Transforming a complex vendor portal into an intuitive, efficient, and delightful experience.
Faster Page
Load Time
Increase in Repeat
Order
Growth in Average
Order Value
"ShipGlobal.in is India's leading cross-border logistics platform, specializing in simplified international shipping for businesses, especially e-commerce sellers, and even individuals. We help them send parcels, documents, and goods from India to over 220 countries worldwide with ease and reliability."
ShipGlobal Vendor Portal used by 20k+ vendors/exporters or shipping partners to ship their goods/products internationally.
Vendors use this portal to manage their orders efficiently.
Vendors performs verity of task by using this platform like, order creation, pickup scheduling, invoice creation, shipment tracking etc.
More than 600 vendors use this portal on daily basis
More than 45k+ Monthly Shipment Transactions is done by vendors by using this platform
Through user interviews, analytics deep-dives, and stakeholder sessions, I identified that the existing vendor portal—though functional—was creating friction in vendor workflows. Data showed high support ticket volumes and low mobile adoption, indicating systemic usability issues affecting business metrics.
Vendors struggled to understand order statuses and track shipments effectively
Critical information was buried, making it difficult to find what they needed quickly
Overall user experience caused frustration and reduced vendor satisfaction
Too many steps required to complete common tasks, reducing efficiency
As Product Manager, I defined a clear product strategy: deliver a vendor portal that reduces operational friction, drives mobile adoption, and improves key business metrics—all while ensuring seamless migration from the legacy system. The goal was to create a platform that vendors would actively choose to use, not just tolerate.
Improve vendor satisfaction and retention by delivering a more intuitive and efficient platform experience. Reducing support tickets, and streamlining order fulfillment.
Clean dashboard, a simplified shipment booking flow, real-time tracking, and clear billing and invoicing features.
A clear navigation structure, consistent UI design, and task-focused workflows. experience had to be accessible, provide real-time feedback.
The existing navigation structure made it difficult for users to access and compare layered functionalities—such as viewing orders, creating new shipments (CSB-IV or CSB-V), entering item details, and comparing shipping costs across different aggregators—leading to confusion and inefficiency in completing key tasks.
The existing pickup creation page lacked an intuitive flow, making it difficult for users to seamlessly create a new pickup request or generate a manifest, often resulting in errors and delays.
Conducted interviews with 5+ vendors and internal teams (support, ops) to understand workflows, pain points, and business impact. Gathered both qualitative insights and quantitative data.
Analyzed product metrics (3.2s page load, 15% mobile usage, high bounce rates), reviewed support ticket trends, and benchmarked against competitor platforms to identify improvement opportunities.
Based on research insights and data analysis, I reframed the problem from "vendors don't like the UI" to "product performance and experience gaps are blocking business growth." This shift focused the team on measurable outcomes: faster load times, mobile adoption, and vendor engagement.
"Deliver a high-performance, mobile-first vendor portal that reduces page load time by 40%, increases mobile usage to 55%, and boosts engagement by 55%—ultimately driving vendor retention and platform growth."
Rebuild the experience by mapping and simplifying the most critical vendor tasks: booking a shipment, tracking parcels, downloading invoices, and resolving issues. Introduce guided, step-by-step flows with clear CTAs.
Develop a consistent design language using reusable components and a modern visual hierarchy. This not only solves UI inconsistency but also allows faster scaling, better accessibility, and easier onboarding for new users.
Post 6 months launch
| Metric | Before | After | Outcome |
|---|---|---|---|
| Page Load Time | 3.2 seconds | 1.9 seconds (40% faster) | React-based architecture with optimized API calls and lazy loading |
| Mobile Usage | 15% of total traffic | 55% of total traffic (267% growth) | Mobile-first responsive design enabling on-the-go order management |
| User Engagement | Baseline engagement metrics | 55% increase | Streamlined flows, better information architecture, and intuitive navigation |
| Support Ticket Volume | High (daily vendor complaints) | 60% Reduction | Improved flow and overall navigation, reduced confusion |
| Repeat Order | Avg. 2.4 per vendor/month | 74% Increase | Easier re-shipment, clone order creation |
| Avg. Order Value | 700 rs | 12% Growth | Clear pricing visibility and better shipment tracking |
Setting clear, measurable goals (40% faster load, 55% mobile usage) aligned stakeholders and gave the team tangible targets. Without numbers, "better UX" would have been subjective.
Reframing the problem from "bad UI" to "performance blocking growth" helped us focus on business impact, not just aesthetics. Product thinking starts with the right problem statement.
Working closely with engineering, design, and support teams—plus setting up proper testing infrastructure—was critical. Product managers orchestrate, they don't dictate.