FlowChain — Logistics & Transportation Platform

FlowChain is a logistics platform connecting shippers with carriers for transport orders.

This project is anonymized due to confidentiality.

The product aimed to improve user engagement and platform efficiency, particularly around order creation and carrier utilization. Early signals showed friction in key flows and missed opportunities to better match supply, represented by carriers, with demand, represented by transport orders.

I led UX analysis and product discovery, combining data analysis with user research to identify both immediate improvements and longer-term opportunities.

I worked closely with product stakeholders to validate assumptions and translate insights into actionable product decisions.

The initial focus was on increasing user engagement, but two deeper issues emerged.

The first issue was a mismatch between user input and the system flow. Users were being asked for important details too late in the place-an-order flow, even though they had already provided this information earlier in unstructured formats, such as notes fields.

The second issue was a platform value gap for carriers. Carriers struggled to find return, or backhaul, transport, forcing them to rely on external platforms to complete round trips.

This revealed a broader issue: the platform was not fully supporting the economic reality of its users, especially carriers optimizing routes.

• Conducted initial data analysis to identify friction points without relying only on user interviews.
• Identified inconsistencies in the order creation flow and redundant user input.
• Followed up with user interviews to validate findings and uncover deeper operational challenges.

A key shift was moving from interface-level issues to understanding business-level needs, particularly around how carriers plan and optimize routes.

• Restructured the place-an-order flow by moving critical information earlier in the process and aligning inputs with user behavior.
• Reduced redundancy and friction by avoiding moments where users had to repeat information already provided elsewhere.
• Avoided building unnecessary new features after identifying that the core issue was not the absence of a dedicated return-trip module.
• Shifted focus to marketplace growth by recommending an increase in the number of shippers posting transport requests, making it more likely that carriers could secure return loads inside the existing system.

The project clarified that the main limitation was not missing functionality, but marketplace dynamics.

• Improved alignment between user input and system structure in the order flow.
• Reduced friction caused by redundant or poorly sequenced inputs.
• Provided strategic direction to focus on growing supply-side demand rather than adding product complexity.

This helped reposition the platform from a feature-driven roadmap to a market-driven growth strategy, better aligned with user needs and business goals.