Redesigned the partner platform from the ground up to fix legacy issues, validate new flows in Singapore, and align with our Akira design system migration.
Overview
I revamped the Ninja Point platform, which enables everyday brick-and-mortar stores to serve as parcel service points—making it easy for people to drop off and collect parcels conveniently.
But the truth was: things weren’t working. The platform had accumulated scattered feedback, inconsistent UX patterns, and legacy issues that made improvements hard to track and prioritise. That’s when the Product and Design leads decided to take a step back, start fresh, and rebuild with intention.
I was asked to lead the end-to-end redesign, working closely with a new Product Manager. As she was new to Product, I also guided the design direction and collaboration processes throughout the project.
We started with Singapore—our smallest but most complete market—as it provided the ideal testbed to validate new flows before expanding to larger, more complex markets. The revamp also aligned with our broader Akira design system migration, ensuring consistency, maintainability, and a cleaner foundation moving forward.
Timeline October 2023 - March 2024 Countries Singapore
Approach
We began by grounding ourselves in existing data. This included support tickets, CSAT scores, and survey responses previously gathered by account managers. We also reviewed the competitive landscape in Singapore, benchmarking Ninja Point against other logistics players in the region to identify gaps and opportunities.
To deepen our understanding, we sent out a targeted product survey to existing partners to assess their experience with the current Ninja Point platform. We collected user ratings across key areas such as the homepage, navigation, and the core seller drop-off flow.
With all the data consolidated, I planned and co-facilitated a brainstorming session with our engineers and local Singapore ops team. The goal was to involve them early in identifying root problems, align on pain points from both technical and operational perspectives, and foster shared ownership. These sessions helped engineers and local ops teammates connect the dots between user issues, platform limitations, and business goals, encouraging bigger-picture thinking, stronger collaboration, and more informed decision-making.
Brainstorm planning and execution
Data deep dive sessions
Objective: Empower engineers by involving them in data analysis and problem identification, fostering a culture of active participation and ownership.
How does this help:
Data deep dive sessions empower engineers to analyse data themselves and identify pain points collaboratively, encouraging active participation.
These sessions give engineers visibility into the broader challenges and the impact of their work on users, fostering innovation and proactive thinking.
Impact: Encourages bigger-picture thinking as they connect tasks to larger goals and strengthens team morale by valuing their expertise in the decision-making process.
Data gathering through surveys
Objective: Provide engineers with the necessary visibility, context, and motivation by exposing them to real-world data.
How does this help:
Engineers can see how their work directly solves critical user pain points, reinforcing their sense of purpose.
Exposure to real-world data and user insights encourages proactive thinking and problem-solving.
Impact: Provides the necessary context to tie their work back to business goals and user needs, motivating them to solve meaningful problems and gaining greater ownership by engaging with real-word data.
Focus group with stakeholders
Objective: Align on key problems and their prioritisation, ensuring all teams work toward shared goals and a unified product vision.
How does this help:
Aligning on problems and their prioritisation ensures everyone works toward the same goals, reducing misalignment and frustration.
Engineers gain a clearer view of where their contributions fit within the bigger picture, fostering a sense of shared accountability and purpose.
Impact: Reinforces alignment between engineers, stakeholders, and the product vision, creating a shared understanding and direction.
Involving engineers in concept testing
Objective: Empower engineers by enabling direct involvement in concept testing, fostering ownership, active participation, and a user-centric mindset.
How does this help:
Involving engineers in concept testing provided them with the opportunity to observe user feedback firsthand, helping them see how their proposed solutions from the data deep dive sessions directly impacted real users.
It fosters empathy for users and a deeper commitment to solving their problems effectively.
Impact: Helps engineers build a user-centric mindset, which improves engagement and satisfaction in their work.
Want to dive deeper?
If you’re interested in learning more about the specific improvements about workflows we revamped, check out the detailed case studies below:
