Tennders
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UI & UX Design
Tenders was a platform designed to meet the needs of the logistics and transportation industry, providing real-time communication and cargo status tracking between customers, carriers, and other stakeholders. The primary goal of the platform was to make transportation processes transparent and efficient, simplifying operations for all parties involved. However, user experience analyses revealed significant usability issues on the website. Users encountered major problems not only when accessing the homepage but also across every tab.
The load creation process was overly complex, access to carrier and sender profiles was difficult, and other essential functions failed to deliver the expected performance. Additionally, some interface components did not comply with WCAG standards, creating accessibility barriers. To address these issues and enhance user satisfaction, we focused on creating a user-centered, intuitive, and accessible design. Our goal was to resolve the issues across all tabs, improve usability by 70%, and ensure that the platform could be used easily and efficiently at every stage.
Design Thinking
Adopted the Design Thinking approach, consisting of five key stages of the user-centered design process: Empathize, Define, Ideate, Prototype, and Test. This process allowed me to better understand users’ needs and pain points, build empathy, and develop effective solutions.
Competitive Analysis
Before starting the research phase, analyzed other logistics platforms actively preferred by users to understand why they were successful. By evaluating competitors’ UI systems and usability, gained valuable insights into user expectations, strengths, and areas for improvement.
User Research
To understand the challenges faced by Tennders users, 20 research questions were prepared (10 qualitative and 10 quantitative). The survey was shared with 100 users, receiving responses from 60 participants aged 25–65. The insights revealed key user needs, expectations, and pain points.
User Persona
Two participants from the research phase, one experienced Tenders user and one new user, were selected to create user personas. This process helped identify key expectations, challenges, and needs, guiding user centered design decisions for both new and experienced users.
User Journey
User journey map was created to better understand the user experience across the Tennders platform. Users’ step by step interactions, challenges, and emotional responses were analyzed to identify key pain points and uncover opportunities to enhance the overall user experience.
User Flow
A detailed user flow was created to map how shippers, carriers, and users navigate the Tennders platform. This helped simplify complex logistics processes, identify usability issues, and optimize the overall experience for more efficient task completion.
Empathy & Affinity Map
Empathy and affinity maps were created to gain a deeper understanding of Tennders users’ thoughts, emotions, and behaviors. These analyses helped uncover recurring patterns in the user journey, identify core needs, and prioritize features that deliver the highest user value.
Design System
A comprehensive UI system, including color palettes, typography, buttons, and reusable components, was developed to ensure consistency across the Tennders platform. Accessibility checks and modular components improved efficiency in design iterations and supported faster development, while maintaining visual and functional consistency at scale.
Wireframes
Low- and high-fidelity wireframes were developed collaboratively for the Tennders platform, prioritizing user-focused solutions generated from Crazy 8s sketches. This process helped translate ideas into clear visuals, ensure design consistency, and support rapid iteration with the team.
User Testing
Low-fidelity prototypes were tested with eight users. Feedback validated design decisions and revealed opportunities for improvement at an early stage. I used these insights to refine designs and enhance usability.
Prototype
High-fidelity prototypes provided an intuitive, user-centered experience for the Tenders platform. Clickable interactions enabled testing of user flows and ensured users could explore the platform seamlessly.
Key Takeaway
After identifying less user-centered sections, a high-resolution, user-focused prototype was created. The prototype, featuring redesigned pages for the Tennders website, was designed to provide an intuitive experience and simplify platform exploration. Clickable areas were incorporated to enable testing of user flows.
Team
Project Manager
Muhammad Jaffar
Senior UX Designer:
Rocelyn Uy
UX Designer:
Teni Melkonyan, Sue Moon
Strategy Lead:
Hrayr Mkrtchyan
