01 / DELIVERY ECOSYSTEM
Making the invisible systems behind
delivery easier to manage.
A customer sees a delivery.
Behind it is an ecosystem of service areas, capacity, operational requests, delivery visibility, and claims.
I designed across these connected experiences, translating complex business rules and operational workflows
into products that were easier to understand, manage, and scale.
ROLE
Product Designer · Design Lead
TIMELINE
2022-2026
SCOPE
Research · UX/UI · Prototyping · Testing · Design System
USERS
3PL Teams · Store & XDT Associates · Delivery Operations · Field Leadership
About this case study
This work involved proprietary enterprise products. Visuals have been recreated and simplified using fictionalized data to protect confidential company information while accurately representing my role and design approach.
02 / THE CHALLENGE
One delivery.
Many systems behind it.
Behind every delivery was a network of tools managing different parts of the operation. From service areas and capacity to special requests, delivery visibility, and claims.
Each solved a different problem, but the people using them often worked across several of these experiences to get one delivery from planning through completion.
The design challenge wasn’t simply improving individual tools. It was making complex operational work easier to understand and manage across the delivery ecosystem.
A simple experience for customers takes a complex team effort.
03 / UNDERSTANDING THE USERS
One platform.
Many different ways of using it.
I spoke with people across delivery operations to understand how their responsibilities, tools, and information needs changed throughout the delivery lifecycle.
Those conversations helped identify where workflows overlapped, where information was getting lost, and where users were relying on workarounds outside the product.
Through interviews across multiple teams, we identified five recurring user patterns. Each group had different goals, behaviors, and pain points, which directly informed our product strategy, prioritization, and design decisions.
Different perspectives.
A stronger product.
The Takeaway
We weren't designing one workflow for one type of user. We were building a system that had to support radically different levels of familiarity, frequency, and intent.
04 / CLAIMS MANAGEMENT
Claims
Turning a branching process into a workflow people could actually follow.
The Claims experience was outdated, inconsistent, and difficult to navigate. I led the end-to-end redesign, creating a more intuitive and scalable experience that supported multiple claim types while giving users the information they needed to move work forward.
The path changed depending on the type of claim, whether it was connected to an order, the provider involved, the location, approval requirements, missing information, and the details needed to resolve it.
The goal wasn’t to make claims simple. It was to make the complexity manageable.
05 / SERVICE AREA MANAGEMENT
From rows of ZIP codes to a service area people could actually understand.
Managing delivery coverage originally meant working through a dense list of ZIP codes and service days. The information existed, but understanding the geographic relationship between those ZIP codes and making confident changes was difficult.
I redesigned the experience around a map-based view of the service area, allowing teams to see coverage geographically while still accessing the operational details needed to manage it.
The experience brought together ZIP code status, service days, truck type, delivery windows, and location information so users could understand the impact of a change before making it.
Before
Managing geography without seeing it
Service areas lived in long tables of ZIP codes and delivery days. Users could manage the data, but had no geographic view, making it difficult to understand coverage, spot gaps, or see the bigger picture.
RESEARCH
The workaround revealed what was missing
In conversations with users, we learned they were taking ZIP code data into external mapping tools like Maptive just to understand their service areas geographically. The data wasn’t missing. The context was.
The Result
Making the service area visible
I redesigned the experience around a geographic view, allowing users to see ZIP code coverage in context and filter the service area by the operational information that mattered to them. They could now go between list/map view depending on their needs.
The goal wasn’t just to manage ZIP codes. It was to make the service area visible.
06 / SPECIAL DELIVERY REQUESTS
Turning an email chain into a trackable workflow.
Special delivery requests were managed through emails, calls, and manual follow-up. I designed a centralized workflow that gave teams one place to submit requests, review requirements, coordinate approvals, and track progress.
BEFORE
Requests lived in inboxes
Requests could involve multiple teams, approvals, and delivery requirements, but the process lived largely in email.
That made it difficult to track status, understand what information was still needed, and maintain visibility across the request.
AFTER
One place to submit, review, and track.
The new experience brought request details, requirements, approvals, notes, and status into one workflow, giving each team visibility into what had happened, what was needed next, and who needed to act.
The product didn’t remove the complexity of special deliveries. It made the complexity manageable.
07 / CONNECTED ECOSYSTEM
Individual products.
One connected delivery experience.
Claims, service areas, capacity, special requests, delivery visibility, and routing each solved different operational problems, but they weren’t experienced in isolation.
A decision in one part of the ecosystem could affect what happened somewhere else: where an order could be delivered, when it could be scheduled, how it was routed, what happened during delivery, and how issues were resolved afterward.
My role increasingly meant looking beyond individual screens and thinking about how these experiences worked together, creating consistency across products, reducing duplicated effort, and helping teams move through the delivery lifecycle with less friction.
The individual products mattered. Understanding how they worked together mattered more.
08 / IMPACT & OUTCOME
From disconnected workflows to a connected delivery ecosystem.
Across these products, the work moved complex operational processes out of spreadsheets, email chains, disconnected tools, and difficult-to-navigate interfaces and into experiences designed around how delivery teams actually worked.
Complex systems. Simpler experiences. Better delivery.
LORI BRODERSEN
UX PRODUCT DESIGN + PRODUCT MANAGEMENT