Role

Product Owner, Lead Product Designer
Product Owner, Lead Product Designer

Function

0 to 1 Product Design, Concept to Launch
0 to 1 Product Design, Concept to Launch

Timeline

2023 - 2024
2023 - 2024

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.

Ocean Shipment Dashboard

Insights & outcomes

Insights & outcomes

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

Logistics Manager at DANICA IMPORTS LTD

Logistics Manager at DANICA IMPORTS LTD

*Data collected through Q3 2024.

Empowering brands around the globe

Empowering brands around the globe

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.

Ground Shipment Dashboard

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.

Shipments list for actively tracked shipments

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.

Tracking shipment from Qingdao, CN to Los Angeles, USA

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.

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© 2024 • Ray Fu
Made with ❤️ and ☕️

thanks for stopping by!

want to work together?

let's connect!

© 2024 • Ray Fu
Made with ❤️ and ☕️

thanks for stopping by!

want to work together?

let's connect!

© 2024 • Ray Fu
Made with ❤️ and ☕️