PRODUCT DESIGNER
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I help companies to make their user's interaction experience fun and enjoyable while at the same time increase their ROI by implementing significant UX improvements.
I always strive for simple aesthetic solutions and usability. I love finding creative solutions, based on the outcome of in-depth research and data analysis.
Scaling Global Freight Workflows
Problem
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The current way of managing orders is chaotic and not transparent a lot of data is lost
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The shipment industry is associated with inaccurate quotes and failed delivery estimations
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No central visibility on task progress or production delays
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Communication delays and missed SLA deadlines
As Lead Product Designer, I owned the end-to-end redesign of Silq’s order management platform - aligning stakeholders, mentoring juniors, and building a scalable design system. Our goal was to cut average processing time by 30% and deliver accurate, real-time quotes to every customer.
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Company Type: FreightTech Startup
Role: Led the end‑to‑end product discovery while shaping roadmap and influencing stakeholders
Platform: Responsive Web Application
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Achievements:
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Jan, 2021
Silq raised $2,000,000 / Pre Seed
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Feb, 2021
First design concept built, started regular user testing and iterations
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March, 2021
Design System created
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Aug, 2021
Three apps are launched
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Dec, 2021
The design team is complete
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Mar, 2022
Silq raised $17,600,000 / Series A
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Challenge
End-to-end order workflows span multiple manual tools, driving errors and delays.
Results
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Reduced missed shipment milestones
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Increased task completion on time
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Reduced time spent managing POs and shipments by up to 60%
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Platform adopted across Asia, US, and EU ops teams
These problems increased operational costs, created stress for global teams, and made scaling workflows nearly impossible.
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Tech Pack
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Sampling
Purchase order/production
Shipment
Discovery and ideation
Primary persona
User research findings
85% of brands still maintain logs on spreadsheets
These spreadsheets are emailed back and forth expecting the factories to keep sending updated versions.
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Fragmented feedback
Sample approvals spread across email and PDFs - adding delays per decision.
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Key pain points: Lack of visibility, lack of control, delays in shipment, business is loosing money
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Co-creational Workshops
Opportunities
1. Unified Order Hub
Consolidate tech packs, POs, sampling feedback and shipment data in one view - eliminating a time drain switching between tools.
2. Live Status & Alerts
Surface real-time shipment timelines and auto-notifications to cut “Where’s my order?” tickets by 30%.
3. In-Context Escalation
Embed vendor comments and issue-escalation flows directly into the timeline, reducing resolution time by 40%.
4. Configurable Dashboards
Let teams customize KPI widgets (processing time, delay hotspots) to drive proactive decisions.
Ideate
Information Architecture v.1.
As Lead Product Designer, I facilitated cross-functional IA workshops - mapping core modules and edge cases.
Wireframes
- Mapped and sketched key workflows in low-fidelity wireframes
- Ran rapid usability tests to validate information architecture and interaction flows
Information Architecture v.2.
After usability tests, I updated labels, combined under-utilized modules, and flattened navigation - improving task efficiency and reducing cognitive load.
Design solutions
Client app
Console app
Inspector app
Email strategy
On-the-go sampling & QC - annotate images, log defects, and send live feedback
Impact: Accelerated inspector turnaround by 35%, slashing sample review cycles.
A unified order-management and shipment tracking hub for clients.
Configurable task-template builder for production milestones and dependencies
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Impact: Enabled templates that cut setup time by 50%, standardizing workflows.
Build an email strategy driving users back into the platform.
Time and Action calendar
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Users want to follow up with factories, maintain a T&A calendar, know exactly what is going on in their production line
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Users need to be able to escalate issues if there is a delay
Changes after user testing
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All dates are displayed by default
Why: Mirrored the users’ existing Excel patterns)
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Expand/Collapse Stages (temporaty solution)
Why: Let users hide completed or future shipment phases to reduce visual noise and focus on the steps that matter right now)
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Switched from a cramped top bar to a persistent side-nav
Why: Scale with more modules, maximize vertical workspace)
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Milestones grouped by stages (e.g. ‘Production,’ ‘Customs’)
Why: so users can see progress at a glance and avoid context-switching.
Tasks and Task templates
Users want to be informed on time about changes happening to their orders, quickly react to things that require their attention, communicate via the platform
Console app
Create templates
Client app
Complete tasks
Significantly decreased cost of human errors
Reduced operator setup time for new workflows by 60%
Enabled global consistency across regional teams (Asia, US, EU)
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Results
Purchase order management
Order management allows users to submit purchase orders directly to their suppliers, which enables them to plan the logistics of the delivery ahead of time.
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To give logistics teams a central place to view, update, and manage purchase orders (POs) tied to freight shipments - improving coordination between buyers, suppliers, and operations.
Reduced shipping errors due to mismatched PO/shipments
Enabled more accurate consolidation decisions by visualizing what’s ready vs. what’s delayed
Results
Message center
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Before: Shipment communication was scattered across email and spreadsheets.
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Ops teams had to manually copy-paste shipment IDs, reference PO numbers, or chase updates across platforms.
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This caused miscommunication, delays, and lack of accountability.
UI Breakdown
Chat-style interface with threaded conversations
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Attachments (e.g., packing lists, customs docs)
Filters: by status, person, shipment, urgency
Contextual views — each message is tied to a shipment, task, or PO
Replaced email usage for shipment-related communication
Reduced miscommunication errors
Improved issue resolution time
Created a searchable message log, boosting transparency and accountability
Results
Shipment
Reduced time to update shipment data
Improved operational coordination between ops teams and clients
Enabled faster reaction time to in-transit issues
Results
5. User Testing
During the Design Process, I conducted a countless number of User Testing Sessions and was constantly improving the design.
Final outcomes
The redesigned platform replaced spreadsheets and emails for global ops teams. It became the core system for managing freight workflows, reducing delays, and coordinating across suppliers, factories, and logistics partners.
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