Wave Of Wealth
Financial skills for young adults
2025
World Logistic
Helps individuals and businesses easily choose the best shipping options with a simple interface
- CLIENTWHL UG
- YEAR 2024
- CATEGORY Mobile APP
- MY ROLE
lead UX designer - UX researcher
- prototyping
1. EMPATHIZE
User interviews
To understand who our users are, what they want to achieve, and how they use our product (or similar ones)
Empathy maps
Used empathy maps to break each interview into five simple and clear sections
User personas
Helped me remember important things from the interview without details
User stories
Used it to find the main user goals and problems, and focused on them
User journey maps
Show the main user problems and how I can make the product better
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The first three are as follows:
- 1. Name
- 2. Goal
- 3. Actions
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For each action also include:
- 1. Tasks
- 2. Feelings
- 3. Improvement opportunities
User interviews
The following types of users were interviewed:
- Find out what users expect from a logistics company, and suggest how to make their experience better
- Talking to users (interviews) and asking them to fill out a short survey (questionnaire)
- 1. How often do you send packages or goods to other countries?
- 2. What app features would help you most when managing international shipments?
- 3. What problems have you had with logistics apps, and how could this one be better?
- 4. If you could change one thing in a logistics app, what would it be?
- 5. How would you like to track your shipment in the app?
- 6. How do you prefer to get updates about your shipments — app notifications, email, or text?
- 7. What extra features would make the app more useful for managing your international deliveries?
- 8. How easy is it to use the app and find the features you need?
- 9. How long are you willing to wait for a reply from support? What do you expect from service?
- 10. What else would make this app more helpful or easier for your international shipping needs?
Research objective:
Data collection methods:
Interview questions:
Empathy maps
- 1. Logistics managers at medium or large companies who need to organize international deliveries quickly and clearly
- 2. Small business owners and e-commerce sellers looking for an easy way to ship goods to customers in other countries
- 3. Individuals sending personal or humanitarian packages to family or friends abroad
Who are the users?
All of them want to save time, avoid mistakes, and stay in control of their shipments at every step
- - “It’s sometimes confusing to track my shipment because the info isn’t updated right away.”
- - “I like when it’s easy: just log in, choose, and send.”
- - “Support replies are slow, especially when I have urgent questions.”
- - “Other apps don’t offer Russian language — it would be more comfortable for me.”
- - “I really miss a feature that shows the shipping cost before I send the package.”
What do users say?
What do users think?
- Before: They compare prices and delivery options, look for info online, and get the package ready
- During: They pick a shipping method, enter the details, track the shipment, and contact support if needed
- After: They check that the delivery was successful, read notifications, sometimes give feedback, or send another shipment
What do users do?
- Frustrated when the app is hard to use or slows them down
- Happy when the delivery is quick and everything goes smoothly
- Uncertain when they can’t see where their shipment is in real time
- Confident when the app works well and support is available in their language
- Stressed when deliveries are late or they can’t reach a support agent
How do users feel?
User persona 1
Alex Müller
- Age: 38
- Education: Master’s Degree in Supply Chain Management
- Hometown: Hamburg, Germany
- Family: Married, two children
- Job: Senior Logistics Manager at a multinational electronics company
- "If I can't track it in real time, it might as well be invisible"
Goals:
- Ensure international shipments arrive on time and without issues
- Minimize customs delays and paperwork problems
- Use tools that simplify complex logistics workflows
- Keep partners and clients informed and confident
- Cut unnecessary steps in the delivery process
Frustrations:
- Delivery apps with unclear interfaces or too many steps
- Lack of multilingual support for international teams
- Delays in customer service responses
- Difficulty accessing real-time tracking info
- Complicated customs forms that slow down the process
Background Story:
Alex has been working in logistics for over a decade. His role at a global electronics company requires him to manage international shipments to multiple countries weekly. Although he's tech-savvy and comfortable with digital platforms, he often gets frustrated by outdated systems that don’t show accurate tracking or require a lot of manual input. His company recently started using a new logistics app, and Alex is hopeful it will help reduce the time he spends coordinating with shipping agents and answering questions from internal teams. He’s looking for clarity, speed, and reliability — and a tool that can keep up with the fast pace of international trade.
