Showcase 02
Amazon Delivery: DSP Mobile App
Logistics
Transforming a seven-year legacy of desktop-only tools into an essential mobile experience.
This strategic pivot empowered partners to manage operations entirely on the go.
Challenge
Bridging the gap between legacy tools and operational reality. For seven years, the foundational assumption was that Delivery Service Partners (DSPs) operated from desks, resulting in a robust but complex desktop-only portal.
However, research revealed a stark disconnect: DSPs were constantly mobile, struggling to navigate unoptimized desktop tools on their phones. I needed to pivot the product strategy from a dense data portal to an exception-based mobile experience, equipping partners with the right information at the right time without the noise.
Industry
Logistics
My Role
Lead designer
Platform
Progressive web app
Timeline
Feb 2025 - Aug 2025
Outcome
1,000+ downloads within the first hour of the release at the annual retreat.
60% of the core desktop utility successfully migrated
1 standing ovation from partners for successfully unchaining them from their desks.
How I did it
Strategic Advocacy
Championed the "mobile-first" initiative for years to overturn the desktop-centric culture.
Proposed a radical pivot to an exception-based system that prioritized urgent tasks over raw data.
Secured leadership buy-in to transition the legacy portal into a streamlined Progressive Web App (PWA).
Data-Driven Prioritization
Confronted an aggressive launch timeline with a massive, legacy feature set.
Deployed quantitative surveys to validate assumptions and identify the top four critical mobile workflows.
Strategically focused resources on transforming high-impact areas rather than porting the entire platform.
Scaling Design Operations
Created a comprehensive mobile design framework to guide engineering teams that lacked dedicated UX support.
Developed "decision trees" and translation guidelines to help teams adapt desktop features for mobile.
Established weekly office hours to consult with decentralized squads, ensuring consistency across the app.
Experience Architecture
Moved beyond simple porting to fundamentally rethink the homepage as a "status-at-a-glance" entry point.
Designed visual-first displays tailored for outdoor, high-glare, and on-the-move usage contexts.
Structured the information architecture to deliver proactive notifications rather than passive data consumption.
Concept cars
Multiplying team influence through guidelines
First phase release
