Shippo Case Study

Merchant Order Management

The goal of the Shippo is to become the shipping layer of the internet. Many e-commerce merchants struggle in fulfilling their online orders cheaply and efficiently, and Shippo needed to be the one-stop to visualize, organize, and fulfill many orders with as little clicks as possible, for any type of small-business.

I led product design strategy for mid-sized e-commerce companies, streamlining inconsistent workflows to one global label purchase flow, and seamlessly integrating live pricing as users enter shipment dimensions and weight, resulting in $80K revenue increase from consolidated traffic, improved bulk purchase adoption and user satisfaction by 5% and net promoter score +9.

Shippo had problems with their main label purchase workflows that were redundant, inaccessible, and cumbersome to use as shipping volume grew, which frustrated high-volume Shippo customers, and wasn’t aligned to the overall Shippo mission to be the shipping solution for any size merchant.

Problems:

• Order list was mixed with multiple states

• Multiple inconsistent ways to buy a label

• Slow down of label purchase with irrelevant information display as number of labels purchased grew

• Limited mobile access, and inconsistent workflows in different screen sizes

I created a service blueprint mapping services to needs of the merchant, scaled from a one-person to full-service fulfillment teams. I established 6 workflow styles across business sizes that was based on aggregate label purchase traffic, and tested iterations that could accommodate all styles while reducing the number of clicks to purchase.

I created a single modular, extensible label purchase flow and bulk purchase mechanisms that was consistent for single, bulk, automated, and embedded label purchase workflows.

I launched a global design system with reusable components in Figma, establishing standards to boost accessibility across touchscreen and desktop keyboard controls, increasing design production efficiency by 50%.