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Streamlined Booking,

Seamless Experience

Streamlined Booking,

Seamless Experience

Streamlined Booking,

Seamless Experience

SCOPE

SCOPE

SCOPE

UX/UI

Product Design

UX/UI

Product Design

UX/UI

Product Design

TIMELINE

TIMELINE

TIMELINE

1 month

Spring 2025

1 month

Spring 2025

1 month

Spring 2025

INDUSTRY

INDUSTRY

INDUSTRY

On demand

Logistics

On demand

Logistics

On demand

Logistics

View Live Prototype

View Live Prototype

View Live Prototype

View Live Prototype

View Live Prototype

View Live Prototype

View Live Prototype

View Live Prototype

BACKGROUND

BACKGROUND

BACKGROUND

The Why

Borzo (formerly Wefast) is a same-day intra-city delivery platform widely used by MSMEs and individual consumers in Indian metro cities. It had the functional promise of rapid, affordable delivery, but users were consistently let down by its confusing and outdated mobile experience. Repetitive forms, vague service options, and unreliable tracking created barriers at every step. With increasing competition from apps like Swiggy Genie and Porter, it became crucial to overhaul the UX—not just to retain users, but to build trust, improve efficiency, and deliver the seamless experience users expect from a logistics-first platform.

Borzo (formerly Wefast) is a same-day intra-city delivery platform widely used by MSMEs and individual consumers in Indian metro cities. It had the functional promise of rapid, affordable delivery, but users were consistently let down by its confusing and outdated mobile experience. Repetitive forms, vague service options, and unreliable tracking created barriers at every step. With increasing competition from apps like Swiggy Genie and Porter, it became crucial to overhaul the UX—not just to retain users, but to build trust, improve efficiency, and deliver the seamless experience users expect from a logistics-first platform.

The Process

1

Research

Research

Desk & User Research

Desk & User Research

Competitor Analysis

Competitor Analysis

2

Synthesis

Synthesis

Identifying Problems

Identifying Problems

User Persona & Journey

User Persona & Journey

User Flow + IA

User Flow + IA

3

Ideation

Ideation

Low fidelity sketches

Low fidelity sketches

Mid fidelity iterations

Mid fidelity iterations

4

Final Designs

Final Designs

Major Improvements

Major Improvements

Design decisions

Design decisions

5

Reflection

Reflection

User Feedback

User Feedback

My learnings

My learnings

Scroll

RESEARCH

RESEARCH

RESEARCH

Desk Research

The goal of the desk research was to understand macro-level challenges in the last-mile logistics and delivery ecosystem that could inform Borzo’s UX direction. This phase was guided by studying competitors, market trends, and behavioral shifts in urban delivery expectations.

Information Overload

Most delivery apps overwhelm users during booking. Too many form fields and lack of clarity around service types lead to drop-offs or wrong selections.

Most delivery apps overwhelm users during booking. Too many form fields and lack of clarity around service types lead to drop-offs or wrong selections.

Most delivery apps overwhelm users during booking. Too many form fields and lack of clarity around service types lead to drop-offs or wrong selections.

Standard App Experience

Modern delivery users expect predictive suggestions, saved preferences, and contextual shortcuts—elements often missing from Borzo’s static UI.

Modern delivery users expect predictive suggestions, saved preferences, and contextual shortcuts—elements often missing from Borzo’s static UI.

Modern delivery users expect predictive suggestions, saved preferences, and contextual shortcuts—elements often missing from Borzo’s static UI.

Tracking Anxiety

Across the industry, users want real-time updates, not just a static map. The absence of delivery stage indicators contributes to user mistrust.

Across the industry, users want real-time updates, not just a static map. The absence of delivery stage indicators contributes to user mistrust.

Across the industry, users want real-time updates, not just a static map. The absence of delivery stage indicators contributes to user mistrust.

RESEARCH

RESEARCH

RESEARCH

User Research

To complement qualitative findings, we analyzed review aggregators, customer complaint portals, and app store feedback to extract recurring pain points grounded in hard numbers. This quant data highlights UX failures that directly informed the redesign strategy.

