Duration
2019
Industry
Logistics / B2B SaaS
Role
Senior Product Designer 0→1
Designing operational clarity for a global container shipping leader.
Designing operational clarity for a global container shipping leader.
Duration
2019
Industry
Logistics / B2B SaaS
Role
Senior Product Designer 0→1
Designing operational clarity for a global container shipping leader.
Designing operational clarity for a global container shipping leader.
Duration
2019
Industry
Logistics / B2B SaaS
Role
Senior Product Designer 0→1
Designing operational clarity for a global container shipping leader.
Designing operational clarity for a global container shipping leader.
Situation
Situation
Situation
Hapag-Lloyd’s digital booking flow for new customers had a 40% abandonment rate at the container selection step.
Users struggled to understand container types (20’, 40’, 40’HC) and availability. Key features like interactive maps and cargo tracking were buried 3+ clicks deep, leading to low feature adoption (70% of users unaware of the map).
Hapag-Lloyd’s digital booking flow for new customers had a 40% abandonment rate at the container selection step. Users struggled to understand container types (20’, 40’, 40’HC) and availability.
Key features like interactive maps and cargo tracking were buried 3+ clicks deep, leading to low feature adoption (70% of users unaware of the map).
The business faced rising customer acquisition costs and missed revenue from incomplete bookings.
Starting metrics
54%
Completion rate
54%
Completion rate
54%
Completion rate
32%
7-day retention
32%
7-day retention
32%
7-day retention
28%
Cart-to-paid conversion
28%
Cart-to-paid conversion
28%
Cart-to-paid conversion
Task
Task
Task
As the sole Product Designer, redesign the booking experience to reduce drop-off by 20% and increase feature usage within 12 weeks, without major backend changes.
As the sole Product Designer, redesign the booking experience to reduce drop-off by 20% and increase feature usage within 12 weeks, without major backend changes.
As the sole Product Designer, redesign the booking experience to reduce drop-off by 20% and increase feature usage within 12 weeks, without major backend changes.
Action
Action
Action
Discovery
Conducted 8 user interviews + session recordings. Created a journey map that revealed: the problem was lack of visual context, not logistics complexity itself.
Designed and tested solutions
Moved interactive map from buried page to first availability screen
Introduced visual container language (size charts, tooltips, colour-coded availability)
Cut 4 redundant steps in the booking flow
Surfaced cargo tracking to the persistent order summary header
Discovered the root cause8 user interviews + session recordings
Conducted 8 user interviews + session recordings.
Created a journey map that revealed: the problem was not complexity, but lack of visual context (users couldn’t map container sizes/routes to their needs).
Designed and tested solutions
Moved interactive map from buried page to first availability screen → answered “Is there space on my route?” instantly.
Introduced visual container language (size charts, tooltips, colour-coded availability).
Cut 4 redundant steps in the booking flow & surfaced cargo tracking to the order summary header.
Shipped under constraint
Prioritised an MVP that reduced cognitive load over a fully linear wizard (trade-off: speed vs. perfect linear flow).
Collaborated with engineering to ensure responsive implementation across web/mobile.
Discovered the root cause8 user interviews + session recordings
Conducted 8 user interviews + session recordings.
Created a journey map that revealed: the problem was not complexity, but lack of visual context (users couldn’t map container sizes/routes to their needs).
Designed and tested solutions
Moved interactive map from buried page to first availability screen → answered “Is there space on my route?” instantly.
Introduced visual container language (size charts, tooltips, colour-coded availability).
Cut 4 redundant steps in the booking flow & surfaced cargo tracking to the order summary header.
Shipped under constraint
Prioritised an MVP that reduced cognitive load over a fully linear wizard (trade-off: speed vs. perfect linear flow).
Collaborated with engineering to ensure responsive implementation across web/mobile.
Trade-off
We prioritized speed of delivery and lower cognitive load over creating a fully linear wizard. This allowed us to ship faster and validate with real users.
Trade-off
We prioritized speed of delivery and lower cognitive load over creating a fully linear wizard. This allowed us to ship faster and validate with real users.
Result
Result
Result
What measurable outcomes were achieved?
What measurable outcomes were achieved?
What measurable outcomes were achieved?
Metrics after
Metrics after
↓20%
Drop-off
↓20%
Drop-off
↓20%
Drop-off
↑20%
Feature usage
↑20%
Feature usage
↑20%
Feature usage
↑16%
New partners
↑16%
New partners
↑16%
New partners
↑17%
Referrals
↑17%
Referrals
↑17%
Referrals
Reflection
Reflection
Reflection
This project showed me the power of surfacing context early in complex enterprise flows. Next time I would implement more structured A/B testing from the start.
This project showed me the power of surfacing context early in complex enterprise flows. Next time I would implement more structured A/B testing from the start.
Interactive map
Interactive map
Strategy
Container Tracing app
Container Tracing app
The app can display tracing information for a desired container.
The app can display tracing information for a desired container.
Schedule app
Schedule app
The app can display tracing information for a desired container.
The app can display tracing information for a desired container.
Rate of exchange
Rate of exchange
This feature permits online access to general Rate of Exchange information as early as 7 days prior to vessel departure or arrival, based on our Global Rate of Exchange rule.
This feature permits online access to general Rate of Exchange information as early as 7 days prior to vessel departure or arrival, based on our Global Rate of Exchange rule.
