Product design · End-to-end · Shipped
Rebuilt iUjex's shipping flow from 8 steps to 5, helping a pre-launch startup reach 100+ orders in three months.
A B2B/B2C shipping platform for small businesses, redesigned around the one thing first-time users actually needed: trust.
Role
Product Designer
(end-to-end design)
Tools
Figma, FigJam,
Miro
Team
Founder, Software Engineer (Backend), Software Engineer (Frontend)
Type
Shipping platform
Visit live website ↗
steps to create a shipment
orders in first 3 months post-launch
recurring business clients
01
Context
iUjex is a California shipping startup serving small online sellers and independent shippers. When I joined it was pre-launch, no live ordering yet. The founder needed a flow that could earn the trust of first-time business users and convert them into repeat shippers.
02
The problem
Existing tools bury users in steps, hide the price until the end, and go dark the moment a parcel is handed off. In interviews, sellers told me they abandoned tasks before ever seeing a rate, and once a package left their hands, “where is it?” had no answer.
03
Before vs after
Before
▾
Multiple disconnected steps without clear guidance
▾
Confusing pricing estimates and inconsistent feedback
▾
Poor mobile experience due to non-responsive layouts
▾
High drop-off rates during shipment creation
After
✦
Guided, step-by-step flow from quote to tracking
✦
Real-time feedback with transparent cost breakdowns
✦
Unified responsive design that works seamlessly across devices
✦
Reduced friction — faster task completion and improved confidence
First Screen: Improved visual clarity and stronger brand identity
Order User Flow: Reduced steps and cognitive load
04
Research
5 interviews · journey mapping · competitor evaluation
The insight
Business users weren’t shopping for the cheapest label. They needed speed, visibility, and reassurance: to see a rate before committing an address, track the parcel in real time, and reach a driver or manager the second something felt off.
So I reframed the product around trust, not transactions: surface the rate instantly, make tracking the home screen, and keep a human one tap away.
05
The work: key decisions
#1 Rate-first entry, before any signup
Why: the first question every seller asks: “can I afford to ship this?” gets answered before a single form, removing the biggest drop-off point.
#2 Collapsed 8 steps into 5: how the work evolved
Why: letting people tap a standard box instead of typing dimensions cut cognitive load at the exact step where users used to quit. Each flow below reads left to right: structure first, then refinement, then the shipped screen.
The full form felt long without visual separation and visible pricing.
Persistent pricing + progressive disclosure cut perceived complexity.
A guided flow with visible pricing, strong CTAs and clear trust signals.
#3 Made live map tracking the dashboard home
Why: “where is it?” was the top post-handoff anxiety, so visibility is the first thing users see, not a screen they dig for.
#4 Put a human one tap away
Why: reassurance closes the trust gap that makes first-time users hesitate, and the driver side keeps the promise the customer side makes.
One scalable system spanning ordering, tracking, account, FAQ and marketing — handed off to two engineers.
06
The result
Shipped to production as the default experience across desktop, tablet, mobile and a driver app.
0 → 100+ orders in the first three months, with 20+ recurring clients now shipping regularly.
CLIENT REVIEW
“I have the privilege of working with Tamriko Mishvelidze as an independent UI/UX designer for our project at iUjex.com, and I can confidently say she is truly exceptional. Tamriko transforms my rough and chaotic design ideas into something extraordinary—clear, elegant, and visually powerful. What makes Tamriko stand out is not only her outstanding creativity but also her reliability and professionalism. She is always punctual, communicates clearly, and consistently delivers results that exceed expectations. Beyond her technical design skills, Tamriko has a unique ability to handle unstructured, challenging tasks and turn them into innovative solutions.”
Galaktion Semkin
Entrepreneur, Founder of iUjex
07
Reflection
Next I’d instrument the funnel to see exactly where the remaining drop-off lives, and build saved-address + one-tap reorder for the 20+ recurring clients who now ship every week — turning a fast first order into an effortless tenth one.
