UX Design and Research
Logistics
2022
About The Project
As the UX Researcher for GoGo Xpress, I was tasked with exploring how the delivery journey could be improved for both customers and riders. The goal was to identify the sources of friction and generate insights that would guide the design of a more transparent, predictable, and trustworthy service.
The Challenge
Delivery experiences often broke down at critical touchpoints. Customers were unsure when a rider would arrive to collect their parcels, and many felt left in the dark once a package was on its way. Riders, meanwhile, faced fragmented routes and lacked the tools to coordinate efficiently with sellers. These issues compounded into delays, missed pickups, and a lack of confidence in the overall service. For small online sellers who relied on GoGo Xpress to run their businesses, this uncertainty was especially damaging.
Research and Insights
Over the course of the project, I conducted hundreds of hours of interviews and in-field observations with sellers, casual shippers, and riders. By mapping both customer and rider journeys, I was able to uncover pain points across the entire service. Customers expressed a strong need for clearer notifications and more visibility into their parcels at each stage. Riders emphasized the importance of better coordination tools to plan routes and manage pickups. Across both groups, miscommunication emerged as a recurring frustration, often leading to wasted time and failed deliveries.
The Solution
Impact
Based on these findings, I recommended improvements to both the service and product experience. For customers, this meant clearer notifications and real-time tracking that provided confidence and reduced uncertainty. For riders, it meant smarter tools for route planning and more reliable ways to communicate with sellers. For new users, a simplified booking flow would lower barriers to adoption and improve accessibility. Together, these enhancements aimed to deliver a more predictable and trustworthy experience.
Final Reflection
This project underscored the impact of UX research in shaping not only interfaces but entire services. By investing hundreds of hours in interviews and observations, I was able to uncover insights that grounded design decisions in real human needs. The outcome showed how research can guide improvements that scale across operations, technology, and customer interactions, ultimately reshaping a service millions depend on daily.
By mapping and analyzing the experiences of both customers and riders, I demonstrated how seemingly small frictions escalated into major frustrations. The recommendations provided GoGo Xpress with a roadmap for simplifying its delivery service, increasing reliability, and strengthening its position as a trusted partner for small businesses.