Project Detail
Project Detail
Syncargo SaaS
Syncargo SaaS
Personalize SaaS, empowering Indonesian Freight Forwarder with one stop digital ecosystem
Personalize SaaS, empowering Indonesian Freight Forwarder with one stop digital ecosystem
Personalize SaaS, empowering Indonesian Freight Forwarder with one stop digital ecosystem
Duration:
6 months
Duration:
6 months
Duration:
6 months
Role:
UI/UX Designer Manager
Role:
UI/UX Designer Manager
Role:
UI/UX Designer Manager
Year:
2022
Year:
2022
Year:
2022
Action:
Led and orchestrated the project
Action:
Led and orchestrated the project
Action:
Led and orchestrated the project
01 | Overview
01 | Overview
01 | Overview
Syncargo is a SaaS CRM web application built to help Indonesian freight forwarders manage their export-import shipments. It provides a centralized platform for creating shipment orders, managing shipment progress, chatting with clients, uploading essential documents, and handling user management.
Syncargo is a SaaS CRM web application built to help Indonesian freight forwarders manage their export-import shipments. It provides a centralized platform for creating shipment orders, managing shipment progress, chatting with clients, uploading essential documents, and handling user management.
Syncargo is a SaaS CRM web application built to help Indonesian freight forwarders manage their export-import shipments. It provides a centralized platform for creating shipment orders, managing shipment progress, chatting with clients, uploading essential documents, and handling user management.
As part of the overall Syncargo SaaS ecosystem, we developed three interconnected products:
Syncargo for Freight Forwarders: The core SaaS CRM platform tailored for logistics providers to manage operations and client relationships.
Syncargo for Customers: A companion portal enabling freight forwarder clients to request quotations, track shipments, and upload documents.
Syncargo Super Admin: An internal tool for Syncargo’s team to handle client onboarding, monitor system activity, and manage roles, permissions, and overall SaaS environment health.
As part of the overall Syncargo SaaS ecosystem, we developed three interconnected products:
Syncargo for Freight Forwarders: The core SaaS CRM platform tailored for logistics providers to manage operations and client relationships.
Syncargo for Customers: A companion portal enabling freight forwarder clients to request quotations, track shipments, and upload documents.
Syncargo Super Admin: An internal tool for Syncargo’s team to handle client onboarding, monitor system activity, and manage roles, permissions, and overall SaaS environment health.
As part of the overall Syncargo SaaS ecosystem, we developed three interconnected products:
Syncargo for Freight Forwarders: The core SaaS CRM platform tailored for logistics providers to manage operations and client relationships.
Syncargo for Customers: A companion portal enabling freight forwarder clients to request quotations, track shipments, and upload documents.
Syncargo Super Admin: An internal tool for Syncargo’s team to handle client onboarding, monitor system activity, and manage roles, permissions, and overall SaaS environment health.
02 | Objective
02 | Objective
02 | Objective
The objective of the Syncargo project was to build a centralized, user-friendly SaaS CRM platform tailored for Indonesian freight forwarders, aiming to streamline shipment tracking, client communication, and documentation processes while addressing the industry's digital trust barriers.
The objective of the Syncargo project was to build a centralized, user-friendly SaaS CRM platform tailored for Indonesian freight forwarders, aiming to streamline shipment tracking, client communication, and documentation processes while addressing the industry's digital trust barriers.
The objective of the Syncargo project was to build a centralized, user-friendly SaaS CRM platform tailored for Indonesian freight forwarders, aiming to streamline shipment tracking, client communication, and documentation processes while addressing the industry's digital trust barriers.
From a business perspective, the project sought to:
Support other freight forwarders in thriving through digital transformation by offering Syncargo as an accessible SaaS solution, while also exploring monetization opportunities to establish a sustainable new revenue stream for the company
Accelerate the digital transformation of small to mid-sized freight forwarders
Enhance operational efficiency by reducing reliance on manual tools and fragmented communication
Establish a scalable product foundation to support long-term SaaS growth
Build early partnerships and trust with key players in the Indonesian logistics space to drive future expansion and adoption
From a business perspective, the project sought to:
Support other freight forwarders in thriving through digital transformation by offering Syncargo as an accessible SaaS solution, while also exploring monetization opportunities to establish a sustainable new revenue stream for the company
Accelerate the digital transformation of small to mid-sized freight forwarders
Enhance operational efficiency by reducing reliance on manual tools and fragmented communication
Establish a scalable product foundation to support long-term SaaS growth
Build early partnerships and trust with key players in the Indonesian logistics space to drive future expansion and adoption
From a business perspective, the project sought to:
Support other freight forwarders in thriving through digital transformation by offering Syncargo as an accessible SaaS solution, while also exploring monetization opportunities to establish a sustainable new revenue stream for the company
Accelerate the digital transformation of small to mid-sized freight forwarders
Enhance operational efficiency by reducing reliance on manual tools and fragmented communication
Establish a scalable product foundation to support long-term SaaS growth
Build early partnerships and trust with key players in the Indonesian logistics space to drive future expansion and adoption
03 | Motivation, Problem & Context
03 | Motivation, Problem & Context
03 | Motivation, Problem & Context
Inspired by the successful internal implementation of a digital freight forwarder system within the Andalin team, the company recognized the opportunity to bring similar efficiencies to the broader freight forwarding industry. This motivated the creation of Syncargo as a scalable SaaS solution aimed at enabling digital transformation for external freight forwarders.
