Beemac
Logistics
UX/UI Website Redesign
Project Overview
This corporate UX/UI case study focuses on a logistics company that connects shippers with carriers. As the Digital Marketing Coordinator, I noticed strong campaign performance that stalled at the website. This led me to initiate a full website redesign to improve efficiency and user experience.
Problem
Solution
Logistics customers, who need a 3PL partner, seek accessible technological features and company credibility for them to confidently manage and track their shipments.
A user-friendly and straightforward website design that builds credibility with our customers while providing access to advanced technological features to improve their shipment tracking.
User Research
I created an interview script with 12 open-ended questions, concentrating on supply chain challenges and users' motivations for 3PL partnerships. Within a week, I successfully recruited and interviewed several users, aged 25 to 70, who matched our customer profile, conducting the interviews via phone call.
User statistics:
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100% of users rely on reviews / testimonials to boost trust of 3PL company
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86% of users are tech savy depending on a user friendly website to quickly reach out to 3PL employees. the other 14% are ages 65+ that rely heavily on salesperson professionalism and transparent communication
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57% of users (ages 25-30) mentioned a “user- friendly” website, keeping it simple to find important information
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87% of users requested a tracking feature on logistics website
Defining the User
Following user research and pain point analysis, I crafted two distinct persona archetypes segmented by age demographics. This allowed me to map divergent user goals while uncovering shared friction points across the user journey
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Problem Statement
Logistics customers in need of a 3PL partner seek accessible technology and company credibility to confidently manage and track their shipments.
Information Architecture
Once I finalized the core problem and identified key improvements—like adding a new feature, showcasing more testimonials, and streamlining the overall layout—I dove into the sitemap. Using a card sorting technique, I scrambled the previous navigation and observed how users naturally grouped pages. This helped me structure a more intuitive, user-centered navigation system.
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Navigation Testing
In this phase, before adding any content to the pages, I focused on testing the navigation across our desktop, tablet, and iPhone low-fidelity versions to evaluate whether key tasks for users are quick and easy to complete. I recruited several users through LinkedIn and internal connections, using Microsoft Teams to observe how they interacted with the design.
UI Style Guide
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Heuristic User Testing
After implementing my UI style guide, I conducted additional user tests/ guerilla tests focusing on the same navigation paths. However, this time, I had users pay more attention to imagery, language, and colors that enhance their experience. I utilized Nielsen’s 10 heuristic principles to identify design gaps.
User's feedback:
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Does that picture really represent “less-than-truckload” ?
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I wish the drop downs matched the tone of the rest of design, they seem too harsh
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I am not too sure what your company does
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This design is neat and straight to the point, I like how it is easy to follow
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I like how there are two ways to press “request a quote”
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