Case Study
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Chazki Afiliados App
Redesigning operational infrastructure for last-mile delivery
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.
Steps to complete a single route
Steps to complete a single route
Steps to complete a single route
35%
35%
35%
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.
Steps to complete a single route
35%
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.
Technical Constraints
Pre-existing routing engine, no modification allowed.
Dispatch systems with fixed APIs and rigid constraints.
Third-party logistics APIs with dependency constraints.
Technical Constraints
Pre-existing routing engine, no modification allowed.
Dispatch systems with fixed APIs and rigid constraints.
Third-party logistics APIs with dependency constraints.
Technical Constraints
Pre-existing routing engine, no modification allowed.
Dispatch systems with fixed APIs and rigid constraints.
Third-party logistics APIs with dependency constraints.
Connectivity Constraints
Unstable signal across key operational delivery zones.
Imprecise GPS behavior in dense urban environments.
Low-end Android devices with limited performance.
Connectivity Constraints
Unstable signal across key operational delivery zones.
Imprecise GPS behavior in dense urban environments.
Low-end Android devices with limited performance.
Connectivity Constraints
Unstable signal across key operational delivery zones.
Imprecise GPS behavior in dense urban environments.
Low-end Android devices with limited performance.
Organizational Constraints
Conflicting vision between control and autonomy.
Operations team prioritized manual oversight actions.
Shift needed: "control mindset" to "aligned incentives".
Organizational Constraints
Conflicting vision between control and autonomy.
Operations team prioritized manual oversight actions.
Shift needed: "control mindset" to "aligned incentives".
Organizational Constraints
Conflicting vision between control and autonomy.
Operations team prioritized manual oversight actions.
Shift needed: "control mindset" to "aligned incentives".
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.
Technical Constraints
Pre-existing routing engine, no modification allowed.
Dispatch systems with fixed APIs and rigid constraints.
Third-party logistics APIs with dependency constraints.
Connectivity Constraints
Unstable signal across key operational delivery zones.
Imprecise GPS behavior in dense urban environments.
Low-end Android devices with limited performance.
Organizational Constraints
Conflicting vision between control and autonomy.
Operations team prioritized manual oversight actions.
Shift needed: "control mindset" to "aligned incentives".
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.
Technical Constraints
Pre-existing routing engine, no modification allowed.
Dispatch systems with fixed APIs and rigid constraints.
Third-party logistics APIs with dependency constraints.
Connectivity Constraints
Unstable signal across key operational delivery zones.
Imprecise GPS behavior in dense urban environments.
Low-end Android devices with limited performance.
Organizational Constraints
Conflicting vision between control and autonomy.
Operations team prioritized manual oversight actions.
Shift needed: "control mindset" to "aligned incentives".
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.
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.
System Architecture Breakdown
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.
System Architecture Breakdown
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.
Product
Challenge
Metrics Redefinition
Operational efficiency, delivery autonomy, and feature adoption redefined how product success was measured across the system.
Product
Challenge
Metrics Redefinition
Operational efficiency, delivery autonomy, and feature adoption redefined how product success was measured across the system.
Product
Challenge
Metrics Redefinition
Operational efficiency, delivery autonomy, and feature adoption redefined how product success was measured across the system.
Operations
Challenge
From Control to Data
Manual oversight was replaced by data-driven monitoring, enabling full traceability and scalable operational decision-making.
Operations
Challenge
From Control to Data
Manual oversight was replaced by data-driven monitoring, enabling full traceability and scalable operational decision-making.
Operations
Challenge
From Control to Data
Manual oversight was replaced by data-driven monitoring, enabling full traceability and scalable operational decision-making.
Engineering
Challenge
Feasibility-first design
Offline-first logic, tool integration, and system state simplification ensured scalable execution under operational constraints.
Engineering
Challenge
Feasibility-first design
Offline-first logic, tool integration, and system state simplification ensured scalable execution under operational constraints.
Engineering
Challenge
Feasibility-first design
Offline-first logic, tool integration, and system state simplification ensured scalable execution under operational constraints.
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.
Product
Challenge
Metrics Redefinition
Operational efficiency, delivery autonomy, and feature adoption redefined how product success was measured across the system.
Operations
Challenge
From Control to Data
Manual oversight was replaced by data-driven monitoring, enabling full traceability and scalable operational decision-making.
Engineering
Challenge
Feasibility-first design
Offline-first logic, tool integration, and system state simplification ensured scalable execution under operational constraints.
07. Implementation & Adoption
Iterative, evidence-based deployment
The rollout was structured across three progressive phases with field validation before each scale-up.
Internal Testing
Validation of optimized flows.
Field shadowing with real drivers.
Identification of unanticipated friction points.
Internal Testing
Validation of optimized flows.
Field shadowing with real drivers.
Identification of unanticipated friction points.
Iteration
Automation logic adjustments.
Fixes based on real network errors.
Refinement from direct field feedback.
Iteration
Automation logic adjustments.
Fixes based on real network errors.
Refinement from direct field feedback.
Gradual Rollout
Reduced ops support dependency.
Increased adoption of key features.
Improved operational consistency cross-city.
Gradual Rollout
Reduced ops support dependency.
Increased adoption of key features.
Improved operational consistency cross-city.
Result
07. Implementation & Adoption
Iterative, evidence-based deployment
The rollout was structured across three progressive phases with field validation before each scale-up.
Internal Testing
Validation of optimized flows.
Field shadowing with real drivers.
Identification of unanticipated friction points.
Iteration
Automation logic adjustments.
Fixes based on real network errors.
Refinement from direct field feedback.
Gradual Rollout
Reduced ops support dependency.
Increased adoption of key features.
Improved operational consistency cross-city.
Result
08. Business Impact
Direct impact on the P&L
The redesign delivered measurable improvements in efficiency, scalability, and operational autonomy across the business unit.
-0%
-0%
Route execution time
Route execution time
-0%
-0%
Route execution time
Route execution time
-0%
-0%
Route execution time
Route execution time
-0%
-0%
Manual interactions
-0%
-0%
Manual interactions
-0%
-0%
Manual interactions
+0pp
+0pp
Autonomous routes
+0pp
+0pp
Autonomous routes
+0pp
+0pp
Autonomous routes
+0pp
+0pp
+0pp
+0pp
0
0
0
0
-0%
-0%
-0%
-0%
08. Business Impact
Direct impact on the P&L
The redesign delivered measurable improvements in efficiency, scalability, and operational autonomy across the business unit.
-0%
-0%
Route execution time
Route execution time
-0%
-0%
Manual interactions
+0pp
+0pp
Autonomous routes
+0pp
+0pp
0
0
-0%
-0%
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on
Have a product worth scaling?
I help teams turn complex ideas into products users adopt, trust, and rely on