Background

Urb-it is a sustainable last-mile delivery platform operating across multiple European urban markets. As the company scaled its operations, its digital presence and internal tools no longer reflected the maturity of the business or its sustainability-driven positioning.

The brand expression lacked consistency across touchpoints, and the courier (Urber) application required usability improvements to better support operational workflows in fast-paced delivery environments.

Problem

The initiative required aligning an evolving brand identity with real product and operational needs. The challenge was to create a cohesive digital experience across public-facing and internal platforms, while balancing clarity, scalability and implementation feasibility.

The website needed to clearly communicate Urb-it’s sustainability mission and value proposition, while the courier application needed to reduce friction, improve task visibility and support time-sensitive delivery execution.

Role

• Conducted qualitative research to identify usability gaps within courier workflows
• Defined MVP scope and prioritised improvements across web and app surfaces
• Led wireframing and interaction design for key journeys
• Delivered final visual design aligned with updated brand principles
• Ensured design quality through implementation reviews and QA
• Facilitated stakeholder alignment across product, operations and engineering

Approach

• Conducted qualitative research and stakeholder interviews to identify brand inconsistencies and operational pain points
• Analysed courier workflows to uncover usability gaps within the Urber app
• Defined MVP scope and prioritised improvements across web and app surfaces
• Established visual and interaction principles to ensure brand consistency
• Led wireframing, prototyping and final interface design
• Conducted design QA and collaborated with engineers during implementation

Strategic Objectives

• Establish a cohesive and recognisable brand expression across digital touchpoints
• Improve operational clarity and usability within courier workflows
• Create scalable design foundations to support company growth

Impact

• Delivered a unified brand and product experience across web and operational platforms
• Improved task clarity and reduced ambiguity within courier workflows
• Established reusable design foundations supporting future feature development