Panel Vision
Redefining the shipping experience.Overview
As the driving force behind this project, I led a strategic deep dive into Sendcloud's shipping experience. Alongside UX Research, Engineering and relevant product teams, I defined and executed a rigorous analysis of our core user journeys, which directly informed the creation of a powerful, dual-phased strategy for significant UX enhancement and future product direction.
Problem
Sendcloud's existing shipping experience suffered from inconsistencies, inefficiencies and bugs across core user journeys, leading to frustration and increased effort for users during the shipping process. This suboptimal experience hindered user satisfaction, reduced operational efficiency, and potentially impacted user retention and acquisition.
Objective
To strategically redefine and significantly enhance the Sendcloud shipping experience by optimising user workflows, elevate satisfaction, and ultimately drive greater operational efficiency and user retention through the development of a comprehensive short-term optimisation plan and a long-term strategic vision.
Approach
Initial Discovery
We kicked off the project by conducting stakeholder workshops with Product Managers, Customer Support, and Leadership, alongside a thorough heuristic evaluation of existing flows.Data Synthesis
We then synthesised all available data, including past research, Hotjar recordings, and a comprehensive competitor analysis.Customer Engagement
To gain a deeper understanding of our customers' processes, we performed both remote interviews and on-site customer visits across Belgium, the Netherlands, and Germany, mapping out the flow for each customer and identifying similarities and key differences.Problem Definition & Prioritisation
Based on our insights, we meticulously identified and deconstructed every problem, assessing each for its impact, complexity, and reach.Visualisation
To generate engagement and excitement, we created a concept that provided a more visual understanding of the problems we had identified, while being clear that said concept was not production ready. This helped boost engagement and take the report up to the founder level.Iterative deliverables
Once engaged, we scaled the long term vision down to actionable iterations which could be delivered within 6 week cycles. Each iteration of the vision was to be treated as an individual project, required its own discovery, ideation, refinement and post-release analysis, which could then enhance the following iteration.Publication
We published the report internally, held sessions with each relevant team and C-level leadership to ensure the project gained traction and iterations were placed on the roadmap.
Results
100+ Opportunities Discovered
We successfully identified over 100 issues and strategic opportunities within the shipping experience.Continuous Delivery/Discovery
The insights directly translated into a robust roadmap, with iterations continuously being delivered over the past 18 months.Feature Parity
We pinpointed and closed key feature gaps relative to competitors, significantly strengthening our offering.Substantial Operational Efficiency Gains
A 28.7% reduction in the time it takes for users to create an account and complete their first shipment and 31.4% reduction in shipment-related support tickets.Learnings
Balancing Vision with Iteration
Translated long-term vision into iterative deliverables, ensuring continuous value delivery.Strategic Stakeholder Alignment
Aligned diverse stakeholders early to gain buy-in and secure resources.Data-Driven Prioritisation
Prioritized issues using mixed-methods research based on impact and reach.Quantifying Design Impact
Established measurable metrics to validate design ROI and justify UX investment.Sustaining Momentum in Long-Term Initiatives
Maintained project momentum and team motivation over 18 months, adapting roadmaps.Leadership in Driving Organisational Change
Championed and guided significant UX and product strategy shifts.
