Chloe Temenu
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Chloe Temenu
Projects
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Faru for Lori Systems

Faru for Lori Systems

Addressing low adoption rates of a B2B logistics and order management self-service platform

Building a
robust financial
toolkit

My contribution

Visual Design, Data analysis,

Usability testing, User Interviews,

Operations analysis

The Team

CTO, 1 product manager,

1 frontend engineer, 2 backend engineerS

Timeframe

Q4 2022

6 months duration

Context 🎯

Lori’s mission is to drive down the costs of goods across Africa by improving efficiency of haulage and logistics. In only three short years of its inception, Lori had significantly improved logistics transparency, flexibility, reliability, and costs across Ugandan, Kenyan and Nigerian markets.

The Faru project is a research-intensive redesign for Lori Systems, working alongside engineering teams to demonstrate the impact of design-first approach in a traditionally engineering-led fast-moving business.

Context 🎯

Lori’s mission is to drive down the costs of goods across Africa by improving efficiency of haulage and logistics. In only three short years of its inception, Lori had significantly improved logistics transparency, flexibility, reliability, and costs across Ugandan, Kenyan and Nigerian markets.

The Faru project is a research-intensive redesign for Lori Systems, working alongside engineering teams to demonstrate the impact of design-first approach in a traditionally engineering-led fast-moving business.

Context 🎯

Lori’s mission is to drive down the costs of goods across Africa by improving efficiency of haulage and logistics. In only three short years of its inception, Lori had significantly improved logistics transparency, flexibility, reliability, and costs across Ugandan, Kenyan and Nigerian markets. The Faru project is a research-intensive redesign for Lori Systems, working alongside engineering teams to demonstrate the impact of design-first approach in a traditionally engineering-led fast-moving business.

My role 💡

I was mainly responsible for providing an understanding of the users’ experience and proposing UX solutions, I also conducted field studies, analysed data and got research insights which I presented to major stakeholders including the COO and CEO. I optimized the existing applications working closely with logistics administrators and sales personnel to handle user experience issues and complaints. I also worked with the project manager and the engineering team to implement feature updates across 4 different product verticals.

Outcomes

Outcomes

Better Alignment:

Faru as a product evolved into a product that had a unquestionable understanding of the user context and needs leading to buy-in from potential customers.

Better Alignment:

Faru as a product evolved into a product that had a unquestionable understanding of the user context and needs leading to buy-in from potential customers.

Better Alignment:

Faru as a product evolved into a product that had a unquestionable understanding of the user context and needs leading to buy-in from potential customers.

Better Usability:

User testing results showed 4 out of 5 Faru users were able to complete all major tasks within the application with minimal external input.

Better Usability:

User testing results showed 4 out of 5 Faru users were able to complete all major tasks within the application with minimal external input.

Better Usability:

User testing results showed 4 out of 5 Faru users were able to complete all major tasks within the application with minimal external input.

Breaking new ground ⛏️

The Faru app was created as a self-service version of our internal order management software ecosystem to expand the business value proposition and create new monetisation methods.

During initial discussion with sales representatives it was discovered that potential customers and onboarded users were not efffectively utilizing the most important functionalities- Order broadcasting and tracking

The Faru app was created as an extension of the software ecosystem to expand the business value proposition and create new monetisation methods.

During initial discussion with sales representatives it was discovered that potential customers and onboarded users were not efffectively utilizing the most important functionalities

- Order broadcasting
- tracking

The Faru app was created as an extension of the software ecosystem to expand the business value proposition and create new monetisation methods.

During initial discussion with sales representatives it was discovered that potential customers and onboarded users were not efffectively utilizing the most important functionalities

Pinpointing problem areas within major flows

Pinpointing problem areas within major flows

Mixpanel analysis

To better understand the behaviour of existing users and places where they might be experiencing a high-level of friction, I started out my process getting acquainted with the DAU analytics and session replays.

User analytics provided a look at the flows that users were successfully completing within the application and features of high and lower interest to existing stakeholders within the buyer companies.

An evaluation of these features immediately revealed areas with high cognitive load and process fragmentation.

Img 3. V1 Screenshots of daily user analytics from Mixpanel

Mixpanel Insights

4/5

of daily users were completing

the orders uploads flow

80%

daily users were completing

the orders uploads flow

80%

daily users were completing

the orders uploads flow

In-depth UX audit

The UX audit was conducted to evaluate the overall user experience of the logistics SaaS platform and identify areas for improvement. The primary rationale behind this audit was to ensure that the platform meets the needs of its users effectively and efficiently.

