REDX Merchant Dashboard
Turning a status page into a daily operating cockpit
Turning a status page into a daily operating cockpit
One platform for the
services a Bangladeshi business runs on
A merchant dashboard rebuilt around the two questions merchants actually open it to answer.
A merchant dashboard rebuilt around the two questions merchants actually open it to answer.
Role
Role
Lead product designer, research to shipped.
Lead product designer, research to shipped.
Logistics
Logistics
Lead Designer
Lead Designer
Headline outcomes
Headline outcomes
27.6%
Faster from signup to first parcel
Cut from monthly operating cost
34%
Reduced missed features in navigation
Weekly invoice errors, down from 160
20%
Fewer disbursement support tickets
Weekly invoice errors, down from 160
64
Districts covered, and 493 subdistricts
Retailers reached across the country
27.6%
Cut from monthly operating cost
20%
Fewer disbursement support tickets
34%
Fewer navigation misclicks
64
Retailers reached across the country
Overview
Overview
REDX launched in March 2020 inside ShopUp's ecosystem and is now the largest last-mile delivery platform in Bangladesh, covering all 64 districts and 493 subdistricts. The merchant dashboard is where a business runs its shipping: parcels, tracking, COD payments and invoices, returns, shops, and team.
A parcel passes seven stages: created, picked up, sorted, moved to a hub, delivered, cash collected, settled. The merchant touches the first and the last. Everything between happens away from them, and they still answer for it when a customer calls.
Create parcel
Merchants create single or bulk orders (via CSV if bulk).
Pickup parcel
A REDX agent collects parcels from the merchant.
Sorting parcel
Parcels are sorted at the hub for their next destination.
Transfer to hub
Sorted parcels move to regional hubs for last-mile delivery.
Out for delivery
Deliveries are completed by bike, truck, or boat, for nationwide coverage.
Collect payment
Payments are collected if cash-on-delivery or, confirmed if prepaid.
Mark as delivered
Agents record completed deliveries in app & return payments to the hub or, bank.
Create parcel
Merchants create single or bulk orders (via CSV if bulk).
Pickup parcel
A REDX agent collects parcels from the merchant.
Sorting parcel
Parcels are sorted at the hub for their next destination.
Transfer to hub
Sorted parcels move to regional hubs for last-mile delivery.
Out for delivery
Deliveries are completed by bike, truck, or boat, for nationwide coverage.
Collect payment
Payments are collected if cash-on-delivery or, confirmed if prepaid.
Mark as delivered
Agents record completed deliveries in app & return payments to the hub or, bank.
The challenge
The challenge
The dashboard did not grow with the business. It had become a bottleneck for the work it was meant to carry.
The dashboard did not grow with the business. It had become a bottleneck for the work it was meant to carry.
Fragmented navigation
Parcel creation and COD payouts, the daily jobs, sat under layered dropdowns.
Parcel creation and COD payouts, the daily jobs, sat under layered dropdowns.
No visibility
Real-time delivery and payment data was not surfaced, leaving merchants without the clarity to act.
Real-time delivery and payment data was not surfaced, leaving merchants without the clarity to act.
Onboarding friction
New merchants could not find where to start, which delayed their first pickup and pushed them into support.
New merchants could not find where to start, which delayed their first pickup and pushed them into support.
Fragmented navigation
No single vendor covers travel, recharge, and conveyance, so HR juggles many partners.
No visibility
Real-time delivery and payment data was not surfaced, leaving merchants without the clarity to act.
Onboarding friction
Invoices sit in different places, so finance cannot reconcile cleanly.
137 interviews and a week inside support
137 interviews and a week inside support
137 merchant interviews
Pain points across parcel creation, payments, and tracking.
Pain points across parcel creation, payments, and tracking.
Tickets, reviews, and comments
Support tickets, Play Store reviews, and social media comments, analysed end to end.
Support tickets, Play Store reviews, and social media comments, analysed end to end.
A week shadowing support
200+ recurring issues logged with the customer support team.
200+ recurring issues logged with the customer support team.
Issue clustering, then frequency × impact
UX split from operational, ranked, aligned with PMs and business leads.
UX split from operational, ranked, aligned with PMs and business leads.
137 merchant interviews
No single vendor covers travel, recharge, and conveyance, so HR juggles many partners.
A week shadowing support
200+ recurring issues logged with the customer support team.
Tickets, reviews, and comments
Support tickets, Play Store reviews, and social media comments, analysed end to end.
Issue clustering, then frequency × impact
UX split from operational, ranked, aligned with PMs and business leads.
