Designed the logo and set the product visual language
I translated the identity into interface rules and page composition so the system felt coherent in real product contexts
SendyMan
Web and Mobile Parcel Delivery Service
(United States) that helps people send parcels through trusted travelers and helps travelers earn money by delivering parcels on their route
My role
Product Art Director, Product Designer I defined the visual brand language, translated it into interface logic, and designed the main product flows for both desktop and mobile. After setting the foundation, I onboarded design teammates into the system and led design reviews to keep quality and consistency across the product
The challenge
The product had a two-sided model and needed to be clear for both groups at once:
- users who send parcels,
- users who deliver parcels while traveling
The main challenge was to design a trustworthy and simple journey from posting an order to matching, tracking, and communication - while keeping one coherent visual and interaction language across web and mobile.
What I did
Designed core end-to-end flows (desktop + mobile) & scaled delivery through team process
I designed the key transactional flows for both platforms. After defining direction and primary flows, I connected additional designers to execution and ran review cycles to keep consistency and product quality
Key releases
Brand and identity foundation
The visual and UX concept was built around an envelope metaphor: two sides of interaction ("From" and "To"), one communication line, and UI accents inspired by labels, stamps, and notes Delivered the first logo and visual identity direction, then adapted it for product usage and brand consistency across touchpoints
Entry experience, order management and tracking core flow
Built the entry concept for both platforms to explain the two-sided value proposition (send parcels / earn by delivery) in a clear way Designed the main "My Orders" experience with status visibility, order details, and action logic for active deliveries
Order creation and placement flow
Built parcel creation flow with route and parcel-type logic, including empty and progress states for better clarity during setup Added UX for "no SendyMan found" with alternative options, so users could continue instead of dropping off
Communication and support layer
Designed chat and service communication patterns to reduce uncertainty and support trust during delivery coordination
Profile and payment trust flows
Designed profile settings, card add/review interactions, and editable account details to support transactional confidence
