Loggi — Designing a nationwide logistics platform, from MVP to a $2B company

Head of Design · 2015–2020 · Brand, business platform, courier app, real-time tracking, internal tools and design system

Impact at glance:
20 → 2,000 employees / design team 0 → 35 / Series A → F, $2B valuation
96% delivery SLA
+25% annual revenue

Close-up view of an Amazon logo sign on a blue textured wall. The sign features the Amazon smile symbol and the word 'Amazon' in blue font.

The problem
In 2015, e-commerce in Brazil was growing fast, but delivery hadn't kept up. Same-day and next-day delivery didn't exist, tracking was close to useless, and couriers spent hours idle on sidewalks waiting for the next job. Loggi's bet was to become a technology company that happened to do logistics: a dispatch algorithm matching packages and couriers in real time, at national scale.

The design challenge was making a multi-sided operation feel simple and reliable for every side at once. Businesses shipping packages, couriers delivering them, end customers waiting for them and operations teams keeping it all running each needed a different experience. And all of this had to work while the infrastructure behind it was still being built.

A person at the center connected with arrows to various objects including a store, a garage, a building, a spray bottle, and a hammer, indicating different locations or activities.

Strategy
I designed the product as one system with one package lifecycle, seen from several perspectives, instead of a set of separate apps. Four decisions guided the work:

  • Couriers as the core user. Delivery reliability depended on them, so we ran continuous field research on their mental models, safety concerns, earnings and routines on a motorcycle.

  • Short MVP cycles tied to operational data. Each MVP (desktop and mobile) took three months, and we iterated based on SLA, package lifecycle time and support volume.

  • A design system from early on. It let a fast-growing team ship consistently across a fast-growing product surface.

  • Design speaking the language of operations. Every flow was evaluated by its effect on speed, cost and reliability, not only on usability.

Our CEO Fabien Mendez said this quote:

"We'll build the LatAM world-class logistics”

And, yes! We did that.

Three delivery workers in blue and yellow uniforms, one with a tattooed arm and helmet, engaging in conversation on an urban street with buildings and trees in the background.
A blue building with a sign that says 'Loggi'. There is a delivery area with signs for 'Devolução' and 'Distribuição'. Several people are standing and some are riding motorcycles in front of the building.
Large warehouse with high ceiling, filled with stacked pallets of goods and conveyor belts, labeled sections, and signage indicating sorting and routing processes.
Digital illustration of two mobile screens displaying address change process, with arrows indicating transfer of information from left to right.
Diagram of a user interface explaining elements like navigation menu, support, create account button, email input with error message, package icon with description, terms and conditions checkbox, and plan mode toggle.
Close-up of a person with red nail polish holding a smartphone displaying a map and location tracking app called Loggi, showing a route with timestamps and address details.

What I built

  • Brand and business platform (web and responsive). Point-to-point and multi-stop deliveries (up to 15 stops per route), batch dispatch, multi-user accounts, financial reports and business APIs.

  • Courier app. Designed for one-handed use on the move, covering job offers, navigation, proof of delivery and earnings.

  • Real-time tracking. For the end customer.

  • Internal tools and dashboards. For operations, returns and exceptions.

  • A real-time food delivery interface.

As Loggi scaled from a single hub to a nationwide cross-docking network with automated sorters, I built the design organization alongside it. It grew from zero to 35 designers, with clear hiring, onboarding and ways of working inside multidisciplinary squads.

What we delivery

Impact

Loggi grew from 20 to 2,000 people and from Series A to Series F, reaching a $2B valuation. Design and operational initiatives supported a 96% delivery SLA and 25% annual revenue growth between 2015 and 2020.

Beyond the numbers, the product changed behaviors. Brazilian consumers started expecting fast delivery as the norm. Couriers turned the work into a real source of income, and we heard stories of couriers who built homes, bought cars and paid for their children's college.

Connecting Brazil

What I learned

In operations-heavy products, the best UX is often the one nobody notices: one less tap for a courier in traffic, one less support ticket, a few minutes cut from a package's journey. Design earns its seat when it measures itself by the same metrics as the business.

A woman in a white chef coat and blue headband hands a yellow-striped shopping bag to a man in a blue and black sports shirt with a yellow safety vest, inside a warmly lit cafe or shop.
A man smiling, holding a blue and white motorcycle helmet, standing against a plain blue background, wearing a black hoodie with a crest and text on it.

Thank you!