Fragmentation
Manual records and repeated work
Spreadsheets and disconnected processes increased effort and made shipment management harder to scale.
The challenge
A growing customer segment, still managing logistics manually.
Paack identified an opportunity to support SMB customers that needed a clearer way to create, monitor and manage shipments without adopting a complex enterprise tool.
Visibility
Limited status awareness
Teams needed a faster way to understand what was happening across orders and deliveries.
Scalability
Disconnected tools and no integration path
Manual handoffs and isolated tools made automation, integration and process consistency difficult.
One workspace. Fewer manual steps.
The product direction focused on the essential shipment-management loop rather than reproducing the complexity of a large logistics suite.
Create
Prepare individual or bulk orders
Support recurring work with guided forms and CSV upload.
Manage
Find and review shipments quickly
Use search, filters and visible status labels to reduce scanning effort.
Understand
See operational signals at a glance
Surface the information teams need before they enter detailed workflows.
Understanding the work before defining the interface.
The research focused on how SMBs managed shipments, where operational friction accumulated and which tools were already part of their workflow.
Quantitative
Patterns across customers and the market
- Surveys with more than 50 businesses using shipping platforms.
- Review of Paack’s internal data to identify recurring behavior.
- Competitor benchmark to compare common logistics workflows.
Qualitative
The context behind the operational pain
- Interviews with 15 business owners and logistics operators.
- Journey mapping of critical shipment-management moments.
- Exploratory testing of existing tools and internal concepts.
The research pointed to three recurring barriers.
60%
Relied on manual records
Spreadsheets and manual tracking created duplicated work and increased the risk of mistakes.
70%
Lacked efficient tracking
Limited shipment visibility made it harder to answer customer questions and manage exceptions.
Multi-channel work was fragmented
Businesses operating across sales channels repeated the same tasks in disconnected systems.
A self-service console built around recurring logistics tasks.
The design definition translated the findings into a focused product model: make common tasks easy to start, make shipment status easy to read and create a reusable foundation for future integrations.
Primary personaCarlos
Primary personaMariana
Design principles
Four principles guided the product structure
01
Simplify the critical flow.
Reduce unnecessary steps in order creation, tracking and review.
02
Make status visible.
Use clear hierarchy and consistent labels across dashboards and tables.
03
Automate repetition.
Support bulk creation and predictable actions wherever possible.
04
Design for extension.
Create patterns that can support additional channels and logistics services.
Turning operational findings into a shared product direction.
Collaborative workshops brought design, engineering, logistics experts and stakeholders together to prioritize the features with the strongest relationship to user needs.
Workshop
Explore before converging
The team generated alternatives, mapped dependencies and used an effort-versus-impact view to organize the most viable ideas.
Priority
Focus the first release
The prioritized scope centered on order creation, dashboard visibility, repetitive-task support and a clear path toward integrations.
From scattered tasks to a consistent operating flow.
The interface uses a stable navigation model, visible status language and task-focused screens so users can move from overview to action without relearning the product.
DashboardOperational overview
OrdersSearch and status
Create orderGuided flow
Order detailsStructured input
Testing the workflows before making product claims.
Validation focused on whether people could understand the information architecture, complete key tasks and recover from unclear moments.
Methods
Task-based usability testing
- Observed users completing representative order-management tasks.
- Captured qualitative feedback on labels, navigation and form behavior.
- Reviewed iteration priorities with product and engineering partners.
Iterations
Improvements made after testing
01
Form optimization
Removed unnecessary fields and improved input validation.
02
Navigation refinement
Repositioned important actions and simplified access to recurring tasks.
03
Status visibility
Strengthened labels, color use and supporting icons.
04
Clearer language
Adjusted messaging and labels to improve system comprehension.
A clearer foundation for self-service shipment management.
The project aligned the platform around the most important SMB workflows and produced a coherent, testable product direction for continued development.
Centralized core workflows
Order creation, review and tracking were organized within one consistent workspace.
More visible operational state
Dashboards, tables and status labels shared a clearer information hierarchy.
A reusable product foundation
The interface patterns support future integrations and additional logistics capabilities.
Extend the platform without adding unnecessary complexity.
Integration
Connect more commerce and logistics tools
Expand integrations while preserving a consistent operating model inside MyConsole.
Personalization
Adapt dashboards to different operational needs
Allow teams to prioritize the metrics, shortcuts and exceptions most relevant to their work.
Assistance
Explore predictive and AI-supported workflows
Investigate shipment assignment and delivery prediction where evidence shows a clear user benefit.
Analytics
Support better operational decisions
Develop analytics that help users understand patterns without overwhelming the core workflow.
Expansion
Prepare the product for new regions
Adapt logistics rules and product language while protecting the consistency of the experience.
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