Increasing User Engagement & Building Real-Time Tracking
Increasing User Engagement & Building Real-Time Tracking
Increasing User Engagement & Building Real-Time Tracking
I reimagined the container leasing flow—speeding up reporting from 7 days to 3 and achieving near-100% supplier retention with real-time container tracking features.
Product
Product
Container xChange Leasing Platform. Container xChange is B2B marketplace for container logistics, helping users manage, book, and track containers
Timeline
Timeline
Jan 2023 - Nov 2023
Jan 2023 - Nov 2023
My Role
My Role
Key Designer (Container Control Team)
Key Designer (Container Control Team)
Team
Team
Key Designer (Me), 2 Product Managers, 1 Eng Manager, 9 Engineers, 1 Business Lead
Key Designer (Me), 2 Product Managers, 1 Eng Manager, 9 Engineers, 1 Business Lead
Background & Business Problem
Background & Business Problem
About the project
This project directly addressed three major pain points from container users and suppliers, which resulted in low engagement rate and conversion rate in both pick up and drop off phases of the container journey.
The end goal was to deliver a platform that is easy to edit and follow each container’s journey, providing features that simplify the container leasing process and accelerate damage claims.
This project directly addressed three major pain points from container users and suppliers, which resulted in low engagement rate and conversion rate in both pick up and drop off phases of the container journey.
The end goal was to deliver a platform that is easy to edit and follow each container’s journey, providing features that simplify the container leasing process and accelerate damage claims.
This project directly addressed three major pain points from container users and suppliers, which resulted in low engagement rate and conversion rate in both pick up and drop off phases of the container journey.
The end goal was to deliver a platform that is easy to edit and follow each container’s journey, providing features that simplify the container leasing process and accelerate damage claims.
Challenges
Delayed Reporting
Delayed Reporting
Delayed Reporting
Nearly 45% of pickups were logged over a week late.
Manual data entry and outdated processes.
Data Silos & Offline Workflows
Data Silos & Offline Workflows
Data Silos & Offline Workflows
Users often defaulted to Excel or phone calls.
No real-time insights on container movement.
Limited Real-Time Visibility
Limited Real-Time Visibility
Limited Real-Time Visibility
Suppliers had no live location tracking, fueling operational risks and disputes.
—— Problem Statemement ——
—— Problem Statemement ——
“How might we streamline container pickups and drop-offs so that users report events on time, suppliers see real-time container statuses, and overall engagement with the Leasing platform increases?”
“How might we streamline container pickups and drop-offs so that users report events on time, suppliers see real-time container statuses, and overall engagement with the Leasing platform increases?”
“How might we streamline container pickups and drop-offs so that users report events on time, suppliers see real-time container statuses, and overall engagement with the Leasing platform increases?”
Screenshot from the kickoff workshop with our Container Operation team, who’s responsible for taking care of complaints and inquires in the entire Container Leasing journey.
Screenshot from the kickoff workshop with our Container Operation team, who’s responsible for taking care of complaints and inquires in the entire Container Leasing journey.
Screenshot from the kickoff workshop with our Container Operation team, who’s responsible for taking care of complaints and inquires in the entire Container Leasing journey.
Solution Approach
Solution Approach
Problem validation
The validation compiled of two steps. Firstly, we interviewed 3-5 individuals from some of our biggest customers, who had been using the Leasing platform since its launch; secondly, we asked our Data Engineers to breakdown the reporting time and distributions.
The validation compiled of two steps. Firstly, we interviewed 3-5 individuals from some of our biggest customers, who had been using the Leasing platform since its launch; secondly, we asked our Data Engineers to breakdown the reporting time and distributions.
The validation compiled of two steps. Firstly, we interviewed 3-5 individuals from some of our biggest customers, who had been using the Leasing platform since its launch; secondly, we asked our Data Engineers to breakdown the reporting time and distributions.
Data analytics & User Interviews insights
Data analytics & User Interviews insights
Data analytics & User Interviews insights
—— Guiding Principle ——
—— Guiding Principle ——
"Post-Accept Experience should feel like magic—proactive, automated, and clear in every step."
