Redesign the Nowports platform
Transform the digital platform to make it clearer, more useful, and more scalable, aligning it with the real needs of users and the strategic business vision.
Summary version
Logistics doesn't have to be a maze. We redesigned the platform to make it clear, fast, and truly useful. We researched, prioritized, simplified, and scaled. We eliminated what wasn't useful, highlighted what was important, and built an experience that feels smart. The end result? More use, more love, and a platform that's actually a joy to use.
* Some figures and data have been adapted for illustrative purposes to protect strategic and confidential information.
The challenge
One of the main challenges was aligning and unifying various areas and specialties within Nowports, ensuring coordinated and strategic execution. As project owners, our responsibility spanned multiple disciplines, including branding, growth, service design, operations, internal and external communications strategy, design system, research, definition and implementation of voice and tone, and internal training. This holistic approach ensured that the platform reflected not only the user's needs but also the company's comprehensive vision.
Nowports' accelerated growth brought with it the need for a more robust and scalable digital platform, aligned with the redefinition of its value proposition. The existing platform presented limitations in usability, performance, and scalability, which negatively impacted both the user experience and the business's operational efficiency.
The challenge was not only to lead the design and strategy for a complete revamp of the platform, but also to ensure that this transformation was aligned with the evolution of Nowports' value proposition. This involved integrating the company's new strategic vision into every aspect of the redesign, ensuring a more agile, efficient digital solution aligned with the true needs of the business and its customers.
About Nowports
Nowports is a leading digital logistics company revolutionizing the freight transportation industry through technology, automation, and real-time data. Its goal is to optimize and streamline import and export processes through digital tools that provide visibility, efficiency, and control in logistics management.
Focus and strategy
Since the platform needed to reflect Nowports' overall strategy, we worked closely with multidisciplinary teams to ensure consistency and alignment at every step of the process. For certain features, we adopted a buy-versus-build philosophy, ensuring efficiency and effectiveness by leveraging existing solutions rather than developing them from scratch. For example, we implemented Zendesk for the chatbot and help center, achieving a seamless integration into the customer experience without having to reinvent the wheel.
To ensure consistent and up-to-date content on the platform, we designed a source of truth system that centralizes all information into a single, editable document. This system not only maintains alignment with the brand's voice and tone but also allows for easy editing by experience and content designers. The technology also exports content in JSON format, ensuring direct integration with the platform. This approach not only facilitated cross-team collaboration but also enabled a scalable internationalization process, allowing content to be available in three languages: Spanish, Portuguese, and English.
To address this challenge, the redesign and restructuring process was based on principles of user research, Jobs to be Done (JTBD), and user personas, ensuring that design decisions were informed by data and a deep understanding of users.
Main actions carried out
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User Research: Interviews, surveys, and usage analysis were conducted to identify friction points and opportunities for improvement across the platform.
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Definition of User Personas and Jobs to be Done: Users were segmented into key archetypes, with a clear understanding of their needs, goals, and pain points.
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Feature Review and Streamlining: Functions that didn’t add value to the business or users were removed, improving the experience and reducing complexity.
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Creation of New Functionalities: Tools and flows were designed and implemented to enhance operational efficiency and platform usability.
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Implementation of a Design System: A unified design system was developed to ensure consistency, scalability, and efficiency in the platform’s ongoing evolution.
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Optimization of the Digital Architecture: A more robust and agile infrastructure was built to support scalability and system performance.
The redesign and implementation of Nowports' digital platform had a significant impact on operations and user experience. To maximize engagement and optimize decision-making, an approach based on quantitative and qualitative analysis was integrated through Mixpanel, Hotjar, and user interviews. Some of the key results achieved include:
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Increased operational efficiency : Key task execution time was reduced thanks to a streamlined, more intuitive experience.
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Better platform adoption : Removing unnecessary features and streamlining flows resulted in a shorter learning curve for new users.
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Guaranteed scalability : The new infrastructure and Design System allow the platform to grow and evolve quickly.
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Increased user satisfaction and engagement : Using tools like Mixpanel and Hotjar allowed us to identify key behaviors, improve critical workflows, and optimize the overall platform experience based on real-world data.
Redefining Interaction: Measurable Impact at Every Touchpoint
Beyond Redesign: A Platform to Conquer Boundaries
The redesign of Nowports’ platform not only modernized its digital infrastructure—it became a strategic lever that redefined how the company thinks, collaborates, and grows. More than just a technological upgrade, it was an opportunity to align diverse teams under a shared language, a common vision, and a cohesive global operation, paving the way for smooth and sustainable international expansion.
The synergy created allowed for greater internal efficiency, a more consistent user experience, and a unified business perspective. Through internal training, strategic definitions, and a data-driven approach, the team didn’t just adopt the new platform—they turned it into the core of their operation.
The impact was undeniable: user engagement and interaction reached record levels, and the platform became a dynamic, connected experience, ready to scale consistently across multiple markets. Nowports established itself as a benchmark in digital logistics innovation with international reach. This project proved that when design, strategy, and technology align around a clear vision, the results can completely redefine a company’s trajectory.
In parallel, we created UX Design Notes, a resource library for clearly documenting flows, decisions, and interactions.
Much more than a platform
The platform redesign wasn't just a technical improvement; it was a strategic transformation. It became the meeting point between teams, processes, and real needs. Today, the platform not only connects data: it connects people, decisions, and value. And that, in logistics, changes everything.