Parxl is a B2B business unit, housed within the larger network of Singapore Airlines Cargo. The business unit was bourne out of a neccessity to cater to companies / firms that ship their products internationally.

Since Singapore Airlines Cargo utilises our own fleets for shipment of products, therein lay the opportunity to tap into the cross-border shipping sector. We tied with multiple partners, to provide end-to-end logistics delivery services, ranging from white glove (high-value), e-commerce, pick-up, air freight, customs clearance, last mile and returns.

Scope

Working with multiple partners also means having different front-facing platforms that catered to their specific needs. As a UX lead in the team, I had the opportunity to uncover users’ painpoints, and grow products from zero to one, turning ideas into full-working platforms.

Involvement

Project Management / Stakeholder management

I worked within the team in the capacity as a UX lead, handling the project backlog, timelines and blockers that the team was facing.

Because the team is lean, we needed to work across multiple projects at one-go, so it was vital to update and communicate to the larger group and management about the status of each project and the timelines. This was done through design standups and weekly project syncs.

Another aspect to supporting the design team was to ensure that we would remove blockers as soon as possible.

I also had the opportunity to use different softwares to communicate effectively with different stakeholders. The softwares used included Jira, Confluence, Hotjar, Firebase, Miro, Figma and the Microsoft suite.

Along with that, I helped to facilitate and lead discussions during workshops and product meetings.

Service design

Apart from project management, I also got the opportunity to work on service-design tasks – re-thinking and proposing new flows for our B2B platforms across the online and offline experience, whilst communicating and aligning it with the product team, and ultimately the management.

User Experience / User Interface

When we got the buy-in for the ideal flow and touchpoints for the platform, I then helped to assign tasks to the larger design team, whilst also working on the project.

I also worked on design tasks together with the team to ensure that we were meeting the project timeline.

User research

Because the business model is B2B, we are not in direct contact with end-users, or what is traidtionally customers. We conducted user research through a myriad of methodologies, such as ethnographic research, focus groups and contextual inquiry.

Design system (Set-up / Maintenance)

Many of the Parxl products have been built from scratch, which meant that they did not have a cohesive design system that could translate across the different platforms. Therefore, we needed to create a pattenr library for different components, along with a design system for the use of different core elements, such as typography, colours, padding and the usage of said components.

Development

Upon approval and confirmation of the designs and flows, the screens will then be moved into development, where we will communicate with dedicated scrum masters and developers to discuss and identify the changes and implementation of these improved features, and ascertain development effort required, before the task gets moved into the development backlog.

Prototypes were also created to showcase the flow and the interactions within the them.

Projects worked on

• Merchant portal (Revamp)
• Logistics Service portal (Zero to one)
• Parxl Logistics provider portal (Zero to one)
• Tracking portal (Revamp)
• Parxl customer facing site (Revamp)