Responsive Web

Last Mile Platform Design

CLIENT: eCommerce logistics company, Thailand

PROJECT: Designed last mile delivery web app for Depot Managers, to increase operational efficiency, minimise cognitive load and make the users’ life easier!

ROLE: Stakeholder Management, Research, Service Design, Design Management, Review and SME and dev team collaboration.

Overview

A major logistics company in the Asia Pacific region was seeking to reduce costs and enhance control over their operations.

Previously reliant on third-party software, they decided to build their own in-house last-mile delivery platform specifically for operations in Indonesia.
Our team was brought on board as UX consultants to design this platform from the ground up. The project was completed over a 4.5-month period.

Problem Statement

The existing third-party solution was costly, inflexible, and lacked the necessary adaptability to fit the local context of operations in Indonesia—particularly around cash handling, failed deliveries, and language localization. The company needed a tailored, user-friendly, and scalable solution that supported depot managers and courier executives in their daily operations.

Users and Context

After talking to stakeholders we understood that the users - Depot managers and the courier Executives knew the

The courier executives possessed deep familiarity with the local communities, including recipient addresses, daily routines, and preferred delivery patterns. As a result, they did not find value in automated routing or intelligent job assignment features. This highlighted the critical importance of incorporating local knowledge and human judgment into the solution design, rather than relying solely on system-driven optimization.

Primary User: Depot Manager

Operates from local depot.
Uses web-based application.
Manages courier assignments, real-time tracking, and end-of-day reconciliations.

Secondary User: Courier Executive

Uses mobile app (not covered in this case study).
Performs pickup/delivery and cash collection.

UX Goals

Streamline job assignment workflows.
Enable real-time visibility into field operations.
Design clear interfaces for manual job assignments. No auto-routing and auto-assignment.
Reduce cognitive load through information visualization

Key Features Delivered

Job Dashboard: View all inbound shipment requests from upstream systems.
Bulk Job Assignment: Assign tasks to couriers based on proximity and workload -- self assignment and by-supervisor assignments
Live Tour Tracking: Real-time status of couriers and progress updates.
Tour Closure Module: Summary of deliveries, returns, cash collected, and manual override options for reconciliation.

Impact

Enabled full in-house ownership of last-mile delivery experience.
Improved visibility into field operations, reducing miscommunication and manual errors.
Reduced courier assignment time by 30%.
Depot managers reported higher satisfaction due to better control and usability.

The new IA was designed keeping in focus on jobs, tours and user management - which were the key workflows aligning with the users mental model