Role
Function
Timeline
Overview
Alpha Grid is a comprehensive shipment visibility platform that integrates real-time tracking, data analytics, and proactive risk management tools to empower businesses to monitor shipments in real-time, access actionable insights, and streamline communication between teams.
As Product Owner and Lead Product Designer, I led the 0 to 1 design initiative from initial concept to product launch in Q1 2024.
Challenge
The global pandemic significantly disrupted the supply chain and logistics industry, exposing vulnerabilities in traditional tracking methods and highlighting the urgent need for greater visibility. As businesses struggled with delays, inventory shortages, and communication breakdowns, it became clear that the ability to monitor shipments in real-time was crucial for maintaining operational efficiency and customer satisfaction.
Solution
In response to these challenges, Alpha Grid was developed as an all-in-one shipment visibility platform that aims to addresse critical issues such as lack of transparency in shipment processes, difficulties in tracking shipments across multiple carriers, and the necessity for improved collaboration among stakeholders.
Role & responsibilities
As Product Owner, I managed a cross-functional scrum team of 8-10 members in core product development and drove alignment across departments to optimize product strategy execution.
As Lead Product Designer, I worked closely with engineering, business and product teams. I led design efforts including research and discovery, user interviews, user tests, workshops, sketching and wireframing, prototyping, final design specifications, A/B testing, and launching strategy.
63%
conversion rate
1,000+
SMB & Enterprise clients
100,000+
shipments tracked globally
40+
shipping lines integrated
2,200+
couriers integrated
Millions
of tracking data analyzed
Alpha Grid has been a game changer for our team and clients. This ends up saving us so much time! To the entire team at Surpath, thank you very much for building this very useful tool!
— Angela Popa
*Data collected through Q3 2024.
Research
Identifying core needs through direct engagement
We began by conducting field interviews and workshops with stakeholders across the logistics spectrum, from warehouse managers and truck drivers to international shippers and end consumers.
One compelling insight came from a workshop with freight managers who expressed frustration over the lack of transparency in transshipment processes, a sentiment we discovered as a recurring theme throughout our user research process.
This insight directly influenced our decision to integrate real-time transshipment data into our platform.
Various stakeholders relying on real-time visibility
$31 trillion
trade in goods market annually
$480 billion
courier, express, parcel (CEP) market annually
250 million
containers moved worldwide annually
6 in 10
businesses experience technological constraints
68%
of shippers listed real-time visibility as pre-requisite
80%
of shippers lack real-time visibility
*Data collected through 2023.
Product vision
Strategy development and stakeholder alignment
With these insights, we crafted a product vision that centered on "seamless visibility and proactive management across all logistics touch-points."
This vision was supported by a strategic roadmap focused on incremental releases that would allow us to continuously integrate user feedback.
For instance, our first release prioritized a "control-tower" dashboard and real-time tracking notifications, a direct response to the immediate needs highlighted by our user research.
Ocean Shipment Dashboard
Design
Iterations and user testing
The design phase involved iterative development and constant user testing to refine design decisions. We developed an initial prototype that featured a simplified dashboard displaying real-time locations of shipments with predictive analytics on delivery times.
This prototype was tested with a small group of logistics managers, and based on their feedback, we enhanced the interface to include customizable alerts for shipment milestones and priority shipments that needed attention, which were not part of our original design.
Ground Shipment Dashboard
Setting up customized alerts
Product Insight
Leveraging existing user behavior for smoother adoption
In our research, we learned that almost all of our users relied on outdated methods such as Excel sheets, emails, phones, and faxes to communicate and track their shipment status. They also relied on manually going to each shipping line's website to track individual shipments. This led to many hours spend on manual tasks that could otherwise be used on other areas such as streamlining operation flows and promoting customer relations.
One area in which we leveraged this trained user behavior is integrating spreadsheet parallels into our product design. We allowed the user to easily copy and paste information directly from spreadsheets onto our platform to track hundreds of containers at once.
The results were promising. Not only was product adoption easier for our users but we also observed our users transition from tracking anywhere from 50 to 100 containers per month to up to 300 containers monthly with ease. This increased operations efficiency translated to direct savings in both time and resources.
Shipments list for actively tracked shipments
Users can copy & paste directly from Excel/spreadsheets.
Part of onboarding tutorial flow
Product Insight
Stakeholder disconnect along the operations chain
Another major insight we learned from our users was the disconnect that they experience when communicating with other stakeholders along the supply chain operations flow. For example, communication regarding shipment tracking status was often done over phone or email. This led to delayed responses and a reactive approach to possible delays and issues.
Our goal was to provide the users with reliable and real-time data so that they can make proactive informed decisions. One way we accomplished this was through the introduction of sharable links. With this feature, our users can generate sharable links for each shipment that they can send to other stakeholders. With the link, other stakeholders can access real-time shipment visibility without the need to register an Alpha Grid account. This led to less hurdles and lower chance of miscommunication or delayed information.
Tracking shipment from Qingdao, CN to Los Angeles, USA
Generating sharable link
Thinking ahead
Integration and scalability focus
From a technical perspective, we architected Alpha Grid to ensure it could seamlessly integrate with existing ERP systems.
We utilized APIs that allowed for these integrations and focused on scalability from the start.
Style Guide
Post-launch
Ongoing evolution based on data-driven insights
Post-launch, we continuously analyzed user interaction data and gathered feedback. This data-driven approach helps us evolve the product effectively.
For instance, after noticing that users frequently accessed mobile devices for real-time updates, we prioritized enhancing our mobile interface in the subsequent update cycle.
Alpha Grid was developed not just as a tool, but as a strategic partner in logistics management, designed to meet the evolving needs of the industry and ensure high user adoption and satisfaction.
Learnings & takeaways
Leading a cross-functional scrum team
One of the most valuable lessons from the Alpha Grid experience was learning to effectively lead a cross-functional scrum team. Managing diverse perspectives and skills, from designers to developers, taught me how to facilitate collaboration and navigate complex challenges. It reinforced my belief in the importance of clear communication and maintaining a shared vision to keep the team aligned and motivated.
Scalability and flexibility in design systems
Designing Alpha Grid highlighted the crucial role of scalability and flexibility in design systems. We faced numerous challenges as the platform evolved, and having a robust yet adaptable design system was key to managing these changes efficiently. It allowed the team to ensure consistency while accommodating new features and requirements seamlessly.
Integrating Stripe for payment processing
Integrating Stripe as our payment processing partner was a significant learning experience. It involved not only technical implementation but also understanding the nuances of payment flows and user experience. This integration taught me the importance of selecting and working with third-party services that align with our design goals and enhance overall user experience.
The reward of positive user impact
Hearing directly from users about how Alpha Grid positively impacted their operations was incredibly rewarding. It’s a powerful reminder of why I design: to solve real problems and make a meaningful difference in people’s lives. This feedback continually motivates my team and I to focus on user-centered design and strive for excellence every day.
