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My role was lead product designer.

I worked with 2 other designers, product manager and developers.

About the project

Quoting and Booking app that saved money for the company, time and gave customers real time information when buying cars internationally.


Business goal

Increase revenue, Save money on shipping, Process efficiency  

User goal

Real time shipping information to know cost of purchase and shipping of cars, shipping updates and real time location of cars.


Selling cars internationally includes shipping them internationally. Company was losing money because there was no framework to quickly acquire quotes from shipping vendors to inform customers of full cost of purchasing a car internationally. There was a lot of guess work and the company lost money quoting an approximate price for shipping that involved complex routes and ports.  


When designing the quoting and booking app I also had to consider containers sizes. A 20-foot container allows one or two cars or SUVs to be transported, and a 40-foot-long one allows economically to accommodate two-four mid-size vehicles. A 45-foot container will accommodate up to 5 cars.

Research insights

  • All requests for quotes and booking were accessed by all teams and working together in one space. Individuals did not work from their own accounts. Because this space was shared, name of team member had to be specified for each milestone and decision. Requests for quotes had to be prioritized and from the first step, team member name will appear on the action taken.

  • Search for different data points was critical at every stage of the process of the quoting and booking app. Search had to be compatible with the CRM including labels and information architecture.

  • All shipping vendors did not have API capabilities. Because of this lack of integration with shipping companies, quotes had to be requested manually, which meant by email.

All requests for quotes were received and visible in the Request screen where logistic teams would select and Create a Quote. 


Teams can manage quotes and see details by clicking on each quote. In the detail section they can see shipping prices and can book or request another quote. 

After the request form is submitted all requests are logged and tracked in My Quotes 

Research methods

  • Interviews - I interviewed logistics team members to understand the existing process and the pain points. 

  • Data analysis - I explored the company CRM data base to understand how quotes, bookings and vendors can be categorized to be compatible with the CRM and also accessible as a repository of rates from different vendors to save time when in need of a quote.

  • User stories - Working with product manager, we identified user stories and user segments that were important in informing design decisions.

  • Journey mapping I mapped out the user journey to understand the process and milestones. These documents also helped with alignment and discussions with teams and product manager.

  • Low fidelity prototypes - I made paper prototypes to test and validate my ideas. 

  • Wireframing Once my ideas were validated I designed wireframes that were also tested before the final designs.