Key findings from research
Key findings from research
Outdated navigation model
A conventional top bar with multi-layer menus made core actions hard to find.
A conventional top bar with multi-layer menus made core actions hard to find.
COD payout unclear
No view of what had been disbursed, what was pending, or what landed next.
No view of what had been disbursed, what was pending, or what landed next.
Critical data out of reach
No real-time view of deliveries or payments, and key figures buried inside pop-up modals.
No real-time view of deliveries or payments, and key figures buried inside pop-up modals.
Weak mobile experience
Hamburger-only navigation, with no persistent action for the task merchants repeat most.
Hamburger-only navigation, with no persistent action for the task merchants repeat most.
Repetitive workflows
Merchants dug through the same menus every day for the same tasks.
Merchants dug through the same menus every day for the same tasks.
Poor information hierarchy
Marketing banners and non-essential content outweighed operational needs.
Marketing banners and non-essential content outweighed operational needs.
Outdated navigation model
No single vendor covers travel, recharge, and conveyance, so HR juggles many partners.
Weak mobile experience
Hamburger-only navigation, with no persistent action for the task merchants repeat most.
COD payout unclear
No view of what had been disbursed, what was pending, or what landed next.
Repetitive workflows
Merchants dug through the same menus every day for the same tasks.
Critical data out of reach
No real-time view of deliveries or payments, and key figures buried inside pop-up modals.
Poor information hierarchy
Marketing banners and non-essential content outweighed operational needs.
Turning complaints into an order of work
Turning complaints into
an order of work
Every issue was scored on how many of the 137 merchants hit it and how much it cost them when they did. Frequency times impact gave a ranking nobody had to argue with.
Every issue was scored on how many of the 137 merchants hit it and how much it cost them when they did. Frequency times impact gave a ranking nobody had to argue with.
What merchants were asking for
What merchants were asking for
The brief was to clean up the dashboard. The support log said otherwise.
Merchants called with two questions their own customers had just asked them: where is my parcel now, and when does my money arrive. The dashboard showed 200 delivered and 20 in progress. Neither number answers either question.
So I designed for the answers, not the summary: the parcel journey by stage, and the payout timeline. Both visible without a click.
Design goals
Design goals
Show every parcel stage
Replace totals with stage-level status, so merchants see exactly where parcels sit.
Replace totals with stage-level status, so merchants see exactly where parcels sit.
Daily tasks in one click
Put create, track, pay, and return within a single click of landing.
Put create, track, pay, and return within a single click of landing.
Make payouts predictable
Show pending, disbursed, and next-day amounts without opening a second screen.
Show pending, disbursed, and next-day amounts without opening a second screen.
Show every parcel stage
No single vendor covers travel, recharge, and conveyance, so HR juggles many partners.
Daily tasks in one click
Put create, track, pay, and return within a single click of landing.
Make payouts predictable
Show pending, disbursed, and next-day amounts without opening a second screen.
First parcel, first session
Take new merchants from signup to first pickup without leaving the dashboard.
Take new merchants from signup to first pickup without leaving the dashboard.
Navigation that holds what is next
Replace top-bar menus with a structure REDX can extend without another redesign.
Replace top-bar menus with a structure REDX can extend without another redesign.
First parcel, first session
No single vendor covers travel, recharge, and conveyance, so HR juggles many partners.
Navigation that holds what is next
Replace top-bar menus with a structure REDX can extend without another redesign.
Key decisions
Key decisions
Key decisions
01 · SCOPE
Split design problems from ops problems
Half the complaints were not interface problems. "My parcel is stuck at the hub" is an operations problem, and no dashboard fixes it.
Half the complaints were not interface problems. "My parcel is stuck at the hub" is an operations problem, and no dashboard fixes it.
Chose to sort every finding into design or operations before proposing a single screen, then walked PMs and business leads through both lists. It narrowed my own scope to seven issues, and sent the rest to the teams who could act on them.
Chose to sort every finding into design or operations before proposing a single screen, then walked PMs and business leads through both lists. It narrowed my own scope to seven issues, and sent the rest to the teams who could act on them.
02 · NAVIGATION
A left rail, with Create parcel pinned
Core actions sat under layered dropdowns that merchants reopened every day.
Chose a rail over a top bar, trading horizontal space for a structure that absorbs new services without another dropdown layer.
The rail collapses to icons and keeps actions visible. Track parcel stayed in the top bar: important, but not part of the daily loop.
Core actions sat under layered dropdowns that merchants reopened every day.
Chose a rail over a top bar, trading horizontal space for a structure that absorbs new services without another dropdown layer.
