Elevating Digital Interactions to
Streamline Business Operations
Project
HMDA Truckdock Logistics
My Role
UX Designer, Strategist
Year
2020
Tools
Figma, Adobe XD

Overview
Elevating Logistics with a Digital Makeover
In today’s fast-moving digital age, even leading logistics companies need a strong online presence. Truckdock Logistics, a key player in metropolitan development, in India, was struggling to effectively showcase its expertise. I saw this as an opportunity to redesign their website and elevate their brand. Over a few months, I worked on stakeholder interviews, wireframes, and creating a seamless design system using Figma and Adobe XD. Let’s dive into how we revamped their digital identity!


What I did?
Transformed Truckdock’s digital presence with a redesigned website.
Simplified navigation and improved user engagement.
Developed a cohesive visual identity reflecting the brand’s services.
Impact
Lead Generation: Increased by 25% due to enhanced user engagement and streamlined CTAs.
Brand Perception: Improved by 35%, positioning Truckdock as an industry leader.
User Inquiries: Observed a 30% rise in inquiries, with higher interaction through the website.
Gathering Insights About the Company
I started by interviewing key stakeholders and business owners. Truckdock’s leadership team had a wealth of insights about their services, but their digital presence wasn’t capturing it. I focused on uncovering the core business needs and understanding the pain points users faced with the current site. This gave me a clear direction for crafting a more user-friendly and informative platform.

Pain Points
Complex site navigation confused users and hindered conversions.
Lacked visual appeal to showcase the company’s scale and services.
Few CTAs and no quick contact options reduced lead generation.
Opportunites
Simplify the site navigation for improved and easier engagement.
Add clear CTAs and quick contact forms to drive conversions.
Develop concise, service-focused content to drive traffic through
targeted keywords and storytelling.
Crafting a Modern Look
Next, I focused on the visual identity. Truckdock needed a fresh, modern look that reflected its expertise in logistics and metropolitan development. Using Figma and Adobe XD, I designed a clean, intuitive interface with a consistent design language. The new look not only made the site visually appealing but also enhanced usability, helping users engage more easily with the content.

Logo
Brand Color
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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1234567890
Poppins Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Poppins Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Poppins Bold
Poppins
Aa
Typography
FEA919
Laying the Foundation with Wireframes
The initial low-fidelity wireframes mapped out the site structure and user flow, focusing on simplifying navigation and organizing key information. CTAs and quick contact options were strategically placed, allowing for feedback and quick iterations before moving to high-fidelity designs.





Large banner in the background of the Homepage
to emphasize the scale of the project with Imagery
Image grids stack for easy visual hierarchy
Nav Bar with 4 Main sections of the site with a “CTA”
to drive quick lead generation
Refining Through Feedback
After designing the initial version, I conducted usability tests to ensure everything was working as planned. This phase was crucial for identifying any friction points in the user experience. Based on the feedback, I made iterative improvements, making sure the final product was as seamless and user-friendly as possible.
Capturing Scale with a Bold Visual Impact
The homepage featured a huge banner with drone-captured images showcasing Truckdock's scale, paired with a slideshow of projects. This design engaged users and drove them toward booking logistics spaces via a clear Call to Action.

Key Takeaways & Learnings
Truckdock Taught Me
User-Centered Design Drives Engagement:
Focusing on the needs and behaviors of the users helped create a more intuitive and engaging digital experience, leading to increased interactions and conversions.
Visual Impact is Essential for Brand Perception:
Using large-scale visuals, such as drone images and dynamic slideshows, effectively communicated the scale and capabilities of the company, enhancing its online presence and brand authority.
Clear CTAs Improve Lead Generation:
Strategically placed Calls to Action, combined with a streamlined lead capture process, made it easier for potential clients to connect, significantly boosting lead generation.
E-commerce
B2B
Gamification
Healthcare
Logistics
Fintech
Selected Projects
Uni.xyz
Designed the marketplace for the world's largest architecture competition platform increasing product listings by 25%.
View Casestudy