Logistics Platform
Logistics
2019-2022
Refreshed the brand and rebuilt the platform UX/UI for a Toronto-based TMS startup, helping shippers and carrier managers manage freight more easily across Canada and the U.S.
Scalable Design for North American Freight Management
Overview
The Logistics Platform is an all-in-one transportation management system (TMS) built to simplify freight and courier operations across North America. The client — a small Toronto-based startup with over 30 years of logistics experience — wanted to modernize its product and improve how shippers and carriers interact with their tools.
I was brought in to refresh the brand, create a scalable design system, and redesign the product’s UX/UI from the ground up. This included adaptive dashboards, custom icons, visual design foundations, and a modular system to support fast scaling and development.
The Challange
The platform had two key personas — Jacob (Shipper) and Mark (Carrier Manager) — both of whom needed distinct yet unified workflows to manage shipments, documents, bids, and customer records.
Key challenges included:
Designing for complex logistics data while keeping the UI intuitive
Creating a system flexible enough for multi-column, modular dashboards
Bringing visual and brand consistency across the platform and marketing site
Designing interactions that mirrored real-life carrier negotiations and rate bidding
My Role
Refreshed the brand identity and defined a consistent color, type, and icon system
Created a modular, atomic-based design system for long-term scalability
Designed custom dashboard layouts with draggable and adaptive modules
Collaborated with the dev team to align design specs, system rules, and component libraries in Figma
Results
Established a scalable, modular design system from scratch
Streamlined the UX for both shippers and carrier managers
Supported ongoing product expansion through reusable UI patterns
Strengthened collaboration between design and dev teams with well-documented systems
Helped the client deliver a platform that’s simple, useful, and tailored to the real needs of the freight industry
Disclaimer ‼️
Unfortunately, I am unable to showcase specific work due to non-disclosure agreements (NDAs). Please feel free to reach out to me directly for further information.
Bringing clarity to product decisions—fast
We've used wireframes as a communication tool, bringing clarity and tangibility to the product decisions. Here's where assumptions were validated and product strategy was discussed in the early stages of each new feature.
System Thinking for Scale
The Design System was created to provide centralized and consistent standards of visual language. A single source of truth, building bridges, and encouraging collaboration. All the files were organized and built using Figma
TYPOGRAPHY
ICONOGRAPHY
DECORATIVE ICONS
WEBAPP GRID LAYOUT
The Atomic Approach
Bringing the design process closer to the development was a game-changer in order to keep consistency. The system was crafted following the Atomic Design principles which is an approach to page building for building effective designs from the bottom up.
NAVIGATION
UI COMPONENTS
CHARTS & DATA
Adaptive Modules
Users can move and add dashboard modules with advanced conditions. On the background, you can see the dashboard layout, which can consist of a different numbers of columns (4-8-12).
Shipment Tracking
Users can create, monitor, and manage shipment details, transit statuses, documents, and shipment invoices - everything they could need to manage their supply chain.
Carrier Bidding
The client's main selling point is the user's ability to request carrier rate quotes, start auto-tender, and book a carrier manually for their shipments. Create favorite shipments, and much more.
Customers
We wanted to give user's an easy way for them to navigate and manage their customers with a convenient place to view orders and edit customer details