User persona 2
Anna Kovalenko
- Age: 31
- Education: Bachelor's degree in Marketing
- Hometown: Lviv, Ukraine
- Family: Married, 1 child
- Job: Owner of an online handmade jewelry store selling internationally
- "I just want to focus on creating — not stress about customs and shipping delays"
Goals:
- Ship her products to international customers quickly and reliably
- Use a simple and intuitive platform that doesn't require logistics knowledge
- Track all shipments in one place without switching between services
- Offer customers a choice of delivery speed at checkout
Frustrations:
- Complex forms and unclear shipping options
- No clear idea of final shipping cost before confirming
- Difficulties with customs and lack of local language support
- Long customer support response times from logistics providers
Background Story:
Anna started her handmade jewelry business during maternity leave and quickly built a loyal following online. As international orders grew, she found herself spending more and more time trying to figure out delivery logistics — juggling websites, forms, and customer questions. She’s not a logistics expert and wants a simple, clear app that helps her print labels, calculate costs upfront, track packages, and communicate with support in her language. If the logistics were handled smoothly, she could focus more on what she loves — creating and growing her business.
User persona 3
Olena Moroz
- Age: 46
- Education: High school
- Hometown: Ternopil, Ukraine
- Family: Grown children living abroad, retired husband
- Job: Retired nurse, now volunteering occasionally at a local community center
- "I want to make sure my package reaches them safely — that’s all that matters."
Goals:
- Send care packages with food, clothes, and medicine to family abroad
- Make sure packages arrive safely and on time, especially during holidays
- Use a service that offers support and communicates in her native language
- Avoid complicated forms or procedures
Frustrations:
- Hard-to-understand interfaces and technical language
- No clear updates about where the package is
- Worries about damaged or lost shipments
- Long queues or unclear procedures at local shipping offices
Background Story:
Olena regularly sends care packages to her daughter and grandchildren living in Poland. Each box is packed with love — homemade treats, warm clothes, and small gifts. But arranging international shipping is stressful for her: she’s not tech-savvy and gets easily confused by complicated apps or unclear steps. Once, a package was delayed for weeks with no explanation, which made her anxious and upset. She wishes there were an app she could trust — one that’s simple, reassuring, and even offers support in Ukrainian when she has questions. To her, peace of mind is everything.
User stories
- ✨ As a logistics manager at a large company, I want to organize international shipments quickly and clearly so that I can save time, avoid errors, and keep everything under control.
- ✨ As a small business owner running an online store, I want to ship products to customers abroad easily and affordably so that I can grow my business without dealing with complicated logistics.
- ✨ As someone sending personal or humanitarian packages to family, I want a simple and trustworthy way to ship items internationally so that I can feel confident they’ll arrive safely and on time.
User journey maps
While creating each journey map, I made sure to think about accessibility and question any assumptions I had. I considered different types of users, including those with disabilities. For example, I focused on people with visual or hearing impairments and looked for ways to make the design easier for them to use. I’ve found that improving accessibility usually benefits everyone, so it’s an important part of how I approach design.
Persona: Alex Müller
GOAL: To ensure smooth and timely international deliveries by avoiding delays, simplifying the shipping process, and staying informed at every stepACTION Open the app and log in Navigates to 'Send Shipment' Unsure about the best value Choose delivery priority Confirm the order and wait for contact TASK LIST Launch the app, enter login credentials Finds and taps the 'Send' button Enter recipient info, package size, and destination Compare and select between delivery options Review details and wait for confirmation EMOTIONS Confident, neutral Slightly confused Focused but slightly overwhelmed Use progressive disclosure, and add tooltips for fields Curious, slightly anxious IMPROVEMENT OPPORTUNITIES Add biometric login, and make the login screen clearer Highlight or label the 'Send' function more clearly Use progressive disclosure, and add tooltips for fields Add clearer descriptions and delivery estimates Show estimated wait time, add a progress indicator
Persona: Anna Kovalenko
GOAL: Easily and reliably ship products worldwide, track everything in one place, and give her customers flexible delivery options — all without needing deep logistics knowledgeACTION Open the app and log in Navigates to 'Send Shipment' Fill in shipment details Choose delivery priority Confirm the order and wait for contact TASK LIST Open the app, enter login credentials, or use saved login Find the 'Send Shipment' button, tap to start a new order Enter recipient details, package size, weight, and destination Review delivery options, compare speed and price, select one Review all details, confirm shipment, wait for contact from support EMOTIONS Neutral at start, hopeful for quick access Slight confusion, trying to find the right button Overwhelmed by multiple fields and unclear terms Uncertain which option is best for her customer Curious, slightly anxious about what happens next IMPROVEMENT OPPORTUNITIES Enable one-tap login or Face ID for speed Highlight main actions clearly on the home screen Use tooltips, autofill, and example inputs to simplify Provide brief descriptions and delivery estimates Show estimated response time and preferred contact method
