Partner portal & driver app
Product Designer, Dec 2019 - Dec 2020
Chama, a technology company based in Amsterdam and São Paulo, provides an online platform for ordering and delivering cooking gas. In Brazil, running out of gas means going through a repetitive, slow, and often frustrating re-ordering process. Resellers juggle multiple tools that don’t meet all their needs, while drivers rely on phone calls and WhatsApp to manage deliveries, making route planning inefficient. Chama’s mission is to solve these issues—giving consumers a faster, easier, and safer way to get gas, while helping resellers sell more efficiently. To achieve this, the company launched three products for consumers, resellers, and drivers. My team focused on the B2B and logistics side, creating the Partner Portal, a one-stop platform for resellers to manage sales, orders, tracking, store details, and driver assignments, and the Driver App, designed to help drivers deliver gas in the fastest, smartest way possible.
My Role
I collaborated with the lead designer, researchers, and development team in Amsterdam using Agile methodologies. While product, BI, and management were based in the Netherlands, researchers, customer service, and marketing worked from São Paulo to stay close to the market. Despite challenges in international collaboration, our diverse team brought valuable perspectives. In this case study, I’ll cover the product’s initial launch, the second phase shaped by research and key learnings, and the final outcomes.
Project Goals
Enhance logistics to make operations faster, easier, and more efficient.
Deliver an exceptional user experience across both products.
Grow the customer base of resellers and drivers.
Increase total order volume.
Improve the overall order success rate.
Process
In the discovery phase we worked together with product owner, strategists, researchers and head of product. The purpose of the Discovery phase is to find the best solution for user and business needs and minimise risks before proceeding to the delivery phase which is to move the solution to the production stage.
Reseller persona
Driver persona
Previous customer journey map
Customer insights
These are the key insights that defined the launch of the latest version of the product:
The first launch: Partner portal & driver app
Chama launched the Partner Portal and Driver App to provide resellers with all the essential features needed for the gas ordering process from the first step to final delivery. Integrated with the consumer app, the Partner Portal gives resellers a fair marketplace to sell their products and increase visibility to customers. Consumers can place a gas order in just a few clicks, which is instantly sent to the Partner Portal. The reseller can then assign the order to a driver, who begins delivery immediately using built-in navigation in the Driver App.
Second phrase discovery
After launch, we closely monitored the products and identified opportunities for improvement. We revisited the problem scope, returning to the research phase to gather key learnings and user insights. Through field observations and interviews, we gained a deeper understanding of user behaviors and the challenges they face in daily operations.
Opportunities
Limited order management
Resellers can only manage Chama orders within the Partner Portal, but they still rely heavily on external orders. This limitation prevents the platform from serving as a true one-stop solution for their business.
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Full visibility of drivers and delivery process
The tracking page currently only displays a map with driver pins, offering no insights into driver statuses or ongoing orders. Additionally, it only shows drivers registered in the Partner Portal and using the Driver App, limiting visibility.
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Better store management
Managing a store or service area requires resellers to navigate through multiple steps, selecting the store from the left menu, then accessing the product and coverage page to make changes. This process is unnecessarily long and time-consuming.
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Improved Reporting
Reporting is a key part of the business, done daily, weekly, or monthly. Currently, resellers must scroll through a small concluded orders column to gather data, a process that is slow, manual, and effort-intensive.
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User Difficulty with Tools
Many users are not tech-savvy and struggle with our tools and features. This is most evident with drivers, where these difficulties often prevent orders from being completed.
The new solution
1. Design System
Before introducing the new features, we established a unified design system to replace separate product libraries that caused inconsistencies and legibility issues. Built from small, reusable components, it standardizes typography, colors, icons, spacing, navigation, and information architecture across all three applications. This ensures brand consistency for designers and speeds up development through its modular structure.
2. Introducing phone orders
The Partner Portal now lets resellers add external orders directly into the system, allowing them to track and manage all orders in one place, making it a true one-stop-shop for their business.
3. Full Driver and Delivery Visibility
To achieve full visibility of all drivers and delivery processes, it was essential to improve the Tracking page and ensure all drivers were active on both the Partner Portal and Driver App. We took the following approaches to reach this goal:
Simplifying Driver Registration
We streamlined the registration process by removing redundant and confusing fields, asking resellers to provide only essential driver information. This significantly reduced the time and effort required, making registration faster and more accessible.
Brand new tracking page
We introduced a driver list panel as the default view, allowing resellers to either search for a driver on the map or select one directly from the panel. This view provides all essential driver information and enables resellers to manage products, monitor ongoing orders, and update online/offline status, all in one place.
4. Order history page
It has been difficult for our resellers to generate reports using the old Partner Portal, to combat this problem we have added an order history page that can be accessed from the order page or separately via the menu. This page provides filters, search tools and a date picker to make the searching experience quick and easy and allows users to save their results as an Excel file.
5. Store and Service Area Management
Resellers use this feature at least 10 times a day to manage products and opening hours. We streamlined the process by consolidating service areas, products, prices, and opening hours into a single page, with a store selector always visible in the top navigation. This allows resellers to manage everything faster and more efficiently.
6. Increase the success rate
Communication is key
We introduced a pop-up dialog to notify resellers of new features upon login. Additionally, Intercom articles are available for them to access anytime, offering step-by-step guidance on how to use these features.
Educating our users
Ease of learning is critical, especially since many drivers aren’t tech-savvy and often struggle with smart devices. We created training materials for both drivers and resellers, covering everything they need to use the apps effectively. These resources are accessible anytime from both tools.
Guidance When Problems Occur
When issues arise, drivers often don’t know how to respond, disrupting the delivery process. To address this, we introduced a Troubleshoot feature with step-by-step guidance, helping them resolve problems quickly and easily.
The Impact
The redesigned Partner Portal and Driver App have significantly improved logistics, success rates, and order volume. While there’s still room to take these products to the next level, the impact so far marks an evolutionary shift that could influence market behavior over the long term.
Over the past year, we achieved the following:
Average delivery time reduced by 41%
Success rate increased to 90–100%
Order volume up by 72%
Reseller user base grew by 93%
Driver user base grew by 560%