BID

ux research

ui design

platform

client

Strada

role

Product Designer

DURATION

4 sprints

Tools

Figma, Miro & Jira

How I created a new product with the projection of increasing revenue by R$47,000.00 per month

ABOUT

The challenge

Strada is a logistics company focused on agribusiness.

My squad was responsible for batches of shippers and carriers on our platform.

In this specific project, we needed to make it easier for shippers to contract freight.    A well-known practice in the market is the freight auction, also known as BID.

This implementation had already been studied at another time, but was deprioritized.

DISCOVER

Researching

Analyzing the problem

The first step I took to start thinking about a solution to this problem was defining the objectives at the beginning of the project;

We needed to:

Trace current process and pain points;
Understand business rules;
Develop an MVP from that.

Objective defined, we looked for current market solutions.

In total, 7 competitors were analyzed and we identified 7 main features.

This work was done together with the PM responsible at the time.

CSD Matrix

With an understanding of the market, we raised our main remaining questions regarding the topic, so that we could answer them in interviews.

We validate that there are already several platforms on the market that offer the BID service.

We still needed to outline the current process and pain points.

Interviews and clustering

I developed the script and conducted interviews with our main customers:

ADM
Amaggi
LDC

Our mains lessons were

there are different nomenclatures for the same auction process and there are multiple auction processes

4

common auction between our main customers

52

people would be impacted with this implementation in just one of our main customers

define

Insights and Opportunities

Jobs to be Done

With our main doubts resolved, I created a dynamic to construct the jobs to be done with the participation of the

GPM;
PM;
Tech Lead.

It was a request from the GPM at that time where I had a learning curve, as I had never used this framework before.

However, it was an important process to have a deep understanding of what we would need for the MVP.

Flowchart

Considering that there are different types of auctions, we needed to understand the process of each of them so I created the flowchart, which was validated posteriorly with stakeholders

Develop

Ideation

Wireframing

Remember when I said that this demand had already been studied before, but had been deprioritized? These wireframes had been made by another designer at the time.

Leverage them to build the high-fidelity prototype, now with new insights and stakeholders validations.

DELIVER

Implementation

High-fidelity prototype

The prototype construction process was easier with the wireframes, but I needed to make some important modifications based on what was discovered in the previous processes.

You can see the desktop version of the prototype below.

prototype link

Focus group

We invited our main stakeholders to a face-to-face meeting at the office, where I introduced the project, asked some more questions and tested the prototype with people who were present and with others who participated online.