UX Research and Design
Logistics
2023
About The Project
GoGo Xpress is a logistics platform serving thousands of micro and small online sellers in Southeast Asia. By 2023, many of these sellers had migrated to Shopify as their primary storefront. While Shopify made online selling easier, fulfillment remained a challenge. Sellers had to manually copy order details into GoGo Xpress for delivery, which created bottlenecks and limited their ability to scale.
The Challenge
For sellers managing dozens of daily orders, manual input was inefficient and error-prone. Addresses could be mistyped, order details lost, and fulfillment delays piled up. Sellers repeatedly expressed frustration that booking deliveries took longer than selling the product itself. Without a faster way to connect Shopify and GoGo Xpress, adoption risked stagnation.
Research and Insights
As the UX Researcher on this project, I conducted more than thirty in-depth interviews with Shopify sellers, ranging from solo entrepreneurs to small teams handling hundreds of orders per week. I mapped their journey from receiving an order notification to dispatching items and identified the order booking stage as the critical bottleneck. Sellers wanted booking to feel automatic, not like rework. Accuracy was a top priority, since one wrong address often meant one lost customer. Many sellers compared GoGo Xpress to larger competitors that offered partial integrations, so expectations were high.
Through workshops with product and engineering, I translated these insights into clear requirements. The team prioritized minimizing manual entry, reducing clicks, and ensuring system reliability under high order volumes.
The Solution
Results and Impact
We designed and launched a direct Shopify integration that allowed sellers to book deliveries without leaving their storefront dashboard. With one click, order details flowed directly into GoGo Xpress. Information such as item descriptions, customer addresses, and payment confirmations were automatically synced, while validation steps ensured accuracy and reduced the risk of errors. The user experience emphasized clarity and confidence, giving sellers visibility on what was synced, what could be edited, and what would be passed on to couriers.
Key Learning
This project reinforced the importance of understanding seller workflows at a granular level. By addressing one friction point that seemed minor at first glance, we unlocked disproportionate value. Manual booking was not just a nuisance but a blocker for growth. Removing it helped GoGo Xpress stand out in a crowded logistics market and strengthened its relationship with the small business community.
The Shopify integration significantly reduced the time required to book shipments, eliminated many common errors, and gave sellers confidence that their deliveries were under control. With logistics simplified, small businesses could spend more energy on scaling their operations. For GoGo Xpress, the integration created a stronger value proposition for online sellers and encouraged adoption across the Shopify community.