Product Design


From mid 2019 to mid 2021


PWA React and Android

Cool links

Instructional video for drivers


Brazil 🇧🇷

Company website


Company context

Loggi is a company using tech to reinvent logistics. It initially started as being "the Uber of motoboys", as we liked to call it. Motoboys is a Portuguese term we use referring to motorcycle/bike riders that do deliveries. It was seen as the Uber version of it because it was basically delivery on demand. You could call a driver, ask'em to pick up whatever wherever, and have it delivered wherever to whomever. Later on, the company started to branch out to other use-cases within logistics, ending up with several cross dockings across the country, delivering a huge chunk of all retail e-commerce packages in Brazil. Competition-wise, Loggi is in a tricky spot. At one hand, we have the Brazilian state-run postal service, Correios, that holds a big share of the market. On the other, we have many other retail market places that are developing their own "built-in" logistic service. Because of that, Loggi had to change a lot throughout the years and I personally think that it was only recently that it found the way that felt right to be.

My journey there

The year I joined, 2019, seemed to be the most stable year up to that point. The years prior saw a number of products being created and sun-setted at least every semester. At the end of that year, we were on the brink of a major re-org, planned to concretize the ambitious goal to any startup which is being financially healthy.

For that to happen, everything began to be rethought. There were a lot of scattered projects happening, some making more sense than others. The bulk of my work was at the Drivers team, a newly formed group of people to tackle this next phase for the Last Mile tribe.

Our main mission was to reshape the driver experience. I had a lot of experience with that already but even then, I had so much to learn in order to make sense of all things that were happening simultaneously. So, we started to organize the mess and sketch out a proper vision and strategy for the work that was ahead of us.


Screen shot of Loggi's Flecha appScreen shot of Loggi's Flecha appScreen shot of Loggi's Flecha app

Designing the core delivery flow

Paving the way for a major re-org, the core journey of Loggi's driver app needed a refurbishment. We focused on designing a simpler yet generalist delivery experience.

Screen shot of Loggi's Flecha appScreen shot of Loggi's Flecha appScreen shot of Loggi's Flecha app

Reshaping the pick-up experience

We worked backward and after shipping the main delivery flow, we went back to designing the pick-up experience. There was an inherent complexity given that the shape of experience changes depending on where it happens.

Coming soon...

Screen shot of Loggi's Flecha appScreen shot of Loggi's Flecha appScreen shot of Loggi's Flecha app

Increase the delivery success rate

After months of working with structural flows, the team and I switched to a more optimization type of work, now focused on making a very important KPI better. The delivery success rate was a very core metric for Loggi and we had a huge yet exciting, challenge at hand.

Coming soon...

Closing thoughts

Loggi was probably the best professional experience so far for me. I learned so much while I was there. Documentation became second-nature at Loggi, it was something they cultivated a lot, and I'm glad they did. Loggi also made easy for everyone to have access to data, so it was there that I actually learned how to manipulate data tables and make my own dashboards and analysis (Thanks Looker and my friend Carlos for that). I even wrote a few lines of SQL, so yeah, go data! And my dev friends... always so supportive and helpful to explain every tiny little piece of the system and its architecture (Thanks to my friend Gustavo, Heitor and the whole team for that). At times, they were real inverstigators, capable at even working for the police. As with any legacy system, you just need to hack your way out to understandment and they nailed it everytime.

It was also a place for dealing with very challenging hairy problems. Working with logistics demands a high level of systems thinking, which at times enables you to makes sense of a hot pile of mess but at other times, make you also tired for having to think about so many things at once. However, it teaches you to work collaboratively - my moving parts will affect someone else's moving parts and therefore we have to sync. Also something I'll probably take with me further on to eternity (that sounded kinda poetic?!).

Loggi was a wonderful work experience. Very complicated business to be in and a lot of complexity to manage. But, regardless, a project that has the potential to be revolutionary, specially for folks living in hard-to-reach places who historically never had proper access to postal services. Brazil is a continental country and embracing the challenge to connect it through tech is for sure humbling. I'm confident that all the people capable of pulling that off are there doing their best work. I had the privilege of working with the brightest designers, developers and PMs I have ever worked with and I'm excited to see what they'll continue to ship (pun intended).

What did you think about this article?

Did you find any typos? Did something specific get your attention? Are you curious about something I went over superficially? If yes, drop me a note somewhere! I'll be happy to connect with you.

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