Future of Freight
Using AI and Collaborative Design to Streamline Customs Processes
Industry
Client
Transport
Seer
The Future of Freight project explored how AI technology could accelerate customs processes at maritime borders. Partnering with a tech company specialising in automation, our role was to uncover user pain points, improve usability, and co-develop tools to help employees manage customs more efficiently. We turned this collaboration into a focused, high-value project that delivered practical outputs: a marketing plan, testing tools, and actionable feedback frameworks. The project demonstrated how collaborative design can unlock trust, improve products, and strengthen relationships across the freight sector.
Key Objectives
Improve usability of an AI-driven customs automation product.
Build alignment between internal teams, regulators, and tech partners.
Create actionable improvements that enhanced adoption and trust.
Our Approach
Conducted interviews and workshops to map current pain points.
Developed lightweight, actionable tools for capturing user and stakeholder feedback.
Created a tailored marketing plan based on user insights.
Impact
Delivered a toolkit for testing and feedback collection, tailored to diverse user needs.
Produced a marketing strategy grounded in user evidence.
Feedback confirmed tools were unlocking new product improvements.
