Shippity Courier Responsive Web Design

Shippity is a fictional Australian small business courier service.

My brief was to design a responsive web-based platform for small businesses to send, track and manage parcel delivery.

September – October 2021

UI Design
UX Design
User Testing
Responsive Web Design

GoodNotes 5



I conducted discovery interviews with both senders and receivers to learn more about their experiences with couriers, as well as sending/receiving online.

I used my insights to create user personas and journey maps that I empathized with to ideate solutions.



I created low-fidelity prototypes and flow charts, which I then tested in unmoderated usability research with potential consumers.

I iterated on these prototypes using my learning and continuously tested.



I created high-fidelity user interface designs for the solution, as well as a basic design system and branding for the company.

I turned the high-fidelity designs into a prototype by connecting elements in Figma.


Selected screenshots from primary flows: send a parcel, create an account, track parcels as a business.

Manage parcels in transit
Send a parcel
Create a business account

Design process


I used Google Forms to survey both senders and receivers on their previous experiences with parcel couriers.

I gathered feature lists from my competitive analysis, surveyed users and used data to design the business case.

My initial research helped me discover gaps and successes in user’s experiences which I factored into my design process.


I conducted guerilla interviews with local small business owners in-person, as well as compensated remote interviews with shoppers and senders.

Me getting ready to interview
Me getting ready to interview!


I created several personas to empathise with, including small business owners, employees, those adapting to online during COVID-19, eBay sellers, online shopaholics and occasional shoppers.

One user persona I created, for a small business owner

Competitive analysis

I created a business account for several major Australian small business parcel delivery services to explore patterns, trends and opportunities.

  • Australia Post MyPost Business
  • Australia Post eParcel
  • Aramex Australia (previously Fastway Couriers)
  • Toll MyToll
  • FedEx Express/TNT
  • Sendle


  • Different use of language and features depending on who the user is
  • Australia Post lets you select from Australia Post packaging instead of measuring to save time, and highlights discounts for frequent users
  • Sendle on-boarding encourages you to connect with e-commerce providers, and drawing attention to carbon neutrality


  • Dated user interfaces with poor visual appeal
  • Not being sure what system to log in too
  • Unnecessary fields and ‘dumb defaults’
  • First-party terminology that new users wouldn’t understand (Fastlabel, Easysend, Charge code, manifest, etc)
  • Poor onboarding experience and lack of access to support
  • Some couriers had a lack of consideration for small business customers


  • Different approaches to measuring size and weight, and educating users on printing labels
  • The varying use of order quotes before sending, and how different companies approached the quote process
  • The use of visual aids, illustrations and video content, and implementation of branding.

Low-fidelity prototypes

My low-fidelity prototypes sure weren’t going to win an award for their beauty, but for testing, they worked like a charm.

An excerpt from a low-fidelity prototype.
An excerpt from a low-fidelity prototype.
Abstract sketch of a sign up page done on my iPad
I love creating visual depictions of my ideas, some good, some bad

Usability testing

I conducted unmoderated usability tests with Australian Userbrain panelists aged 18-35, then analysed the results to iterate on my designs.


User interface iterations were made using feedback from testers, and visual annotations from me.

A visual annotation of an early sign up page
Testers wanted to know what alternative payment options were available
A small business owner I tested the interface with expressed a desire to create recurring orders that repeat on a schedule.


What would be the next step if this was a commercial project?

  • Design the consumer parcel tracking experience for receivers
  • Design the commercial marketing website and brand
  • Create a business case for future designs

What did I learn?

  • Guerilla testing with local businesses
  • Competitive analysis
  • Unmoderated usability testing
  • Low-fidelity testing