"Post-Accept Experience should feel like magic—proactive, automated, and clear in every step."
"Post-Accept Experience should feel like magic—proactive, automated, and clear in every step."
We established this guiding principle to tackle late reporting and limited visibility. By building real-time capabilities and automating key tasks, we sought to transform the entire post-accept process.
We established this guiding principle to tackle late reporting and limited visibility. By building real-time capabilities and automating key tasks, we sought to transform the entire post-accept process.
We established this guiding principle to tackle late reporting and limited visibility. By building real-time capabilities and automating key tasks, we sought to transform the entire post-accept process.
Process & Collaboration
Process & Collaboration
User Workshops & Interviews
Spoke with the Container Operation team, discovering heavy reliance on Excel and manual phone calls.
Pinpointed the core friction points: slow data entry, no immediate container location updates, confusion on next steps.
Spoke with the Container Operation team, discovering heavy reliance on Excel and manual phone calls.
Pinpointed the core friction points: slow data entry, no immediate container location updates, confusion on next steps.
Spoke with the Container Operation team, discovering heavy reliance on Excel and manual phone calls.
Pinpointed the core friction points: slow data entry, no immediate container location updates, confusion on next steps.
Potential ideas and suggestions for redesign
Potential ideas and suggestions for redesign
Potential ideas and suggestions for redesign
Prioritisation
Prioritisation
Prioritisation
Wireframe
I created this Wireframe to showcase the overall structure of the Leasing page, which sections need to stand out and in which order these sections should be. This creates a solid foundation for all the features and new ideas we wanted to build, and by fixing the section structure allowed me to focus more time on the individual sections later on.
I created this Wireframe to showcase the overall structure of the Leasing page, which sections need to stand out and in which order these sections should be. This creates a solid foundation for all the features and new ideas we wanted to build, and by fixing the section structure allowed me to focus more time on the individual sections later on.
I created this Wireframe to showcase the overall structure of the Leasing page, which sections need to stand out and in which order these sections should be. This creates a solid foundation for all the features and new ideas we wanted to build, and by fixing the section structure allowed me to focus more time on the individual sections later on.
High-Fidelity Design (collaborating with
Design System team)
When I started designing the screens, I would organise weekly components review meetings with the Design System team to figure out:
How to deal with existing components having conflicts with the new features we were going to build
How to update the existing components to better address the solutions we came up with
Whether it’s worth introducing new components from this project to other teams
When I started designing the screens, I would organise weekly components review meetings with the Design System team to figure out:
How to deal with existing components having conflicts with the new features we were going to build
How to update the existing components to better address the solutions we came up with
Whether it’s worth introducing new components from this project to other teams
When I started designing the screens, I would organise weekly components review meetings with the Design System team to figure out:
How to deal with existing components having conflicts with the new features we were going to build
How to update the existing components to better address the solutions we came up with
Whether it’s worth introducing new components from this project to other teams
Stakeholder Feedback
Created a dedicated Figma space for cross-functional input. (Opinions were exchanged often and only valid statements were taken into consideration for the next iteration, if there was empirical evidence to support them. This way, I made sure future iterations were evolving into a shared vision that’s coming from real user stories.)
Ensured updates were data-backed and aligned with key OKRs (faster reporting, higher retention).
Created a dedicated Figma space for cross-functional input. (Opinions were exchanged often and only valid statements were taken into consideration for the next iteration, if there was empirical evidence to support them. This way, I made sure future iterations were evolving into a shared vision that’s coming from real user stories.)
Ensured updates were data-backed and aligned with key OKRs (faster reporting, higher retention).
Created a dedicated Figma space for cross-functional input. (Opinions were exchanged often and only valid statements were taken into consideration for the next iteration, if there was empirical evidence to support them. This way, I made sure future iterations were evolving into a shared vision that’s coming from real user stories.)
Ensured updates were data-backed and aligned with key OKRs (faster reporting, higher retention).
How I organise design pages in Figma and took notes and documented all stakeholder feedback sessions
How I organise design pages in Figma and took notes and documented all stakeholder feedback sessions
How I organise design pages in Figma and took notes and documented all stakeholder feedback sessions
Rapid Prototyping & Testing
Before the Hi-Fi screens went into implementation, I tested it with real users (both internal and external).
