GoSendeet
Led the customer and franchise-partner experience for an urban logistics marketplace—cutting booking drop-off by 35% with a 3-tap instant price estimator.
Sending a package meant jumping across multiple courier apps with inconsistent pricing models, volumetric weight jargon, and static tracking links.
Interviewed 12 frequent merchants/senders and designed a unified 3-step Discover → Compare → Deliver flow with a 3-tap instant price estimator, live GPS tracking hub, and full brand identity.
Cut booking drop-off by 35% (replacing a 7-step form with a 3-tap estimator) and achieved 93/100 Accessibility with a 0.001 Cumulative Layout Shift (CLS).
Overview
GoSendeet is an all-in-one ("Airbnb for logistics") delivery management platform that empowers businesses to set dynamic pricing, manage services, and scale last-mile operations efficiently. I designed the platform experience from concept through to full UI production, transforming clunky shipping procedures into an intuitive booking and real-time tracking engine.
Problem worth solving
Sending a package meant contacting or checking through multiple logistics companies just to compare prices.
- Platform Switching: Completing a single booking meant jumping between different logistics platforms, each with its own flow, format, and experience.
- Inconsistent Delivery Experiences: Every provider operated differently, making it impossible for businesses to deliver a reliable, predictable experience to their customers.
“How do you make fragmented, inconsistent courier providers feel like a single trustworthy service?”
What I was brought in to solve
Standardize multi-provider rate comparison into a single booking flow, eliminate hidden fees upfront, and unify brand identity across customer and franchise-partner touchpoints.
How I approached it
To build a delivery experience that local merchants and everyday senders can rely on, I structured a research process focused on user anxiety, field observations, and competitor workflows.
1. Merchant & Sender Field Research
I interviewed 12 frequent senders including local e-commerce vendors, boutique owners, printing presses, and everyday users to understand where current delivery tools fail them.
2. Competitive UX Audit
- Legacy Couriers (DHL, FedEx): Highly reliable, but require commercial accounts, exact volumetric weights, and dense shipping jargon.
- Local Driver Delivery: Fast, but lack specialized parcel features like multi-stop drop-offs, standardized pricing, or formal delivery receipts.
- GoSendeet Opportunity: Build an interface that offers rideshare-level speed and visual simplicity, combined with commercial-grade parcel tracking.
The output
1. 3-Tap Instant Price Estimator
- Simple Inputs: Senders enter pickup/drop-off locations and tap a visual package size tile (Small, Medium, Large).
- Zero Hidden Fees: Displays an itemized breakdown (Base Rate + Distance + Priority Surge) before payment.
2. Smart Route & Courier Matching
- Live Route Geometry: Displays the optimal driving path alongside estimated pickup and arrival times based on traffic.
- Parcel Details Drawer: Allows senders to add delivery notes (e.g., "Leave with front desk" or "Fragile handling") in a clean expandable card.
3. Real-Time Live GPS Tracking Hub
- Live Map Tracking: Senders and recipients watch the assigned driver move in real time via a shared web link.
- Direct Communication: Built-in 1-tap call and message buttons to connect directly with the courier without revealing personal phone numbers.
Impact
What I’d tell the next designer
Marketplace design is deceptively hard. The interface looks simple, but the decisions behind it are not. Understanding the business model, the pricing logic, and the partner constraints is what makes the difference between a comparison experience users trust and one they abandon.