Role
Project Leader,
UI/UX Designer,
Researcher
Key Collaborators
Tools
Project Timeline
Discovery & Research Methods
Product Manager,
Fullstack Engineer,
Support, Sales
Adobe XD, Miro, Hotjar,
Google Analytics
6 months from the initial
research to final launch
Holistic UX audit
In-person usability testing
Stakeholder interviews
Cross-team workshops
Analytics review
Hotjar session analysis
Results
Top-selling product within a year of the redesign
6,186 sessions in the first 3 months post-launch
16X increase in adoption
+ 40 customers in the first 3 months
Business & Audience
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LogComex is a B2B SaaS platform that empowers importers, exporters, and logistics professionals with real-time trade data and actionable insights.
The platform simplifies international trade by providing intuitive search tools and compliance information, helping businesses make informed decisions faster and more efficiently.
Challenges
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Designing for a highly diverse user base: importers, exporters, cargo agents, and trading companies.
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Catering to different workflows, priorities, and business models across user groups.
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Handling variation within user types: for example, olive importers vs. car importers.
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Avoid a one-size-fits-all solution by creating a flexible process framework to capture all user pain points.
User Quotes
I can’t find what I’m looking for
This doesn’t solve my problem.
Where is filter X?
I need it
Workshops & Insights
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To map the customer journey and uncover pain points, I facilitated a few cross-functional workshops, inviting key representatives from each team, including Development, Sales, Customer Support, and Product Management.
This collaborative approach allowed us to gain a comprehensive, end-to-end understanding of the customer experience and pinpoint critical issues impacting satisfaction and efficiency.
Frameworks Used
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Customer journey mapping framework: what users were doing, thinking, and feeling?
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Empathy Map: What each different user type pain point is? —importers/exporters, cargo agents, and trading companies.
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Key Insights
Most users typically used just one filter
from 100 sessions watched via Hotjar
Adoption rate was only 0.76%
via Google Analytics
Essential info alone delivered value
via Workshops
Power users required flexible filtering
via Workshops
Main decisions
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We decided to introduce a simpler filter system, where users could add additional filters by clicking the “+” icon
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We also added the “Recent research”, where users can easily retrieve the previous searches
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*The system's main language is Portuguese
Prototype and Testing
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To test it, we travelled to the workplaces of five users, who gave us valuable feedback and responded very positively to both the process and the product.
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These in-person visits also allowed us to have deeper conversations about the types of information they wanted to see on the product dashboard.
Layout
What I’d do differently Today
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Accessibility Checks & Testing
While we designed with clarity in mind, I would add a more rigorous accessibility process, including automated color contrast checks, keyboard navigation validation, and screen reader testing to ensure WCAG compliance from the start.
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Remote & Unmoderated Testing
Although in-person testing gave us valuable insights, I would complement it with unmoderated remote tests to gather more diverse feedback at scale, especially from users in different regions and roles.
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Ongoing Accessibility Validation
I would also plan for continuous accessibility testing post-launch, using tools like Axe or Lighthouse, and engaging real users with disabilities to ensure the product remains inclusive as it evolves.