Global Logistics
UI/UX | Website Design | Responsive Design
Stafford, VA, USA
Duration:
5 Months
My Role:
In the GLG project, I led research and design to reimagine the company’s digital presence. I conducted competitive analysis, SEO audits, and reviewed analytics to identify gaps and opportunities. Using these insights, I developed the information architecture, user flows, and content strategy to simplify complex logistics services. I designed the website’s UI with a focus on clarity, trust, and conversion, ensuring an intuitive experience for both shippers and carriers. I also worked closely with stakeholders to align business goals with user needs and build a cohesive, scalable system.
Website: https://www.glgfreight.com
Overview
GLG's website had a trust problem. People were finding it but not staying, not exploring, and not reaching out. The experience felt transactional and flat, which didn't reflect who GLG actually is: a family-driven logistics company with 24/7 support and a proven track record. In an industry built on reliability, the website was creating doubt instead of confidence. Shippers and carriers needed a reason to believe before they ever picked up the phone. The goal was to give them one.
How can we design a digital platform that uses clear information architecture and trust-driven storytelling to help shippers and carriers quickly understand GLG's value, navigate complex logistics services, and feel confident enough to take action?
Problem
The site lacked the structure and story to hold anyone's attention. Key differentiators were buried or missing entirely. There were no strong reasons for a shipper or carrier to stick around, let alone make contact. High bounce rates and low engagement were the symptoms. A disconnect between the brand's actual value and how it showed up online was the root cause.
Solution
The redesign was less about aesthetics and more about clarity and credibility. We built a more guided user journey, expanded content to actually explain the services, and brought GLG's story to the surface. Navigation was simplified, CTAs were made obvious, and SEO was improved to support long-term growth. Every decision was made with one question in mind: does this make a shipper or carrier more likely to trust GLG before they ever speak to anyone? The result is a site that feels as reliable as the company behind it.
The process in phases
Positioning Statement
GLG is a logistics and freight solutions provider designed for shippers and carriers who value reliability, transparency, and efficiency. By combining strong industry relationships, real-time visibility through technology, and a people-first approach, GLG simplifies complex freight operations into seamless, dependable experiences. From managing time-sensitive shipments to optimizing logistics workflows, GLG builds trust at every step by ensuring clarity, communication, and consistency. Whether coordinating nationwide freight or supporting carriers with flexible options, GLG enables businesses to move confidently, knowing their shipments are handled with precision and care.
Sub RQ1
How might we simplify freight processes while building trust for shippers and carriers?
Sub RQ2
How might we improve communication and relationships across logistics stakeholders?
Sub RQ3
How might technology enhance visibility, efficiency, and decision-making in logistics?
Collaboration and Workflow
This project followed a Kanban-style Agile approach, allowing us to work in a continuous and flexible flow rather than fixed sprints. We used Trello as our primary tool to manage tasks, visualize progress, and prioritize work.
Tasks were organized across stages like to do, in progress, and completed, which made it easy to track updates and identify bottlenecks. This setup helped the team stay aligned while balancing design, content, and development efforts.
The Kanban approach allowed us to iterate quickly, respond to feedback in real time, and keep the project moving efficiently without losing clarity.
Challenges with GLG
Balancing business goals with user needs across shippers and carriers.
Balancing business goals with user needs across shippers and carriers.
Simplifying complex logistics services into clear, intuitive user flows.
Creating clear content that explains services without overwhelming users.
Ensuring consistency across branding, messaging, and digital touchpoints.
Optimizing for conversion while maintaining a seamless user experience.
Understanding the current state
Before touching a single frame, I wanted to know what was actually going on. Redesigning without data is just guessing, so the first thing I did was dig into Google Analytics to understand how real users were experiencing the site.
What I found was telling. People were arriving, but they were not sticking around. With an average engagement time of just 26 seconds, a bounce rate of 60%, and only 1.5 pages viewed per session, it was clear the site was not giving visitors a reason to explore. On top of that, only 7% of users were returning, which pointed to a deeper issue with content value and lasting impression.
The traffic breakdown added another layer. The vast majority of visits were coming through direct channels, with organic search and referrals contributing relatively little. That suggested the site was mostly being found by people who already knew about GLG, not by new audiences discovering it for the first time.
Why This Mattered?
This analysis shifted the project from opinion to evidence. Rather than redesigning based on what looked good or felt right, every decision from here could be tied back to a specific behavior or drop-off point.
It also helped set clear targets. Reducing bounce rate, increasing pages per session, and improving return visitor rates became concrete goals, not abstract hopes. Good design had a measurable definition.
Main Takeaways
Four numbers told the story clearly. A 60% bounce rate meant the majority of visitors were leaving without engaging at all, pointing to a first impression that was not landing. Those who did stay were only spending around 26 seconds on the site, barely enough time to read a headline, let alone understand what GLG offers. With just 1.5 pages viewed per session, users were not curious enough to explore further, which suggested the navigation or content was not giving them a reason to keep going. And with only 7% returning, there was little evidence the site was building any lasting connection. Together, these numbers were not just performance metrics, they were symptoms of a user experience that needed rethinking from the ground up.
