My Scope

Work closely with founder and regional directors to build out digital products and drive marketing campaign for the US market.

Role

Sole Product Designer.

Tools

Figma . Matomo . Zoom . Teams

Timeline

Sep 2020- Sep 2021

Products

Consumer/business portal
Shipping website
Marketing assets

• 53% reduction in support tickets

• 27% increase in business customer retention

I collaborated closely with engineers, directors, and the founder to strategically design and implement a scalable consumer and business portal. For consumers, the portal streamlined order tracking, bulk ordering, template reuse, and a rewards system—enhancing convenience and driving repeat engagement. On the business side, I optimized account management by enabling admins to invite team members, review and approve issues, and oversee order operations efficiently. This resulted in improved workflow automation, reduced friction in order management, and increased customer retention

👉 Click here to view user/business action flows in portal

• 50% Increase in Revenue

The website enabled users to get a quote and create a shipment online as well as provide more business exposure.

I started by defining the website’s information architecture, collaborating closely with operations team members and data analysts who interact with customers and analyze user behavior. Their insights helped me identify key user personas, common actions, and pain points, allowing me to structure the site around intuitive user flows and seamless navigation.

User Types:

• First-time individual shipper

• Returning individual shipper (shipping or tracking)

• First-time enterprise shipper

• Returning enterprise shipper (shipping or tracking)

Key Interactions:

• Ship a package

• Track a package

• Learn about the service

• Contact us

👉 Click here to view the full shipping interface flow

I built out a design system from the ground up to ensure consistency and scalability across customer-facing products, which strengthens brand identity and improves the user experience. This leads to faster development, reduced costs, and better cross-team collaboration.

The Problem

Following the launch of the 1.0 website, the landing page successfully attracted a good amount of traffic; however, the “Create a Shipment” conversion rate was disappointingly low.

The Goal

Identify and resolve the factors contributing to the low “ Create a Shipment” conversation rate.

The Highest Bounce Rate Occurs On the Homepage.

To narrow down the cause of the low "Create a Shipment" conversion rate, I reviewed and analyzed the step-by-step shipment creation data funnel. I found out that the highest bounce rate of 58.80% occurs on the homepage.

• The 'Create a Shipment' feature is the most frequently used and aligns well with our business's desired user actions.

• 83.5% of the homepage customer traffic is coming from China and Japan.

• 71 .3% of shipping labels are created for shipments from the U.S to China.

Key findings

• 80% of Participants needed to outsource a US address to fill in the ‘From’ address

• 80% of Participants were unsure about the ‘Height’ , ‘Width’ , and ‘Length’ of the package

• 66.7% of Participants are not familiar with “Lb” and “ Inche” units

• 66.7% of Participants thought the CTA copy of ‘Create a Shipment’ was misleading

US Address Selections - provides warehouse addresses as references for international customers without a U.S. address to quickly obtain a shipping quote.

Unit Switching to Accommodate International Customers’ Behaviors - allows international customers to switch to units they are familiar with.

Fill in Dimensions Later - enables customers to obtain a quote range by entering only the weight, using predefined dimensions based on common shipping container sizes

Adjust CTA Copy to Avoid Disengagement of Inquiry Customer - change “create a shipment” to “continue” to set accurate expectations.