Role
Product Manager (Head of CX and Innovation)
Focus
Automation, Seller Growth, E-commerce Logistics, UX Research, Product Strategy
Year
2023
About The Project
GoGo Xpress is a logistics platform serving thousands of micro and small sellers across Southeast Asia. By 2023, Philippine merchants selling on Shopify had no easy way to book deliveries with local couriers. Instead, they copied and pasted every order by hand. This project delivered the country’s first direct Shopify delivery integration, making fulfillment fast, automatic, and error-free.
"Booking deliveries took longer than selling the product itself."
- Seller Interview
The Challenge
Even as Shopify simplified online selling, fulfillment was slow and frustrating for small businesses. Every order meant entering customer and item details across two different platforms, often causing mistakes. Sellers spent valuable time on logistics tasks when they could be building their business.
Research and Insights
I led in-depth interviews with over 100 merchants, mapping their journeys from order to delivery. Patterns emerged: confusion over address fields, frequent order errors, and interrupted workflows during busy sales periods. Sellers wanted booking to be automatic and reliable.
Data-Driven Pain Points
Delivery Booking Time per Order
Manual booking took sellers up to five minutes per order. Copying details between Shopify and delivery platforms was slow and stressful. Different fields meant constant double-checking and frequent mistakes.
5 minutes
before the GoGo Xpress integration
⬇
20 seconds
after the GoGo Xpress integration
Error Rate and Lost Sales
Sellers faced a higher error rate when booking orders manually. Shopify and delivery service platforms used different fields for addresses, items, and payment information. As a result, mistakes were common during copy-paste.
7/100 orders
resulted in error before the integration
⬇
Less than 1/100 orders
resulted in error after the integration
Note: Errors after the integration were caused by buyers’ input errors on the main Shopify platform, not the sellers.Product Decisions
Working across design, product, and engineering, we prioritized the most painful moments. Our requirements: remove friction, keep sellers in control, and let automation handle the busywork. Clear feedback, editable steps, and instant data sync made the experience seamless.
The Solution
We built a direct integration for Shopify and GoGo Xpress. With just three clicks, merchants could book shipments right from their dashboard. All order details synced automatically. Sellers saw and edited data before confirming, and built-in validation caught most errors before they impacted the customer.
Results and Impact
10x Revenue Growth
for GoGo Xpress in less than a year
Booking Time reduced by 95%
from 5 minutes to under 20 seconds
Less than 1/100 Error Rate
from 7/100 before the integration
Less Customer Support needed
Merchants spent more time scaling their business
Preferred Delivery Partner
GoGo Xpress as the first choice for Shopify Sellers
Key Learnings
Fixing small but frequent pain points delivers outsize business and user impact.
Listening to users and mapping journeys reveals the root causes of frustration.
Collaboration across teams makes complex integrations possible on time.
Automation and clear interfaces unlock growth for merchants and platforms.
Iterating on feedback keeps improvements aligned with user needs.