Many Indonesian freight forwarders operated with manual, fragmented tools—spreadsheets, emails, and messaging apps—which made shipment management inefficient and prone to error.
Inspired by the successful internal implementation of a digital freight forwarder system within the Andalin team, the company recognized the opportunity to bring similar efficiencies to the broader freight forwarding industry. This motivated the creation of Syncargo as a scalable SaaS solution aimed at enabling digital transformation for external freight forwarders.
Many Indonesian freight forwarders operated with manual, fragmented tools—spreadsheets, emails, and messaging apps—which made shipment management inefficient and prone to error.
Inspired by the successful internal implementation of a digital freight forwarder system within the Andalin team, the company recognized the opportunity to bring similar efficiencies to the broader freight forwarding industry. This motivated the creation of Syncargo as a scalable SaaS solution aimed at enabling digital transformation for external freight forwarders.
Many Indonesian freight forwarders operated with manual, fragmented tools—spreadsheets, emails, and messaging apps—which made shipment management inefficient and prone to error.
04 | My Role
04 | My Role
04 | My Role
I contributed from project initiation to MVP launch. My responsibilities included:
Lead the user research and competitive analysis
Defining core features and mapping their dependencies
Lead and guide the UI/UX Designer team
Designing high-fidelity user interfaces using Figma
Ensuring on-time delivery of the MVP in 6 months
I contributed from project initiation to MVP launch. My responsibilities included:
Lead the user research and competitive analysis
Defining core features and mapping their dependencies
Lead and guide the UI/UX Designer team
Designing high-fidelity user interfaces using Figma
Ensuring on-time delivery of the MVP in 6 months
I contributed from project initiation to MVP launch. My responsibilities included:
Lead the user research and competitive analysis
Defining core features and mapping their dependencies
Lead and guide the UI/UX Designer team
Designing high-fidelity user interfaces using Figma
Ensuring on-time delivery of the MVP in 6 months
05 | Process
05 | Process
05 | Process
The creation of Syncargo followed a structured product development cycle, starting with feature planning and discovery, followed by user-centric interface design, and culminating in cross-functional execution for MVP delivery. My role spanned each of these phases, ensuring a cohesive, timely, and user-aligned outcome.
The creation of Syncargo followed a structured product development cycle, starting with feature planning and discovery, followed by user-centric interface design, and culminating in cross-functional execution for MVP delivery. My role spanned each of these phases, ensuring a cohesive, timely, and user-aligned outcome.
The creation of Syncargo followed a structured product development cycle, starting with feature planning and discovery, followed by user-centric interface design, and culminating in cross-functional execution for MVP delivery. My role spanned each of these phases, ensuring a cohesive, timely, and user-aligned outcome.
Discovery & Defining
Discovery & Defining
Discovery & Defining
In the discovery and planing stage I did:
Led the baseline feature mapping session, facilitating discussions across stakeholders to align on essential SaaS modules such as shipment management, quotation workflows, invoicing, and user management
Provided feedback on feature dependencies, proposed new feature ideas based on operational gaps, and estimated the UI/UX delivery timeline to support project planning
Collaborated with stakeholders to define essential features such as shipment tracking, document uploads, and live client communication
Identified feature dependencies to optimize the development flow and prevent architectural conflicts
In the discovery and planing stage I did:
Led the baseline feature mapping session, facilitating discussions across stakeholders to align on essential SaaS modules such as shipment management, quotation workflows, invoicing, and user management
Provided feedback on feature dependencies, proposed new feature ideas based on operational gaps, and estimated the UI/UX delivery timeline to support project planning
Collaborated with stakeholders to define essential features such as shipment tracking, document uploads, and live client communication
Identified feature dependencies to optimize the development flow and prevent architectural conflicts
In the discovery and planing stage I did:
Led the baseline feature mapping session, facilitating discussions across stakeholders to align on essential SaaS modules such as shipment management, quotation workflows, invoicing, and user management
Provided feedback on feature dependencies, proposed new feature ideas based on operational gaps, and estimated the UI/UX delivery timeline to support project planning
Collaborated with stakeholders to define essential features such as shipment tracking, document uploads, and live client communication
Identified feature dependencies to optimize the development flow and prevent architectural conflicts
Development
Development
Defined several MVP and roadmap, targeting essential freight management needs
Used Figma to design intuitive, user-friendly interfaces tailored to freight workflows
Led design sprints and provided structured feedback to the UI/UX designer
Ensured consistency across modules by applying reusable UI components and patterns
Defined several MVP and roadmap, targeting essential freight management needs
