, there was not always the opportunity to carry out a complete investigation for each of the projects developed. Therefore, other tools such as User Journeys, and Scope Canvas, among others, had to be adapted to give structure to the data that was available.
However, the one-on-one interviews always provided great value in understanding the needs of the segments involved and thus offering impactful solutions.
SCOPE CANVAS
PROCESS DIAGRAMMING
OTHER CONSIDERATIONS
Before arriving at the high-fidelity prototype, I architect the site with Screaming Frog support and performed QA to validate that all redirects were correct. I mapped the folders, subfolders, and orphaned pages to create a new sitemap.
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I made a redirect map for the development team, mapping the URLs that were to be removed, replaced, or permanently migrated.
With TAG MANAGER I connected the Facebook pixels to track site events to Facebook and designed the Open Graph for Facebook, Twitter, and LinkedIn. All these activities provided great value for optimizing the SEO of the website.
UI KIT
WHAT I LEARNED
During my time collaborating with CARGAMOS Startup, my main learning was to work fast and apply the premise "Get it wrong fast, get it wrong early, and get it wrong cheap". Thus, being the only UX/UI Designer on the team, I managed to design and implement the different features that were required in record time.
My time management was considerably streamlined by relying on the way the team I had the good fortune to collaborate with work.
It was at CARGAMOS where I started working with data previously collected by tools such as Google Analytics and the focus on SEO to direct the solutions to generate valuable metrics that would allow for better decision-making in the future. Data itself is valuable. However, well-analyzed data can take you to new levels.