DrayEasy
2023
Leverage big data and AI to match shipment with end-to-end order management experience
AI price quoting
Order management
DrayEasy is an online platform that specializes in providing freight forwarding and logistics services across the world. As founding design team, we designed a unified order management framework that consolidated draft orders and structured order messaging into a single workflow, supported by AI-driven pricing to transform fragmented email-based processes into a scalable product experience.
Role
Product Designer
Team
1x Product Manager
3x Designers
5x Engineers
Impact
By establishing foundational order patterns, our design enabled future product expansion while contributing to higher quote-to-order conversion.
Context
From dashboard to scalable platform
DrayEase’s current product — webpage based dashboard revealed structural limitations that constrained both usability and growth. Unclear hierarchy and draft-heavy layouts highlighted the need to transition from a minimal dashboard into a scalable application.
Current webpage
Opportunity 1
Dynamically prioritize the most relevant draft and order information, reducing visual overload while adapting hierarchy to user behavior.
Opportunity 2
Replace static and expired draft clutter with AI-driven pricing trends, comparisons, and predictive signals that guide users toward order decisions.
Design research
Information architecture
We restructured the information architecture around the order lifecycle, establishing clear states and transitions to support draft management, active orders, and completion. (Drag image to see details)
Ideation 01
Key wireframe
We tested three variations of the draft order layout and restructured key order detail sections — including messaging, containers, and documents — to validate clearer hierarchy.
Ideation 02
Order card
We also explored a redesigned order card layout to surface key information at a glance, and improve hierarchy between drafts and active orders to adapt to mobile screen.
Ideation 03
Components
We explored modular components for messaging, containers, and documents to create a reusable system that supports scalable order management and allows AI-powered prioritization of key information within each order.
Design validation
Validated designs through internal testing
Retrospective
Simplifying complexity through intelligent design
User spent less time managing orders and felt more confident completing tasks on the go, with the new workflow becoming a key driver for adoption and increased engagement.
“The redesigned order management experience has been transformative. Drafts and active orders are now easier to navigate, critical information is surfaced intelligently, and our team can manage transfers more efficiently.”
Ben Haobin Liang,
Owner at DrayEasy