By using the prototypes and task-based questions, I was able to gain confidence on which new features could work the best and which design fixes should be implemented right away.
Before the Hi-Fi screens went into implementation, I tested it with real users (both internal and external).
By using the prototypes and task-based questions, I was able to gain confidence on which new features could work the best and which design fixes should be implemented right away.
Before the Hi-Fi screens went into implementation, I tested it with real users (both internal and external).
By using the prototypes and task-based questions, I was able to gain confidence on which new features could work the best and which design fixes should be implemented right away.
Dev Handoff & Launch
In order to communicate more effectively with developers inside of Figma and keep design files hygiene at our team, I followed consistent naming convention and file organization, thus streamlined the developers' and also I maintained annotated Figma screens and linked them to JIRA tasks for clarity
Deployed Mixpanel tracking events to measure feature usage and retention.
In order to communicate more effectively with developers inside of Figma and keep design files hygiene at our team, I followed consistent naming convention and file organization, thus streamlined the developers' and also I maintained annotated Figma screens and linked them to JIRA tasks for clarity
Deployed Mixpanel tracking events to measure feature usage and retention.
In order to communicate more effectively with developers inside of Figma and keep design files hygiene at our team, I followed consistent naming convention and file organization, thus streamlined the developers' and also I maintained annotated Figma screens and linked them to JIRA tasks for clarity
Deployed Mixpanel tracking events to measure feature usage and retention.
Key Features
Key Features
3-Tab Widget + Action Cards
3-Tab Widget +
Action Cards
What It Does
Above-the-fold cards highlighting next critical steps (e.g., “Report Pickup,” “Request Drop-Off Reference”).
Real-time container info: ETA, location, cost details, plus visual alerts for updates.
Why It Helps
Eliminates confusion: users see “What to do next” at a glance.
Cuts missed pickups and keeps data fresh.
Business Value
Increases user trust, reduces support tickets.
Encourages in-platform updates rather than Excel or calls.
What It Does
Above-the-fold cards highlighting next critical steps (e.g., “Report Pickup,” “Request Drop-Off Reference”).
Real-time container info: ETA, location, cost details, plus visual alerts for updates.
Why It Helps
Eliminates confusion: users see “What to do next” at a glance.
Cuts missed pickups and keeps data fresh.
Business Value
Increases user trust, reduces support tickets.
Encourages in-platform updates rather than Excel or calls.
What It Does
Above-the-fold cards highlighting next critical steps (e.g., “Report Pickup,” “Request Drop-Off Reference”).
Real-time container info: ETA, location, cost details, plus visual alerts for updates.
Why It Helps
Eliminates confusion: users see “What to do next” at a glance.
Cuts missed pickups and keeps data fresh.
Business Value
Increases user trust, reduces support tickets.
Encourages in-platform updates rather than Excel or calls.
Bulk & One-Click Reporting
What It Does
Users can upload Excel files, automatically syncing data into xChange.
Quick actions for batch updates (e.g., mark multiple containers as picked up).
Why It Helps
Meets users where they are: supports offline workflows without forcing them to redo spreadsheets.
Encourages faster and more frequent reporting.
Business Value
Cuts manual data entry, lowers errors.
Saves time for both end-users and customer support.
What It Does
Users can upload Excel files, automatically syncing data into xChange.
Quick actions for batch updates (e.g., mark multiple containers as picked up).
Why It Helps
Meets users where they are: supports offline workflows without forcing them to redo spreadsheets.
Encourages faster and more frequent reporting.
Business Value
Cuts manual data entry, lowers errors.
Saves time for both end-users and customer support.
What It Does
Users can upload Excel files, automatically syncing data into xChange.
Quick actions for batch updates (e.g., mark multiple containers as picked up).
Why It Helps
Meets users where they are: supports offline workflows without forcing them to redo spreadsheets.
Encourages faster and more frequent reporting.
Business Value
Cuts manual data entry, lowers errors.
Saves time for both end-users and customer support.
Drop-Off Reference Requests
What It Does
Users can request references right in the platform.