The rail collapses to icons and keeps actions visible. Track parcel stayed in the top bar: important, but not part of the daily loop.
Before
Every service hidden behind top-bar dropdowns, with a marketing banner sitting above the work.
Expanded rail
Every service visible at once, Create parcel pinned above them all.
Collapsed rail
Icons only, submenus still one hover away, Create parcel still one click.
Before
Every service hidden behind top-bar dropdowns, with a marketing banner sitting above the work.
Expanded rail
Every service visible at once, Create parcel pinned above them all.
Collapsed rail
Icons only, submenus still one hover away, Create parcel still one click.
Before
Every service hidden behind top-bar dropdowns, with a marketing banner sitting above the work.
Expanded rail
Every service visible at once, Create parcel pinned above them all.
Collapsed rail
Icons only, submenus still one hover away, Create parcel still one click.
Before
Every service hidden behind top-bar dropdowns, with a marketing banner sitting above the work.
Expanded rail
Every service visible at once, Create parcel pinned above them all.
Collapsed rail
Icons only, submenus still one hover away, Create parcel still one click.
03 · DASHBOARD
The journey by stage, not the total
The old dashboard showed totals and percentages, with returns hidden entirely.
Chose density over calm. Totals told merchants the day was fine. Stage breakdowns told them which parcels needed a phone call.
Forward journey split across sorting, transit, hub, delivery, and hold, mirrored for returns and collapsed by default. Every stat links to its list, so a number is a starting point.
Drag the red handle to compare. Same data, now resolved into the stage where a parcel is actually sitting.
Drag the red handle to compare. Same data, now resolved into the stage where a parcel is actually sitting.
04 · PAYMENTS
Make the money cycle visible
Most parcels are cash on delivery. The old panel showed what had been disbursed and what was in process, but never what was landing tomorrow or what the merchant owed REDX.
Chose to show the whole cycle, including the dues. Unclear amounts were causing service suspensions merchants never saw coming.
Lifetime earnings anchors the panel, next day payment shows what lands tomorrow, and dues sit as a red card with Pay now.
Drag the red handle to compare. Two totals before, the full cycle after, with the action attached.
Drag the red handle to compare. Two totals before, the full cycle after, with the action attached.
05 · MOBILE
Split the dashboard into two tabs
Mobile merchants got totals and nothing behind them. No stage view, no way to open a number, and no sign of when money would arrive.
Chose to split the dashboard into Parcel and Payment tabs rather than compress the desktop layout into one scroll. Each tab answers its question in full instead of summarising both.
Parcel lists every stage with its count. Payment carries earnings, tomorrow's payout, dues, and invoices. Create parcel stays reachable the whole way down.
New dashboard
Old dashboard
06 · SYSTEM
Build REDX its own design system
The shared system carried the variety seven brands needed, had no dark mode, and REDX was branching into products of its own.
Chose a new system over extending the shared one, inside the same two months. Logistics patterns repeat across parcels, payments, and returns, so a smaller library covers them without a new component for every case.
Getting it agreed
Getting it agreed
Getting it agreed
Four positions I had to hold, and one I traded.
The flows above shipped. These were the calls that shaped how they feel.
Add more colour to the data
At this density colour is not clarity, it is a puzzle. The one I traded: iconography instead, only where a stage earns it, ranked with merchants and PMs.
At this density colour is not clarity, it is a puzzle. The one I traded: iconography instead, only where a stage earns it, ranked with merchants and PMs.
Show less data
Less data was the problem, not the fix. I brought the support tickets, Play Store reviews, and social analysis I had already run. Evidence, not opinion.
Less data was the problem, not the fix. I brought the support tickets, Play Store reviews, and social analysis I had already run. Evidence, not opinion.
Make the banners bigger, like the website
Make the banners bigger,
like the website
No merchant asked for it, and this is where someone handles thousands of parcels a day. REDX has social channels for offers.
No merchant asked for it, and this is where someone handles thousands of parcels a day. REDX has social channels for offers.
We do not want a new design system
The fair objection was cost. Mine was that the shared system already cost more: seven engineering teams in the path of every change, and no dark mode.
The fair objection was cost. Mine was that the shared system already cost more: seven engineering teams in the path of every change, and no dark mode.
Add more colour to the data
No single vendor covers travel, recharge, and conveyance, so HR juggles many partners.
Make the banners bigger, like the website
No merchant asked for it, and this is where someone handles thousands of parcels a day. REDX has social channels for offers.
Show less data
Invoices sit in different places, so finance cannot reconcile cleanly.
We do not want a new design system
Invoices sit in different places, so finance cannot reconcile cleanly.
