Project Detail
Freightsight
Freightsight
Pioneering news portal for Indonesian Freight Forwarder
Year:
2021
Year:
2021
Action:
UI/UX team of one
Action:
UI/UX team of one
Duration:
1 months
Duration:
1 months
Role:
Sr. UI/UX Designer
Role:
Sr. UI/UX Designer
01 | Overview
01 | Overview
01 | Overview
The initiative aimed to revamp Freightpair.com into "Freightsight," a comprehensive news portal dedicated to the Indonesian freight forwarding industry. The platform's objectives included:
Establishing itself as the premier media portal for Indonesia's supply chain sector.
Providing valuable news and rate index information to freight forwarders.
Enhancing customer engagement through brand awareness and retention strategies.
The initiative aimed to revamp Freightpair.com into "Freightsight," a comprehensive news portal dedicated to the Indonesian freight forwarding industry. The platform's objectives included:
Establishing itself as the premier media portal for Indonesia's supply chain sector.
Providing valuable news and rate index information to freight forwarders.
Enhancing customer engagement through brand awareness and retention strategies.
The initiative aimed to revamp Freightpair.com into "Freightsight," a comprehensive news portal dedicated to the Indonesian freight forwarding industry. The platform's objectives included:
Establishing itself as the premier media portal for Indonesia's supply chain sector.
Providing valuable news and rate index information to freight forwarders.
Enhancing customer engagement through brand awareness and retention strategies.
02 | Objective
02 | Objective
02 | Objective
Brand Positioning: Transform Freightpair into Indonesia’s premier supply chain news portal.
User-Centric Content: Deliver clear, relevant news and rate index updates for freight forwarders.
Retention & Engagement: Establish brand loyalty and improve retention through streamlined experiences.
Brand Positioning: Transform Freightpair into Indonesia’s premier supply chain news portal.
User-Centric Content: Deliver clear, relevant news and rate index updates for freight forwarders.
Retention & Engagement: Establish brand loyalty and improve retention through streamlined experiences.
Brand Positioning: Transform Freightpair into Indonesia’s premier supply chain news portal.
User-Centric Content: Deliver clear, relevant news and rate index updates for freight forwarders.
Retention & Engagement: Establish brand loyalty and improve retention through streamlined experiences.
03 | Competitive Analyses
03 | Competitive Analyses
03 | Competitive Analyses
A thorough evaluation of existing maritime news platforms, such as Sea Trade Maritime News and Journal of Commerce (JOC), revealed:
Strengths: Established global presence and diverse content offerings.
Weaknesses: Cluttered layouts, excessive advertisements, and suboptimal mobile experiences.
Opportunities: Designing an ad-free, user-centric portal with improved information architecture and mobile responsiveness.
A thorough evaluation of existing maritime news platforms, such as Sea Trade Maritime News and Journal of Commerce (JOC), revealed:
Strengths: Established global presence and diverse content offerings.
Weaknesses: Cluttered layouts, excessive advertisements, and suboptimal mobile experiences.
Opportunities: Designing an ad-free, user-centric portal with improved information architecture and mobile responsiveness.
A thorough evaluation of existing maritime news platforms, such as Sea Trade Maritime News and Journal of Commerce (JOC), revealed:
Strengths: Established global presence and diverse content offerings.
Weaknesses: Cluttered layouts, excessive advertisements, and suboptimal mobile experiences.
Opportunities: Designing an ad-free, user-centric portal with improved information architecture and mobile responsiveness.
See Detail Competitive Analyses
See Detail Competitive Analyses
See Detail Competitive Analyses
04 | User Research
04 | User Research
04 | User Research
Demographics
Demographics
Demographics
Age: Late 20s to 50s
Gender: 80% Male, 20% Female
Industry: Freight Forwarders, Direct Shippers, Trade Analysts, Government Officials, Academics
Positions: Managers, Supervisors, CXOs, Business Owners, Staff
Location: Predominantly Java Island, Indonesia
Age: Late 20s to 50s
Gender: 80% Male, 20% Female
Industry: Freight Forwarders, Direct Shippers, Trade Analysts, Government Officials, Academics
Positions: Managers, Supervisors, CXOs, Business Owners, Staff
Location: Predominantly Java Island, Indonesia
Age: Late 20s to 50s
Gender: 80% Male, 20% Female
Industry: Freight Forwarders, Direct Shippers, Trade Analysts, Government Officials, Academics
Positions: Managers, Supervisors, CXOs, Business Owners, Staff
Location: Predominantly Java Island, Indonesia
Metodology & Persona
Metodology & Persona
Metodology & Persona
After completing a competitive analysis and mapping user demographic, along side with product owner, we interviewed 6 people with logistics background who were interested in reading the latest trend in export import and any freight forwarder related issues. I then created user personas based on my user research that help me to paint a realistic image of user’s goals, preferences and behaviour.
After completing a competitive analysis and mapping user demographic, along side with product owner, we interviewed 6 people with logistics background who were interested in reading the latest trend in export import and any freight forwarder related issues. I then created user personas based on my user research that help me to paint a realistic image of user’s goals, preferences and behaviour.
After completing a competitive analysis and mapping user demographic, along side with product owner, we interviewed 6 people with logistics background who were interested in reading the latest trend in export import and any freight forwarder related issues. I then created user personas based on my user research that help me to paint a realistic image of user’s goals, preferences and behaviour.
Minimum Viable Product (MVP)
Minimum Viable Product (MVP)
Minimum Viable Product (MVP)
Next, I gathered requirements to define what features I needed to design for the Freighsight website. I developed key user stories from my personas and minimum viable products (MVPs). This MVPs would allow me to quickly test my initial designs ideas on users which giving me valuable feedback in the begining of design process.