Persona: Olena Moroz
GOAL: Send care packages to her family abroad safely and on time, using a simple service that speaks her language and doesn’t require dealing with complicated formsACTION Open the app and log in Navigates to 'Send Shipment' Fill in shipment details Choose delivery priority Confirm the order and wait for contact TASK LIST Open the app and find the login option, enter the saved details Look for 'Send Shipment' button and tap to begin Enter recipient info, select items being sent, add weight estimate Select a delivery speed option based on safety and timing Review summary, confirm submission, and wait for follow-up from support EMOTIONS Slight nervousness, hoping the app is easy to use A bit uncertain navigating through the options Worried about making mistakes in the form Wants to choose the safest method, unsure what's best Hopeful, but anxious about whether it will arrive safely IMPROVEMENT OPPORTUNITIES Add large icons and language selection at login Use simple wording and include visual guidance (icons/photos) Provide pre-filled examples and voice-assisted input Include clear safety labels and delivery timelines Give immediate confirmation and clear next steps in user’s language
User journey maps
While creating each journey map, I made sure to think about accessibility and question any assumptions I had. I considered different types of users, including those with disabilities. For example, I focused on people with visual or hearing impairments and looked for ways to make the design easier for them to use. I’ve found that improving accessibility usually benefits everyone, so it’s an important part of how I approach design.
Persona: Alex Müller
GOAL: Easily and reliably ship products worldwide, track everything in one place, and give her customers flexible delivery options — all without needing deep logistics knowledgeACTION Open the app and log in TASK LIST Launch the app, enter login credentials EMOTIONS Confident, neutral IMPROVEMENT OPPORTUNITIES Add biometric login, and make the login screen clearer ACTION Navigates to 'Send Shipment' TASK LIST Finds and taps the 'Send' button EMOTIONS Slightly confused IMPROVEMENT OPPORTUNITIES Highlight or label the 'Send' function more clearly ACTION Fill in shipment details TASK LIST Enter recipient info, package size, and destination EMOTIONS Focused but slightly overwhelmed IMPROVEMENT OPPORTUNITIES Use progressive disclosure, and add tooltips for fields ACTION Choose delivery priority TASK LIST Compare and select between delivery options EMOTIONS Unsure about the best value IMPROVEMENT OPPORTUNITIES Add clearer descriptions and delivery estimates ACTION Confirm the order and wait for contact TASK LIST Review details and wait for confirmation EMOTIONS Curious, slightly anxious IMPROVEMENT OPPORTUNITIES Show estimated wait time, add a progress indicator
Persona: Anna Kovalenko
GOAL: Easily and reliably ship products worldwide, track everything in one place, and give her customers flexible delivery options — all without needing deep logistics knowledgeACTION Open the app and log in TASK LIST Open the app, enter login credentials, or use saved login EMOTIONS Neutral at start, hopeful for quick access IMPROVEMENT OPPORTUNITIES Enable one-tap login or Face ID for speed ACTION Navigates to 'Send Shipment' TASK LIST Find the 'Send Shipment' button, tap to start a new order EMOTIONS Slight confusion, trying to find the right button IMPROVEMENT OPPORTUNITIES Highlight main actions clearly on the home screen ACTION Fill in shipment details TASK LIST Enter recipient details, package size, weight, and destination EMOTIONS Overwhelmed by multiple fields and unclear terms IMPROVEMENT OPPORTUNITIES Use tooltips, autofill, and example inputs to simplify ACTION Choose delivery priority TASK LIST Review delivery options, compare speed and price, select one EMOTIONS Uncertain which option is best for her customer IMPROVEMENT OPPORTUNITIES Provide brief descriptions and delivery estimates ACTION Confirm the order and wait for contact TASK LIST Review all details, confirm shipment, and wait for contact from support EMOTIONS Curious, slightly anxious about what happens next IMPROVEMENT OPPORTUNITIES Show estimated response time and preferred contact method
Persona: Olena Moroz
GOAL: Send care packages to her family abroad safely and on time, using a simple service that speaks her language and doesn’t require dealing with complicated formsACTION Open the app and log in TASK LIST Open the app and find the login option, enter the saved details EMOTIONS Slight nervousness, hoping the app is easy to use IMPROVEMENT OPPORTUNITIES Add large icons and language selection at login ACTION Navigates to 'Send Shipment' TASK LIST Look for 'Send Shipment' button and tap to begin EMOTIONS A bit uncertain navigating through the options IMPROVEMENT OPPORTUNITIES Use simple wording and include visual guidance (icons/photos) ACTION Fill in shipment details TASK LIST Enter recipient info, select items being sent, add weight estimate EMOTIONS Worried about making mistakes in the form IMPROVEMENT OPPORTUNITIES Provide pre-filled examples and voice-assisted input ACTION Choose delivery priority TASK LIST Select a delivery speed option based on safety and timing EMOTIONS Wants to choose the safest method, unsure what's best IMPROVEMENT OPPORTUNITIES Include clear safety labels and delivery timelines ACTION Confirm the order and wait for contact TASK LIST Review summary, confirm submission, and wait for follow-up from support EMOTIONS Hopeful, but anxious about whether it will arrive safely IMPROVEMENT OPPORTUNITIES Give immediate confirmation and clear next steps in user’s language
A final checklist
Before moving on to the next step in the design thinking process, I made sure I completed everything needed for the empathy phase of my project.