Insights

Insights

Insights

Order uploads

Insights: This served as the only major interactive entry-point for accessing all other functionalities


Order uploads

Insights: This served as the only major interactive entry-point for accessing all other functionalities


Order uploads

Insights: This served as the only major interactive entry-point for accessing all other functionalities


Order uploads

Data-transfer issues: Users needed to painstakingly match each data column to the in-app columns for the bulk data to be accepted and processed.


Order uploads

Data-transfer issues: Users needed to painstakingly match each data column to the in-app columns for the bulk data to be accepted and processed.


Order uploads

Data-transfer issues: Users needed to painstakingly match each data column to the in-app columns for the bulk data to be accepted and processed.


Order Tracking

High effort: Users were forced to manually update on-journey changes and tracking status updates for each order.


Order Tracking

High effort: Users were forced to manually update on-journey changes and tracking status updates for each order.


Order Tracking

High effort: Users were forced to manually update on-journey changes and tracking status updates for each order.


Order Tracking

Restrictive UX: Users could only keep track of bulk uploaded orders which seemed to be a restrictive method compared to competitor software, where users could create individual orders within the app.


Order Tracking

Restrictive UX: Users could only keep track of bulk uploaded orders which seemed to be a restrictive method compared to competitor software, where users could create individual orders within the app.


Order Tracking

Restrictive UX: Users could only keep track of bulk uploaded orders which seemed to be a restrictive method compared to competitor software, where users could create individual orders within the app.


Transporters

Redundant feature: This feature served as a database collection but provided no other value adding as it was not connected to any other flow within the application.


Transporters

Redundant feature: This feature served as a database collection but provided no other value adding as it was not connected to any other flow within the application.


Transporters

Redundant feature: This feature served as a database collection but provided no other value adding as it was not connected to any other flow within the application.


Validating assumptions

Beyond the initial research phase, while making high-level recommendations to the engineering and product teams on quick wins for improving our aesthetic-usability ratio, I needed to ground my decisions in the context of the users, this would provide me with;


  • understanding the mental models of specific our ideal customer-base

  • building a clear description of the user/buyer persona

  • getting real-time feedback on the software

  • aligning UX recommendations with real-life manufacturing process workflows.

Recruited 5 company employess to participate in semi-structured remote interviews, their responses provided insights into the day-to-day activities within the company, the tools they depend on to fulfil their order demands and the teams/individuals responsible for each step in the process.

Recruited 5 company employess to participate in semi-structured remote interviews, their responses provided insights into the day-to-day activities within the company, the tools they depend on to fulfil their order demands and the teams/individuals responsible for each step in the process.

Conducted field studies which entailed me visiting to 3 large scale FMCG manufacturing companies. This exercise allowed me to observe our customer manufacturing operations in real-life scenarios.

Modelling our clients process

With a customer journey map I was able to provide our team with a visual representation of the entire haulage cycle from start to finish while highlighting all our existing touch-points and potential opportunities to mitigate risk and improve efficiency. The customer mapping process revealed that most of our client process was naturally occurring outside of our application.

From observation 👉🏽 awareness

85% of the entire client logisitics and haulage planning to exectution process was happening outside of the Faru app.

85% of the entire client logisitics and haulage planning to exectution process was happening outside of the Faru app.

With a customer journey map I was able to provide our team with a visual representation of the entire haulage cycle from start to finish while highlighting all our existing touch-points and potential opportunities to mitigate risk and improve efficiency. The customer mapping process revealed that most of our client process was naturally occurring outside of our application.

Client process was broken down into 5 distinct steps

The major aim of the interview process was to under feedback sessions asking questions that were specific to the app experience and

B2B specific problems

B2B products are faced with the unique challenge of proving to be valuable as workflow enhancers while attempting to disrupt wasteful processes within large scale companies

B2B products are faced with the unique challenge of proving to be valuable as workflow enhancers while attempting to disrupt wasteful processes within large scale companies

Manufacturing companies such as the ones that Lori caters to typically engage in heavily specialised rituals and established mental models that cuts across teams and individual contributors.

App usage Insights

App usage Insights

Response Time:

Transport reps experience delays in responses from truck drivers and trucking companies while sending requests through the app, this has led to increase in frustration and reverting to reaching out to transporters by phone or via whatsapp.

Response Time:

Transport reps experience delays in responses from truck drivers and trucking companies while sending requests through the app, this has led to increase in frustration and reverting to reaching out to transporters by phone or via whatsapp.

Response Time:

Transport reps experience delays in responses from truck drivers and trucking companies while sending requests through the app, this has led to increase in frustration and reverting to reaching out to transporters by phone or via whatsapp.

Discoverability problems:

Major functionalities such as sending out transport requests were hidden within the order flow. One participant mentioned how they were not even aware of the broadcast feature.

