ATC Couriers

ATC Couriers had a long-standing digital presence that no longer reflected the speed of the business it served. Customers booked jobs through a legacy single page form with 24 manual input fields every field, every time, even for routes they booked daily. Cart abandonment was high, and satisfaction sat at 3.2 out of 5.

Inside the operations room, dispatchers coordinated a live fleet from a monochrome, unbordered spreadsheet table with no visual hierarchy a layout that produced measurable cognitive fatigue for operators working under stress.

I partnered with ATC to redesign the entire ecosystem brand, marketing website, customer booking portal, operations dashboard and mobile experience without disrupting a business that moves freight every hour of the day.

ATC was acquired by Direct Couriers Australia so operations were merged, hence there's no live link to the project.

Project Summary

Scope

Brand, website, booking portal, ops dashboard, mobile

Approach

Progressive disclosure · live pricing · strict colour system

Delivery

Full developer handoff, shipped to production

MEASURED AFTER LAUNCH

DAY 90 - ACQUIRED

+45%

Booking Completion

-38%

Cart abandonment

+4.6

CSAT, from 3.2

Repeat bookings complete in three clicks, and monthly recurring revenue accelerated sharply from launch.

Product Overview

FROM BOOKING TO DISPATCH

A regular customer shouldn't have to fill out 24 fields to send another parcel. I redesigned ATC around both sides of the job: the person booking it and the dispatcher keeping it moving.

Returning clients see their saved routes, four service tiers, delivery windows and booking cut-offs up front. Repeat bookings take three clicks, with live pricing before they commit.

In the operations room, a live map sits beside the order queue, so dispatchers can follow a job without hunting through a spreadsheet. Color has one meaning at a time, and status is written in words too. Fast to book, clear to run.

I helped the client build a distinctive brand identity from the ground up, establishing key branding elements

One working blue carried across every screen; job status stated in plain words, not colour alone; every figure a customer might question shown before they ask

Built around operational clarity

BOOKINGS & DISPATCH

The dispatch experience became a dual-pane split screen: a live interactive map on one side, a contextual, scrollable order queue on the other. A strict colourcoded alert matrix governs the entire interface each colour is permitted exactly one meaning, so operators read state at a glance instead of scanning rows under pressure.

On timeIn transitAttention

Order queue

12 LIVE

#4821 · Alexandria → CBD

1-Tonne Van · ETA 11:40

ON TIME

#4822 · Botany → Parramatta

Courier Car · ETA 12:05

IN TRANSIT

#4819 · Mascot → Chatswood

Heavy Taxi-Truck · ETA slipped 14 min

ATTENTION

Selection stays in sync across map and queue.

The dispatch dashboard: live mapping canvas and contextual order queue, governed by the alert matrix.

Inside the product

THE CUSTOMER DASHBOARD

The customer dashboard greets returning clients with their account, saved routes and the four service tiers with their delivery window and booking cut-off stated up front.

The customer dashboard account, saved routes and service tiers with delivery windows stated up front.

EPILOGUE

Under Ninety days after launch, the transformation triggered an acquisition Direct Couriers purchased ATC in a multimillion-dollar deal.

Feedback

Alan Tamerji, ex-Founder and CEO at ATC Couriers

Honestly we were nervous about touching the booking form, it worked, badly but it worked. The three-step version went live and the support queue halved. Later we were in a room signing an acquisition, and the product demo was a big part of that conversation.

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