Customer Support, Sales, and Marketing played an important supporting role during this phase. Working closely with these teams helped me gather qualitative insights into the main pain points users were experiencing, as well as identify strengths in competitor products that were missing from our own platform.

This collaboration was especially valuable for understanding business rules and industry-specific requirements that were not immediately obvious to me as someone new to the logistics space. It also allowed us to explore ideas faster by combining product, operational, and commercial perspectives.

To build a more structured view of the experience, I mapped the main flows used by our competitors. Since most platforms in the industry sell essentially the same service and require customers to provide similar shipment information, the key differences often came from how those interactions were designed. I analyzed not only the shipment creation flow, but also onboarding, login, account setup, and the sales-driven strategies that influenced what features and information were included in each platform.

I then studied how our own users interacted with the existing product and how they approached the task of creating a shipment. To broaden the analysis, I also looked at interaction patterns from other transactional products—such as hotel booking, airline ticketing, and concert ticket platforms—to identify familiar behaviors or patterns that could potentially translate well into our shipping experience.

By combining internal feedback, competitor benchmarking, behavioral analysis, and cross-industry references, we developed a much clearer picture of the areas that needed improvement.

The final step was to validate these findings with the technical team and translate them into an implementation plan within a Scrum workflow. This was particularly important because many of the platform’s business rules had originally been defined by engineering, making the technical team a key source of feedback for identifying edge cases, dependencies, and functionality that may not have been visible from the interface alone.