UI / UX Design
Quotation tool
I redesigned Cargofive’s Quotation Tool — one of the platform’s core modules alongside Rate Finder — transforming it from an underused feature (<2% adoption) into a streamlined, research-driven experience that now engages over 38% of active users, driving measurable business impact.
Year :
2024
Industry :
International logistics
Client :
Cargofive
Project Duration :
8 months
Problem :
The Quotation Tool was one of Cargofive’s most underutilized yet critical modules.
Despite its strategic importance, fewer than 2% of users were actively using it to create and send quotes.
Interviews and analytics revealed several pain points:
The flow felt complex and unintuitive, creating friction during usage.
The final quote layout sent to clients lacked visual appeal and professionalism.
Data inconsistencies across rate inputs generated mistrust in the output.
Because of this, freight forwarders often exported data manually instead of using the in-app quoting system — a clear signal of friction and missed engagement opportunities.
Solution :
To address these challenges, I led a research-based redesign grounded in both qualitative and quantitative methods.
The process followed an Atomic Research framework, defining goals, hypotheses, and a step-by-step action plan to align business objectives with user needs.
The redesign process included:
Semi-structured user interviews to understand workflows, frustrations, and expectations.
Hotjar heatmaps and user surveys to identify real usage patterns and drop-off points.
UX restructuring to simplify navigation, strengthen hierarchy, and align interactions with existing user habits — minimizing the learning curve.
UI enhancements to modernize the interface, clarify data presentation, and deliver a more professional final quote experience.
Data collaboration with Engineering to automate rate grouping and unify local charges, ensuring cleaner and more reliable output.
This redesign turned the Quotation Tool into an intuitive and visually cohesive experience — improving usability while reinforcing data integrity.
Challenge :
The main challenge was reconciling diverse user expectations with complex data logic.
Different freight forwarders had unique ways of building quotes, so the system needed to serve multiple workflows while remaining simple and consistent.
Additionally, ensuring technical feasibility — particularly around automated rate calculations and quote formatting — required close cross-functional collaboration and iterative testing.
Achieving a smooth balance between usability, accuracy, and technical scalability was the core design challenge.
Impact & Learnings :
After launch, the redesigned Quotation Tool achieved a remarkable growth in adoption — from less than 2% to over 38% of active users within the first months.
The flow became faster, more predictable, and aligned with real user behavior, leading to:
Higher user trust in system-generated quotes.
Reduced manual exports and errors in pricing communication.
Increased client satisfaction with the quality and clarity of offers received.
This transformation demonstrated how user-centered design directly drives business adoption and product engagement, establishing the Quotation Tool as a cornerstone of the Cargofive experience.
More Projects
UI / UX Design
Quotation tool
I redesigned Cargofive’s Quotation Tool — one of the platform’s core modules alongside Rate Finder — transforming it from an underused feature (<2% adoption) into a streamlined, research-driven experience that now engages over 38% of active users, driving measurable business impact.
Year :
2024
Industry :
International logistics
Client :
Cargofive
Project Duration :
8 months
Problem :
The Quotation Tool was one of Cargofive’s most underutilized yet critical modules.
Despite its strategic importance, fewer than 2% of users were actively using it to create and send quotes.
Interviews and analytics revealed several pain points:
The flow felt complex and unintuitive, creating friction during usage.
The final quote layout sent to clients lacked visual appeal and professionalism.
Data inconsistencies across rate inputs generated mistrust in the output.
Because of this, freight forwarders often exported data manually instead of using the in-app quoting system — a clear signal of friction and missed engagement opportunities.
Solution :
To address these challenges, I led a research-based redesign grounded in both qualitative and quantitative methods.
The process followed an Atomic Research framework, defining goals, hypotheses, and a step-by-step action plan to align business objectives with user needs.
The redesign process included:
Semi-structured user interviews to understand workflows, frustrations, and expectations.
Hotjar heatmaps and user surveys to identify real usage patterns and drop-off points.
