Product Designer Freelancer
Interaction Design, Visual Design, User Flows, Prototyping.
1 Month - Submitted to development team
In late 2023 Tanzania Port Authority (TPA) initiated the development of the Bandari platform which aims to connect shippers, agents, and transporters using the Dar es Salaam port. As a freelancer at Minfoxy IT Solutions, I was brought on board to lend my knowledge in UX design to this ambitious project.
We solved the challenge by utilizing a proven Double Diamond Design Strategy to develop an effective solution for simplifying and automating the process of obtaining quotes for clearing, forwarding, and transportation services within the Dar es Salaam port ecosystem.
This approach involved two diamonds—Discover and Develop—each consisting of two phases. By following this methodology, we aimed to define the problems accurately and explore potential solutions before transforming those concepts into a tangible visual design.
The goal was to simplify interactions among shippers, agents, and transporters, offering a seamless experience for obtaining quotes and booking services.
The Bandari platform high level goals were to
Reduce paperwork and manual data entry
Improve transparency and traceability of cargo
Enable real-time tracking of cargo status
Reduce overall processing times and costs
We first engaged with our client, the Tanzania Port Authority (TPA), they shared a complex challenge with us. They want to modernize operations and boost efficiency at the Dar es Salaam port. When we first received the requirements, our team immediately dived deeper into understanding the problem and found that.
The freight forwarding and logistics industry around the Dar es Salaam port faced inefficiencies, complexities, and a lack of transparency.
Shippers struggled with obtaining quotes, comparing services, and tracking shipments.
Agents and transporters faced challenges in attracting clients and managing bookings.
When we received the requirements for the Bandari platform, our first move was to do a competitor analysis. We wanted to see what they were doing right and what made them stand out.
For more understanding wider challenge, limitations and effects faced by shippers, agents and transporters in Tanzania, i go through available data to understand the problem, my goal was to dug deeper into the challenges to uncover the insights that would guide our design decisions.
World Bank's Doing Business
Tanzania ranks 141st out of 190 countries in the 2020 Ease of Trading Across Borders measure, highlighting challenges in customs clearance and border procedures.
Logistics Performance Index
Tanzania ranks 154th out of 160 countries in the 2020 LPI, indicating significant room for improvement in logistics efficiency.
As we dug deeper into the Bandari platform's discovery phase, we uncovered some real headaches for users in the freight forwarding industry in Tanzania.
Picture this:
Endless phone calls, gloomy quotes, paperwork piling up, and no secure way to pay or get clear invoices.
Before I could jump into designing, it was important to define success and understand the goals and objectives of the project. This involved clarifying what a successful outcome would look like for both users and the business.
We adopted a proactive and solution-oriented approach to address the challenges faced by freight forwarders, transporters, and shippers in the logistics ecosystem. Through this process, we aim to uncover opportunities for transformation, designing solutions that streamline processes and empower users.
An asset-less platform application for clearing, forwarding, and transportation services that aims to connect shippers, agents, and transporters using the Dar es Salaam port, providing a convenient and efficient solution for accessing quotes and services related to clearing, forwarding, and transportation of goods.
Connect with a wider pool of potential clients, maximizing business opportunities and boosting your bottom line.
Intuitive quote comparison and instant availability empower quick, confident choices, shaving time off for freight forwarding and logistical planning.
Automated workflows and simplified communication minimize operational friction, saving you time and resources.
Verified profiles and performance metrics build trust, attracting more clients and securing repeat business.
In the Solution Ideation phase, our focus shifted towards generating concepts and ideas to address the diverse range of user needs and situational contexts identified through the Spectrum Awareness Framework. We began outlining the information architecture and sitemaps, considering the hierarchy of information and navigation pathways that would best serve users.
In parallel with concept development, i crafted user flows to depict the step-by-step journey users would take within the Bandari platform. These user flows mapped out the interactions and decision points users would encounter.
We adopted an iterative approach to prototyping, rapidly creating low-fidelity prototypes to visualize and test our concepts.
In the design process of the Bandari platform, wireframing played a crucial role in translating conceptual ideas into tangible visual representations. These wireframes served as the foundation for the user interface design, allowing for iterative exploration and refinement of layout, functionality, and user flow.
While striving for excellence, the we encountered several limitations that posed challenges to the design and development process.
Time constraints
One of the greatest obstacles we faced was time limitations. With a tight deadline for project completion, there was pressure to expedite the design process while ensuring thorough research, ideation, and testing.
Resource constraints
In addition to time constraints, resource limitations posed another significant challenge. Our team operated within constraints such as budgetary limitations, limited access to specialized tools or technologies, and a lean workforce.
Scope constraints
Stakeholder requirements influenced the breadth and depth of our design solutions. In some cases, we had to make trade-offs between competing priorities or scale back certain features to align with project scope and objectives.
Initial testing was conducted by stakeholders with 20 groups of Agents, shippers and transporters. Certain challenges were discovered. The solution for the Bandari platform challenges involved stripping away unnecessary complexity and features to create a more intuitive and user-friendly experience.
Learned to design at speed
The Bandari project challenged me to design rapidly without sacrificing quality, forcing me to refine my workflow and prioritize tasks effectively.
User-centricity as a north star
Despite project constraints, maintaining a steadfast focus on user needs remained paramount, guiding design decisions and ensuring that the final product resonated with its intended audience.
Pushing Boundaries
By challenging conventional wisdom and pushing the boundaries of what's possible, I discovered new avenues for innovation and differentiation.
