Tracking.com
PROJECT TYPE
Freelance Contract
ROLE
Product Designer
TOOLS
Figma, FigJam, Adobe Photoshop
Goal
Improve the post-purchase experience for package delivery
Created a research-backed mobile prototype; received positive usability feedback and refined the information architecture to reduce user confusion
OUTCOME
Tracking.com
DEC 2023 - NOV 2024
Overview
A US-based shipping software company, holding contracts with USPS, UPS, and Ascendia, was looking to develop a new centralized tracking platform—tracking.com—to better engage with its customers and begin a new revenue source. tracking.com would serve as a one-stop hub where customers could easily track their packages, and enhance brand visibility and customer connection. Additionally, the company wanted to monetize the platform by offering businesses the option to purchase ad space, turning the tracking process into a potential revenue stream.
Project Goals:
Build a seamless, user-centered experience for individuals and businesses by consolidating tracking across multiple carriers
Address user frustrations with unclear updates and platform fragmentation
Support brand engagement and business monetization through targeted advertising placements
Key Contributions:
Collaborated with stakeholders to define product vision, user goals, and success metrics
Conducted competitive and heuristic analysis of existing tracking platforms to identify UX gaps
Designed end-to-end user flows and developed journey maps to inform product architecture
Created low- and high-fidelity wireframes and an interactive desktop and mobile prototype in Figma, with a focus on real-time updates, intuitive navigation, and scalable notification settings
OUTCOME
While the scope of the contract concluded before user testing or implementation, the final prototype reflected a fully thought-out user journey and a monetization strategy aligned with business goals. The work showcases my ability to lead an applied product design engagement, balancing stakeholder needs, user experience, and business viability.
What would my next steps be?
Collaborate with engineering and developers to define tracking API integration.
Run A/B tests to assess impact of notification timing and UI language
Refine visual design for accessibility and platform responsiveness
Framing the challenge
Traditional package tracking systems are often fragmented and complex, resulting in user frustration due to delayed or inaccurate updates. Tracking.com aims to centralize tracking across multiple carriers, offering a user-friendly platform that enhances transparency and customization, along with integrated ad placements for partner companies.
Competitor research on solutions like UPS, USPS, Aftership, and Narvar revealed that while many platforms provided the necessary information, it was often difficult to locate, leading to confusion, frustration, and user drop-off. Our approach focuses on creating a streamlined, intuitive solution that presents all essential information upfront for a seamless user experience.
User research, including surveys and interviews, further confirmed the demand for real-time updates, detailed tracking, and a straightforward interface. These insights were vital in shaping Tracking.com into a transparent, customizable platform dedicated to delivering a seamless tracking experience.
Prototyping a solution
With the research phase complete, I began designing a prototype and proof of concept in Figma. The prototype was developed to validate the solution and foster discussions about the features with stakeholders. The company wanted to utilize Google Maps integrations to create a dynamic way to view a package's location. We went through numerous iterations of design and layouts, holding design sprints and maintaining open communication.
Some of the first sketches of the layout options
Prototype
The prototype, designed for the first round of user testing, offered an easy-to-use package tracking system with all essential information presented upfront. Users could share package details, sign up for updates, and view both the current location and shipping history with a single click. For stakeholders, I included an ad banner to generate revenue and support small businesses using the platform. Additionally, a rating system was incorporated to gather feedback for future updates and provide valuable insights for the shipping companies they partner with.