FLEXE — Paige Jensen

Overview

Technology-powered omnichannel logistics — "Uber for warehouse space"

FLEXE delivers technology-powered omnichannel logistics programs — often described as "Uber for warehouse space." The world's largest retailers and brands use FLEXE to move inventory fast at scale, without the long-term commitments of traditional warehousing.

When I joined, the shipper-facing side of the platform had been neglected. There were no user personas, no clear design vision, and no product manager. I filled both roles.

FLEXE — technology-powered omnichannel logistics

The Challenge

No personas. No PM. No single view of order status.

Shippers — the retailers and brands using FLEXE to manage their warehouse orders — had a visibility problem. They couldn't see where their goods were, when they were leaving the warehouse, or how to optimize their storage locations. The platform had been built from the warehouse's perspective, and the shipper experience was an afterthought. There was no single view of what was happening to their inventory.

My Role

Senior Product Designer + acting Product Manager

I acted as both Senior Product Designer and de-facto Product Manager for the duration of this engagement. I defined the product strategy for the shipper platform, created the first-ever user personas, redesigned the core order experience, and managed a cross-functional team of 4 to ship the work.

My most significant product call was building a milestone plan that wove the shipper platform improvements together with the company's standing organizational initiative — a project called Omnichannel Orders. Rather than treating the shipper experience as a separate track, I connected it to broader company goals, which gave the work organizational legitimacy and resourcing it wouldn't otherwise have had.

Process

Research, personas, redesign — end to end

Created the first three shipper personas through user research, segmenting shippers by their relationship to warehouse operations
Built a product management timeline broken down by milestones for the shipper platform and omnichannel orders initiative
Redesigned the order UX to consolidate status and contingency data previously scattered across the platform
Drove design and product strategy for the shipper experience platform, enabling supply chain optimization
Defined success metrics and OKRs to track product success

High-level summary of three shipper personas

Order UX redesign — shippers can now see status and contingencies in one view

Persona Impact

A shared language for a user group that didn't have one

The three shipper personas were the first time FLEXE had a shared language for talking about this user group. Before the research, different team members were designing for different mental models of who a "shipper" was. The personas aligned the team around a single set of real user needs — and gave me the foundation to make design decisions that were grounded in research rather than assumptions.

The research surfaced two critical failures the team hadn't fully understood. First: middle management and C-suite-level shippers weren't using FLEXE at all — not because they didn't need it, but because the platform wasn't giving them the meaningful, summarized data they needed to make decisions. They had no reason to log in. Second: associate-level shippers were regularly calling FLEXE customer service to find out information they had gone to the platform to find in the first place. The platform existed, but it wasn't answering the questions users actually had. These two findings reframed the problem entirely — this wasn't a UI issue, it was a data and information architecture problem.

Outcomes & Impact

First-ever personas. Consolidated experience. Shipped as a team of one PM + one designer.

"Thank you for pulling together all of the meaningful data points we need to make informed decisions."
— Shipper user, post-launch feedback

First-ever shipper user personas created for the platform

Consolidated order experience eliminating the need to navigate multiple product areas

Supply chain optimization enabled through improved shipper visibility