What I have done:
- ✅ Found and interviewed people who represent my target users
- ✅ Wrote interview questions that were open, clear, and easy to talk about
- ✅ Ran the interviews to get useful insights and make participants feel comfortable
- ✅ Turned each interview into an empathy map
- ✅ Grouped users based on similar goals, needs, or traits
- ✅ Created a user persona for each group
- ✅ Wrote a short, strong user story for each persona
- ✅ Built a user journey map for each one
Then I reviewed everything to make sure there were no assumptions or bias — just real insights based on what I learned from users.
Now I’m ready to clearly define the user problems and set the right goals for the design!
2. DEFINE
Problem statements
It clearly explains what the user needs and what my design should solve
Hypothesis statements
A hypothesis statement is the designer’s best guess for how to solve the user’s need
Goal statements
I took the action and expected result and turned them into a goal for the product
Alex Müller Problem Statement:
Alex is an experienced logistics manager who needs a fast, transparent way to coordinate and track high-volume international shipments because his team depends on real-time updates to avoid delays and keep operations running smoothly.
Hypothesis statement:
👉 If we implement a real-time tracking dashboard with smart notifications and team-sharing features, then Alex will be able to coordinate more efficiently and reduce the time spent on manual follow-ups.
Anna Kovalenko Problem Statement:
Anna is an creative business owner who needs a clear and easy way to manage international shipments because she wants to focus on growing her shop—not dealing with shipping platforms, confusing forms, or tracking issues.
Hypothesis statement:
👉 If we design a streamlined, step-by-step shipping flow with pre-filled options and clear cost estimates, then Anna will feel more confident using the app and spend less time worrying about logistics.
Olena Moroz Problem Statement:
Olena is a caring grandmother who needsa simple, reassuring way to send packages to her family abroad because she wants to feel confident they’ll arrive safely—without confusing steps or technical stress.
Hypothesis statement:
👉 If we provide a simplified interface with native language support and clear delivery status updates, then Olena will feel more in control and will complete shipments independently and with peace of mind.
Goal Statement:
🎯 Our logistics application will let users easily create, send, and track international shipments with clear instructions, real-time updates, and multilingual support, which will affect small business owners, individual senders, and logistics professionals by saving them time, reducing stress, and improving shipment reliability and visibility. We will measure effectiveness by tracking task success rates, time to complete a shipment, user satisfaction scores, and reduction in support requests.
A final checklist
I’ve just taken the time to review and make sure I’ve completed all the key defining activities for this phase.
What I have done:
- ✅ I crafted problem statements tailored to each of my user personas
- ✅ I developed hypothesis statements that directly address each user need
- ✅ I created goal statements that align with those hypotheses
- ✅ I also made sure my goal statements reflect the relevant business requirements
Finally, I took time to review all my problem, hypothesis, and goal statements to make sure they're free of bias or assumptions. Each one is grounded in real insights from user interviews and persona research.
Now I’m ready to move on and start ideating design solutions based on the problems I’ve defined!
3. IDEATE
Description
4. PROTOTYPE
Description
5. TEST
Description
Please try out the prototype in action by yourself 👆
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