Container Terminal & Maritime Logistics
One platform, five personas, across international ports
Led the redesign of a legacy port management platform into a unified, role-based experience serving five distinct personas across international container terminals.
Port Management, Maritime Logistics, Terminal Operations
Product Design Lead
Web App, Mobile App (iOS/Android), Design System
THE CHALLENGE
A global container terminal operator needed to modernize legacy apps that had grown organically across multiple international ports. Each terminal had its own interface. Port operators, truckers, shipping agents, and billing staff navigated completely different systems per location.
Fragmented Systems
Each terminal had its own interface. Port operators, truckers, shipping agents, and billing staff navigated completely different systems per location, creating massive operational inefficiency.
One-Size-Fits-All UI
A port operator tracking vessel schedules, a trucker checking gate-pass payments, and a billing clerk reconciling import charges all faced the same generic interface. No role awareness.
Legacy Tech
No mobile responsiveness. Poor load performance. Growing security vulnerabilities. Inconsistent branding across touchpoints.
WHY IT MATTERED
Container terminals are high-stakes environments. When a trucker cannot quickly check container status or a shipping agent cannot manage vessel schedules efficiently, delays cascade across the supply chain. An outdated digital experience was a competitive liability.
THE APPROACH
Field Research Across Terminals
Led stakeholder interviews with 20+ users across multiple international terminals. Conducted on-site observations: truckers using the app in vehicles, port operators monitoring vessel schedules, billing teams handling complex payment reconciliation.
Five Persona Framework
Defined five distinct user personas (port operators, truckers, shipping agents, billing staff, administrators) with unique workflows, pain points, and feature priorities. Each persona drove its own dashboard design.
Unified Platform with Role-Based Experiences
Designed one platform, one login, access to any terminal globally. Custom dashboards per persona with live data feeds for real-time decisions.
Design System & Mobile-First
Built a branded design language with cross-platform accessibility. Prioritized mobile with offline-capable features, push notifications, and one-handed interaction patterns.
THE OUTCOMES
Served on one unified platform across international terminals
Researched across multiple terminals
Custom dashboards reducing time-to-task for every user type
Responsive design across mobile, tablet, and desktop