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CASE STUDY · 2024 — 2025
Freight, moving
the way it should.
Baroline is an end-to-end freight-forwarding platform that
unifies operations teams, drivers, and cargo owners around
one real-time source of truth.
ROLE
UI/UX Designer
TIMELINE
Jan 2024 — Jan 2025
TOOLS
Figma
app.baroline.com/operations
In transit
TEH → BND
PLATFORM
Web · Admin · Driver app
01
OVERVIEW
Baroline is a comprehensive
freight-forwarding system
built to revolutionize how
goods move — automating and
optimizing the flow for
operations teams, drivers, and
cargo owners.
3
user roles unified
12
mo
research → launch
MY CONTRIBUTION
Owned research synthesis, workflow architecture, the full design system, and
high-fidelity UI across web and mobile.
02
PROBLEM & BUSINESS CONTEXT
Freight ran on paper, phone calls, and guesswork.
Cargo owners and operators faced daily friction from outdated processes
and limited technology — creating uncertainty, delays, and rising costs for
both the business and its customers.
✕
No real-time visibility
Limited access to shipment status meant
uncertainty, delays, and increased costs.
✕
Inefficient communication
Poor coordination between operators,
drivers, and owners caused errors and
lost trust.
✕
Manual processes
Paper records and manual data entry
drove inefficiencies, delays, and higher
costs.
✕
Complex documentation
Tracking shipping documents was slow
and error-prone, hindering smooth
operations.
03
RESEARCH & DISCOVERY
Listening to every side of
the load.
Interviews, surveys, and field observation across freight stakeholders
shaped the workflows, feature priorities, and the decisions that made
Baroline efficient, user-centric, and grounded in real operations.
01
Outcome-driven
Research tied to measurable operational
outcomes, not opinions.
02
Comprehensive methods
Interviews, surveys, and on-site
observation triangulated the truth.
03
Stakeholder focus
Operators, drivers, and cargo owners each
heard on their own terms.
04
Key insights
Synthesized into personas, journeys, and a
prioritized roadmap.
Competitive analysis
FEATURE
Baroline
Jadeh
TarabarNet
AssanBar
NetBar
Live location tracking
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Digital wallet
●
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Bidding system
●
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BOL issuance
●
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Unified real-time hub
●
●
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04
USER JOURNEY & WORKFLOW
Flow optimization mapping — one
path from load to payment.
We mapped current vs. ideal workflows and the barriers between them, defining the
infrastructure needed to run every shipment on a single, optimized track.
1
Load creation
CARGO OWNER
2
Approval
OPERATIONS
3
Bidding
DRIVERS
4
Assignment
OPERATIONS
5
Live tracking
ALL ROLES
6
Documentation
BOL · DIGITAL
7
Payment
WALLET
🏢
Operations team
Approves loads, assigns drivers, and oversees every
shipment from a central admin dashboard.
🚚
Drivers
Bid on loads, navigate routes, and update status in real
time from a purpose-built mobile app.
📦
Cargo owners
Create loads, watch shipments move live, and settle
payments — all without a single phone call.
05
DESIGN PROCESS & ITERATIONS
From empathy to a system that
scales.
01
Empathize
→
02
Define
→
03
Ideate
→
05
Design
→
04
Prototype
W01
Operations dashboard — full layout & information hierarchy
ZOOM
W02
Load detail drawer — close-up
ZOOM
W03
Bidding queue — component study
W04
Cargo State
W05
Cargo-owner portal — shipment list
W07
Available loads
W08
Cargo Detail
W09
History
W10
Wallet
PROJECT TIMELINE · 2024
JAN
Initial research & market
analysis
FEB
Competitive analysis &
benchmarking
MAR–APR
User research & persona
development
APR
Feature prioritization &
roadmap
MAY–JUN
Sketches, wireframes & hi-fi
prototyping
JUL–AUG
UI design & prototyping
SEP–OCT
User testing & iterations
DESIGN SYSTEM · COLOR
Primary — Baroline blue
Secondary — accent orange
DESIGN SYSTEM · TYPE & COMPONENTS
Aa
Aa
Aa
Body
H1 → H5 · scalable across web & mobile
Button ›
Button ›
Button ›
⌘ chip
✓
label
06
KEY CHALLENGES & DECISIONS
01
CHALLENGE
Three very different users, one platform
Operators, drivers, and cargo owners have opposite needs, contexts, and devices.
DECISION
Role-based experiences built on one shared design language — familiar
everywhere, tailored to each job.
02
CHALLENGE
"Where is my cargo?"
Constant status calls eroded trust and buried the operations team.
DECISION
Live tracking plus a shared status timeline and push updates — answering the
question before it's asked.
03
CHALLENGE
Paperwork overload
Manual BOLs and documents were slow, error-prone, and easy to lose.
DECISION
Digital BOL issuance and a document vault attached to every shipment —
auditable and instant.
07
THE SOLUTION
One platform, three
connected surfaces.
Baroline streamlines freight forwarding by centralizing operations, automating
tasks, and giving every role live, shared visibility.
Operations Dashboard
Driver app screen
Driver App
IOS,Androind
Onboarding
·
Available loads
·
Active delivery
·
Cargo Detail
·
Wallet
Built for the cab, not the desk.
Big tap targets, one-handed flows, and glanceable status —
so drivers can bid, navigate, and update loads without leaving
the road behind.
◉
Load bidding
Browse and bid on nearby loads in one tap.
➤
Turn-by-turn navigation
Optimized routes with live status updates.
◈
In-app wallet
Settle payments the moment a load is delivered.
New load nearby
◉
Real-time shipment visibility
Live tracking eliminates uncertainty and empowers cargo owners
to make informed decisions instantly.
◈
Centralized communication hub
Seamless coordination across all stakeholders — reducing
delays, errors, and endless phone calls.
⚡
Automated workflows
Key tasks run themselves — minimizing manual work and the
inefficiencies it creates.
▤
Digital documentation
A secure system for managing and tracking shipping documents
— streamlining operations and compliance.
08
OUTCOMES & IMPACT
A single system, measurable
momentum.
3
user roles unified in one platform
4
core problems directly solved
5
competitors benchmarked
16
wk
research-to-testing cycle
* Figures reflect project scope and design outcomes — swap in live production metrics when available.
Faster transport
Automation reduces the time taken for goods to reach their
destination.
Better coordination
Seamless interaction between teams, drivers, and owners
improves communication.
Lower costs
Data-driven routing and fewer manual steps cut
operational overhead.
09
LESSONS & REFLECTIONS
01
Enhanced efficiency
Automating logistics makes transport faster and more reliable — the strongest lever in the
whole system.
02
A user-friendly interface wins trust
Designing for ease across three roles led to smoother collaboration and far better
coordination.
03
Data drives better decisions
Surfacing the right data at the right moment optimized routes and reduced cost across the
board.