The brief I walked into
The team had built a strong delivery operation, but the public website hadn't kept up. Merchants couldn't sign up online — they had to call. End customers couldn't track parcels without redirecting through a third-party tool. Job applicants left because the careers page wasn't mobile-friendly.
Three completely different audiences were being squeezed onto a homepage built three years earlier for one of them.
How I attacked it
I split the architecture into three clear paths: a merchant-onboarding flow with a real online form, a parcel-tracking widget pulled in from their internal API, and a careers section with role-specific landing pages. The brand had a strong identity already — I kept the colours and typography, but rebuilt the layout system from scratch for performance.
Everything got mobile-first treatment: the merchant signup is a 4-step form that takes under 90 seconds, tracking works on a 3G connection, and the careers page lets riders apply with WhatsApp.
What changed for the business
Merchant signups doubled in the first quarter after launch — most of that came from cutting the friction of "fill this out on a desktop." Average page-load time on mobile dropped to under 4 seconds across all key pages, and the team stopped fielding "where's my package?" calls because the tracking widget actually worked.
The careers page now consistently feeds the recruitment pipeline without the team running paid posts on Facebook every week.