SaaS Platform UX/UI Redesign for Air Cargo
Challenge
Air Cargo, Inc. is the oldest and largest network of local pickup-and-delivery cartage agents in North America, connecting shippers, brokers, and carriers across the continent since 1941. Its operations today are supported by a SaaS platform with a large industry database enabling real-time route management and shipment tracking. The platform functioned reliably, but its interface no longer matched modern SaaS expectations in terms of clarity and usability. The website carried decades of history but failed to position the company as a software-driven platform. Neither the site nor the product interface reflected the actual depth of the network or the capabilities of the software behind it.
Air Cargo, Inc. is the oldest and largest network of local pickup-and-delivery cartage agents in North America, connecting shippers, brokers, and carriers across the continent since 1941. Its operations today are supported by a SaaS platform with a large industry database enabling real-time route management and shipment tracking. The platform functioned reliably, but its interface no longer matched modern SaaS expectations in terms of clarity and usability. The website carried decades of history but failed to position the company as a software-driven platform. Neither the site nor the product interface reflected the actual depth of the network or the capabilities of the software behind it.
Solution
We addressed both surfaces simultaneously. The work started with a logo refinement: updating the color tone, adjusting typography, and simplifying legacy details to create a more consistent and scalable visual identity while preserving brand recognition. Motion references to the company's aviation roots were integrated into a cleaner, more structured visual system. On the website, information architecture was reorganized around product logic rather than legacy storytelling, with integrations, partner listings, and platform capabilities restructured as clear value propositions. On the product side, the process began with deep UX research, watching how real users moved through the platform, where they hesitated, and what made tasks harder than they needed to be, then benchmarking against modern SaaS standards. The sign-up flow was restructured from ten steps to six, search was reorganized into focused task-based tabs, and data tables were rebuilt for large-data use cases with improved sorting and responsiveness. Hover states and form interactions were refined throughout for clarity and speed.
We addressed both surfaces simultaneously. The work started with a logo refinement: updating the color tone, adjusting typography, and simplifying legacy details to create a more consistent and scalable visual identity while preserving brand recognition. Motion references to the company's aviation roots were integrated into a cleaner, more structured visual system. On the website, information architecture was reorganized around product logic rather than legacy storytelling, with integrations, partner listings, and platform capabilities restructured as clear value propositions. On the product side, the process began with deep UX research, watching how real users moved through the platform, where they hesitated, and what made tasks harder than they needed to be, then benchmarking against modern SaaS standards. The sign-up flow was restructured from ten steps to six, search was reorganized into focused task-based tabs, and data tables were rebuilt for large-data use cases with improved sorting and responsiveness. Hover states and form interactions were refined throughout for clarity and speed.
Results
Air Cargo now has a unified digital experience: a website and product interface aligned around the same product logic and visual identity. The company has repositioned itself from a legacy network with a digital presence to a modern, software-first logistics platform. The sign-up flow is shorter and clearer, key actions are easier to reach, and the data-heavy tables work properly for the partners who use them every day. The website communicates product value directly, supporting onboarding understanding and stronger brand and product alignment.
Air Cargo now has a unified digital experience: a website and product interface aligned around the same product logic and visual identity. The company has repositioned itself from a legacy network with a digital presence to a modern, software-first logistics platform. The sign-up flow is shorter and clearer, key actions are easier to reach, and the data-heavy tables work properly for the partners who use them every day. The website communicates product value directly, supporting onboarding understanding and stronger brand and product alignment.