Old Website
This was the site I was working with. It had the basics covered, a navigation bar, service listings, client logos, and a contact page, but spending time with it revealed the cracks. The layout was dense, the hierarchy unclear, and nothing was guiding visitors toward taking action. There was clearly a real business behind it, with 10+ years of experience, 20,000+ carriers, and clients like PODS and GAF, but the website was not doing that story justice.
SEO Analysis
Alongside the behavioral data, I ran an SEO audit to understand how the site was performing in search. The overall on-page score came in at 47%, and the reasons were clear. No H1 heading, no body text, no meta descriptions, and no internal links meant search engines had almost nothing to work with. The page title was solid but none of those keywords appeared in the actual content, so Google could not confirm relevance. A few things were in good shape like alt text and HTTPS, but the gaps explained why organic traffic was so low. This was not just a visual problem, it was a discoverability problem too.
What the Analysis Revealed
The biggest issues were structural. No H1, no body text, and no meta descriptions meant search engines had almost nothing to read. The page title was solid but those keywords never appeared in the content itself, so Google could not confirm relevance. No internal links left visitors with nowhere to go.
On the technical side, the www and non-www versions were running as duplicates, quietly hurting search authority. Page quality scored 48%, mostly due to missing copy and structure. Alt text and HTTPS were in good shape, but not enough to make up for everything else.
Mapping the Current Site
Before redesigning anything, I mapped out what the site was working with. The problems became hard to ignore quickly. Contact info was scattered everywhere, sections repeated across pages, navigation used inconsistent naming, and most pages ended abruptly with no clear next step. Pages did not link to each other and actions like getting a quote or signing up as a carrier each happened in isolation.
The content had the same issue. Key pages had little readable text, services were mentioned but never given their own space, and GLG's strong company story was barely coming through. The site was technically there, it just was not working as a connected experience. That became the starting point for the redesign.
Challenges
Balancing diverse traveler needs while maintaining cohesive design.
Designing offline functionality without impacting performance.
Balancing personalization with simplicity to avoid overwhelming the user
Ensuring the platform provides genuine, trustworthy recommendations
Heuristic Evaluation
I scored the site across ten categories covering user flow, content, accessibility, and competitive positioning. Most landed in the 6 to 7 range, functional but not quite earning the trust it needed to.
Visual consistency scored highest, the site looked cohesive and on brand. But user flow, content quality, accessibility, and conversion all scored a 6, meaning users could get around but rarely felt guided or confident enough to act. GLG had the foundation. The experience just was not doing enough with it.
The Solution
Early Ideation and Structure
Once the audits and analytics had painted a clear picture of where things were falling short, the real thinking began. How could the structure be simplified without losing what mattered?
This phase was all about making the experience feel effortless. Content was reorganised with intention, navigation was stripped back to what was actually useful, and clearer paths were carved out for the people who mattered most: shippers and carriers trying to get something done quickly.
Different homepage layouts were explored, calls-to-action were tested and rethought, and navigation patterns were challenged until the right balance emerged. One that made key features visible and accessible without crowding the page or creating noise.
It was a process of editing as much as designing. By the end of it, there was a solid, intuitive foundation in place, built around driving action, and ready to carry through into the final designs.
What was explored?
Navigation and Information: Architecture Restructured the navigation to clearly separate user paths, making it easier for shippers and carriers to find what they needed without second-guessing.
Homepage Content Hierarchy:
Explored different layouts to shape a stronger first impression, leading users naturally from clear messaging into sections that guide them toward action.
CTA Strategy:
Tested multiple approaches to find the right words and placement, reducing friction and giving users a clear next step based on where they were and what they needed.
Feature and Value Integration:
Wove in key differentiators like GLG Connect and carrier network strength in a way that felt like a natural part of the experience rather than a list of selling points.
Content Structure and Messaging
Good structure only goes so far if the words don't land. Alongside the layout work, I focused on shaping how GLG communicates its value, exploring headline directions, refining CTAs, and finding a tone that balanced performance-driven messaging with something more human and trust-led.
Complex logistics language was simplified, key differentiators were brought forward, and the content was grounded in GLG's real story and values, keeping the voice consistent and credible throughout.
Information Architecture
& Updated Site Structure
Before any design decisions were made, the full site structure was mapped out. This meant defining every page, section, and user path so that shippers, carriers, and warehousing clients each had a clear, logical journey through the site.
The sitemap covers the core navigation, all key pages including Ship with Us, Partner as Carrier, Warehousing, and Company, down to the individual sections within each. CTAs, connect forms, and payment flows were all accounted for at this stage to ensure nothing was an afterthought.
Third-party integrations were also built into the structure from the start. Apollo and Salesforce were connected to support lead capture and sales workflows, RingCentral for communication, and Highway and McLeod Software on the carrier side, ensuring the site wasn't just a marketing asset but a functional part of the business operation.
Wireframes & Early Concepts
With the structure and foundations in place, it was time to start exploring what the experience could actually look like. This phase was about generating ideas quickly, testing directions, and making decisions before committing to final designs.
