Project Overview
Redesigning the primary entry point for drivers, applicants, and customers.
Outer Image Delivery (OID) is a logistics and delivery company supporting over 300 drivers and administrative users. The company’s public-facing website serves as the primary entry point for three key user groups: delivery drivers, onboarding applicants, and customers seeking delivery services and support. As the Front-End Developer and UX/UI Design Engineer, I led the end-to-end redesign of OID’s homepage to improve usability, accessibility, navigation clarity, and conversion pathways while aligning with evolving platform requirements. This project focused on transforming a fragmented, low-conversion homepage into a streamlined, user-centered entry point for drivers and customers. The redesign process involved comprehensive user research, competitive analysis, and iterative design development, culminating in a scalable, accessible interface that supports OID’s growth and enhances the user experience for all stakeholders.
The primary objectives of this redesign were to:
- Improve driver recruitment and onboarding conversion
- Clarify navigation for different user groups
- Strengthen brand credibility and visual consistency
- Enhance accessibility and responsive behavior
- Reduce user confusion and friction
- Establish scalable design patterns for future platform growth
User Groups - Primary Users
- Active delivery drivers
- Prospective driver applicants
- Customers using delivery services
- Internal administrative staff
- Partner organizations (future white-label users)
My Role & Responsibilities
Research & Analysis
Problem Statement
The legacy homepage was cluttered, confusing, and lacked clear navigation paths for different user groups. It failed to effectively communicate the platform's value proposition and hindered user onboarding and engagement.
Key Challenges
- Unclear CTAs and redundant navigation
- Poor visual hierarchy and crowded layouts
- Low accessibility compliance
- Navigation confusion
- Repetitive content pathways
- Limited customer support visibility
- Weak mobile responsiveness
As a result, users struggled to identify next steps, locate relevant information, and complete key actions such as applying as a driver or contacting support.
Heuristic Evaluation
I conducted a full-page audit of the homepage and supporting pages, documenting usability issues related to:
- Navigation clarity
- Content structure
- Visual hierarchy
- Accessibility
- Interaction design
- Information architecture
- Conversion optimization
Screenshots of the existing site were annotated in Figma to highlight pain points and usability breakdowns.
Design Strategy
- Clarity over complexity
- User segmentation
- Accessibility by default
- Scalable systems
Design Evolution
From legacy experience to future-ready platform.
Legacy Homepage Screenshot
Original Homepage
Annotated Analysis
Design Mockups
Final Interface
Production Interface – Coming Soon
The final deployed UI will be released following the initial platform rollout and internal approvals.
Results & Performance (Future)
Reserved space for analytics, A/B testing, and user metrics.
Driver Applications
Mobile Engagement
Support Requests
Reflection & Learning
This project reinforced the importance of research-driven design, accessibility-first thinking, and scalable system architecture.