75%
Faster onboarding
Reduced from 5m 15s → 1m 17s.
Reimagining Construction Logistics
Redesigning a fragmented logistics experience into a scalable, multi-sided marketplace, improving activation, operational efficiency, and revenue generation.
Impact
74%
Increase in driver confidence
Guided onboarding via coach marks.
68%
Faster order creation
Marketplace eliminated external workflows.
Increased marketplace-driven engagement
Shift from manual ordering to in-app transactions.
Goal
Transform iDlvr into a seamless, self-sustaining logistics platform that reduces friction, accelerates activation, and drives growth through a scalable marketplace experience.
Why It Mattered
The product was limited by friction across critical touchpoints. Drivers were dropping off during onboarding, customers relied on external workflows, and suppliers lacked tools to manage orders efficiently. Without addressing these issues, the platform couldn’t scale supply, demand, or revenue, making it essential to rethink the experience end-to-end.
Through research and usage insights, it became clear that the core issue wasn’t isolated to a single feature, it was the
overall experience of how supply and demand connected within the platform.
Drivers expressed frustration with:
- Difficulty understanding how to get started
- Lack of visibility into available jobs
- Time taken to become ready for their first order
At the same time, customers faced friction in creating orders, often relying on external workflows that made the process slower and more confusing.
Rather than addressing these issues individually, I took a holistic approach, focusing on:
- Reducing time to first meaningful action
- Increasing visibility across both sides of the platform
- Simplifying how orders are created and fulfilled
- Introducing new pathways to drive engagement and growth
This led to a redesign of the core experience across onboarding, homepage, and ordering alongside the introduction of a marketplace as an additional ordering pathway.
Accelerating Time to Value
Early insights showed that drivers were dropping off before ever experiencing the value of the platform. Onboarding was slow, and users lacked clarity on what to do once inside the app. To address this, I redesigned onboarding and the homepage as a connected experience, focused on guiding users toward their first meaningful action.
- Reduced onboarding friction by deferring verification
- Gave users immediate visibility into available jobs upon entry
- Introduced optional coach marks to guide first actions
-
Surfaced key prompts on the homepage to:
- Complete account setup
- Become a verified driver
This shifted the experience from a linear setup flow into a guided path toward activation, ensuring users quickly understood how to engage with the platform.
Outcome
Faster onboarding, improved clarity, and increased confidence in accepting jobs.
Increasing Visibility & Decision Clarity
A core issue across both drivers and customers was a lack of visibility — users didn’t know what was available, what state their orders were in, or what to do next. The redesign focused on making the system’s state and available actions immediately clear.
- Reframed the homepage as an action-oriented control centre
-
Prioritised:
- Available jobs
- Active jobs
- Order progress and status
- Introduced clearer system states and hierarchy across flows
For drivers, this meant better awareness of job opportunities. For customers, it simplified how they create and track orders.
Outcome
Reduced confusion, faster decision-making, and improved task completion across both sides of the platform.
Expanding the Platform into a Marketplace Ecosystem
To address the reliance on external workflows, I introduced a marketplace as an additional pathway for order creation, while redesigning the underlying logistics system to support it.
Customer benefits
- Browse and purchase items directly within the app
- Create orders without relying on external coordination
Driver benefits
- Access to both standard orders and marketplace-generated demand
- Increased opportunities to accept jobs
To support this, I designed a broader operational system that included a supplier web portal to manage inventory and fulfilment.
Workflows
- Order preparation before pickup
- Handling out-of-stock scenarios with alternative suggestions
- Order rejection when necessary
At the same time, I worked with engineering to simplify logistics by introducing system intelligence:
- Automatically mapping orders to suitable vehicle types
- Reducing the need for users to manually determine delivery requirements
Additional capabilities, such as assistant drivers, were introduced to support more complex deliveries. This ensured the platform could scale beyond simple transactions into a flexible logistics ecosystem.
Outcome
Reduced friction in order creation, improved operational efficiency, and enabled new revenue opportunities through marketplace adoption.
Throughout the redesign, several key decisions were made to balance usability, business needs, and operational constraints:
- Progressive onboarding — Reduced friction by allowing users to experience value before completing verification
- Marketplace as an additional pathway (not replacement) — Preserved existing behaviours while introducing a more efficient alternative
- System-driven logistics (vehicle matching) — Reduced user decision-making and improved job suitability
- Operational flexibility for suppliers — Allowed alternatives and rejections to reflect real-world constraints
- Earnings transparency for drivers — Introduced visibility into delivery fees and driver earnings to improve trust and motivation
This project evolved from improving individual features into redesigning how the entire system operates — creating clearer pathways
between customers, suppliers, and drivers while reducing friction at every step.