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
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
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.
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
We decided to introduce a simpler filter system, where users could add additional filters by clicking the “+” icon
We also added the “Recent research”, where users can easily retrieve the previous searches
*The system's main language is Portuguese
Prototype and Testing
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.
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.