Pocket PIL
PocketPIL (PoP) is a digital platform designed to streamline customer interactions for one of Asia’s leading shipping companies, Pacific International Lines. From booking containers to managing finance and documents, the app serves as a centralized hub for end-to-end logistics operations.PIL wanted to extend the platform’s capabilities to include new Value-Added Services (VAS), a Personalized Dashboard, and Instant Quotation features to stay competitive and retain market leadership.
❗️The Challenge
As the logistics sector faces disruption from digital-first competitors, PIL needed to:
• Differentiate its customer experience through digital innovation.
• Simplify complex booking and service workflows.
• Offer real-time, customized service options for users during the booking flow.<br>The task was to design seamless, intuitive experiences across multiple modules while ensuring legacy consistency.<br>
🎯 Goals
Simplicity – Reduce friction across multi-step flows.
Efficiency – Minimize manual processes and customer effort.
Flexibility – Introduce personalized and modular service offerings.
Reliability – Ensure data accuracy, timely service handling, and error-free operations.
👨💻 My Role & Responsibilities
• UX Strategy & Planning: Aligned stakeholders around user goals and business priorities.
• Workshops & Discovery: Facilitated client workshops to extract detailed flow and operational insights.
• Wireframes & Prototyping: Created user flows and mid-to-high fidelity prototypes.
• UI Design: Designed visual interfaces for web and mobile with PIL’s brand consistency.
• Developer Handoff: Organized assets and design tokens for seamless development integration.