0%

0%

mention issues with address entry

0%

0%

mention issues with address entry

0%

0%

mention issues with address entry

0%

0%

mention issues with address entry

0%

0%

cite confusion during the booking flow

0%

0%

cite confusion during the booking flow

0%

0%

cite confusion during the booking flow

0%

0%

cite confusion during the booking flow

0%

0%

report poor tracking results

0%

0%

report poor tracking results

0%

0%

report poor tracking results

0%

0%

report poor tracking results

RESEARCH

RESEARCH

RESEARCH

Competitor Analysis

To understand where Borzo stood among competitors, I analyzed leading delivery apps like Swiggy Genie, Porter, and Uber Courier. Here’s a snapshot of how each platform handles UX, including their strengths and shortcomings

A trusted same-day delivery service integrated within the Swiggy ecosystem

Pros

  • Familiar UI for Swiggy users

  • Clearly defined delivery types (Pickup, Drop, Buy for Me)

  • Smooth payment integration with saved options

Cons

  • Not optimized for MSMEs or bulk usage

  • Tracking stages are vague and not granular

  • Re-booking a past order requires several steps

A trusted same-day delivery service integrated within the Swiggy ecosystem

Pros

  • Familiar UI for Swiggy users

  • Clearly defined delivery types (Pickup, Drop, Buy for Me)

  • Smooth payment integration with saved options

Cons

  • Not optimized for MSMEs or bulk usage

  • Tracking stages are vague and not granular

  • Re-booking a past order requires several steps

A trusted same-day delivery service integrated within the Swiggy ecosystem

Pros

  • Familiar UI for Swiggy users

  • Clearly defined delivery types (Pickup, Drop, Buy for Me)

  • Smooth payment integration with saved options

Cons

  • Not optimized for MSMEs or bulk usage

  • Tracking stages are vague and not granular

  • Re-booking a past order requires several steps

A trusted same-day delivery service integrated within the Swiggy ecosystem

Pros

  • Familiar UI for Swiggy users

  • Clearly defined delivery types (Pickup, Drop, Buy for Me)

  • Smooth payment integration with saved options

Cons

  • Not optimized for MSMEs or bulk usage

  • Tracking stages are vague and not granular

  • Re-booking a past order requires several steps

Porter focuses on logistics for both individuals and businesses with options for autos, bikes, and mini trucks.

Pros

  • Strong route optimization and pricing estimator

  • Pre-scheduled deliveries and bulk order support

  • Responsive customer support

Cons

  • UI can feel overly technical or heavy for new users

  • Too many vehicle types can confuse basic users

  • No address personalization or template-saving

Porter focuses on logistics for both individuals and businesses with options for autos, bikes, and mini trucks.

Pros

  • Strong route optimization and pricing estimator

  • Pre-scheduled deliveries and bulk order support

  • Responsive customer support

Cons

  • UI can feel overly technical or heavy for new users

  • Too many vehicle types can confuse basic users

  • No address personalization or template-saving

Porter focuses on logistics for both individuals and businesses with options for autos, bikes, and mini trucks.

Pros

  • Strong route optimization and pricing estimator

  • Pre-scheduled deliveries and bulk order support

  • Responsive customer support

Cons

  • UI can feel overly technical or heavy for new users

  • Too many vehicle types can confuse basic users

  • No address personalization or template-saving

Porter focuses on logistics for both individuals and businesses with options for autos, bikes, and mini trucks.

Pros

  • Strong route optimization and pricing estimator

  • Pre-scheduled deliveries and bulk order support

  • Responsive customer support

Cons

  • UI can feel overly technical or heavy for new users

  • Too many vehicle types can confuse basic users

  • No address personalization or template-saving

Part of Uber’s services in select regions, designed for fast intra-city courier pickups

Pros

  • Real-time map tracking with smooth animations

  • Leverages Uber's large network of drivers

  • Seamless Uber integration

Cons

  • Limited availability in India

  • Less emphasis on repeat or business use cases especially MSMEs

  • No order history for quick rebooking

Part of Uber’s services in select regions, designed for fast intra-city courier pickups

