Design Strategy for a global logistics major
Strategic & Technical Impact: I designed a scalable and accessible design system (WCAG 2.1 compliant) that was adopted company-wide, setting a new standard for their digital tools.
I transformed a one-person design effort into leading a 12-member team, directly impacting its growth and ensuring a high standard of design quality.
Business & Operational Excellence: I helped secure new business by presenting compelling pitches and proposals and led a major project to design a platform that replaced a decade-old, billion-euro application in just one year.
In my two-year on-site engagement with a major French logistics company, I was strategically immersed in a creative and operational transformation. My primary focus is on optimizing and redesigning a complex suite of applications used for tracking supply chain performance and managing vessel operations.
My first mission was to build a strong design presence. When I started, I was a solo designer, but through consistent delivery of high-quality work, I helped the team grow. I was responsible for leading and managing a team that expanded to 12 designers. This growth wasn't just about numbers; it was a direct result of our improved design quality and the value we brought to the client.
A key achievement was the creation of a scalable design system for the company's core pricing and vessel performance applications. This system was built to meet WCAG 2.1 accessibility standards, ensuring it was usable for a wider audience. Its success was so clear that it was soon adopted as the main design system for all of their pricing tools.
Working closely with the client, I was able to play a direct role in business development. By crafting compelling pitches and proposals, I helped secure new projects, which included:
Building applications for their global strategy team.
Redesigning their corporate website.
Making their key applications digitally accessible.
I led our UX team in a major effort to design and deliver a new platform of over 9 applications in under 8 months. My team designed more than 1,000 screens to simplify cargo operations, making them intuitive and easy to use. This new cargo operations platform replaced a billion-euro SAP application, which was built over a decade
Redefining Scale and Impact: The New Logistic's Website Experience
A visually immersive, bilingual (English/French) website reflecting the Logistic's Majors global scale and impact.
First Impressions
• Striking hero image of a container ship anchors the brand story.
• Highlights like fleet size and port network reinforce global reach.
Engaging Content
• Dynamic photo montage showcases logistics services.
• CEO message communicates values and strategic direction.
Strategic Focus
• Innovation – Tech-driven transformation
• Social Responsibility – People, planet, purpose
• Logistics Excellence – Integrated, end-to-end capabilities
Transformation Impact
• Elevated design and content structure
• Seamless, multilingual experience
• Stronger brand engagement and usability
Simplifying Global Operations: Strategy Tools
My team and I developed a suite of global strategy tools designed to track key metrics such as stock levels at ports worldwide, on-time ticket closure, carbon footprint, fleet utilization, fill rate, and resource allocation. Each project involved extensive user interviews, wireframing, and journey mapping. I’d be happy to discuss the details further, but here’s a glimpse of some of the dashboards we created. For several of these tools, we had the creative freedom to design advanced, visually engaging interfaces that are both highly functional and future-ready.
Building a Foundation for UX Excellence: Introducing a Assessable Design System
We developed a comprehensive design system that establishes a foundation for a consistently high-quality user experience. This became the primary design system for all logistics pricing applications
What we did
Consistency: Ensures a unified visual language across all products and touchpoints.
Efficiency: Streamlines the design and development process.
Accessibility: Prioritizes inclusive design practices for all users.
Scalability: Enables future growth and expansion of the system.
Empowering Shipping Pricers: Line Monitoring Tool
Pricers struggled with managing scattered data for 306 shipping lines and lacked advanced features in the Line Monitoring Tool (LMT). The proposed solution is a centralized platform with dynamic dashboards, enhanced data visualization, and customization to streamline vessel utilization monitoring and improve decision-making.
What we did
We developed a dynamic dashboard to centralize data, replacing confusing spreadsheets and apps to provide clear, fast insights for efficient ship tracking and profitable decision-making.
Boost Efficiency and Effortless Data Analysis with Streamlined Drill Down-Filtering.
Empowering Pricers and Line Managers with Tailored Tables & Data Visualisations for Informed Decision-Making and Performance Optimization.
Prioritizing accessibility in the design system ensured inclusive design and product usability for all.
Tracking sales and trades: Agency Monitoring Tool
Our team designed, developed and deployed a suite of proactive monitoring tool that provides timely alerts and actionable insights to sales and trade teams within a CMA CGM, enabling them to optimize customer engagement, vessel utilization, and overall operational efficiency.
What we did
User-Friendly Experience: Creating an easy-to-understand and navigate user experience, minimizing the need for training or assistance.
Compliance with Accessibility Standards: Aligning with RGAA 4.1.2 and WCAG 2.1 Level AA for accessibility compliance.
Inclusive and Accessible Best Practices: Implementing inclusive and accessible best practices throughout design, development, and testing phases.
Updation and Scaling of an Accessibile Design System: Applications designed to meet the latest design standards while maintaining CMA CGM branding and the principles of WongDoody's AQUA Design system. We updated and scaled the design system to align with functional and accessibility requirements.
Accessibility Auditing: Auditing the developed screens against RGAA 4.1.2 during the testing phase.