A Creative Designer
Sydney-Based
Features & Plugin Page
A Creative Designer
Sydney-Based
2024
UI/UX, Web Design
The original Features & Integrations page on Sherpa’s site aimed to showcase the platform’s delivery tools, but the execution was content-heavy, inconsistent, and lacked visual flow. Key product highlights such as dynamic pricing, dispatch logic, integrations, and use-case pathways were buried in dense blocks of text with minimal structure. This resulted in low scan-ability, unclear differentiation between business solutions, and missed opportunities to convert engaged users.
My goal was to redesign the page into a dynamic, modular experience that educates users on Sherpa’s capabilities while guiding them toward appropriate plans, features, and tools based on their business needs. By introducing clearer segmentation, scannable content blocks, tailored messaging, and modern UI patterns, the new layout creates clarity and trust from the first scroll.
Feature Page
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Discovery and Research
I began by reviewing Sherpa’s existing Features and Integrations content with the marketing and product teams. While the page contained critical functional detail, such as dynamic pricing, route optimisation, dispatch workflows, and integration options, it lacked clarity in presentation. Important platform features were buried under unscannable text, while user support pathways and unique selling points were hard to locate. Research showed the need to reorganize the page to reflect a clearer user journey, simplify technical explanations, and provide visual aids to reinforce understanding.
UX & Content Design
The content was reorganized into distinct sections such as feature categories, platform benefits, product walkthroughs, use cases by business type, customer support, and sustainability. Accordion components and stacked content modules were introduced to make the long-form content more digestible. I crafted a system of headings, icon led feature boxes, and use-case visuals to help users intuitively understand how Sherpa’s tools solve specific delivery challenges. This included everything from route optimisation and dynamic pricing to driver communication and secure handovers. The integration pathways were repositioned for better visibility and framed with audience specific messaging and onboarding steps to help convert different business sizes and maturity levels.
User Interface (UI) Design
Sherpa’s refreshed visual language was applied across the experience, including consistent typography, branded iconography, and layout systems designed for easy scanability. I introduced a card based design system with flexible grid structures, allowing content like product features, benefits, support options, and business categories to remain visually distinct yet connected.
Interactive elements like expandable FAQ blocks, animated visual cues, and anchored navigation added flow to the experience. The new design also featured real-world imagery, maps of Sherpa’s driver network, and platform visuals that replaced generic or overly technical graphics, enhancing both comprehension and trust.
Design Process
To guide users through a more intuitive flow, I reorganized the content into modular sections: from dispatch and delivery management, to customer engagement and technical integrations. Each section was built to be skimmable and actionable, using icon-led summaries, stacked timelines, and accordion components to reduce information overload. Key features like service types, secure handover, live tracking, and support channels were brought forward in the flow, positioned around relevant use cases like same-day delivery, florals, pharmaceuticals, and high-value goods.
Achievements
By applying UX strategy, modular UI design, and content structuring, I transformed Sherpa’s Features page from a static information dump into a dynamic, user-focused experience that clearly presents the platform’s value. The new design supports product discovery, streamlines integration understanding, and positions Sherpa as a scalable partner across a range of industries. This project demonstrates how thoughtful design and user-centered structure can bring clarity to complex product ecosystems boosting engagement, comprehension, and trust.
Figma File
Achievements
By applying UX strategy, modular UI design, and content structuring, I transformed Sherpa’s Features page from a static information dump into a dynamic, user-focused experience that clearly presents the platform’s value. The new design supports product discovery, streamlines integration understanding, and positions Sherpa as a scalable partner across a range of industries. This project demonstrates how thoughtful design and user-centered structure can bring clarity to complex product ecosystems boosting engagement, comprehension, and trust.
A Creative Designer
Sydney-Based
Design Process
To guide users through a more intuitive flow, I reorganized the content into modular sections: from dispatch and delivery management, to customer engagement and technical integrations. Each section was built to be skimmable and actionable, using icon-led summaries, stacked timelines, and accordion components to reduce information overload. Key features like service types, secure handover, live tracking, and support channels were brought forward in the flow, positioned around relevant use cases like same-day delivery, florals, pharmaceuticals, and high-value goods.
Achievements
By applying UX strategy, modular UI design, and content structuring, I transformed Sherpa’s Features page from a static information dump into a dynamic, user-focused experience that clearly presents the platform’s value. The new design supports product discovery, streamlines integration understanding, and positions Sherpa as a scalable partner across a range of industries. This project demonstrates how thoughtful design and user-centered structure can bring clarity to complex product ecosystems boosting engagement, comprehension, and trust.
Figma File
Feature Release
App UI, Banners, Icons
Promotional
Icons, Banners, Footer
Promotional
Icons, Banners, Branding
Feedback
Icons, Banners, Footer
Informative
App UI, Banners, Icons
Informative
Banners, Icons, FAQsTo guide users through a more intuitive flow, I reorganized the content into modular sections: from dispatch and delivery management, to customer engagement and technical integrations. Each section was built to be skimmable and actionable, using icon-led summaries, stacked timelines, and accordion components to reduce information overload. Key features like service types, secure handover, live tracking, and support channels were brought forward in the flow, positioned around relevant use cases like same-day delivery, florals, pharmaceuticals, and high-value goods.
A Creative Designer
Sydney-Based
Moodboard
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Achievements
By applying UX strategy, modular UI design, and content structuring, I transformed Sherpa’s Features page from a static information dump into a dynamic, user-focused experience that clearly presents the platform’s value. The new design supports product discovery, streamlines integration understanding, and positions Sherpa as a scalable partner across a range of industries. This project demonstrates how thoughtful design and user-centered structure can bring clarity to complex product ecosystems boosting engagement, comprehension, and trust.
Design Process
By applying UX strategy, modular UI design, and content structuring, I transformed Sherpa’s Features page from a static information dump into a dynamic, user-focused experience that clearly presents the platform’s value. The new design supports product discovery, streamlines integration understanding, and positions Sherpa as a scalable partner across a range of industries. This project demonstrates how thoughtful design and user-centered structure can bring clarity to complex product ecosystems boosting engagement, comprehension, and trust.
To guide users through a more intuitive flow, I reorganized the content into modular sections: from dispatch and delivery management, to customer engagement and technical integrations. Each section was built to be skimmable and actionable, using icon-led summaries, stacked timelines, and accordion components to reduce information overload. Key features like service types, secure handover, live tracking, and support channels were brought forward in the flow, positioned around relevant use cases like same-day delivery, florals, pharmaceuticals, and high-value goods.
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Achievements
By applying UX strategy, modular UI design, and content structuring, I transformed Sherpa’s Features page from a static information dump into a dynamic, user-focused experience that clearly presents the platform’s value. The new design supports product discovery, streamlines integration understanding, and positions Sherpa as a scalable partner across a range of industries. This project demonstrates how thoughtful design and user-centered structure can bring clarity to complex product ecosystems boosting engagement, comprehension, and trust.
Figma File
