Enhancing Shipment Tracking Accuracy with a Logistics Control Tower
Initiative overview
Worked on the logistics control tower to enhance end-to-end visibility and provide recommendations for potential delays that could disrupt the production lines.
Target users groups
The target customer base comprises logisticians tracking shipments, SCM teams scheduling purchase orders, and plant teams generating requirements. These groups collaborate to ensure uninterrupted production.
Business Impact
In 2024, shipment delays accounted for 2.5% of overall shipments and cost companies significantly in production, totaling approximately $2M USD.
Design Process
IDF Design Thinking
The five-step design thinking process is a human-centered approach to problem-solving. It involves five phases: Empathize, Define, Ideate, Prototype, and Test with users to refine the final solution.
01
Workshop 01
What logisticians were going through
Insights
01
Unpredictability of road transport logistics
"I find it increasingly difficult to guarantee deliveries to the plant because road transport is so volatile. Between sudden traffic spikes and strikes, I'm constantly fighting with variables I just can't control."
02
Communication delays, outdated ETAs, and data latency
"I’m often flying blind because of communication gaps with carriers and suppliers. Between the outdated ETAs and constant data latency, I never have a real-time view of where my shipments actually are, which means I can't step in to fix things until it’s already too late."
03
Absence of unified dashboard for all modes
"Our daily data from freight forwarders only told part of the story. To get any real-time visibility, my team was still forced to manually track every shipment across multiple individual websites, which was a massive drain on our time."
02
The Gap
Visibility : Inefficient Manual Tracking Drives Reactive Logistics
Stale data and unpredictable delays leave logisticians "flying blind." Without a single source of truth, teams waste hours portal-hopping, forcing them to react to disruptions only after the damage is done.
03
User Persona
(Primary User Group)
Velu Murgan
35, Logistics analysts at Chennai
01
His mindset, spirit and pshyche
This dedicated problem-solver manages logistics cost-effectively but feels the strain of chaotic data and constant "firefighting." They prioritize structure and reliable information over flashy changes, preferring familiar tools like WhatsApp and email. Ultimately, they seek low-risk improvements that bring stability and predictability to their demanding workday.
02
Behavioural Aspects
An exceptionally committed professional, they work any hour necessary to prevent production stops. They balance heavy Excel tracking with proactive, respectful communication, preferring direct calls to stay ahead of risks and keep the supply chain moving.
03
Alerting, Risk and dicision impact
It’s exhausting and feel like he always one step behind. Without a clear, real-time view of your data, he is forced into endless firefighting, leaving him drained and stuck reacting to crises instead of having the space to actually plan ahead.
04
Final Product (Key offerings)
Dashboard to enhance shipment tracking
05
Impact
Evaluating effectiveness and efficiency
^OITF
Reduction in shipment delays by implementing predictive ETAs and AI/ML risk mitigation model.
^Adoption
Logisticians preferred to use the platform instead of the conventional way.
^27%
Increases in the productivity of logistician post implementation.
Let’s collaborate.
