Awele is a next generation online platform that lets cars and heavy equipment dealers abroad to plan, find, book, track and mange their entire door-to-door cross-border shipments with vetted service providers in Canada/US.

The goal of this project is to streamline the booking process for users utilizing Awele's services to send vehicle and cargo shipments from any city in Canada to any city in Nigeria.

Background

A user interview was conducted to understand users' needs. The users on the platform have two main areas of concern: pricing and flexibility. The majority of users indicated that they are price-sensitive. On the left is an affinity diagram of the concerns raised from the interviews.

In addition to user interviews, I also conducted stakeholder interviews to understand the international freight industry. I performed competitor research on their core products. Since part of our target users overlaps with these competitors, it was important to understand and analyze our competitors’ products and how user behavior evolves on their platforms, what were their pain points.

To understand how these concerns were reflected in users' interactions with the product, I mapped out the user journey of booking shipments. See below for the User Journey map.

Discoverage

Problem Definition

Based on the insights above, I defined a persona, Okey, an experienced buyer who has been importing cars for over a decade. He is price-sensitive and wants to compare pricing for different shipping methods, customize services, and, depending on his needs, sometimes chooses the shortest routes over the cheapest.

Okey wants to sort services based on his preferences and compare quotes on a like-for-like basis using the filters he sets.

HMW reduce the time and energy spending on comparing pricing & Services?

Problem Definition (How Might We)

During this phase, I met with stakeholders to understand the constraints of our development resources and brainstome potential solutions to the problem we discovered in previous phases. Below are the top 3 solutions we came up to solve Okey’s pain points. However, due to the development resource constraints, we would only move forward with the Filter and Recommended Option Features in this sprint.

Ideation

We believe that the solutions will help users on the platform make faster, more informed decisions, leading to increased satisfaction and higher conversion rates.

Hypothesis Solution

Our solution to this challenge is to present a clearer comparison of quotations and services allowing users to compare services and quotation on a like-for-like basis, as well as to simplify the filter tools to optimize the user experience.

Wireframes and Prototype

I started sketches of a few options on the quotation pages, and from there, I worked closely with the stakeholder on iterations, then developed mid-fid, high fid wireframes and prototype using Figma.

Awele shipment Booking platform

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