EXabler
for EXabler (Parkway Logic Ltd) · Global trade & supply chain SaaS
A web platform connecting importers, exporters, freight forwarders, customs brokers and financiers, so a physical trade can be arranged and documented with the right people in one place.
Why this brief existed.
EXabler's own website breakdown, done as part of the research, found a site with no clear single-line statement of what the product actually does - only the individual features on the homepage explaining it piecemeal.
That gap showed up directly in onboarding. The brief asked the team to improve the journey from the final pre-signup steps through to a user completing their first trade, and the research pointed at the same site-wide issues driving people to drop out along the way rather than one broken screen.
Three focus points came out of the review: no clear statement of the service on offer, with information repeated rather than stated once; information overload, where images did not relate to the ideas they sat beside and concepts were repeated instead of built on; and information that was not properly formatted, with a layout the team described as confusing and unintuitive.
“Improve the onboarding experience from the last steps before sign up to starting their first trade on our platform.”
What EXabler (Parkway Logic Ltd) asked for.
Improve the onboarding experience, from the last steps before sign-up through to a new user completing their first trade on the platform.
What the students worked within.
Who the design had to serve
Manufacturers, distributors, wholesalers and any business moving physical goods across the globe that needs the support of a freight forwarder, financier or customs broker. The platform serves four distinct user types directly - importers/exporters, trade forwarders, financiers and customs brokers - each of whom needed to recognise their own role in the same homepage.
Constraints in the brief
- A live platform already in commercial use, not a concept - the work was a UX audit and improvement pass, not a rebuild from scratch.
- Four different professional audiences (import/export, freight forwarding, customs, finance) had to be served by the same onboarding flow and homepage.
- The recommendations had to work within the existing site structure and copy, since the brief was scoped to onboarding and clarity rather than a full redesign.
What the team had to figure out.
No answers were supplied with the brief. These are the questions the students had to research, argue about and design their way through.
- What is the one clear sentence that tells a first-time visitor what EXabler actually does?
- Which images and supporting content are pulling their weight, and which are adding to the overload without adding to understanding?
- How should the same page speak to four different professional audiences without repeating itself or feeling generic to all of them?
- What builds enough trust for a business to hand over its trade documents to a platform it has just discovered?
The deliverables.
- Website and onboarding audit
- User research: surveys, interviews, analytics review and direct observation
- Three focus-point findings
- Design recommendations
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