Impact
Impact
Before vs after launch, from analytics, Hotjar events, and support ticket volume.
Before vs after launch, from analytics, Hotjar events, and support ticket volume.
27.6%
Faster time to first parcel
20%
Fewer support disbursement tickets
17.8%
More invoice views per merchant
12%
Better on-time dues paid
27.6%
Faster time to first parcel
17.8%
More invoice views per merchant
20%
Fewer support disbursement tickets
12%
Better on-time dues paid
Time to first parcel
New merchants used to sign up, fail to find where to start, and come back days later, if they came back. Now they create one in the same session.
New merchants used to sign up, fail to find where to start, and come back days later, if they came back. Now they create one in the same session.
Disbursement tickets
The calls that stopped were visibility questions: what is pending, what lands tomorrow. What remains is payment timing, a policy question, not an interface one.
The calls that stopped were visibility questions: what is pending, what lands tomorrow. What remains is payment timing, a policy question, not an interface one.
Reflection
Research outran the plan
Research outran the plan
A month of a two-month project, which left less room for exploration. Still the right trade, but I would scope it tighter.
A month of a two-month project, which left less room for exploration. Still the right trade, but I would scope it tighter.
Analytics only worked in aggregate
Analytics only worked in aggregate
Merchants share one login across staff, so nothing user-level from Hotjar held up. Every insight that changed the design came from interviews.
Merchants share one login across staff, so nothing user-level from Hotjar held up. Every insight that changed the design came from interviews.
Stage breakdowns beat totals
Stage breakdowns beat totals
Merchants valued knowing which parcels were stuck far more than knowing how many had been delivered.
Merchants valued knowing which parcels were stuck far more than knowing how many had been delivered.
The left rail earned its space
The left rail earned its space
The one decision merchants named unprompted, and it leaves room for services REDX has not built yet.
The one decision merchants named unprompted, and it leaves room for services REDX has not built yet.
Mobile needed its own structure
Mobile needed its own structure
Compressing the desktop layout would have buried the same numbers again. Splitting it into two tabs is what worked.
Compressing the desktop layout would have buried the same numbers again. Splitting it into two tabs is what worked.
The desktop dashboard is still dense
The desktop dashboard is still dense
One-on-one testing is the next step, to find what can come off without losing the drill-down.
One-on-one testing is the next step, to find what can come off without losing the drill-down.
Reflection
Break complexity into reusable parts
Shared components kept a feature heavy app coherent, and made each new flow faster to build.
Let research lead
The HR interviews and competitor study drove the structure, not my assumptions
A new market runs on some assumptions
This is a first mover in Bangladesh, and no one enters an untested market on research alone. The beta is how we learn which bets hold.
What I would change
Running a build this large solo taught me pacing. Next time I would validate the booking flows with real users before shipping.
What happened next
What happened next
The dashboard bought the rest of the site
The dashboard bought the rest of the site
REDX is revamping the whole panel now, flow by flow, migrating each one onto the new design system.
REDX is revamping the whole panel now, flow by flow, migrating each one onto the new design system.
Research runs with every flow
Research runs with every flow
Short interview bursts as each one is redesigned, so pain points surface during the work instead of after launch.
Short interview bursts as each one is redesigned, so pain points surface during the work instead of after launch.
Merchants asked for an app
Merchants asked for an app
Responsive web covers the dashboard. Everything else still needs a desktop, and they want notifications, parcel creation, and live sales on their phone.
Responsive web covers the dashboard. Everything else still needs a desktop, and they want notifications, parcel creation, and live sales on their phone.
The dashboard bought the rest of the site
REDX is revamping the whole panel now, flow by flow, migrating each one onto the new design system.
Research runs with every flow
Short interview bursts as each one is redesigned, so pain points surface during the work instead of after launch.
Merchants asked for an app
Responsive web covers the dashboard. Everything else still needs a desktop, and they want notifications, parcel creation, and live sales on their phone.
The first full REDX app
The first full REDX app
The old one showed data, carried none of the branding, and had no logistics features. I am designing this one with merchants now.
The old one showed data, carried none of the branding, and had no logistics features. I am designing this one with merchants now.
A wider market
A wider market
An app brings in small and hobby sellers, not only merchants shipping hundreds of parcels a day.
An app brings in small and hobby sellers, not only merchants shipping hundreds of parcels a day.
The first full REDX app
The old one showed data, carried none of the branding, and had no logistics features. I am designing this one with merchants now.
A wider market
An app brings in small and hobby sellers, not only merchants shipping hundreds of parcels a day.