Project Overview
*Conceptual Project
The Company
Qwick Parcel is a B2B SaaS company that provides “small scale” courier logistics software to companies, organizations & couriers.
The Problem
Qwick Parcel is soon approaching a big 3.0 update for its web application. How do we:
• Increase product interest for potential clients by 15% for the 1st fiscal quarter of 2020
• Re-engage existing customers of the platform
The Design Goal:
• Increase usability of common tasks
• Update the design language for the Qwick Parcel product to coincide with the new features of the 3.0 update
The New Visual
Design Language
Utilizing design thinking methodologies, we were able to successfully gain user insights to design a new visual language for Qwick Parcel.
Design Brief &
Business Objectives
To kick off the project, we gathered as much information about the company, the Qwick Parcel application & the goals they’re looking to achieve with the redesign.
Competitive Analysis
Logistics based software and web apps are a dime a dozen, but most of them serve a lot of different markets.
There was also the fact that some logistics companies use custom privatized software. We choose to compare public facing products/services that were as close to our product as possible.
Moodboard
I created a moodboard to help convey visual inspirations. Understanding what works and doesn’t work with the brands current aesthetics.
Since visual style informs the layout, this was an important step in the design overhaul.
Questionnaire
Using Google Forms, we created a 10 question form to gather qualitative data about the existing product.
We were able to narrow down some of the pain points that users were experiencing.
User Personas &
Empathy Maps
Based on our learnings from the questionnaire, we created User Personas & Empathy maps to represent our target audience. Keeping in mind the core business objectives that we were trying to solve for.
User Flows &
Low Fidelity Wireframes
After crafting personas and understanding the underlying macro/micro goals for our users, we created user flows based on how these users would go about achieving their goals.
After which, I developed Low Fidelity wireframes using “Whimsical.” This allowed me to get a better visual understanding of each step that the user takes.
Style Tiles & Style Board
Taking our moodboard as inspiration, three separate visual styles were designed & narrowed down to one. The chosen style board is traditional corporate with playful visual elements.
Typography &
Color Choices
We extended the original product color palette to give more flexibility in the design system. The primary typeface we implemented is Work Sans. We choose this because its optimized for both screen resolutions and print.
The Atomic Design
System Approach
Creating a visual design system was always in the plan to insure consistency across the product. Keeping components simple and non reinventing commonly used elements.
