Freight forwarding from the US to Nigeria

Heroshe is a freight forwarding platform that enables sourcing, payment and cross-border shipping for individuals and small businesses in Africa.

My Role

I was approached to do a revamp of the customer dashboard. It involved designing a user a new user interface, defining new user flows for key product flows & publishing a style guide that the design team can build on.

During the discovery phase, I analyzed the customer needs and discussed a fitting design approach for the new platform. Given that Heroshe handles tons of shipments per user and processing to send to various delivery addresses, it was crucial to display this information in an efficient, easy-to-understand style.

Redefining the onboarding experience

65% of users drop off during signup/onboarding due to poor first impressions at the getting started stage of signup. This is due to a one-size-fits-all approach when bringing users on. The solution to this was to ask the users upfront who they were, and understand their needs for using the platform.

Sign up & getting started

“Start here” page provides users with contextual information to get started

The new dashboard brought all the most used actions closer to the user

Fast & efficient checkout

The most crucial piece of the Heroshe platform is the checkout experience. After a user has received their shipments at the US warehouse, they can add shipments to the cart and proceed to payment. Part of the checkout experience includes selecting a delivery address & delivery speed.

Minimal & clean shipments table to show more shipments at a glance

2-step checkout

Secondary flows & page designs

Wallets & Address book

Notifications page

The Impact

Following months of close collaboration with the client, we successfully launched the new and modernized platform. We placed the user at the heart of the redesign and the hard work paid off. The designs were well received.

Feedback from satisfied users