Sufy

ROLE/SERVICES

UX/UI Design

LOCATION

México

YEAR

2022

Project Overview

THE PROBLEM

Companies and executives in the Cali-Baja region face difficulties managing transportation and courier services between San Diego and Tijuana efficiently and securely, especially due to the challenges posed by the U.S.-Mexico border.

THE GOAL

Provide executive transportation and courier solutions that facilitate cross-border collaboration between San Diego and Tijuana. The goal is to offer a smooth, punctual, and professional experience, with a strong emphasis on safety and exclusivity for clients, ensuring that work teams and documents cross the border without issues

THE PRODUCT

Sufy is a professional services firm specializing in the Cali-Baja region, offering executive transportation and cross-border courier services. With services connecting offices between San Diego and Tijuana, Sufy ensures the punctual and secure delivery of work teams and documents across the border. Their focus on exclusivity, professionalism, and safety is reflected in their personalized services, which include vehicles with satellite tracking for enhanced control and client peace of mind.

MY ROLE

UX designer designing an an website forAlertTJ from conception to delivery.

RESPONSIBILITIES

Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.

PROJECT DURATION

October 2022 to November 2022

Understanding the user

I conducted interviews and created empathy maps to understand the users I am designing for and their needs. A main group of users identified through the research were professionals like Ana López, an executive assistant who seeks a secure and reliable courier service for important documents, particularly between San Diego and Tijuana.

This group of users confirmed initial assumptions about Sufy’s customers, but the investigation also revealed that security in document delivery wasn’t the only factor they considered when choosing a service.

Other user problems include concerns about the tracking system’s accuracy, the speed of delivery, and a lack of clear communication regarding the document’s status during transit.

PERSONA AND PROBLEM STATEMENT

Ana López

Ana López, 34 years old and an executive assistant at a law firm in Tijuana, is in charge of the logistics for transporting important documents between San Diego and Tijuana. She is looking for a secure messaging service that guarantees the delivery of sensitive documents and offers real-time tracking to keep executives informed. She gets frustrated with conventional services that are slow and insecure, and she wants a provider that offers personalized service and full control over the process. As she says, "I need a service that can guarantee the safe delivery of important documents, especially when border crossings are involved."

Starting the design

DIGITAL WIREFRAMES

As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research

LOW-FIDILITY PROTOTYPE

Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was finding an item and placing it in the cart, so the prototype could be used in a usability study.

Usability study: Findings

I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.

Study type:

Unmoderated usability study

Location:

Mexico, TJ, remote

Participants:

5 participants

Length:

10-30 minutes

MAP

For most users, it was not very clear if there were other forms of payment

MAP

For most users, it was unclear if they were adding the products to the shopping cart

MAP

For most users, they did not know if they had purchased the product

Secure cross-border courier and executive transportation between San Diego and Tijuana

Going Forward

TAKEAWAYS

IMPACT

Sufy provides an efficient and secure executive transportation and courier service between San Diego and Tijuana, standing out for its exclusivity and professionalism. Customers value the timeliness and security of deliveries, as well as the additional control provided by satellite tracking of vehicles.

One customer comment: “Sufy has been essential to our cross-border operations. The ability to track in real time and the professionalism of the service gives us peace of mind on every trip.”

WHAT I LEARNED

During the development of Sufy's services, I learned that the user experience is not only based on the quality of the service itself, but also on the ease with which customers can manage and control their bookings and shipments. Transparency in the process and smooth communication are crucial to maintaining customer confidence and satisfaction.

NEXT STEPS

1.- OPTIMIZE THE CUSTOMER CONTROL PANEL

Review and improve the customer dashboard on the platform to ensure that users can manage their bookings and track shipments more intuitively and efficiently. This may include reorganizing the interface to highlight the most relevant information and simplify the booking and tracking processes.

2.- DEVELOPMENT OF CUSTOMIZED ALERT FUNCTIONALITY

Implement a personalized alert system that notifies customers about the status of their shipments and bookings in real time, tailored to their preferences. This will help keep customers informed and reduce the need for additional follow-ups.

3.- IMPROVING THE MOBILE EXPERIENCE

Optimize the mobile experience so that customers can manage their shipping and courier services efficiently from their mobile devices. Ensure that the mobile platform is as functional and easy to use as the desktop version, for easy access and management at any time.