Pros

  • Real-time map tracking with smooth animations

  • Leverages Uber's large network of drivers

  • Seamless Uber integration

Cons

  • Limited availability in India

  • Less emphasis on repeat or business use cases especially MSMEs

  • No order history for quick rebooking

Part of Uber’s services in select regions, designed for fast intra-city courier pickups

Pros

  • Real-time map tracking with smooth animations

  • Leverages Uber's large network of drivers

  • Seamless Uber integration

Cons

  • Limited availability in India

  • Less emphasis on repeat or business use cases especially MSMEs

  • No order history for quick rebooking

Part of Uber’s services in select regions, designed for fast intra-city courier pickups

Pros

  • Real-time map tracking with smooth animations

  • Leverages Uber's large network of drivers

  • Seamless Uber integration

Cons

  • Limited availability in India

  • Less emphasis on repeat or business use cases especially MSMEs

  • No order history for quick rebooking

SYNTHESIS

SYNTHESIS

SYNTHESIS

Identifying Problems

Complex booking interface

Feels like filling out a long form for every order, wasting time.

Complex booking interface

Feels like filling out a long form for every order, wasting time.

Complex booking interface

Feels like filling out a long form for every order, wasting time.

Overloaded post booking screen

Too much information after booking, making it hard to find critical details like tracking links and rider details/location

Overloaded post booking screen

Too much information after booking, making it hard to find critical details like tracking links and rider details/location

Overloaded post booking screen

Too much information after booking, making it hard to find critical details like tracking links and rider details/location

Lack of recommendations & Personalisation

Missing suggestions for frequent

routes or bulk discounts, leading to

lesser efficiency and productivity

more than missed savings.

Lack of recommendations & Personalisation

Missing suggestions for frequent

routes or bulk discounts, leading to

lesser efficiency and productivity

more than missed savings.

Lack of recommendations & Personalisation

Missing suggestions for frequent

routes or bulk discounts, leading to

lesser efficiency and productivity

more than missed savings.

Key pain points for MSME owners, their new primary users

Issues revolving around re-entering same routes daily, manual tracking, information overload

Key pain points for MSME owners, their new primary users

Issues revolving around re-entering same routes daily, manual tracking, information overload

Key pain points for MSME owners, their new primary users

Issues revolving around re-entering same routes daily, manual tracking, information overload

Key pain points for individual users

Issues revolving lengthy order creation, static & confusing homepage and excessive post booking details

Key pain points for individual users

Issues revolving lengthy order creation, static & confusing homepage and excessive post booking details

Key pain points for individual users

Issues revolving lengthy order creation, static & confusing homepage and excessive post booking details

Total Balance

BCM

GBPM12 ATR51 U78AA 1234

$17,982.22

Total Balance

BCM

GBPM12 ATR51 U78AA 1234

$17,982.22

Total Balance

BCM

GBPM12 ATR51 U78AA 1234

$17,982.22

Total Balance

BCM

GBPM12 ATR51 U78AA 1234

$17,982.22

SYNTHESIS

SYNTHESIS

SYNTHESIS

User Persona

To complement qualitative findings, we analyzed review aggregators, customer complaint portals, and app store feedback to extract recurring pain points grounded in hard numbers. This quant data highlights UX failures that directly informed the redesign strategy.

Business Owner

Individual User

Vishal Patel | 40 | Hardware shop owner

Primary Goal: Deliver stock and materials to local customers and clients 3–5 times daily without having to retype the same routes.

Goals

  • Book frequent orders quickly with saved preferences

  • Ensure delivery happens as promised to keep shop running smoothly

  • Reduce time spent repeating entries daily

Needs

  • Saved templates or auto-fill for repeat deliveries

  • Reliable order tracking for peace of mind

  • In-app shortcut to contact delivery agent

Pain Points

  • Manually entering same addresses each time

  • Unclear ETA and delivery status

  • No way to save delivery formats for reuse

Business Owner

Individual User

Vishal Patel | 40 | Hardware shop owner

Primary Goal: Deliver stock and materials to local customers and clients 3–5 times daily without having to retype the same routes.

