Case Study
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Chazki Afiliados App
Redesigning operational infrastructure for last-mile delivery
Project Overview
Company
Chazki
Industry
Logistics Last-mile delivery Operations
Period
2020
My role
Lead UX Designer
Key actions
Decision layer definition Logistics flow simplification Integrated tools architecture Offline-first execution strategy
01. Context
Last-mile operating system
Chazki operates a last-mile logistics network across multiple Latin American cities, powered by independent delivery drivers known as Afiliados. The Chazki Afiliados app is the system these drivers use to execute routes, register deliveries, and synchronize status in real time with the network.
Operational Scale
The platform supports thousands of daily deliveries. Its performance directly impacts OPEX (Operating Expense), cost per delivery, and SLA compliance with enterprise-tier clients.
02. Problem
The problem wasn't the interface
It was the business's operating system. Research showed drivers weren't following the designed flow; they were manually optimizing their work outside the app based on their own economic incentives.
Driver: "The app doesn't optimize my work. I have to optimize the app."
03. Constraints & Complexity
Designing within real-world friction
The project operated under simultaneous technical, connectivity, and organizational constraints, each shaping the scope of every design decision.
04. Strategy & Key decisions
Drivers don't follow flows
The strategy was anchored in a behavioral model: drivers follow incentives. Designing for that reality was the central strategic pivot.
05. System Architecture
From fragmented to decision platform
The architecture was redesigned across four coherent layers that eliminated operational fragmentation and placed decision optimization at the core of the product.
06. Cross-Functional Influence
Strategic alignment across three fronts
As Lead Designer, I translated the behavioral model into business language to align Product, Operations, and Engineering around a single strategic objective.
Stakeholder Alignment Map
07. Implementation & Adoption
Iterative, evidence-based deployment
The rollout was structured across three progressive phases with field validation before each scale-up.
08. Business Impact
Direct impact on the P&L
The redesign delivered measurable improvements in efficiency, scalability, and operational autonomy across the business unit.
09. Key Learnings
What this project taught me
01
Drivers optimize for economics:
The system must align incentives with the business, not impose flows. Designing without understanding the user's economic model produces invisible friction.
02
Fragmentation kills efficiency:
Integrating critical tools delivered more value than improving aesthetics. The biggest UX gain came from reducing context-switching, not from redesigning screens.
03
Decisions > Flows:
Optimizing the user's decision drives greater impact than optimizing the flow. The Decision Layer changed behavior more than any UI change could have.
04
Design defines the system:
The project evolved from UX improvements into the design of scalable operational infrastructure, shaping how delivery execution works at a system level across the network.