INDUSTRY:
LOGISTICS
CATEGORY:
WEB + EMAIL DESIGN
YEAR:
2026
EXPERIENCE:
UX DESIGN, UX RESEARCH, UI DESIGN
B2B Carrier
context.
This case study details my journey as a Product Designer to transform the digital presence of a B2B carrier, focusing on resolving the lack of direct connection with the final consumer.
Disclaimer: due to related copyright protection, no images or developed UI design will be shared.
The solution goal
To make the delivery journey more valuable, complete with information, and more satisfying for the final customer, in order to create a relationship of trust and value with this consumer.
challenge.
Currently, the carrier has no direct contact with the end customer during the delivery process. The end customer does not know the carrier nor its role in the delivery, and thus perceives no value in the company.
Current scenario
Initially, I conducted genotyping benchmarking and desk research to understand the context of national carriers, the digital shopping market, and competitive advantages. I also performed a competitive analysis with 4 other carriers in the same niche, using ReclameAqui to map key issues, customer experience ratings, resolution rates, positives, and negatives. Finally, I compared their Desktop and mobile websites regarding overall user experience.
Pain points
The main pain points were mapped out:
End customer does not know the carrier nor its role in the delivery = perceives no value
End customer does not receive essential information about the delivery process, and the only communication is made by the store selling the product at the time of purchase
Competitors have diverse contact points for the end customer, in addition to the advantages of proactive notifications of tracking updates
The customer's overall shopping experience is affected by the lack of transparency, predictability, and security in the delivery service
solution.
Through a simplified Design Sprint, I identified in the project that the lack of information during transport generates insecurity and reduces the perception of brand value.
Design Process
Map: Stage where I conducted research, market analysis, and based on the data, defined a user profile, their journey, and ways to reach the solution goal. It was also at this stage that I filled out the Lean UX Canvas artifact, which served as a guide and informed all decisions.
Sketch: Stage where I created sketches, evaluating value delivery and impact on the user experience.
Decide: Decision-making stage based on all data and artifacts produced in previous stages, guided by the prioritization of hypotheses.
Prototype: Stage of thinking directly about the interface, defining a sitemap and developing the prototyping of the solution in a navigable way.
The proposed strategic solution consisted of creating an intuitive tracking page and a system of proactive email notifications, ensuring greater transparency and predictability for the end customer.
The central goal was to raise user satisfaction and strengthen trust in the delivery journey, using engagement and conversion metrics to validate the success of the redesigned experience.
Metrics
After applying the solutions, the metrics designed to evaluate the achievement of results focused on increasing trust, reputation, and perception of the company and increasing satisfaction in the buying journey:
Status Update Email:
Open Rate
Click-through rate on CTA (tracking site)
Engagement
NPS
Tracking Page
Number of visits
Conversion rate (tracking search)
Learnings
With this case, I was able to develop another resolution reasoning focused on a pre-defined problem, thinking about the user experience as a whole.
I had the opportunity to visit and think of improvements to various processes that impact the user experience, not only on web and app platforms.
I applied Discovery thinking in the development of solutions and metrics to understand the results.
