Rethinking the MVP from UX to Visual Identity
European Logistics
Product Design
Design System
UX Audit
UI Design
Mobile App
Landing page
How I Reduced Friction Across Snap&Go's (Shipper facing mobile app) End-to-End Experience by Simplifying Interfaces, Prioritizing Usability Over Complexity, and Applying UX Best Practices.
ROLE
Sole Product Designer
DURATION
~1 year, in parallel with 6 other products
TEAM
Product Owner · PM · Frontend & Backend Engineers
Cognitive Load
Simplified interfaces and clearer decision-making.
Faster Ordering
Streamlined the quote and booking journey.
Higher Engagement
Introduced rewards and progress incentives.
Scalable Design System
Built reusable components and unified patterns.
THE CHALLENGE
The Wireframes Solved Requirements, Not User Problems
The MVP addressed business needs but lacked a usable end-to-end experience. Throughout the design process, I uncovered friction, challenged assumptions, and redefined the core product journey through three major iterations.
What I inherited
Rough and incomplete wireframes
Evolving product requirements
Missing user flows, screens
Inconsistent UI patterns
No scalable design system
UX debt from previous iterations
WHAT I DID
Clarity first before Design
Rather than immediately focusing on UI, I first worked to understand how users would move through the product. Because requirements frequently evolved, every feature required translating business conversations into practical workflows engineering could build.
01
Rediscovering the Core Flow
Collaborated closely with the Product Owner to clarify user flows, define requirements, validate content and interactions, and gain a deep understanding of Snap&Go's business and operational workflows.
02
Reducing Friction
Several screens attempted to handle multiple tasks simultaneously, making them feel cluttered and overwhelming. I simplified the experience by organizing content into logical groups and using progressive disclosure patterns such as tabs, accordions, and modals.
03
Filling Product Gaps
Throughout three design iterations, I uncovered gaps in the existing flows and designed the missing screens, edge cases, and states needed to create a complete end-to-end experience.
04
Creating Consistency
After I created the main screens for the flow, I established early componentization of heavily used assets like typography, colors and buttons.
05
Establishing the Visual Language
The initial design lacked consistency and reusable patterns. I established a scalable design system with styles, tokens, and components to unify the MVP's visual language and improve design efficiency.
Beyond the MVP
The MVP need a landing page for its launch. I designed and developed it solo in framer. The page has custom animations, QR links to download, CMS for types of items eligible for delivery and default pages like contact us and FAQs all fully responsive.
Trade-offs
Evolving Design System
During the third iteration, the app's visual style and color palette were updated. Most screens reflected the new direction, but parts of the design system remained on the previous version due to the tight timeline.
Documented, Not Designed
Some edge cases weren't finalized in Figma before launch because I left the team near the end of the project. The core flows were complete, while remaining scenarios were handed off for the team to finish during development.
Outcomes
A more intuitive and scalable MVP that aligned business objectives with a consistent, user-centered experience, making future enhancements easier to support.
Reduced UX friction
Faster ordering
Better onboarding
Easier future feature development
Consistent experience
Faster developer implementation
Key Learning
A strong business objective alone doesn't make a great product. Without usability at its core, even the best ideas create friction. Great UX is what transforms business goals into experiences people can successfully use.
Although the original brief focused on delivering polished high-fidelity screens…
I believed the product first needed to be usable. A premium experience isn't just about aesthetics—it's about helping users reach their goals faster, with clarity and minimal effort.