This drove me to these MVP Needs:
Next, I gathered requirements to define what features I needed to design for the Freighsight website. I developed key user stories from my personas and minimum viable products (MVPs). This MVPs would allow me to quickly test my initial designs ideas on users which giving me valuable feedback in the begining of design process.
This drove me to these MVP Needs:
Next, I gathered requirements to define what features I needed to design for the Freighsight website. I developed key user stories from my personas and minimum viable products (MVPs). This MVPs would allow me to quickly test my initial designs ideas on users which giving me valuable feedback in the begining of design process.
This drove me to these MVP Needs:
MVP 1
MVP 1
MVP 1
MVP 2
MVP 2
MVP 2
MVP 3
MVP 3
MVP 3
MVP 4
MVP 4
MVP 4
MVP 5
MVP 5
MVP 5
MVP 6
MVP 6
MVP 6
Other Findings
Other Findings
Other Findings
05 | Design Process
05 | Design Process
05 | Design Process
Information Architecture
Information Architecture
Information Architecture
Created a streamlined sitemap and user flows for clear content hierarchy.
Prioritized discoverability and logical grouping of topics.
Created a streamlined sitemap and user flows for clear content hierarchy.
Prioritized discoverability and logical grouping of topics.
Created a streamlined sitemap and user flows for clear content hierarchy.
Prioritized discoverability and logical grouping of topics.
Wireframing
Wireframing
Wireframing
Developed low-fidelity wireframes to test content placement and functionality.
Iteratively refined based on feedback and insights.
Developed low-fidelity wireframes to test content placement and functionality.
Iteratively refined based on feedback and insights.
Developed low-fidelity wireframes to test content placement and functionality.
Iteratively refined based on feedback and insights.
Usability Testing
Usability Testing
Usability Testing
Conducted usability testing sessions to identify pain points.
Addressed issues to ensure an accessible and engaging experience.
Conducted usability testing sessions to identify pain points.
Addressed issues to ensure an accessible and engaging experience.
Conducted usability testing sessions to identify pain points.
Addressed issues to ensure an accessible and engaging experience.
See Detail Findings
See Detail Findings
See Detail Findings
Final Design
Final Design
Final Design
Established a cohesive design system to ensure consistency across the platform.
Established a cohesive design system to ensure consistency across the platform.
Established a cohesive design system to ensure consistency across the platform.
06 | Impact & Outcome
06 | Impact & Outcome
06 | Impact & Outcome
Freightsight.com was successfully launched, setting a new standard for supply chain news platforms in Indonesia.
Delivered a clean, distraction-free interface focused on user needs.
Elevated Freightsight as the go-to source for industry news and market insights.
Enhanced user engagement through intuitive navigation and tailored content delivery.
Freightsight.com was successfully launched, setting a new standard for supply chain news platforms in Indonesia.
Delivered a clean, distraction-free interface focused on user needs.
Elevated Freightsight as the go-to source for industry news and market insights.
Enhanced user engagement through intuitive navigation and tailored content delivery.
Freightsight.com was successfully launched, setting a new standard for supply chain news platforms in Indonesia.
Delivered a clean, distraction-free interface focused on user needs.
Elevated Freightsight as the go-to source for industry news and market insights.
Enhanced user engagement through intuitive navigation and tailored content delivery.
07 | Key Takeaway
07 | Key Takeaway
07 | Key Takeaway
Understanding the Industry’s Needs
Understanding the Industry’s Needs
Understanding the Industry’s Needs
Balancing Business Goals & User Needs
Balancing Business Goals & User Needs
Balancing Business Goals & User Needs
Ad-Free, Purpose-Driven UI
Ad-Free, Purpose-Driven UI
Ad-Free, Purpose-Driven UI
Design for the Local Context
Design for the Local Context
Design for the Local Context
Iterative, Feedback-Driven Process
Iterative, Feedback-Driven Process
Iterative, Feedback-Driven Process
07 | Reflection
07 | Reflection
07 | Reflection
This project was a turning point in understanding the complex intersection of user needs, business goals, and industry-specific challenges in the logistics sector. I learned how critical it is to listen to users—not just what they say, but how they navigate and consume information in high-pressure, fast-paced environments like freight forwarding.
The decision to strip away intrusive ads and create a focused, ad-free experience challenged me to prioritize clarity and trustworthiness in every design decision. Collaborating closely with stakeholders and logistics professionals also highlighted the importance of local context—understanding how Indonesian freight professionals work, think, and stay informed.
Ultimately, this case study deepened my appreciation for research-driven, purpose-driven design that respects both users and business objectives.
This project was a turning point in understanding the complex intersection of user needs, business goals, and industry-specific challenges in the logistics sector. I learned how critical it is to listen to users—not just what they say, but how they navigate and consume information in high-pressure, fast-paced environments like freight forwarding.
The decision to strip away intrusive ads and create a focused, ad-free experience challenged me to prioritize clarity and trustworthiness in every design decision. Collaborating closely with stakeholders and logistics professionals also highlighted the importance of local context—understanding how Indonesian freight professionals work, think, and stay informed.
Ultimately, this case study deepened my appreciation for research-driven, purpose-driven design that respects both users and business objectives.
This project was a turning point in understanding the complex intersection of user needs, business goals, and industry-specific challenges in the logistics sector. I learned how critical it is to listen to users—not just what they say, but how they navigate and consume information in high-pressure, fast-paced environments like freight forwarding.
The decision to strip away intrusive ads and create a focused, ad-free experience challenged me to prioritize clarity and trustworthiness in every design decision. Collaborating closely with stakeholders and logistics professionals also highlighted the importance of local context—understanding how Indonesian freight professionals work, think, and stay informed.
Ultimately, this case study deepened my appreciation for research-driven, purpose-driven design that respects both users and business objectives.