Case study · 01 / 06
Northwind
A logistics platform for mid-market shippers, rebuilt around a single command surface that replaces four legacy tools.
- Client
- Northwind Labs
- Year
- 2025
- Role
- Lead product designer
- Timeline
- 10 weeks
Scope
Product designDesign systemPrototyping
§ 01 — The challenge
The old product buried critical decisions behind three levels of navigation. Ops teams were living in spreadsheets to compensate.
§ 02 — The approach
We rewrote the information architecture around the shipment as the atomic unit, then rebuilt a token-first design system so the team could ship weekly without regressions.
§ 03 — Selected frames
§ 04 — Outcome
+38%
Activation lift
−54%
Time to first ship
−22%
Support tickets
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02 · AI · Brand & app