Company overview: Route optimisation SaaS
OptimoRoute is a SaaS platform offering route optimisation for delivery and field service operations. Its advanced algorithms improve delivery times and reduce costs. Key features include delivery planning, realtime order tracking, automated scheduling, and comprehensive analytics. The platform serves industries like logistics, healthcare, and retail for efficient operations.
My role: Sole Product Designer
Joining a team of five former Google and Yelp engineers, I became OptimoRoute's first product hire, helping to develop the world's leading delivery optimisation SaaS platform. My efforts were pivotal in propelling the company's growth, refining the client-facing user interface, and securing a successful $6.5 million Series A funding round. I managed the entire design process, from user research and wireframing to prototyping and collaboration with engineers.
Projects
In my two years at OptimoRoute, I worked on various projects that contributed to the company's growth. Some of the key projects I led include:
Project: Delivery planning
Delivery planning is an umbrella term involving a multi-step process OptimoRoute's customers use to plan and prepare work for their employees. While I worked on every step of the process, the most important ones were "Route plan settings" and "Planned routes preview," which are outlined below.
Route plan settings
The complexity of available planning options made it challenging to identify the simplest way to organise the screen. To address this, I moved advanced options into a separate tab. This, combined with preselected sensible defaults, helped maintain a tidy starting screen.
I opted for a "sliding modal" with stacked slides as it was the optimal way to perform complex operations without losing sight of previous steps.
Planned routes preview
Displaying planned routes posed an additional challenge, as customers wanted assurance and the ability to see and modify the result. The solution was to present the plan in a timeline view and on a map. The timeline allowed for precise adjustments through a drag-and-drop feature, and colour-matched routes created a mental map that ensured customer satisfaction with the outcome.
Project: Universal Mobile App for Drivers
Drivers needed an app to enable live tracking and many other essential system features. Collaborating with the stakeholders, I designed a universal mobile app for iOS and Android. This app gave drivers the route map, complete schedule, order information, and navigation in one place. The app also allowed the collection of signatures, photos, and notes as proof of delivery. You can find the app on the App Store and Google Play.
Project: Realtime Order Tracking
Our customers' clients required updates on their deliveries and the ability to manage their orders. To address this, we developed a realtime order tracking system. I designed and coded web screens accessed through links sent via SMS and email to each package owner.
Impact: From zero to one
- Designing product features that led to a sixfold increase in monthly recurring revenue
- Mobile app for drivers increased subscriptions by 26% within the first quarter post-launch
- Designed pitch deck that raised $6.5 million in Series A funding
Reflection
Working at OptimoRoute was a rewarding experience. I learned that designing for complex systems requires a deep understanding of the user's needs and the ability to simplify complex processes.