# Wimo

By Munawar Khel / Independent Practice / Freelance UI/UX Designer / 2016–19 / 7 min read

Published at https://munawarkhel.com/work/independent-practice/wimo/

Delivered a complete responsive marketing site for last-mile delivery software as a solo freelance engagement, sustained across a roughly four-year client relationship and multiple iterated homepage versions

- Company: Independent Practice
- My role: Freelance UI/UX Designer
- Timeline: 2016 – 2019
- Platform: Responsive marketing website
- Category: SaaS / Last-Mile Delivery Software / Marketing Website
- Status: New design, delivered
- Tools: Sketch
- Team: Solo, working directly with the client

## Context

Wimo is delivery software for couriers and e-commerce businesses, covering the last mile: allocating orders to drivers, tracking them in real time, running the call centre and mobility operations behind dispatch, and handling the invoicing and billing that follows. It is not a single product but a small family, with Wimo Move and Wimo Ship named as separate lines in the footer, plus a companion mobile app distributed through the App Store and Google Play that puts scheduling, publishing, and monitoring in a dispatcher's pocket.

The buyer is an operations owner at a courier company or an online retailer, someone with a fleet and a dispatch problem rather than a design sensibility. Last-mile logistics software is sold to people who already know their pain acutely. They are not browsing; they are looking for something that will absorb a process they currently run on phone calls and spreadsheets. The site's job was to look credible enough for an operations buyer to trust with their fleet, while remaining approachable enough not to feel like enterprise procurement.

This was the longest-running of the freelance engagements. The site's own footer carries a 2016 to 2019 copyright, so the relationship spanned roughly four years and several homepage versions rather than a single project.

## The problem

Logistics software has an image problem in marketing. The category default is dense, technical, and grey: screenshots of dispatch grids, feature tables, and language borrowed from enterprise procurement. That reads as credible to a specialist but is genuinely hard to scan, and it makes a young product look like it is imitating incumbents rather than improving on them.

The opposite failure is equally real. Making logistics software look like a lifestyle app undermines the trust an operations buyer needs before handing over their delivery flow.

There was also a scope problem to solve visually, and it grew over the engagement. Last-mile delivery is a chain of quite different jobs, order allocation, driver tracking, call centre management, mobility operations, invoicing, and a marketing page has to convey that breadth without becoming the feature table it was trying to avoid. On top of that the product itself expanded into two named lines, Wimo Move and Wimo Ship, plus a mobile app, so the page had to hold a growing family without fragmenting into a product-selector.

## What I did

The site resolves the tension by **illustrating the operation rather than screenshotting the software**. The hero is a full-width flat illustration of a courier on a scooter moving through a city, with map pins, buildings, and motion lines, which communicates last-mile delivery instantly and in a register that is friendly without being frivolous. It sidesteps the grey dispatch-grid convention entirely while still being unmistakably about logistics.

The proposition is stated plainly above it, positioning the product as delivery software for couriers and e-commerce, with a confidence claim and a free trial as the only action. A scroll cue sits directly beneath, acknowledging that a page like this has to be read rather than skimmed.

Breadth is then handled through a **modular capability grid** rather than prose. Each element of the delivery chain, automated order allocation, real-time tracking, call centre management, the mobility operations module, invoicing and billing, becomes its own card with a small illustrated vignette, so an operations buyer can scan for the specific capability they came looking for without reading a paragraph. The illustration style carries through from the hero into these vignettes, so the page holds together as one system.

Below the grid the page shifts from what the product does to how it fits the buyer's life. A **mobile section** presents the companion app on device mockups with App Store and Google Play badges, framed as all the power of the desktop product in your pocket, which matters for a buyer whose day is spent away from a desk. A **case studies band** follows, positioning real delivery operations as proof rather than repeating claims, and it gives the page somewhere to grow as customer stories accumulate.

Conversion is deliberately patient. The hero offers a free trial, and the page closes with a full signup block, name and email only, carrying the two facts that remove the last hesitation: fourteen days free, no credit card required. Between those two points the page argues rather than sells, which suits a buyer making an operational commitment rather than an impulse purchase.

## Outcomes

- Delivered a complete responsive marketing site for last-mile delivery software as a solo freelance engagement, sustained across a roughly four-year client relationship and multiple iterated homepage versions
- Established an illustration-led visual identity that differentiates the product in a category dominated by grey dispatch-grid screenshots, while keeping the operational credibility the buyer requires
- Structured the delivery chain into a scannable capability grid, conveying product breadth without a feature table, and kept it modular so capabilities could be added as the product grew
- Held a growing product family, two named lines plus a companion mobile app, on a single page rather than fragmenting it into a product selector
- Sequenced the page as capability, portability, proof, then commitment, reserving photography for the customer case studies so real-world evidence reads differently to illustrated product claims

## Decisions

### Illustrate the operation instead of screenshotting the software

What: Made the hero a full-width flat illustration of a courier moving through a city, rather than a product screenshot or dispatch interface.

Why: A dispatch-grid screenshot is illegible at hero size and makes a young product look like an imitation of an incumbent. The illustration communicates last-mile delivery in under a second, is legible at any size, and gives the product a distinct identity in a category where every screenshot looks the same. It also avoids the trap of showing an interface before the visitor knows why they should care about it.

### Decompose the delivery chain into a scannable capability grid

What: Broke the product into discrete capability cards, order allocation, real-time tracking, invoicing and billing, and others, each with its own illustrated vignette, rather than describing the platform in prose.

Why: The buyer arrives with a specific unmet need, not a general interest. A grid lets them find their exact problem without reading, and it conveys the product's breadth structurally rather than by claiming it. A feature table would have solved scanning but reintroduced the enterprise-procurement tone the design was avoiding.

### Keep illustration as the single visual system across the page

What: Carried the hero's flat illustration style down into the capability vignettes rather than switching to icons or screenshots below the fold.

Why: A page that changes visual language halfway down reads as assembled rather than designed, which undercuts the credibility an operations buyer needs. Holding one system throughout makes an approachable style feel deliberate and considered instead of decorative.

## What I learned

Choosing not to show the product can be the strongest product decision. Every instinct on a software marketing page says put the interface in the hero, and for this category that instinct is wrong: the interface is dense, unreadable at size, and identical to every competitor's. Replacing it with an illustration of the operation the software runs communicated more in less space. The lesson was to ask what the visitor needs to understand rather than what the product happens to look like.

Consistency of visual system is what makes an unconventional choice read as confident. A friendly illustration in the hero followed by conventional icons below would have looked like a page that lost its nerve. Carrying the same illustration language all the way down is what turned an approachable style into a credible one, which mattered for a buyer being asked to trust the product with their fleet.

Holding one visual system does not mean using one medium everywhere. The page is illustrated throughout except for the customer case studies, which are photographic. That break is doing work: illustration is how the product describes itself, photography is how the world confirms it, and putting real imagery only where real customers appear keeps the distinction between claim and evidence visible without a word of copy. The rule I took from it is that a deliberate, single exception reads as intent, while two or three read as inconsistency.

A long client relationship is a different design problem to a single delivery. Working with the same client for roughly four years meant the page had to remain extendable as the product grew from one offering into two named lines plus a mobile app, which is why the capability grid is modular rather than a bespoke composition and why the case studies band was built as a repeating tile. Designing for the second and third version, not just the first, is a habit this engagement taught me.

Tags: Art Direction, Responsive, B2B SaaS, Marketing Website, Landing Page, Logistics, E-commerce, Conversion Design