Discoverability problems:

Major functionalities such as sending out transport requests were hidden within the order flow. One participant mentioned how they were not even aware of the broadcast feature.

Discoverability problems:

Major functionalities such as sending out transport requests were hidden within the order flow. One participant mentioned how they were not even aware of the broadcast feature.

Unavailability:

Clients were handling existing order first and then creating new client product requests orders to transporters and Faru order broadcast process does not cater to that workflow.

Unavailability:

Clients were handling existing order first and then creating new client product requests orders to transporters and Faru order broadcast process does not cater to that workflow.

Unavailability:

Clients were handling existing order first and then creating new client product requests orders to transporters and Faru order broadcast process does not cater to that workflow.

Switch Company

Open Orders

Orders

Transporters

Payment

Bollore Logistics

Welcome Jane Doe, in case of any queries click here to let us know how to help

ORDER COUNT

54

45

TOTAL TRUCKS REQUIRED

10

15

TRUCKS ON JOURNEY

TRUCKS DELIVERED

12

INBOUND TRUCKS

5

TRUCKS LOADING

SUMMARY

ORDERS

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123456

STATUS

CONSIGNEE

ACTION

20200904QY02

20200904QY02

20200904QY02/

123456

20200904QY02

20200904QY02

20200904QY02

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TRANSPORTER

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

10

Delivered

Offloading

Inbound

Pending

Pending

Pending

Pending

On Journey

Delayed

Loading

20200904QY02/

20200904QY02/

20200904QY02/

123456

123456

123456

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

LOADING DETAILS

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

OFFLOADING DETAILS

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Search by move ID, container #, truck Reg

?

Users had no clear steps towards sending transport requests for their orders.

Research results showed an over-arching problem of mismatch between the client's workflow and the flows, ultimately resulting in dwindling motivation to use the software by individual users and a lack of buy-in from decision-makers within manufacturing companies. Additionally, there was a lack of high-value functionalities that could significantly contribute to improving haulage efficiency.

Behavioural Insights

Behavioural Insights

Behavioural Insights

Existing tools for managing the process

4/5 manufacturers depended heavily on large-scale ERP software to manage the bulk of their client information and day-to-day order fulfilment.

Existing tools for managing the process

4/5 manufacturers depended heavily on large-scale ERP software to manage the bulk of their client information and day-to-day order fulfilment.

Existing tools for managing the process

4/5 manufacturers depended heavily on large-scale ERP software to manage the bulk of their client information and day-to-day order fulfilment.

On moving orders:

Logistics managers showed a preference for Whatsapp groups as the go-to for sharing order that needed to be fulfilled with thier transporter network.

On moving orders:

Logistics managers showed a preference for Whatsapp groups as the go-to for sharing order that needed to be fulfilled with thier transporter network.

On moving orders:

Logistics managers showed a preference for Whatsapp groups as the go-to for sharing order that needed to be fulfilled with thier transporter network.

Information visibilty:

The dispatchers were sharing information through their enterprise resource planning (ERP) systems which was accessible to relevant stakeholders within the company.

Information visibilty:

The dispatchers were sharing information through their enterprise resource planning (ERP) systems which was accessible to relevant stakeholders within the company.

Information visibilty:

The dispatchers were sharing information through their enterprise resource planning (ERP) systems which was accessible to relevant stakeholders within the company.

Restructuring our product end-to-end flow to fit user expectations.

Building out feature-specific user-flows to meet the operational needs of our clients I needed to align our features with user's end goals.

Connecting our client goals to product features

Goal 1: In the planning phase of the haulage process, company agents are collating requests from whoesalers and retailers, clients need a way to effectively document new cargo requests.

Goal 2: During this phase customers took collated order requests and reached out to truck and vehicle owners to pickup their client orders.

Goal 3: Most clients were relying on manual methods such as phone calls and messenger apps to maintain visibility during active cargo journeys.

Goal 4: On delivery of cargo, cargo supervisors still depended heavily on physical transfer of shipping documents who had to be on-site while the goods were being delivered.

Integrating high-value new features can significantly enhance the overall quality and functionality of our product, ultimately leading to increased customer satisfaction and loyalty.

Integrating high-value new features can significantly enhance the overall quality and functionality of our product, ultimately leading to increased customer satisfaction and loyalty.

Integrating high-value new features can significantly enhance the overall quality and functionality of our product, ultimately leading to increased customer satisfaction and loyalty.

Recommendation 1 (Autonomy and Flexibility)

Provding managers with a new and improved clear streamlined process for creating new orders within our software, including fields for customer details, order items, and shipping information, to ensure that we were right in the middle of the haulage process from start to finish

Transport agents could now create new orders adding in their own information

New design focused on streamlining steps between creating an order and sending out a transport request.

