Blueebee - Product Branding, Website and Application Redesign

Strategy

Brief:

Awarelog is a logistics software and operations company that develops SaaS for companies. Bluebee platform is one of their new products that manages logistics operations for the company. The company has had projects with some of their partners and built previous proofs of the concept they wanted.

Client briefed me their range of services around the logistics field. Main audience contemplates logistics operators from third-party contractors. They offer a TAS (Transportation Automation System). Positioning tended to aim towards larger companies and possibly a big and upcoming contract with Siemens. There was no brand identity beforehand although the name Bluebee was chosen, giving me plenty creative freedom to develop a concept for the name.

Proposal:

My responsibilities in this project were turning their vision and strategy for the company and platform into a fluid experience and building an adequate identity for it.

After a few alignments, we anticipated which deliverables we should be having for this project. A dashboard that contemplated a few user flows was a must, and supporting brand identity to sustain it was also needed. We agreed we had to work on Aware's overall identity, but this was pushed to another project.

The project was proposed in 4 phases:

1. Strategy - Business goals, concepts and content of the platform.

2. Empathize - User personas and flows, brand attributes.

3. Design - Platform prototype, brand identity proposals. Design iterations and adjustments.

4. Delivery - Final tweaks, asset exports and specs.

Concept:

Our mission was an accessible platform that handled logistics operations intelligently.

The deliverable we agreed on was a logistics data-entry that automated operation based on collected data.

This meant operators would be inserting data somewhere, that data would be added to additional information from the trucks and they could view it and edit it (CRUD). Some additional features like chats and map-view were also treated.

A main dashboard/operation panel was also important so operators could be actively working.

Deliverables

Brand Attributes & Identity:

Bluebee provides technology solutions for bureaucratic and strict clients in an innovating and relaxed manner, with a professional voice and guaranteed efficiency.

X-Factor: Disruption

I gathered some of my best finding in a moodboard so we'd get the overall feeling of the identity we wanted. I assumed "Bluebee" should be blue, so we'd define exact colors later.

I explored different bee shapes and typography. Ideally we want something professional and safe. The identity should shout "modern" to conservative users, but not push them away from it. Balance is found middle-ground.

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Blue gradient reinforces the vibrant and modern look.

We wanted our users to feel safe and professionally handled. Our platform had to resonate with the audience as much as our brand intentions.

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Platform Experience:

Users would have different actions within the platform:

• View the Operation Panel
• Browse Requisitions
• Chat with other parties
• Browse finished and unfinished contracts
• Edit and create information
• Manage and optimize operation based on data

Some of these user flows overlapped such as CRUD for Requisitions and Contracts. All in all clear navigation should handle at least 5 steps and possibly scale even more.

Client was first handed user flow revisions and a few prototypes based on the platform meetings and the first meetings we scheduled. Based on those Lo-Fi concepts we built a Hi-Fidelity version with first polished drafts of the content and visuals.

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Main information was color-coded according to state and though users were instructed on how to operate previous to the actual operation, we still aimed for an intuitive and clear data visualization.

Menus and tables should be clear and spaced to handle both lots and little of information.

Icons, color and typography should match relaxed and professional identity we agreed upon.

As many form fields and tables were necessary, we had a thorough checking of how the fields aligned with our goals - which to show always, which to ignore, which to give more contrast - which gave the platform an intuitive feeling.

Yellow buttons and labels gave warning signals whilst red gave error signals, Green buttons were exclusive for approving information. Since this was essentially the first version of the platform we'd be launching, we'd have to build data on top of it, but we wouldn't have any before it to back it up, so most of our design decisions were made based on user testing and previous experience.

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The operation panel contemplated 5 state tabs that showed ann horizontal timeline of the operation. Orders would advance steps from left-to-right until they were either completed or canceled.

Metrics were also important for the visualization of the states, showing what macro measures should be taken in any case.

Information from the orders could be pretty big, so we had to build a massive form for the orders, designing fields for maps, info about truck drivers, addresses, stops, among others.

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