ORCA - Optimized Routing and Carbon Analytics
An AI-powered logistics intelligence platform that helps Blibli anticipate delivery risks, compare route options, monitor fleet operations, and track shipment-level carbon emissions.
ORCA - Optimized Routing and Carbon Analytics overview
The problem
Logistics teams face growing delivery demand but often rely on reactive decisions. This makes it harder to identify shipments at risk of delay, protect SLA performance, optimize fleet and route decisions, and track carbon emissions.
My contribution
Contributed as Product Designer to the design of ORCA, an AI-powered logistics intelligence platform for Blibli. Helped translate its operational and AI capabilities into a dashboard experience for monitoring shipment risks, reviewing route options, and understanding carbon analytics.
- Designed the ORCA user interface.
- Created the ORCA Identity
- Designed and prepared the project pitch deck.
Design highlights
01 — Control Tower Dashboard
Control Tower Dashboard
Brings active fleet status, shipment and SLA risks, and carbon emissions into one view, helping operations teams monitor the network and spot issues that need attention.
Outcome
AI Open Innovation Challenge 2026
Team outcome- 1st Place in Industry Sector
- Best Innovation Awardee
ORCA won 1st Place in the Industry Sector and received the Best Innovation Award at the AI Open Innovation Challenge 2026.
What I learned
- Experience
- Designing an AI-powered logistics platform as part of a multidisciplinary team.
- What I learned
- Complex AI capabilities need to be presented through clear, actionable information so users can understand the system’s insights and make informed decisions.
- Next approach
- I would validate the user flows and dashboard hierarchy with logistics operators earlier, then refine the interface based on feedback and real operational data.