Loggi is a logistic solutions company that uses its own entry product which is Loggi’s app for couriers. Just like its service providers, the platform needs to be as nimble as.


I received a request from Loggi’s UX department asking for the deficiencies of the tool, both mobile and web, to be proposed, and that improvements be made based on heuristic analysis, usability and ethnographic tests, and then propose improvement solutions.

1. Etnographic Research

Test application and follow-up

From a few previous surveys, I set up an observation script and went to the field with the app in hand and some vouchers available to propose to the interviewees and analyze how they behaved while using the application on a smartphone.

This test was applied in different ways:

  1. with the user using the app on their own smartphone;
  2. with the user using the app on a smartphone made available by me;
  3. with the user using via web having its flow of navigation accompanied via video (video recorder)

Research Result

  • Users experienced difficulties migrating from one platform to another because information was not unified on both platforms.
  • Users who used the app on their smartphone performed tasks faster;
  • Users who ran via the web were lost when they needed to apply the discount voucher. This field does not appear in the same location on both the mobile and web platforms.
  • According to users, this difference made the app doubtful in terms of security and those who used the two platforms were afraid to run the request with the credit card data, since the information was different.
Web menu is different than mobile menu as follow below.
smartphone application.

2. Heuristic Analysis

At this point, I’ve raised all the points I understood to be important for better usability and interface performance as well as number of platform conversions. They were:

  • unify terms and forms of presentation of results, be names of menus to position the tool within the app or the web;
  • To reduce the number of clicks until order confirmation, this would mean increasing the conversion avoiding that the user could give up on completing his request, either by doubt or by not being able to perform tasks that could be simpler;
  • Leave the voucher field visible in the payment area of the order, thus allowing him to understand that there are other forms of payment and can go after this in a simple way, among many other things.

3. A/B Tests

During behavioral testing, because of the frequency with which users use another application, WhatsApp, a question has arisen about sharing the route with whom they will receive the order. Not being sure if it would indeed be a really useful tool and avoiding production costs without first testing it, we proposed an A/B test to see if that was pertinent. The results are being generated by Loggi so they can be shared with me.

4. Lessons learned with researches

  • That some behaviors considered cliché or that would go unnoticed, can define the whole direction of a project making you bankrupt or get rich;
  • People are individual beings and every little information we have of them, especially when in their natural habitat or moment of rest, stress, etc., characterize a new point to consider;
  • People deal very differently with web/app buying experiences.

5. Functionality Mind map

After organizing all search information, I proposed a new mind map for the app’s new features and tools, which I introduced as follows:

The proposal is to shorten the user’s journey and create a much more fluid experience where the user can perform tasks more safely and easily to the same extent that facilitates, for example, indexing on both platforms because they have the same information to process.

6. Wireframe

From all of this, I followed with the wireframe and a new flow for the Loggi product that follows:

Main screens for understanding the cognitive course.

In addition to the new stream, I’ve suggested improvements in the user interface making the design more contemporary and inviting, allowing all new features and enhancements to be harmonized in the best possible way, bringing more visual comfort to the user.