Lazada Logistic Delivery and Innovation

  • Lazada Logistic Delivery and Innovation

Logistics Holistic Design:

  1. Directing Design – Head the Logistics and Delivery design in 14 Domains.

  2. Enabling Design – Lead the senior designers for strong business results.

  3. Doing Design – Growing the high-performance team to build meaningful UX Solutions

Strong design culture is a synchrony of all the company processes, to provide a holistic user experience, a beautifully designed interface and best practice to grow together as a team.

What is value of Design?

To understand design holistically we need to observe & operate in multiple level identified as foundation, operation, & strategy. When we just deliver the design, as an execution. It is hard to justify the value of design.

In mature user-centric companies, design has gained a bigger role:

  1. Helping development team to build functional product.
  2. Helping research team to understand customer behaviour.
  3. Helping strategic level with customer journey, and discovery.
  4. Helping marketing team to promote and brand awareness.
  5. Helping business team to get high-strong business KPI.
    and so many more…

However, unless we see design holistically, a stand-alone design is hard to measure. Therefore, as design leader, see into three levels:

1. Foundation -> Doing Design (Empower Team)
Growing teams, not only in terms of numbers and talent but helping amplifying the design craft through design and research operations.

2. Operation -> Enabling Design (Grow the Results)
Speed to market, cost efficiency, and cross-collaboration increased. Lead by example, lead to employee satisfaction.

3. UX Strategy -> Directing Design (Strong Design Culture)
As design leader, understanding (making the right products), delivering (making the products right), learning, discovering, and having a vision.

Deliver an Optimal Experience.

We are working on two things:

  1. Defining the right problem
  2. Designing the things right

In the double diamond design process, we are working on many angles holistically to build strong design performance.

1. Discovery:

Start with SEA User research, work on understanding product requirements and do product / market research. A holistic user experience reflects empathy for users. Moreover, it’s proof that a design team has built in the comfort (or delight) users expect in the flow of actions they take after they discover our UX solutions.

2. Design Synthesis:

Build hypothesis (assumption) to do complex problem solving. Create and simplify opportunities and prioritize top features. Use customer journey map, user stories, personas and touchpoints matrices to help illustrate the entire user context and the associated systems and tangent issues.

3. Design Interface:

When building UI/UX Solutions it is very important to work from ideation to high-fidelity design, with continuous improvements and iteration. To achieve this, team has to tailor every stage to match the many independent relationships (i.e., users behaviour and aims, the technology they use, etc.) that happen across specific touchpoints.

4. Deliver / Implementation:

Team reviews to gather feedbacks, support design with usability testing and align with development team. Interaction design helps make sense of the many complex and intertwined human-world realities in which users will access, use and judge designs/products.

The goals are: Useful products, Strong business results & KPI, and beautiful design.

Delivery Promise: Provide customer ease of mind to receive parcel fast, safe, and efficient. Reduce WIMO (Where is my order) tickets.

Build High-Performance Design Team

☺️ One of my team asked me, “How to become high-performance UX Designer?”

Well, I don’t have shortcut, but I can share my experience. ❤️

1. Mastery Mindset

LEARN. Not only in design, but also business, marketing, technology, people and many more. This mastery allows you solve challenges, endure pain, or adversity with courage.

2. Long-term Vision

Don’t just have a boring life. Who do you want to become? What do you want to do? How to contribute? Think long-term.

3. Strong Confidence

It’s NOT important to win against anyone or win people’s approval. It is very important to belief in yourself, you have done your best, and you can continuously grow your abilities.

4. Become Resourceful

You don’t need to know all design tools, go to the best UX school, or even wait for opportunity. THINK with the current time, energy, skills, etc. that I have now, How to create something?

5. Learn Innovation

We have so many new things popping up, digital technology, new methodology, cool invention – that makes our life become better day by day. Learn That!

Remember, when there is a will, there is way. Your job as UX Designer is to make the way, waaaaaaaay more awesome! 🔥

When I think about creating opportunities, I think about it as a way that people use to efficiently discover and create and test out ideas, especially in the areas of how they affect the customer experience.

There are opportunities for me to help you live your life better, to promote your business to grow, to help increase the quality many aspects in the world.

When I am thinking about designing great products for the marketplace, I have to consider about three aspects of it:

  1. How it benefits the people you serve (user-experience)
  2. What the product-interaction behind it (smart technology)
  3. Why we are giving the best solution for them (business impact).

Because.. the meaning of a product/service affects the people use it in ways that are almost subconscious. 👍

Many people said, “Let’s design to make something PRETTY.” Yes, I do agree, we designers have to make things visually pleasing, on top of that, we also have to think about the Experiences, Interactions, Communications, Influences, and more!

It is not because of the cost of the product, but because the design, the experience, the influence are shaping the entire user-satisfaction.

If you think about it as a chance, then you can start thinking about different users, markets, ideas, technologies, and putting them together.

The less complicated a solution is, the more natural it feels, the less they’re even aware of it, the more useful the answer can be.

That’s when we get to learn about the effectiveness of our impact on the world and become the master of our craft. ❤️

Design System

Depends on the size of the domain and the time  to create it. For example, when we are working in a new project, as solo designer, or just getting started, we start to build simple design system with basic components (Fonts, colour, icons, etc.), this can be done quite fast within weeks.

When we work in evolving projects, there are many product that launched we need to ensure consistencies, this requires a lot of designers for alignment and might take months or years. As design keeps evolving, our team must keep updating the design system.

How can we improve delivery experience?

Whether consumers are researching, evaluating, or purchasing products in the storefront, their expectations about product availability, free delivery, return policies, and payment options are aligned. These all complexity vary between regions in SEA, omni-challenges efficiency for cost-effective and profitable manner.

Simplified and automated process in each touch points for logistic and delivery experience. Listen to user feedbacks and understand how they use the platforms, quicker process of online orders.

Design “Localisation” Strategy Architecture

The logistic is the area where companies can be most innovative—thinking of new ways in which to improve their customer and user experience and affect the ground foundations.

Ease of use and learnability is the critical component of successful adoption… new replatforming of Lazada logistic in SEA, and the combination of UX strategy and design services are necessary to achieve the vision.

Southeast Asia: Challenges of the Delivery Promise & Last Mile
Even though the distance an item travels may be significantly longer prior to this final step of delivery to the customer, the last mile presents major issue.

For example in Big cities in SEA: including congestion in urban areas, distance in remote areas, invalid or incorrect address details, hard-to-locate destinations, custom buying preferences during campaigns and if person not available to accept delivery.

Design Hierarchy

Show difference importance level from the top left, move towards the bottom right direction. More to less important level.
Group information into categories and display them in different views.


Align visually to make it a balanced look. From grid views use similar visualisation and layout between groups. Every visual elements and interaction design present meaningful and important information.


Understandable, present complex information in simple and ease to use form. Reduce clutter by removing unrelated content.

Delivery Details (Web & App)

Courier Chatbot

Redmart Delivery - Courier Observation

View my recent trip to Alibaba headquarter here: Shenzhen and Hangzhou.

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Date: December 15, 2021

Category: Business Innovation, Mobile App, Responsive Website