Space is a digital product and service that enables small e‑commerce businesses to outsource their logistics. I led the design team and worked closely with the product owners to rapidly develop and launch this ambitious innovation effort.
Story & Outcome
Over the course of a year, I was part of a team that developed a new logistics solution for smaller e-commerce businesses in Finland's major postal service, Posti. As the design lead, I was responsible for various tasks, including market research, expert interviews, service design, user journey mapping, wireframing, and creating production-ready designs and prototypes.
The team's focus was to quickly provide customers with a minimum viable product and test the idea. We successfully moved from initial research to production-ready designs for the initial feature scope in less than four months.
The customer response to our initiative was overwhelmingly positive, and within just 9 months, we went from the initial idea to our first active customer. Following my departure, key components of the product and offering were adapted into a new business case for Aditro Logistics, a partner company of Posti based in Sweden.
Responsibilities & process
Defining functionality and implementation-ready visuals
My main responsibility in this project was to define the functionality, ideate and discuss possible solutions through wireframes, and finally deliver these ideas in production-ready, pixel-perfect designs ready for handover to developers.
These were defined for all breakpoints, with tidy component libraries as well as uniform colour and text-styles.
Some out of hundreds of production-ready Figma screens
Improving interactions with code-supported prototypes
To help accelerate the learning process and decision-making within the team I went the extra mile to move the static designs out of Figma and into Framer, a tool I recently had spent time learning. The response was extremely positive and we found ways of improving the intended implementation by having everyone see the site live in front of themselves before building the final product.
Try the prototype
Advanced prototype to explore sophisticated behaviours such as filtering, built in Framer
Setting up a design system and documentation
To be able to move quickly yet still manage quality we set up a small design system and documented all components thoroughly.
An extract of some components in our design system and their documentation
Designing and building our landing page
Having a strong product mindset it was obvious to help our project owners out with messaging when there were many ideas up at the same time. To communicate the benefits of our product I helped to define the message, design the initial version of the landing page, and also build it and launched it by using Framer.
Building the landing page also included setting up integration for e.g. Google Analytics and Hotjar, as well as a custom solution for localisation and more. All to let the team learn, improve and have a really capable starting point.
Open landing page
Some samples of the landing page and FAQ section
Delightful details to engage
I built some nice interact-able illustrations to delight the user while they were completing their continued onboarding.
Try hovering or tapping the illustrations ☝️
Illustrating the value of our product
From discussions with potential users of our product we learned that a challenge we would be facing was to communicate the full value of the service we provided, as most customers were very novice to external logistics solutions, and the benefits and cost saving we provide.
To accommodate for this need I came up with the idea, communicated, prototyped, designed and finally built and launched a small savings calculator section for our landing page.
In extent of informing customers landing on our page, it was also used as part of communicating our offer in sales calls.
Getting the first impression right
Compared to other solutions within the same space, we knew we wanted to set ourselves apart with exceptional ease-of-use. Where most competitors requires long sales calls and days (if not weeks) of discussions to get going, we wanted anyone to be able to connect their store and be up and running within a few minutes.
With this in mind, the onboarding had to be on point and was a large initial focus for the team.
Content from the onboarding
Ways of working
I led an initiative towards better structured discovery work. Like looking at how to implement Opportunity Solution Trees instead of a massive feature backlog. There was a real need to move away from output mindset to outcome focus. This highlights my ability to step outside of my comfort zone and fill the needs of a project, even if they might not be design related.
This led to a happier client, better working conditions, team members aware of why we are building what we are building. In extent, it became painfully clear that we didn't have clear and actionable objectives, key results or goals as a team.
Outtake from an initial opportunity solution tree
Marketing strategy and material
To gauge the interest of our offering to clients we put out smoke ads to learn what parts of our offer was most enticing. I was part of deciding on the idea, coming up with suggestions and putting together the visuals.
Some of the content we tried out on Facebook and LinkedIn to see whether our messaging resonated and converted.
User and market research
I worked closely together with the client, a research specialist and a business-focused strategic designer to figure out the right target market and product market fit. This was a continuous effort throughout the project, and the main focus in the initial phase.
I was leading the analysis of competitive solutions, defined potential target audiences and participated and led some expert and user interviews. I also aided the creation and maintained a research survey we probed potential customers with, created in Typeform and sent to all customers showing interest in our service before it was publicly available.
Example of questions from survey sent to potential customer pre-launch
Product Designer
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