UX restructuring to simplify navigation, strengthen hierarchy, and align interactions with existing user habits — minimizing the learning curve.
UI enhancements to modernize the interface, clarify data presentation, and deliver a more professional final quote experience.
Data collaboration with Engineering to automate rate grouping and unify local charges, ensuring cleaner and more reliable output.
This redesign turned the Quotation Tool into an intuitive and visually cohesive experience — improving usability while reinforcing data integrity.
Challenge :
The main challenge was reconciling diverse user expectations with complex data logic.
Different freight forwarders had unique ways of building quotes, so the system needed to serve multiple workflows while remaining simple and consistent.
Additionally, ensuring technical feasibility — particularly around automated rate calculations and quote formatting — required close cross-functional collaboration and iterative testing.
Achieving a smooth balance between usability, accuracy, and technical scalability was the core design challenge.
Impact & Learnings :
After launch, the redesigned Quotation Tool achieved a remarkable growth in adoption — from less than 2% to over 38% of active users within the first months.
The flow became faster, more predictable, and aligned with real user behavior, leading to:
Higher user trust in system-generated quotes.
Reduced manual exports and errors in pricing communication.
Increased client satisfaction with the quality and clarity of offers received.
This transformation demonstrated how user-centered design directly drives business adoption and product engagement, establishing the Quotation Tool as a cornerstone of the Cargofive experience.
More Projects
UI / UX Design
Quotation tool
I redesigned Cargofive’s Quotation Tool — one of the platform’s core modules alongside Rate Finder — transforming it from an underused feature (<2% adoption) into a streamlined, research-driven experience that now engages over 38% of active users, driving measurable business impact.
Year :
2024
Industry :
International logistics
Client :
Cargofive
Project Duration :
8 months
Problem :
The Quotation Tool was one of Cargofive’s most underutilized yet critical modules.
Despite its strategic importance, fewer than 2% of users were actively using it to create and send quotes.
Interviews and analytics revealed several pain points:
The flow felt complex and unintuitive, creating friction during usage.
The final quote layout sent to clients lacked visual appeal and professionalism.
Data inconsistencies across rate inputs generated mistrust in the output.
Because of this, freight forwarders often exported data manually instead of using the in-app quoting system — a clear signal of friction and missed engagement opportunities.
Solution :
To address these challenges, I led a research-based redesign grounded in both qualitative and quantitative methods.
The process followed an Atomic Research framework, defining goals, hypotheses, and a step-by-step action plan to align business objectives with user needs.
The redesign process included:
Semi-structured user interviews to understand workflows, frustrations, and expectations.
Hotjar heatmaps and user surveys to identify real usage patterns and drop-off points.
UX restructuring to simplify navigation, strengthen hierarchy, and align interactions with existing user habits — minimizing the learning curve.
UI enhancements to modernize the interface, clarify data presentation, and deliver a more professional final quote experience.
Data collaboration with Engineering to automate rate grouping and unify local charges, ensuring cleaner and more reliable output.
This redesign turned the Quotation Tool into an intuitive and visually cohesive experience — improving usability while reinforcing data integrity.
Challenge :
The main challenge was reconciling diverse user expectations with complex data logic.
Different freight forwarders had unique ways of building quotes, so the system needed to serve multiple workflows while remaining simple and consistent.
Additionally, ensuring technical feasibility — particularly around automated rate calculations and quote formatting — required close cross-functional collaboration and iterative testing.
Achieving a smooth balance between usability, accuracy, and technical scalability was the core design challenge.
Impact & Learnings :
After launch, the redesigned Quotation Tool achieved a remarkable growth in adoption — from less than 2% to over 38% of active users within the first months.
The flow became faster, more predictable, and aligned with real user behavior, leading to:
Higher user trust in system-generated quotes.
Reduced manual exports and errors in pricing communication.
Increased client satisfaction with the quality and clarity of offers received.
This transformation demonstrated how user-centered design directly drives business adoption and product engagement, establishing the Quotation Tool as a cornerstone of the Cargofive experience.