User can now easily select saved transporter information

High- fidelity wireframes of the create order flows and select transporter flow

Recommendation 2 (Visibility and Connectedness)
The new dashboard was designed to account for multi-drop orders within one transport request, grouping order entries created a sense of organisation to a process that suffers from a lot of fragmentation. In addition analytics filters enabled each user subset to get a full picture of monthly orders.

Summary

Dashboard

Get trucks

Total Orders

5,002

+24 %

Total Moves

18,594

+24 %

Total Orders

18,594

+24 %

Trucks

4,548

+24 %

Total Orders

100,002

+24 %

Bulk upload Orders

This week

All Orders

Orders

Excel files

e-PODS

Search

All Status

All Columns

Order ID

Origin

Destination

Order Status

Trucks Allocated

Date Created

569568IOREI

Kaduna

Lagos

0 out of 10 trucks

23/02/2022

Incomplete

569568IOREI

Kaduna

Lagos

4 out of 10 trucks

23/02/2022

Canceled

569568IOREI

Kaduna

Lagos

10 out of 50 trucks

23/02/2022

Incomplete

569568IOREI

Kaduna

Lagos

4 out of 10 trucks

23/02/2022

Incomplete

569568IOREI

Kaduna

Lagos

4 out of 10 trucks

23/02/2022

Incomplete

569568IOREI

Kaduna

Lagos

4 out of 10 trucks

23/02/2022

Complete

569568IOREI

Kaduna

Lagos

4 out of 10 trucks

23/02/2022

Complete

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Export file

This week

Bollore Logistics

Switch Company

Open Orders

Orders

Transporters

Payment

Bollore Logistics

Welcome Jane Doe, in case of any queries click here to let us know how to help

ORDER COUNT

54

45

TOTAL TRUCKS REQUIRED

10

15

TRUCKS ON JOURNEY

TRUCKS DELIVERED

12

INBOUND TRUCKS

5

TRUCKS LOADING

SUMMARY

ORDERS

Showing 4 to 10 of 300 entries

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MOVE / ORDER ID

Orders

Uploaded files

20200904QY02/

123456

STATUS

CONSIGNEE

ACTION

20200904QY02

20200904QY02

20200904QY02/

123456

20200904QY02

20200904QY02

20200904QY02

Edit

Edit

Edit

Edit

Edit

Edit

Edit

Edit

Edit

Edit

TRANSPORTER

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Bollore Logistics

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

Not applicable

10

Delivered

Offloading

Inbound

Pending

Pending

Pending

Pending

On Journey

Delayed

Loading

20200904QY02/

20200904QY02/

20200904QY02/

123456

123456

123456

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

LOADING DETAILS

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Kitale - Loaded

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

OFFLOADING DETAILS

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Mau Summit - Delivery

13/06/2021

Search by move ID, container #, truck Reg

?

High fidelity wireframe of new dashboard design

Recommendation 3
We needed to provide our customers with a better way to keep track of drivers location, while enabling drivers send play-by-play updates of any developments during the trip. Without this users would naturally default to putting call through direclty to drivers.

High fidelity wireframe of order details

Improving existing flows

Problem 1 : Order uploads were a source of frustration for transport reps due to an inefficient data transfer process that required the users to match manually inputed information from their internal database to our software system

Solution: Provide transport agents with an easy to use, editable template streamlining initial steps in the transport procurement process and reducing time spent and cognitive load .

Confirm Order List

Bollore Logistics

Order ID

Loading Site

Offloading site

Loaded Weight (KG)

Container Number

Truck Registration

Transporter

Loading Date

Driver Name

Drivers Contact

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

569568IOREI

Ibadan

Osogbo

5803480394 |

B78439LA

2000

DISODEX

12/07/2022

Philomen

081000893782

569568IOREI

Ibadan

Osogbo

5803480394

B78439LA

2000

DISODEX

12/07/2022

Kimanu

081000893782

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Takeaways and Reflection on this project

Get involved in sales conversations

While working on this project i had the opportunity to create but I also observed that within a traditionally people-dependent industry such as FMCG establishments. Good UX is only as effective but sales and acquisition conversations is where the decisions are made.

Get involved in sales conversations

While working on this project i had the opportunity to create but I also observed that within a traditionally people-dependent industry such as FMCG establishments. Good UX is only as effective but sales and acquisition conversations is where the decisions are made.

Get involved in sales conversations

While working on this project i had the opportunity to create but I also observed that within a traditionally people-dependent industry such as FMCG establishments. Good UX is only as effective but sales and acquisition conversations is where the decisions are made.

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