UI / UX Design
Comprehensive transformation of a SaaS product
Over three years, I helped transform Cargofive’s SaaS platform and design culture from the ground up — starting as the company’s first in-house designer and evolving the product through continuous UX research, systemization, and data-driven iteration.
Year :
since 2022
Industry :
International logistics
Client :
Cargofive
Project Duration :
3 years
Problem :
TWhen I joined Cargofive, the product lacked design consistency, documentation, and a structured UX process.
The interface had grown organically, with fragmented visuals and inconsistent user flows across modules like Rate Finder and Offer Settings.
There was no established design system, no validation process with real users, and communication between Customer Success, Product, and Engineering was unstructured.
As a result, user experience varied dramatically from one part of the app to another, impacting usability, speed, and customer trust.
Solution :
The transformation began by establishing foundational design practices and introducing UX maturity into the product lifecycle.
I conducted a complete UX/UI audit to identify usability gaps, applying heuristic evaluation principles to prioritize improvements.
Then, I initiated research cycles with both qualitative and quantitative methods — including structured and unstructured user interviews, Hotjar heatmaps, and task-based usability tests.
These insights informed a progressive redesign of key modules, aligning functionality with the customer journey.
In parallel, I began building the Design System (later a living documentation of tokens, component anatomy, and usage guidelines) to bring visual and structural consistency.
To support scalability, I introduced Agile and Kanban workflows, handoff documentation, and collaborative rituals with Engineering and Customer Success — turning design into a bridge between teams.
Throughout this process, I applied the Design Thinking framework as the foundation for iteration: empathizing with users, defining pain points, ideating improvements, prototyping, and validating every solution before release.
Challenge :
The biggest challenge was building design culture and product scalability simultaneously.
As the only designer at the beginning, I had to balance day-to-day product work with long-term strategy — documenting, designing, testing, and advocating for UX standards while the product continued to grow.
Another key challenge was working within the team’s technical and operational constraints, gradually introducing design practices that aligned with engineering capacity and release schedules.
Over time, design evolved from a support function to a strategic layer of the product, influencing decisions across modules and helping unify the company’s user experience vision.
Impact & Learnings :
The three-year transformation resulted in a cohesive product ecosystem, improved usability metrics, and faster design-to-development handoffs.
UX maturity grew substantially — with design documentation integrated into every sprint and clear validation loops with real users.
Cross-team collaboration also improved, as the design area became the link between Customer Success, Product, and Engineering, reducing friction and increasing delivery efficiency.
The result: a more consistent, user-centered, and scalable product — one that reflects both business goals and customer needs.
More Projects
UI / UX Design
Comprehensive transformation of a SaaS product
Over three years, I helped transform Cargofive’s SaaS platform and design culture from the ground up — starting as the company’s first in-house designer and evolving the product through continuous UX research, systemization, and data-driven iteration.
Year :
since 2022
Industry :
International logistics
Client :
Cargofive
Project Duration :
3 years
Problem :
TWhen I joined Cargofive, the product lacked design consistency, documentation, and a structured UX process.
The interface had grown organically, with fragmented visuals and inconsistent user flows across modules like Rate Finder and Offer Settings.
There was no established design system, no validation process with real users, and communication between Customer Success, Product, and Engineering was unstructured.
As a result, user experience varied dramatically from one part of the app to another, impacting usability, speed, and customer trust.
Solution :
The transformation began by establishing foundational design practices and introducing UX maturity into the product lifecycle.
I conducted a complete UX/UI audit to identify usability gaps, applying heuristic evaluation principles to prioritize improvements.
Then, I initiated research cycles with both qualitative and quantitative methods — including structured and unstructured user interviews, Hotjar heatmaps, and task-based usability tests.
These insights informed a progressive redesign of key modules, aligning functionality with the customer journey.
In parallel, I began building the Design System (later a living documentation of tokens, component anatomy, and usage guidelines) to bring visual and structural consistency.
