THE CHALLENGE
Lynden, a global shipping and logistics company, needed to redesign the digital experience behind its customer-facing shipping quote process, a critical entry point in its complex, multi-modal logistics environment. While “Quote to Cash” can refer to the full lifecycle from pricing to payment, this initiative focused on the customer journey of requesting a quote and initiating a shipment through an online interface. At the time, most shipping platforms lacked intuitive design, so our goal was to create a streamlined, brand-aligned experience that simplified complex logistics logic into a tool that was thorough, efficient, and easy to use.
THE WORK
We led a comprehensive process beginning with stakeholder workshops and customer interviews, gathering insights from shippers, reps, dispatchers, and internal teams. These findings informed a detailed experience map and UX strategy, leading to a responsive interface designed to handle complexity without overwhelming the user. We then developed the front end in HTML, CSS, and JavaScript, integrating it with Lynden’s JSON endpoints. This modular approach enabled seamless deployment to Lynden’s servers while preserving a clean separation from backend systems.
THE RESULTS
The final product brought clarity and usability to a historically dense and fragmented system. While the visual design reflects its time (2014), the UX remains solid: smart defaults, context-aware forms, and logical task flows that still represent best practices in shipping interfaces today. Internal and external users praised the system for making it faster and easier to request quotes and initiate shipments, modernizing a vital touchpoint in Lynden’s digital experience.
