Overview

Gowago is a fintech startup offering car leasing with direct home delivery. As the company scaled, the manual delivery process became unsustainable—delivery specialists were overwhelmed by customer calls and emails, and customers felt forgotten after purchase. I led the design of an automated live status system that improved both team efficiency and customer experience.

Problem

The manual delivery communication process created problems for both customers and the delivery team:

• Customers lacked visibility into delivery timelines and requirements
• Delivery specialists spent excessive time answering repetitive questions via phone and email
• The manual workload wasn’t scalable as the company grew
• Weekend work was required to keep up with delivery volume

“This week I had to work on Saturday as well to keep up with all the car handovers for this month.” — Delivery Specialist

“I had the impression that I had been forgotten after the sale process. I had to personally call to get information about the status of the delivery.” — Customer Interview

Objectives

The research aimed to identify pain points from both customer and delivery team perspectives:

• Understand how customers experienced the delivery process
• Identify communication gaps and inefficiencies
• Discover opportunities to automate and scale operations

Process

1. User Research

Nine user interviews were conducted in German, French, and English with customers who had completed the delivery phase. Each interview lasted 20-30 minutes and focused on their delivery experience and communication needs.

2. MVP Definition

Research insights were organized and translated into user stories, then prioritized with the product team. Working with the Product Manager and Delivery Specialists, we defined MVP requirements considering technical constraints of HubSpot (the delivery team’s existing tool) and mapped out all scenarios and edge cases.

3. Design & Prototyping

Requirements were translated into wireflows to communicate concepts and enable rapid iteration:

After refining wireframes through multiple iterations, I created high-fidelity designs and an interactive prototype for stakeholder walkthroughs and developer handoff.

Outcome

The new automated system allows customers to track their car’s delivery status in real-time and submit preferences and documentation digitally. Delivery specialists receive all customer information through automated HubSpot workflows, eliminating manual coordination.

Impact

After launch, we evaluated the MVP through customer surveys (100 respondents) and follow-up user interviews to measure satisfaction and gather feedback for future iterations.

Key Results:

• 6/7 average customer satisfaction score for the delivery process
• 17% reduction in delivery activities within 6 months
• 16% decrease in time spent on customer calls
• 11% reduction in total delivery coordination tasks