Used Figma to design intuitive, user-friendly interfaces tailored to freight workflows
Led design sprints and provided structured feedback to the UI/UX designer
Ensured consistency across modules by applying reusable UI components and patterns
Defined several MVP and roadmap, targeting essential freight management needs
Used Figma to design intuitive, user-friendly interfaces tailored to freight workflows
Led design sprints and provided structured feedback to the UI/UX designer
Ensured consistency across modules by applying reusable UI components and patterns
Delivery
Delivery
Coordinated across design and development to deliver the MVP within 6 months
Prioritized delivery speed while maintaining usability and core functionality
Iteration
Coordinated across design and development to deliver the MVP within 6 months
Prioritized delivery speed while maintaining usability and core functionality
Iteration
Coordinated across design and development to deliver the MVP within 6 months
Prioritized delivery speed while maintaining usability and core functionality
Iteration
06 | Outcome
06 | Outcome
06 | Outcome
Launched a functional MVP within 6 months, meeting 100% of scoped features
Onboarded 2 pilot companies with ~50 shipments/month processed through the platform
Reduced manual shipment coordination time by an estimated 30–40% for pilot users by centralizing updates, documents, and communication
Enabled faster document retrieval and shipment status checks, reducing internal response time from hours to minutes
Collected over 10 feature requests and workflow improvement suggestions directly from users, informing the product roadmap
Built early trust through responsive support and privacy assurance, laying the groundwork for broader industry adoption
Launched a functional MVP within 6 months, meeting 100% of scoped features
Onboarded 2 pilot companies with ~50 shipments/month processed through the platform
Reduced manual shipment coordination time by an estimated 30–40% for pilot users by centralizing updates, documents, and communication
Enabled faster document retrieval and shipment status checks, reducing internal response time from hours to minutes
Collected over 10 feature requests and workflow improvement suggestions directly from users, informing the product roadmap
Built early trust through responsive support and privacy assurance, laying the groundwork for broader industry adoption
Launched a functional MVP within 6 months, meeting 100% of scoped features
Onboarded 2 pilot companies with ~50 shipments/month processed through the platform
Reduced manual shipment coordination time by an estimated 30–40% for pilot users by centralizing updates, documents, and communication
Enabled faster document retrieval and shipment status checks, reducing internal response time from hours to minutes
Collected over 10 feature requests and workflow improvement suggestions directly from users, informing the product roadmap
Built early trust through responsive support and privacy assurance, laying the groundwork for broader industry adoption
07 | Reflection & Next Step
07 | Reflection & Next Step
07 | Reflection & Next Step
Syncargo was a valuable opportunity to tackle complex logistics problems and deliver real impact through product design. Despite limited adoption, the experience strengthened my skills in product discovery, design leadership, and building MVPs in challenging environments.
Had the project continued, I would have focused on improving in-product onboarding, embedding stronger privacy assurances into the UX, and expanding user validation to build trust. One major step we had initiated was pursuing ISO 27001 certification to address concerns around data confidentiality and security. However, due to a financial crisis and a change in leadership direction, the company chose to pause this process and instead focus on supporting the already onboarded Syncargo subscribers.
Still, I remain proud of the progress and learnings this project provided.
Syncargo was a valuable opportunity to tackle complex logistics problems and deliver real impact through product design. Despite limited adoption, the experience strengthened my skills in product discovery, design leadership, and building MVPs in challenging environments.
Had the project continued, I would have focused on improving in-product onboarding, embedding stronger privacy assurances into the UX, and expanding user validation to build trust. One major step we had initiated was pursuing ISO 27001 certification to address concerns around data confidentiality and security. However, due to a financial crisis and a change in leadership direction, the company chose to pause this process and instead focus on supporting the already onboarded Syncargo subscribers.
Still, I remain proud of the progress and learnings this project provided.
Syncargo was a valuable opportunity to tackle complex logistics problems and deliver real impact through product design. Despite limited adoption, the experience strengthened my skills in product discovery, design leadership, and building MVPs in challenging environments.
Had the project continued, I would have focused on improving in-product onboarding, embedding stronger privacy assurances into the UX, and expanding user validation to build trust. One major step we had initiated was pursuing ISO 27001 certification to address concerns around data confidentiality and security. However, due to a financial crisis and a change in leadership direction, the company chose to pause this process and instead focus on supporting the already onboarded Syncargo subscribers.
Still, I remain proud of the progress and learnings this project provided.