To support scalability, I introduced Agile and Kanban workflows, handoff documentation, and collaborative rituals with Engineering and Customer Success — turning design into a bridge between teams.
Throughout this process, I applied the Design Thinking framework as the foundation for iteration: empathizing with users, defining pain points, ideating improvements, prototyping, and validating every solution before release.
Challenge :
The biggest challenge was building design culture and product scalability simultaneously.
As the only designer at the beginning, I had to balance day-to-day product work with long-term strategy — documenting, designing, testing, and advocating for UX standards while the product continued to grow.
Another key challenge was working within the team’s technical and operational constraints, gradually introducing design practices that aligned with engineering capacity and release schedules.
Over time, design evolved from a support function to a strategic layer of the product, influencing decisions across modules and helping unify the company’s user experience vision.
Impact & Learnings :
The three-year transformation resulted in a cohesive product ecosystem, improved usability metrics, and faster design-to-development handoffs.
UX maturity grew substantially — with design documentation integrated into every sprint and clear validation loops with real users.
Cross-team collaboration also improved, as the design area became the link between Customer Success, Product, and Engineering, reducing friction and increasing delivery efficiency.
The result: a more consistent, user-centered, and scalable product — one that reflects both business goals and customer needs.
More Projects
UI / UX Design
Comprehensive transformation of a SaaS product
Over three years, I helped transform Cargofive’s SaaS platform and design culture from the ground up — starting as the company’s first in-house designer and evolving the product through continuous UX research, systemization, and data-driven iteration.
Year :
since 2022
Industry :
International logistics
Client :
Cargofive
Project Duration :
3 years
Problem :
TWhen I joined Cargofive, the product lacked design consistency, documentation, and a structured UX process.
The interface had grown organically, with fragmented visuals and inconsistent user flows across modules like Rate Finder and Offer Settings.
There was no established design system, no validation process with real users, and communication between Customer Success, Product, and Engineering was unstructured.
As a result, user experience varied dramatically from one part of the app to another, impacting usability, speed, and customer trust.
Solution :
The transformation began by establishing foundational design practices and introducing UX maturity into the product lifecycle.
I conducted a complete UX/UI audit to identify usability gaps, applying heuristic evaluation principles to prioritize improvements.
Then, I initiated research cycles with both qualitative and quantitative methods — including structured and unstructured user interviews, Hotjar heatmaps, and task-based usability tests.
These insights informed a progressive redesign of key modules, aligning functionality with the customer journey.
In parallel, I began building the Design System (later a living documentation of tokens, component anatomy, and usage guidelines) to bring visual and structural consistency.
To support scalability, I introduced Agile and Kanban workflows, handoff documentation, and collaborative rituals with Engineering and Customer Success — turning design into a bridge between teams.
Throughout this process, I applied the Design Thinking framework as the foundation for iteration: empathizing with users, defining pain points, ideating improvements, prototyping, and validating every solution before release.
Challenge :
The biggest challenge was building design culture and product scalability simultaneously.
As the only designer at the beginning, I had to balance day-to-day product work with long-term strategy — documenting, designing, testing, and advocating for UX standards while the product continued to grow.
Another key challenge was working within the team’s technical and operational constraints, gradually introducing design practices that aligned with engineering capacity and release schedules.
Over time, design evolved from a support function to a strategic layer of the product, influencing decisions across modules and helping unify the company’s user experience vision.
Impact & Learnings :
The three-year transformation resulted in a cohesive product ecosystem, improved usability metrics, and faster design-to-development handoffs.
UX maturity grew substantially — with design documentation integrated into every sprint and clear validation loops with real users.
Cross-team collaboration also improved, as the design area became the link between Customer Success, Product, and Engineering, reducing friction and increasing delivery efficiency.
The result: a more consistent, user-centered, and scalable product — one that reflects both business goals and customer needs.