Goals

  • Book frequent orders quickly with saved preferences

  • Ensure delivery happens as promised to keep shop running smoothly

  • Reduce time spent repeating entries daily

Needs

  • Saved templates or auto-fill for repeat deliveries

  • Reliable order tracking for peace of mind

  • In-app shortcut to contact delivery agent

Pain Points

  • Manually entering same addresses each time

  • Unclear ETA and delivery status

  • No way to save delivery formats for reuse

Business Owner

Individual User

Vishal Patel | 40 | Hardware shop owner

Primary Goal: Deliver stock and materials to local customers and clients 3–5 times daily without having to retype the same routes.

Goals

  • Book frequent orders quickly with saved preferences

  • Ensure delivery happens as promised to keep shop running smoothly

  • Reduce time spent repeating entries daily

Needs

  • Saved templates or auto-fill for repeat deliveries

  • Reliable order tracking for peace of mind

  • In-app shortcut to contact delivery agent

Pain Points

  • Manually entering same addresses each time

  • Unclear ETA and delivery status

  • No way to save delivery formats for reuse

Business Owner

Individual User

Vishal Patel | 40 | Hardware shop owner

Primary Goal: Deliver stock and materials to local customers and clients 3–5 times daily without having to retype the same routes.

Goals

  • Book frequent orders quickly with saved preferences

  • Ensure delivery happens as promised to keep shop running smoothly

  • Reduce time spent repeating entries daily

Needs

  • Saved templates or auto-fill for repeat deliveries

  • Reliable order tracking for peace of mind

  • In-app shortcut to contact delivery agent

Pain Points

  • Manually entering same addresses each time

  • Unclear ETA and delivery status

  • No way to save delivery formats for reuse

SYNTHESIS

SYNTHESIS

SYNTHESIS

User Journey

To synthesize both user types into a cohesive narrative, a combined journey highlights the shared frustrations, unique triggers, and how the current Borzo app fails across both business and personal use cases.

Kshitij Rao | 28 | Corporate Professional

Scenario: Whether sending packages frequently for business or occasionally for personal needs, users want a seamless experience that is fast, clear, and reliable

Scenario: Whether sending packages frequently for business or occasionally for personal needs, users want a seamless experience that is fast, clear, and reliable

Scenario: Whether sending packages frequently for business or occasionally for personal needs, users want a seamless experience that is fast, clear, and reliable

Starting

Users open the app intending to place a new delivery, wanting to rebook a routine shipment or to send something urgently

Thoughts: “This should only take a few taps.”

Thoughts: “This should only take a few taps.”

Actions: App opens to a dense form with no saved preferences or smart shortcuts.

Actions: App opens to a dense form with no saved preferences or smart shortcuts.

Trying

They move forward with booking but get stuck trying to understand unclear service terms or manually entering addresses.

They move forward with booking but get stuck trying to understand unclear service terms or manual entering addresses.

Thoughts: “Why do I have to type everything again?”

Thoughts: “Why do I have to type everything again?”

Actions: Confusion leads to hesitation. MSMEs can’t rebook, and individuals cant locate

Actions: Confusion leads to hesitation. MSMEs can’t rebook, and individuals cant locate

Conflicting

Order placement succeeds, but tracking is delayed or inaccurate. No confirmation of assignment timeline.

Thoughts: “I can’t tell if it’s picked up… not moved since 10 minutes.”

Thoughts: “I can’t tell if it’s picked up… not moved since 10 minutes.”

Actions: Both user types try to get help but discover support buried under the Profile tab

Actions: Both user types try to get help but discover support buried

Quitting

Frustrated, users look for alternatives. MSMEs revert to calling local delivery boys. Individuals use another service.

Thoughts: “I’ll just use something else next time.”

Thoughts: “I’ll just use something else next time.”

Actions: Trust in Borzo is broken. They exit the app without completing another order.

Actions: Trust in Borzo is broken. They exit the app without completing another order.

SYNTHESIS

SYNTHESIS

SYNTHESIS

User Flow + Information Architecture

The next step was to integrate a detailed user flow with information architecture, combining both to explore all potential scenarios a user might encounter while using CoVision. This ensured the app effectively addressed every stage of the user journey, from onboarding to collaborative workflows, creating a seamless and intuitive experience.

