CargoMART
Role
Sole UX/UI designer + marketing and brand designs (with support from my mentor, Elena Volkova)
Team
Product Managers, Designers, Engineers, and Architects
Tools
Figma, Photoshop, Slack and JIRA
Credits
Product Designer Parvathy Menon
Head of Product Elena Volkova
Lead Front-End Developer Mick
Head of Engineering Francois Xavier
CargoMART is a single platform for all different processes involved in air cargo booking i.e schedules, eBooking, eQuotes, track & trace and sustainability.
Our goal
BRIEF
The vision was to be recognised as a leading, innovative brand within the air cargo industry.
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This presented an opportunity to streamline and simplify the booking and management processes in air cargo—aiming to become the go-to, all-in-one tool for freight forwarders, airlines, and GSAs. Stakeholder requirements included
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A comprehensive cargo search with clear visibility of rates for at least five days prior to the selected start date.
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The integration of sustainable airline booking options to support users in making environmentally conscious decisions.
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Shipment tracking and tracing capabilities to ensure end-to-end visibility.
Understanding the problem
Drawing from insights gathered through workshops and interviews with our commercial team, we identified two primary user groups for the application.
Hi, I’m Selena from Bolloré Logistics
She is part of the team responsible for managing rates for various shipments. Much of her time is spent browsing different airline websites to compare rates and respond to her customers with the best possible pricing. She’s often unaware when airlines update their rates and relies heavily on Excel to compare and manage this information, as well as to collect quotes from different carriers.
Behaviour
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Searches for the best rates across multiple airline websites.
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Requests quotes directly from airlines.
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Compares and evaluates rates manually.
Pain Points
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The process is time-consuming.
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Difficult to get timely quotes or notifications from airlines.
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No alerts when rates change.
Key Takeaways
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Needs access to rates from multiple airlines for comparison.
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Requires notifications when airline rates change, so she can explore alternatives.
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Viewing options across different dates would support better decision-making.
I’m Mike Landon from Singapore Airlines.
He is responsible for managing incoming shipments from forwarders and ensuring all related details are accurate. His role includes reviewing, modifying, or rejecting quotes as needed.
Behaviour
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Actively manages and updates shipment details
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Handles the acceptance, modification, or rejection of quotes submitted by forwarders
Pain Points
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Shipment management is time-consuming
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Cannot cancel or modify shipment details from a single page
Key Takeaways
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Needs a streamlined way to manage shipments and take actions from a single interface.
Our approach
DESIGN APPROACH
Bringing digital user experience and visualization together to build a unified platform that caters to the needs of the air cargo industry—serving both freight forwarders and airlines.
Dashboard
Sustainability
Multiple dashboards provide an overview of day-to-day activities, designed to make cargo booking and management a smoother, more efficient process.
We’ve integrated COâ‚‚ emission factors into our search results, empowering users to make greener, more sustainable booking choices.
Track & Trace
Extensive Search & Search Results
Our in-app and website-based Track & Trace feature keeps users informed about their shipments at every step of the journey.
A visually compact and intuitive search experience has been created to offer forwarders a seamless and efficient way to book their shipments.
DEFINE
Our primary focus was to design a unified platform. We identified multiple problem statements to address through design by deeply understanding our user personas, journey maps, empathy maps, competitor analysis, information architecture, and task flows. Taking all of these into consideration, our goal was to build a better, more streamlined product that brings the air cargo industry’s processes together under one roof.
TYPOGRAPHY
We selected Poppins for its clean, formal, and straightforward letterforms. As the air cargo industry is traditionally conservative, the design called for simplicity paired with elegance. Poppins provided just the right balance—offering a touch of sophistication without any unnecessary embellishments or distractions.
COLOURS
We chose the colours from our brand gradient and wanted to incorporate them as an identity throughout our product.
Primary Blue
393874
Dark Grey
979797
Blue Font
669EC6
Light Grey
B6B6B6
Hover Purple
B37DE8
CargoAi aims to be the 'Skyscanner' of air freight which brings in digital innovation to the indutry
UI and visual design
Bringing digital user experience and visualization together to build a unified platform that caters to the needs of the air cargo industry—serving both freight forwarders and airlines.
Reflections and learnings
What did we achieve from this project?
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Seamlessly introduced cargo search and search results functionality
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Elevated the user experience with simplified shipment booking and real-time Track & Trace
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Revamped the Login/Signup process to be more user-friendly, including multi-language support
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Introduced an enhanced sustainability feature (COâ‚‚ emissions) along with the Cargo2ZERO dashboard, enabling users to book cargo more consciously
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Delivered an intuitive UI with a clean, simplified viewing experience
What did I learn from this project?
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Learned how to design meaningful experiences for the air cargo industry.
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Understood how to deliver a concise search and optimise that experience to meet user needs.