PRODUCT DESIGNER
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
-
The current way of managing orders is chaotic and not transparent a lot of data is lost
-
The shipment industry is associated with inaccurate quotes and failed delivery estimations
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.
Company Type: FreightTech Startup
Role: Lead product designer
Platform: Responsive Web Application
Achievements:
Jan, 2021
Silq raised $2,000,000 / Pre Seed
Feb, 2021
First design concept built, started regular user testing and iterations
March, 2021
Design System created
Aug, 2021
Three apps are launched
Dec, 2021
The design team is complete
Mar, 2022
Silq raised $17,600,000 / Series A
Challenge
End-to-end order workflows span multiple manual tools, driving errors and delays.
%201.png)
Tech Pack
%201.png)
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.
Fragmented feedback
Sample approvals spread across email, Slack, and PDFs - adding delays per decision.
Key pain points: Lack of visibility, lack of control, delays in shipment, business is loosing money
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
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
-
Users want to follow up with factories, maintain a T&A calendar, know exactly what is going on in their production line
-
Users need to be able to escalate issues if there is a delay
Changes after user testing
-
All dates are displayed by default
(Why: Mirrored the users’ existing Excel patterns)
-
Expand/Collapse Stages (Why: Let users hide completed or future shipment phases to reduce visual noise and focus on the steps that matter right now)
-
Switched from a cramped top bar to a persistent side-nav (Why: Scale with more modules, maximize vertical workspace)
-
Milestones grouped by stages (e.g. ‘Production,’ ‘Customs’) 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
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.
Message center
Currently, the merchandiser sees 100 emails per day and replies to 40 emails per day, we need to bring this communication to the app by building an effective message system
Shipment
5. User Testing
During the Design Process, I conducted a countless number of User Testing Sessions and was constantly improving the design.
