Delivering a B2C tracking app for regions without addresses
Role
Product Designer
Timeline
2015
Industry
Logistics, B2C
Product
iOS and Android App
Overview
Aramex is one of the largest logistics companies in the Middle East, operating at what they describe as “the crossroads between East and West.”
I led the design of their iOS delivery-tracking application, working with a cross-functional team including product managers, designers, engineers, and data scientists. My focus was on bringing a data-informed product design approach to an environment dealing with operational complexity at scale.
Problem
In many regions where Aramex operates, traditional address systems, such as street names or postcodes, either don’t exist or are inconsistently applied.
Our goal was to redesign the delivery to reduce high operational costs from manual customer support, missed deliveries, and constant tracking inquiries.
I led end-to-end product and service design, including:
User research across several countries
Mapping the operational service model to identify data gaps
Working with engineers to design data-driven interactions
Introducing lightweight experimentation and analytics practices
Result
The app continues to operate today and remains a core part of Aramex’s consumer delivery experience. We designed and launched a new iOS application that provided:
Reliable real-time tracking, reducing inbound support calls
Satisfied customers with up-to-date information
Flexible delivery management for regions lacking formal addresses
In-app payment processing, decreasing friction during delivery