IDEATION

IDEATION

IDEATION

Low fidelity wireframes

The next step was to integrate a detailed user flow with information architecture, combining both to explore all potential scenarios a user might encounter while using CoVision. This ensured the app effectively addressed every stage of the user journey, from onboarding to collaborative workflows, creating a seamless and intuitive experience.

IDEATION

IDEATION

IDEATION

Mid fidelity wireframes

The next step was to integrate a detailed user flow with information architecture, combining both to explore all potential scenarios a user might encounter while using CoVision. This ensured the app effectively addressed every stage of the user journey, from onboarding to collaborative workflows, creating a seamless and intuitive experience.

FINAL DESIGNS

FINAL DESIGNS

FINAL DESIGNS

Major Improvements + Design Decisions

The next step was to integrate a detailed user flow with information architecture, combining both to explore all potential scenarios a user might encounter while using CoVision. This ensured the app effectively addressed every stage of the user journey, from onboarding to collaborative workflows, creating a seamless and intuitive experience.

Old vs New Order Creation Flow

Before

  • The original interface featured a dense, multi-field booking form that made every order feel like an overwhelming process.

  • This left the user with no knowledge of the stages of their order

    creation process. Cognititve overload lead the user to

    frustration and hence hampers in their productivity.

  • Screens were cluttered with excessive details; critical elements

    such as tracking links and order options were buried under too

    much information

  • The original interface featured a dense, multi-field booking form that made every order feel like an overwhelming process.

  • This left the user with no knowledge of the stages of their order creation process. Cognititve overload lead the user to frustration and hence hampers in their productivity.

  • Screens were cluttered with excessive details; critical elements such as tracking links and order options were buried under too much information

After

  • Introduced a guided, step-by-step order creation process that

    breaks the flow into clear stages: Homepage → Enter

    Pickup/Drop Address → Package Details → Payment → Summary.

  • With a real time update of the stages, this ensures the user of

    the seamless process and lets them experience a sense of them

    creating the order soon.

  • Clean and intuitive screens keep the user away from cognitive

    overload as only one thing at a time needs their focus.

  • Introduced a guided, step-by-step order creation process that breaks the flow into clear stages: Homepage → Enter Pickup/Drop Address → Package Details → Payment → Summary.

  • With a real time update of the stages, this ensures the user of the seamless process and lets them experience a sense of them creating the order soon.

  • Clean and intuitive screens keep the user away from cognitive overload as only one thing at a time needs their focus.

Homepage

Display personalized service options based on sign-in status

Address

Auto-suggestions (via Google Maps API) reduce manual input

Package Details

Simplified fields with clear validations

Payment Details

Simplified fields with clear validations

Summary

A consolidated screen confirming order details

Enhanced Tracking and Support

Redesigned from a haphazard interface with all information jumbled up here and there across the app:

Order Tracking

Past/Upcoming Activity

Past Order Detail

Profile

Help

From Complexity to Clarity

Smoother transition from dense, multi-step forms to an intuitive, real-time tracking experience

Coming from an complex order creation process, the user is again put to test while waiting for the system to assign a courier by staring at another densely informative page before the confirmation page

Seamless and clean transition from the order summary page to the

courier details page via an intuitive and real time animation assuring the user we are trying our best

Staying informed in Real Time

Instant updates and proactive alerts keep users engaged and in control,

Previously, users received delayed or minimal notifications, leaving them uncertain about delivery progress and forcing them to manually refresh the app for updates

Now, timely push alerts and live activities ensure continuous visibility—on the lock screen, in real-time notification panels, and within the app—keeping users confidently informed every step of the way.

Experience it yourself

Smoother transition from dense, multi-step forms to an intuitive, real-time tracking experience

REFLECTION

REFLECTION

REFLECTION

Outcomes & Learnings

Impact

  • Streamlined booking led to faster, more confident interactions

  • Live tracking experience rebuilt trust and reduced drop-offs

  • Personalization increased repeat order rates by 35% during user testing

Lessons learnt

  • Navigation depth affects feature discoverability — keep support accessible

  • Simple personalization (e.g., saved addresses) adds immense value

  • Clear UX is more impactful than merely speeding up delivery