2021
Aramex
www.aramex.com/
Background
Aramex is a global leader in logistics and transportation, providing services to millions of customers across the globe. During my tenure as a UX Designer, I was tasked with enhancing the digital experience of Aramex's customer-facing platforms, including the mobile app and web portal. The goal was to improve user engagement, simplify complex logistics processes, and align the digital experience with the company's commitment to speed and reliability.
Core problem
The digital platforms faced several challenges that hindered customer satisfaction and operational efficiency:
Cumbersome Shipment Tracking: Users struggled to track shipments due to a lack of clarity in the tracking interface and inconsistent updates.
Complex Booking Process: The shipment booking process was lengthy and required multiple steps, leading to drop-offs.
Inefficient Customer Support: Limited self-service options forced users to rely heavily on customer support, increasing operational costs.
Outdated Design: The interface lacked a modern, intuitive design, which diminished trust and usability.
These issues negatively impacted user experience, increasing churn and reducing customer retention rates.
The Approach for Aramex
Steps Taken
We kicked off the project by conducting user research and identifying pain points. The feedback revealed that users struggled with navigation and found the interface overwhelming.
User Research and Data Analysis: Conducted surveys, interviews, and usability testing to identify pain points. Analyzed user behaviour data to prioritize features that mattered most to customers.
Redesigned Shipment Tracking: Simplified the tracking interface with real-time updates, a clear progress bar, and interactive maps showing shipment locations.
Streamlined Booking Workflow: Reduced the number of steps in the booking process and introduced autofill options for frequent users.
Self-Service Enhancements: Developed self-service features, including automated FAQs, chatbots, and a "Help Center" for common issues.
Modernized Visual Design: Created a clean, responsive design with a consistent colour palette, typography, and iconography that aligned with the Aramex brand.
Cross-functional collaboration: Worked closely with developers, product managers, and stakeholders to ensure seamless implementation and alignment with business goals.
Key Improvements
Enhanced Shipment Tracking: Introduced a visually intuitive tracking system with detailed shipment status and estimated delivery times.
Faster Booking Process: Achieved a 30% reduction in the time required to book shipments by optimizing workflows and removing redundancies.
Improved Accessibility: Ensured the platform met accessibility standards, making it usable for a broader audience.
Mobile Optimization: Delivered a mobile-first design to cater to the growing number of users accessing services via smartphones.
Results and Impact
The UX improvements led to significant positive outcomes for Aramex:
Higher Customer Satisfaction: NPS increased by 40%, with users praising the ease of tracking and booking shipments.
Increased Retention: Retention rates improved by 35%, as users found the platform more intuitive and reliable.
Reduced Support Costs: Self-service features decreased customer support inquiries by 25%, saving operational costs.
Boosted Efficiency: Streamlined processes resulted in a 20% improvement in booking and tracking speed.
Enhanced Brand Perception: The modernized design strengthened Aramex's reputation as an innovative and customer-focused logistics provider.
The redesigned platform not only improved the user experience but also positioned Aramex as a leader in digital transformation within the logistics industry.