ghost

ghost

Zero-to-one logistics platform at enterprise scale

Zero-to-one logistics platform at enterprise scale

Ghost is a private distribution platform for the world’s best brands. Operations teams supported millions in monthly volume but spent hours daily managing freight across disconnected tools.

MY ROLE

  • End-to-end strategy and design

  • Alignment across 8 roles

  • Balance of competing constraints


IMPACT

  • Unified freight platform (nine-figure AOV)

  • 75% reduction in manual work

  • Replacement of third party tools

IMPACT

  • Unified freight platform (nine-figure AOV)

  • 75% reduction in manual work

  • Replacement of third party tools

MY ROLE

  • End-to-end strategy and design

  • Alignment across 8 roles

  • Balance of competing constraints

BUSINESS CHALLENGE

BUSINESS CHALLENGE

BUSINESS CHALLENGE

Operations reliance on disconnected tools was a strategic gap. Leadership tasked me with designing a net new freight product, bringing structure to workflow chaos (from quotes to buyer/seller communications to booking)

Operations reliance on disconnected tools was a strategic gap. Leadership tasked me with designing a net new freight product, bringing structure to workflow chaos (from quotes to buyer/seller communications to booking).

Operations reliance on disconnected tools was a strategic gap. Leadership tasked me with designing a net new freight product, bringing structure to workflow chaos (from quotes to buyer/seller communications to booking)

PROBLEM BREAKDOWN

I needed to navigate organizational and technical constraints: Integrating with existing systems, serving 8 user roles had opposing needs, and accounting for API requirements that didn't map to our data models.

PROBLEM BREAKDOWN

PROBLEM BREAKDOWN

I needed to navigate organizational and technical constraints: Integrating with existing systems, serving 8 user roles had opposing needs, and accounting for API requirements that didn't map to our data models.

PROBLEM BREAKDOWN

PROBLEM BREAKDOWN

I needed to navigate organizational and technical constraints: Integrating with existing systems, serving 8 user roles had opposing needs, and accounting for API requirements that didn't map to our data models.

Architecturally, I was designing for two distinct experiences: feature-rich admin dashboard and a simplified buyer flow.

Architecturally, I was designing for two distinct experiences: feature-rich admin dashboard and a simplified buyer flow.

Architecturally, I was designing for two distinct experiences: feature-rich admin dashboard and a simplified buyer flow.

AI-POWERED VALIDATION

AI-POWERED VALIDATION

AI-POWERED VALIDATION

Using AI tools I built interactive prototypes to rapidly validate complex shipping logic with internal stakeholders.

With Operations leadership, I explored leveraging our internal AI assistant to surface historical freight insights and real-time tracking.

The lead engineer vibe coded a shipping calculator while we paired on data modeling, enabling faster design feedback and launch.

IMPACT

IMPACT

IMPACT

My unified platform yielded:

  • 75% reduction in manual work

  • Support for multi-millions in MOV

  • Document compliance for dense paper trails

  • Automated financial reporting

My unified platform yielded:

  • 75% reduction in manual work

  • Support for multi-millions MOV

  • Document compliance for dense paper trails

  • Easier finance reconciliation and reporting

LOOKING BACK

LOOKING BACK

  • Given the mass scope I’d leverage rapid prototyping earlier to de-risk faster

  • Constraints drove better design

LOOKING BACK

LOOKING BACK

  • Given the mass scope I’d leverage rapid prototyping earlier to de-risk faster

  • Constraints drove better design

MY ROLE

  • End-to-end strategy and design

  • Alignment across 8 roles

  • Balance of competing constraints

IMPACT

  • Unified freight platform (nine-figure AOV)

  • 75% reduction in manual work

  • Replacement of third party tools