Shopify asked us: “How can you imagine Shopify using its Ecosystem to help lower the barrier to entrepreneurship in entirely new regions, demographics, and business sectors?”.

My team aimed to develop a new feature in the Shopify mobile app that puts control back in the hands of merchants and builds trust between merchants and delivery services in markets with unreliable logistical infrastructure. It enables merchants to assign deliveries to couriers of their choosing based on a number of factors, such as success rate and reviews.

Project Type

Cross Functional Hackathon


Team Lead, UX Designer


24 Hours


2 UX Designers, 3 Web Developers, 1 Data Scientist

We aimed to build a solution that could carve out a slice in the untapped market of Latin America, bringing value to our end users by building trust between merchants and delivery services in a market that experiences frequent logistical issues.

Fulfilling Orders

Merchants fulfill orders following the mobile app’s original task flow.

Shipping Services

In addition to national postal services and third party apps, merchants can select the option for courier deliveries.

Optimized Courier Matches

Powered by a “scoring” algorithm, merchants can choose couriers based on a percentage match or probability predictation that the package will be delivered to the customer’s satisfaction.

Courier Evaluation

Merchants can make better informed decisions when evaluating couriers by reviews, delivery history, and success rate.

Delivery Assignments

After assigning a courier, merchants can stay up to date on the delivery progress.

Understanding the User

The Latin American E-Commerce Merchant Conundrum

User Research

With limited time and resources, we used secondary research to understand our users’ needs and pain points.

As they experienced a slew of logistical issues related to deliveries, we found that users had a lot of trust issues due to theft, inefficient processes, and lack of communication with delivery services.


Combine 3 project touch points (design presentation, feedback and design iterations, and bug tracking) into one, easy-to-use product.

My Role/Responsibilities

UI Designer
Design system management
UX design. support

Users want to...

  • ask questions without feeling judged
  • connect with other beginners she can relate to
  • find trusted peers for crypto talk

They felt

  • patronized in their learning process
  • alienated by the bro culture
  • uncomfortable asking simple questions

Manage product deliveries better.

Users wanted to:

  • find easy and reliable shipping and delivery methods
  • have more oversight in the delivery of products
01 / 03

Lack of faith in delivery services.

Users felt:

  • distrust in delivery services due to package theft
  • difficulties keeping track of orders due to inefficient paper tracking methods
  • unease from the unpredictability of delivery windows
02 / 03

Take the losses.

They typically:

  • rely on national postal services or local third party delivery services
  • take the losses and refund the customer when packages are stolen
03 / 03

Competitive Research

Understanding the Current State

What value can we offer that isn't already out there?

We considered various features from different delivery management methods to third party partnerships. However, through competitive research, we found a gap in the market and decided to lean into the trust aspect with couriers.

Measuring Success

Tracking the right metrics


To evaluate our solution in the field, we chose to track these KPIs:


Volume of orders delivered through our feature


Percentage of orders delivered in a satisfactory manner


Growth of Shopify merchants in the regions our feature is deployed

Key Screens

Giving control back in the hands of merchants

By focusing on the quality of information instead of the quantity and approaching the design and UX with careful consideration of the end user, we were able to design a website that makes discovering and understanding the scientific community's opinion on relevant issues a straightforward and engaging experience.

Home Page
Key Features
  • A “web of information” hints to the sites content and draws the user in through connected visuals
  • A navy background instills a feeling trust and intentionally deviates from the white backgrounds typically found on database websites
  • Imagery is treated to both pop and fade into the background to draw attention and create a distinct visual language throughout the site
  • Animated graphics add an additional layer of interest and visually communicate the copy they’re paired with


Some things to think about

What could I have done better?

Food for thought - I would’ve liked to explore the feasibility of our solution from a business standpoint. Given our limited time and resources, it was difficult to validate our product idea that would require establishing a courier network and designing an entirely new side to the system for couriers to access.

What did I takeaway from this project?

I really enjoyed collaborating across different technical disciplines - it was cool learning what we could do with our solution from other technical standpoints and hearing opinions from different angles.

With different technical standpoints, there were varying priorities. We were able to collaborate together by keeping an open dialogue, understanding our different positions, and distinguishing between the essentials and nice-to-haves.

In the spirit of lean UX, I learned to stay agile on a time crunch. Using time blocking and collaboration to maximize our efficiency, and getting all team members involved early in the conversation enabled diverse opinions and parallel processing of tasks.

Check out my other projects