Shippabo: Welcome Dashboard

Shippabo’s mission is to update the user experience in international logistics. Shippabo uses technology and collaborates with industry leaders to standardize and streamline supply chain processes that provide more control for importers and exporters.



On the Shippabo platform, existing users and new users would be directed to the shipments page at login, which presented a lot of useful information, but did not include any options to initiate actions like starting a new shipment or getting a quote. Users had to navigate through a couple of steps to get to what they needed. This was a hassle for existing users, but completely overwhelming for new users. Because of this, we wanted to design a dashboard that would act as an easy springboard to all the main actions any user would need.

I was the sole designer working with stakeholders and a product manager to determine the strategy and scope.


At our kickoff meeting, the stakeholders, product manager and I discussed the challenges for both new and existing users. New users couldn’t immediately take advantage of the platform’s capabilities without first contacting our customer success team to request help. For existing users, we wanted to refine the user experience by providing a springboard for initiating their workflow. Additionally, we looked at user interviews and discussed technical viability with the engineering team. With these users in mind, we decided to design a welcome dashboard to make the platform’s value immediately apparent upon login.

Based on the priorities of our personas, we came up with a list of nine possible widgets for the dashboard.



What data does each persona want to see? And how should that data be represented visually?

It was important that the design be scalable in order to support the variety of users that would use the platform while at the same time allowing us to easily add new features in the future. With this in mind, I began sketching to explore possible layouts that would meet these requirements.

We showed the initial designs to a couple of users to get feedback on the layout. The user feedback was helpful in validating the need for customization as certain users were confused by specific use cases for widgets that were not normally part of their workflow.


After evaluating all the user feedback, we focused on four widgets that would bring the most value to the most personas:
- Active Shipments: an overview of shipment status
- Delivery Calendar: an indicator for what days shipments were coming
- Ocean Rates: a rate card for a user's most popular routes
- Contacts: an easy way to save contacts and invite new users

This first version of the dashboard presented Shippabo's most valued capabilities at a glance allowing all users, new or existing, to easily navigate through the site. The dashboard was warmly welcomed by our current clients, and also heightened interest from potential clients.


The next iteration included a UI update, along with two prominent call-to-action buttons, one for starting a shipment, and one for exploring rates. We also designed an onboarding widget assisting new users in starting and completing account set up tasks.



The Shippabo platform had two issues: new users were overwhelmed at the onset and existing users had to take multiple steps to get what they needed. In order to streamline the steps taken by existing users and create a more welcoming environment for new users, we created a simple dashboard that would provide an easy point of access for all of the most used actions.

For the first iteration of the dashboard, we saw an uptick in users that were logging in to check their account. After launching the redesigned dashboard, we saw increased engagement with the dashboard measured through the heightened number of self-started shipments and rate requests.

Though we determined that customization was an important factor, due to time and resource restraints, we were not able to implement that feature within these versions.