I will guide you through my design process of creating a high-performing landing page for a big SaaS platform.

About Shippeo

Shippeo is a company that helps large enterprises track the real-time movement of their goods worldwide.

Their current website

The website’s current state presents significant challenges, offering a lot of room for improvement. Below are the key issues that need to be addressed:

Lack of a Design System

The absence of a structured design system impacts not only the visual experience but also accessibility, brand credibility, and usability. Given that this is a platform for securing the transportation of high-value goods (not a marketplace for cheap consumer products) its design must show trust and reliability. Currently, the site suffers from poor hierarchy, unrefined color palettes, and inappropriate typography.

• Cluttered Visual Elements

The site introduces a graphical element at the start — a hidden carousel controller that, when activated, disrupts navigation by shifting content vertically. The user can’t slide through carousel states because arrows move up and down.

• Communication Issues

To validate my observations, I gathered feedback from ten users, all of whom stated that the current website fails to instill confidence. The design does not effectively communicate trust and reliability, which are critical in this industry.

The Discovery

Customer testimonials consistently emphasize real-time visibility, highlighting it as Shippeo’s key value proposition. The video materials available on their website show that the platform plays a crucial role for management and logistics teams. In addition to real-time tracking, Shippeo provides CO₂ monitoring and logistics optimization tools, enabling companies to anticipate and proactively address delays, ultimately saving time and resources.

User personas

Since user personas were already included in a project brief, my task was to empathize with them and determine their pain points and motivations for using this platform. Now, I will write more about them to explain the types of people using Shippeo’s website.

01 Shippers — our primary target group

They are the decision-makers responsible for moving goods efficiently while keeping costs low. To predict delays and reduce risks, they need real-time visibility into their supply chains.

02 LCPs (Logistic Service Providers)

Acting as the middleman between shippers and carriers, managing complex transportation networks. Their main priority is providing visibility to their clients while ensuring smooth operations across transport modes.

03 Carriers

They are simply the base of the logistics network, responsible for physically moving shipments. Their biggest challenges are route efficiency, communication with LSPs, and reducing manual reporting.

I felt disappointed with the fact that I didn’t have the option to talk with representatives of these target groups, because experience says it is the best way of seeing which problems they have and how we can solve them. Ultimately, solving their problems effectively is my main task.

Competitor analysis

My goal with this approach is to take a competitive advantage by focusing on competitors’ weaknesses & establishing the market position.

Two main competitors who want to help the same people as we do are Project44 and e2open. I have analysed their web appearance and here are my findings:

Opportunities

After analyzing competitors and seeing what works and what not, I was able to see a better picture of what we should present on Shippeo’s website:

• More AI-driven solutions

Shippeo needs to present its application as software with integrated AI solutions that will reduce the probability of mistakes and improve real-time visibility.

• Personalized sections

The current website doesn't have personalized sections that will target the right people with the right information. For the “Custom tracking dashboards” they need to ensure the client feels like “This software goes beyond real-time visibility and will be there for me if I have any problem because my software is personalized”

• Social proofs

Shippeo did their social proof through video testimonials — and it’s good, but leaving people without additional information about their work will lead to missed sales calls.

Ideation

During the Discovery phase, I began generating ideas about what would benefit users — whether for a website or an application project. I document these ideas in a notebook, treating them as data points.

Once the Discovery phase finishes, I refine and adapt them for the next iteration, shaping them into wireframes.

Brand elements

As previously mentioned, Shippeo struggles with building trust due to an inconsistent visual identity. This will be addressed through the introduction of a proper design system, which will extend to the application. For the website, I implemented a foundational version of this system, defining a structured color palette and typography.

Colors and Typography

The primary color was derived from gradients found on the existing site. It reinforces a sense of reliability and trust while avoiding the overly formal dark blues typically associated with government addresses. This balance ensures the product retains an innovative and forward-thinking feel.

For the accent color, I selected a refined yellow from the color wheel — ensuring the right balance between vibrancy and sophistication. It enhances contrast, adds energy, and effectively guides users toward key actions without appearing cheap or overpowering.

Colors and Typography

The primary color was derived from gradients found on the existing site. It reinforces a sense of reliability and trust while avoiding the overly formal dark blues typically associated with government addresses. This balance ensures the product retains an innovative and forward-thinking feel.

For the accent color, I selected a refined yellow from the color wheel — ensuring the right balance between vibrancy and sophistication. It enhances contrast, adds energy, and effectively guides users toward key actions without appearing cheap or overpowering.

Redesigned Website

Below, I’ll outline the key design changes and explain the reasoning behind each graphical element.

Highlighting “Real-Time Transport Visibility”

As Shippeo’s core value proposition, Real-Time Transport Visibility must be immediately clear to the target audience. A supporting subheading provides a concise explanation of the software’s capabilities.

Dashboard Mockup on a Monitor

Displaying the Dashboard within a monitor mockup in the Hero section serves multiple purposes:

• 1. Users want to see the product before engaging, helping them visualize what they’re getting.

• 2. It strengthens the emotional connection — viewing the software on-screen makes it feel more tangible.

• 3. Since most primary users (Shippers) access the platform from office desktops rather than mobile devices, a monitor representation is more relevant.

• 4. The monitor is in the brand’s accent color, ensuring a visually balanced composition.

CTAs

There are two key CTAs:

• 1. Primary CTA — “Request a demo”: Instead of using “Book,” I chose “Request” to create a sense of exclusivity, subtly communicating that the product is high-value and not accessible to just anyone.

• 2. Secondary CTA: “Watch how it works.” This leads to a short product demo that showcases how Shippeo solves users’ key problems.

Social proof

The badge previously placed on the left side of the screen felt fake. By simplifying the display and using accent-colored trophies and star ratings, I ensured they attracted attention naturally without feeling forced. The result is a cleaner visual representation of Shippeo’s reputation.

I redesigned other social proof sections aligning them with the new design system and showing the most important elements.

ROI Calculator

This section is designed for the primary target group — shippers. They’re the ones who bring the decision to the table and we need to make sure that Projected ROI is always the highest possible number. I targeted shippers who wanted to see the real calculation allowing them to enter the most important logistics numbers to get precise calculations on their most important metrics.

Key Values Section

A combination of key values (such as CO2 reduction) with a video case study of how Shippeo solved that problem for a real company gives strong proof of credibility.

Users can control the carousel with arrows. or with icon taps. Every carousel item is a separate video—case combination.

A section for every target group

Every target group offers two important panels when clicked, offering UI elements preview and software screenshots. This section is designed to give them a sneak peek at how software can help them highlight the most important UI elements (Live shipment tracking, Alert, and Status Overview models).

Centralized data for LCPs

Logistics service providers need seamless ERP integration and easy reporting because they are the middleman in this business. If we highlight the usage of AI in report generation we can leave a good impression of how easy it is to generate reports with Shippeo. Every element in this vertical carousel has a predetermined duration (depending on the consumption time ) which is visualized with a line below the element. I showed the simplified software preview on the right side to show key how that feature works.

Showing modularity

Modularity is important for all target groups and this section is just a showcase of different modules in Shippeo. When the user clicks on a card he will get a new page that explains a module in detail.

Other sections

Thank you + note

This project is NOT a real redesign of Shippeo’s website, it is used for skills and approach showcase. Thanks for your time, I hope you enjoyed reading this website redesign analysis.

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