Multiple homepage layouts were explored side by side, trying different ways to balance the hero messaging, key stats, and freight service sections. Color directions were tested early too, working through combinations of the brand's blue and orange to find what felt bold without being heavy.
Button states were mapped out across every variant, enabled, focused, hover, disabled, and pressed, across multiple color treatments. This made it easy to stress-test the visual language across interactive elements before building out full components.
The freight solutions panel went through several iterations, exploring how to present a detailed list of services in a way that was easy to scan and navigate without overwhelming the user at first glance.
What Didn't Work & Why?
Container Imagery Visually bold but factually wrong. GLG doesn't own or operate containers, so leading with that imagery misrepresented the business entirely.
Color Hierarchy Early blue and orange combinations created too much visual competition. Without a clear hierarchy, layouts felt loud rather than confident.
Wrong Industry Tone Some directions leaned too generic, missing the credibility and professionalism the freight and logistics industry calls for.
Disconnected from the Brand Certain concepts looked modern in isolation but didn't feel like GLG. The design needed to reflect the company's real identity, not just follow a visual trend.
Design System Foundation
Before a single screen was designed, the foundation was built in Figma. This meant defining every token, typeface, and color that would carry through the entire experience, so the design could scale without
losing consistency.
Typography
Two fonts were chosen to work together across the system. Open Sans handles all headings and UI labels, bringing structure and clarity to titles, subtitles, and navigation. Source Sans Pro takes care of body copy and supporting text, keeping longer reads comfortable and legible.
Both were defined across three breakpoints, desktop, tablet, and mobile, with specific sizes, weights, and line heights for every token from H1 down to Overline, ensuring nothing was left to guesswork when building out pages.
Color
The color system was built around two brand colors. Primary blue #104ED2 and secondary orange #FF5003 were each expanded into a full ten-step scale from 900 to 50, giving the design room to layer depth, hierarchy, and contrast across components. Neutral greys, black, and white scales were also defined alongside semantic palettes for success, warning, and error states, covering every scenario the UI would encounter.
Design Tokens & Component States
With the foundations in place, every value was structured as a named token in Figma. Color styles were organized across primary, secondary, and semantic categories, while text styles were mapped to every heading, body, label, and UI role. Component states including enabled, hover, focused, pressed, and disabled were all accounted for, making it straightforward for both design and development to stay aligned throughout the build.
Hi Fi's
The homepage uses scroll-triggered micro animations to reveal each section with purpose, guiding the user's eye through the brand story without overwhelming them all at once. Small details like the certification logo carousel and the animated truck element add motion that feels intentional, keeping the experience alive without ever pulling focus from the content.
The navigation menu splits the screen into two intentional zones, with brand messaging anchored on the left to reinforce trust while the clickable links live on the right, giving users a clear visual separation between context and action. This two-column layout reduces cognitive load by letting the eye naturally settle into a reading side and a navigation side
The quote page opens with a confident blue hero reinforcing trust through key stats, then flows into an icon-based service selector and a clean single-card form that keeps the experience focused and friction-free.
The Ship With Us page alternates between real photography and copy in a zigzag layout, making each value proposition feel grounded and human rather than just a list of features. Micro animations on the stats and a horizontal service scroll at the bottom keep the page feeling alive while naturally pulling the user toward the next step.
The Partner as a Carrier page mirrors the same zigzag image and copy layout as the shipper side, creating visual consistency across the site while speaking directly to a completely different audience. The fraud prevention modal and the three-column technology section at the bottom add layers of trust and utility that address carrier concerns before they even have to ask.
The About page uses a tabbed navigation system to organize five distinct sections, Our Story, Team, DEI, Certifications, and Careers, keeping the page clean and letting users self-direct without endless scrolling. Each tab reveals its content with a smooth transition, making a content-heavy page feel light and easy to move through.
The Insights page organizes a large amount of content into clearly grouped accordion sections, making it easy to scan without feeling overwhelmed. Each category expands on click, so users only dig into what's relevant to them while the page stays clean and uncluttered at first glance.
The warehousing page builds trust progressively, opening with key stats, then moving into service offerings, an interactive coverage map, and industry-specific solutions, guiding the user from "what do you offer" to "this is built for me." The payment status section at the bottom addresses a practical concern upfront, removing friction before a potential partner even has to ask.
Learnings
Working on the Global Logistics Group redesign taught me that B2B design is less forgiving than it looks. Every decision, from navigation structure to how information is prioritized on a page, directly affects whether someone can do their job faster or gets stuck. I learned to design with operational clarity in mind, where the user doesn't have time to figure things out and the interface has to do the heavy lifting. Collaborating across stakeholders with very different mental models of the product pushed me to ask better questions upfront and iterate with more intention.
Wider Implication 1
How can logistics platforms better serve operators who switch between desktop and mobile mid-workflow, without losing context or momentum?
Wider Implication 2
What role can real-time data visualization play in helping dispatchers and fleet managers make faster, more confident decisions on a loadboard?
Wider Implication 3
How might AI be used to surface the right load recommendations at the right moment, reducing cognitive load for truckers who are already managing high-pressure decisions on the road?