Context
Parxl is a cross-border e-commerce logistics platform created by Singapore Airlines Cargo to help retailers manage international shipments across a global logistics network.
The platform connects merchants, logistics partners and cargo operations through multiple digital portals.
Problem
Merchants and logistics partners relied on fragmented tools to manage shipments, bookings and tracking.
Key challenges included:
- lack of visibility across shipment lifecycle
- inconsistent operational workflows across partners
- limited digital infrastructure for managing logistics operations
This created inefficiencies for both merchants and internal cargo operations teams.
My Role
UX Lead responsible for:
- leading UX strategy across multiple Parxl digital products
- coordinating product backlog and design priorities
- facilitating stakeholder alignment between cargo operations, product managers and engineering teams
- designing service flows across merchant, logistics provider and admin platforms
Research & Insights
Because Parxl operates as a B2B logistics platform, user insights were gathered through:
Key insight:
- contextual observation of parcel scanning workflows
- interviews with operational staff
- workshops with logistics partners
Observing how users scanned labels on the parcels and the interface they experienced.
Sense-making and Discussion of flow for Dashboard Management page
Operational teams required better shipment visibility and workflow automation, not simply improved UI interfaces.
Original flow of existing screens that were developed
Old screens that were developed and used by warehouse staff, prior to the re-design
Key Decisions
Rather than redesigning individual screens, the team focused on:
- redesigning the end-to-end logistics workflow
- creating unified dashboards for shipment management
- introducing a design system to ensure consistency across multiple platforms
Design Outcomes
Key products delivered:
- Merchant Portal (revamp)
- Logistics Service Provider Portal (0-to-1 product)
- Admin Operations Portal
- Shipment Tracking Platform
Logistics Service Portal (Admin)
Design system (Set-up / Maintenance)
A design system was also introduced to standardise components across platforms.
Impact
The redesign enabled:
- more consistent operational workflows across logistics partners
- improved shipment visibility
- scalable product architecture for future logistics services
Future iterations were made to improve the ecosystem through deeper integration with e-commerce platforms and customs systems to automate cross-border documentation.
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