Real-time status: “Approved,” “Pending,” or “Needs Info.”
Why It Helps
Simplifies communication: no more manual emails.
Minimizes lost references or delayed approvals.
Business Value
Accelerates container turnaround.
Improves cost tracking and user satisfaction.
What It Does
Users can request references right in the platform.
Real-time status: “Approved,” “Pending,” or “Needs Info.”
Why It Helps
Simplifies communication: no more manual emails.
Minimizes lost references or delayed approvals.
Business Value
Accelerates container turnaround.
Improves cost tracking and user satisfaction.
What It Does
Users can request references right in the platform.
Real-time status: “Approved,” “Pending,” or “Needs Info.”
Why It Helps
Simplifies communication: no more manual emails.
Minimizes lost references or delayed approvals.
Business Value
Accelerates container turnaround.
Improves cost tracking and user satisfaction.
Results & Impact
Results & Impact
Post-Accept Problems (PAP) in container leasing are complex and even mysterious. Just by digitalising current manual processes isn’t enough to convince industry veterans to adopt and rely on a new platform that has a steep learning curve. That’s why it’s so pivotal to listen to their needs and wants, while maintaining the digitalisation momentum with a more automated approach.
By conducting interviews and later validating findings, our team built a solid foundation to better understand what’s missing and what could’ve done better. And by delivering a meticulously crafted and critiqued design, with close collaboration with all stakeholders, the final result transformed the way how our customers operate container pickup and drop-off positively.
Post-Accept Problems (PAP) in container leasing are complex and even mysterious. Just by digitalising current manual processes isn’t enough to convince industry veterans to adopt and rely on a new platform that has a steep learning curve. That’s why it’s so pivotal to listen to their needs and wants, while maintaining the digitalisation momentum with a more automated approach.
By conducting interviews and later validating findings, our team built a solid foundation to better understand what’s missing and what could’ve done better. And by delivering a meticulously crafted and critiqued design, with close collaboration with all stakeholders, the final result transformed the way how our customers operate container pickup and drop-off positively.
Post-Accept Problems (PAP) in container leasing are complex and even mysterious. Just by digitalising current manual processes isn’t enough to convince industry veterans to adopt and rely on a new platform that has a steep learning curve. That’s why it’s so pivotal to listen to their needs and wants, while maintaining the digitalisation momentum with a more automated approach.
By conducting interviews and later validating findings, our team built a solid foundation to better understand what’s missing and what could’ve done better. And by delivering a meticulously crafted and critiqued design, with close collaboration with all stakeholders, the final result transformed the way how our customers operate container pickup and drop-off positively.
All outlined OKRs were
successfully achieved
All outlined OKRs
were successfully achieved
Reporting Delays Down
From an average of 7 days to 3 days, drastically improving container turnaround.
100% Supplier Retention
The new 3-Tab Widget drove near-universal adoption among suppliers within the first month.
-40% Manual Errors
Bulk & one-click reporting significantly reduced data-entry mistakes.
Faster Damage Claims
Real-time tracking & centralized communication slashed dispute resolution time.
Reporting Delays Down
From an average of 7 days to 3 days, drastically improving container turnaround.
100% Supplier Retention
The new 3-Tab Widget drove near-universal adoption among suppliers within the first month.
-40% Manual Errors
Bulk & one-click reporting significantly reduced data-entry mistakes.
Faster Damage Claims
Real-time tracking & centralized communication slashed dispute resolution time.
Reporting Delays Down
From an average of 7 days to 3 days, drastically improving container turnaround.
100% Supplier Retention
The new 3-Tab Widget drove near-universal adoption among suppliers within the first month.
-40% Manual Errors
Bulk & one-click reporting significantly reduced data-entry mistakes.
Faster Damage Claims
Real-time tracking & centralized communication slashed dispute resolution time.
“Having real-time tracking is a game-changer. We no longer have to constantly email for updates.”
“Having real-time tracking is a game-changer. We no longer have to constantly email for updates.”
“Having real-time tracking is a game-changer. We no longer have to constantly email for updates.”
- Supplier
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Copyright 2025 by Mary Shabeliuk
Copyright 2025 by Mary Shabeliuk