Introduction

GoSweetSpot is a fulfilment logistics platform servicing a wide spectrum of businesses, from ecommerce vendors to high-volume distributors. While robust in functionality, the platform had become weighed down by legacy workflows and disjointed experiences, particularly as it expanded its feature set over time.

I was brought into the product team to lead a full-scale redesign, reimagining the fulfilment flow with a strong emphasis on efficiency, automation, and ease of use, while maintaining the operational rigour required for complex business logistics.

Discovery and Research

Our initial phase involved a multi-pronged research strategy to deeply understand the behaviours and bottlenecks across different user types. Methods included:

• Heuristic evaluation of the current system

• Contextual user interviews with both high-volume and low-frequency shippers

• Analysis of support logs and customer feedback channels

• Task flow mapping and stakeholder workshops

From this, four core problem areas emerged:

1. Friction in Integrated Order Processing

Although many users connected their ecommerce stores directly, the system still required order-by-order interventionfor packaging and printing. The so-called Speed Print function offered no intelligent grouping or filtering—resulting in tedious, manual handling even for repetitive orders.

2. Complexity in Bulk Spreadsheet Uploads

Only a small segment of users relied on CSV uploads, but these were often enterprise-level clients handling bulk fulfilment. Their experience was impaired by technical mapping interfaces, lack of inline validation, and little tolerance for structural variance—leading to frequent disruption.

3. Ambiguity in Booking & Courier Selection

One of the most persistent issues uncovered during usability testing and support analysis was a misconception around the courier booking process. Many users—particularly new ones—assumed that generating a shipping label (a “ticket”) automatically triggered the courier booking. In reality, booking needed to be completed separately, and the process differed depending on the courier.

This disconnect led to uncollected parcels, customer frustration, and unnecessary delays in fulfilment.

4. Unstable Print Infrastructure

The platform depended on a third-party printer agent that was notoriously unreliable, prone to disconnects, and difficult for non-technical users to install. This created downstream issues at the most time-sensitive stage of order processing.

Overall, the research revealed a system that had grown organically, but lacked the cohesion and clarity demanded by modern logistics operations. Automation was present, but not intelligent; complexity existed without context.

Concept Development

Based on the research findings, we created basic concepts and presented them to the product owner for approval. Upon approval, we began exploring the chosen concept further, creating wireframes and low fidelity prototypes.

User Testing and Iteration

The prototypes were user-tested to ensure they were effective and user-friendly. Feedback from these tests was invaluable in refining the designs. Once we were confident in the usability of the prototypes, I designed the UI kit and UI system, culminating in the final prototype.