Carlos, Terminal Operator
Cognitive Load: I replaced his cluttered spreadsheets with Exception-Based Alerts. Instead of seeing thousands of containers, the UI only flags the issues that need his attention right now.
Helping competing port operators share cargo data by turning a fragmented, phone-based workflow into a platform they actually trust enough to use
Port operators were managing cargo workflows across competing organizations through phone calls and manual spreadsheets, creating costly delays and cognitive overload.
I transformed this fragmented system into a unified digital platform. Each user role gets exactly the information they need to act.
The Privacy Gap
Ports are competitive. Terminal operators and cargo owners are often afraid to share data for fear of losing their edge. This leads to endless phone calls, wasted truck trips, and massive delays.
My job was to design a system that felt safe enough for competitors to share data, but simple enough for stressed operators to actually use. I used Behavioral Science to solve a trust problem, not just a UI problem.
Learning from the Competition
Before designing, I performed a Competitive Audit of 4 legacy port management systems to understand why they were failing to solve this problem.
What I found in other systems
- Information Overload: Most systems looked like giant, messy spreadsheets. It was nearly impossible to find emergencies in a mountain of data.
- Reactive Design: They only showed what was happening right now, with no way for managers to anticipate a busy afternoon or plan ahead.
Three Users. Three Behavioral Principles.
I used Behavioral Science to solve a trust problem, not just a UI problem. Each user had a distinct mental model and a specific reason not to engage.
David, Cargo Owner (BCO)
Psychological Safety: To fix the fear of data leaks, I built Privacy-First Data Masking. He can share a status (Ready/Delayed) without revealing the private value of his cargo to competitors.
Maria, Dispatcher
Reducing Uncertainty: I replaced her 20+ daily phone calls with a Real-Time Sync dashboard, giving her total control over truck scheduling without leaving her desk.
Human-Centered Organization
I moved away from the "tabular fatigue" common in legacy port systems by prioritizing how users scan for information under pressure.
From Spreadsheets to Action Cards
I replaced 15-column tables with a Card-Based Architecture. The Cargo Unit ID anchors the top-left of each card, matching the natural reading path of the human eye.
This spatial chunking lets operators process one shipment at a time, eliminating the row-blur that causes errors in spreadsheet views.
Design for High-Stakes Environments
I approached Section 508 Compliance not just as a legal requirement, but as a core safety feature for the port's unique physical environment.
- Environmental Legibility: I utilized a high-contrast color palette exceeding WCAG 2.1 AA standards to ensure data remains readable on tablets used in direct sunlight or on low-resolution outdoor monitors.
- Redundant Status Coding: To support users with color vision deficiencies and improve recognition speed, I paired color-coded statuses with distinct iconography and specific spatial placement.
- Touch-Target Optimization: Recognizing that many users interact via ruggedized tablets or while wearing gloves, I ensured all interactive elements meet minimum size requirements to prevent "fat-finger" errors.
Scalable Component Architecture
Three distinct user roles. One shared component system.
Standardized card templates, status indicators, and alert patterns flex across Terminal Operator, Cargo Owner, and Dispatcher views without custom builds for each.
Breaking Up the Wall of Text
Legacy systems use tiny, cramped rows where every line looks identical. To find one container, you have to read 50 lines of the same text.
Legacy systems bury critical info in high-density tables, making it hard to spot emergencies.
My design uses a card-based layout to highlight the Status, making the screen scannable in high-stress environments.
Stakeholder Validation
I presented the design to 7 stakeholders across three states via remote task-based walkthroughs. Participants included Terminal Operators and Vendors.
I facilitated each session and gathered real-time feedback using System Usability Scale assessments and open-ended qualitative questions.
The Final Scorecard
The system passed the validation criteria, proving that the Behavioral Design approach effectively lowered the barrier to data sharing.
85%
Ease of Use, 6 out of 7 stakeholders agreed the system was easy
to understand and use
100%
Alignment: Every participant confirmed the platform successfully
met their high-stakes professional requirements.
57%
Immediate Benefit: Over half the group identified specific
performance gains for their home ports within the first
walkthrough.
Evidence-Based Iterations
The study transformed the project from a Proof of Concept into a Roadmap by identifying key friction points.
| Focus Area | Stakeholder Feedback | UX Strategy Response |
|---|---|---|
| Industry Jargon | Preferred "Appointment" over "Booking" for cargo pickup. | Standardized Mental Models: Aligned UI copy with literal port floor vocabulary. |
| Workflow Tracking | Users wanted to see their "spot" in the overall process. | Process Visualization: Redesigned the header to show a linear status indicator. |
| Operational Scaling | Must handle up to 300 separate truck operators. | Performance Design: Validated that the card layout remains scannable under high data loads. |
Impact & Future Roadmap
Phase 1 success secured immediate investment and an expanded scope.
PCIS evolved from a contested data-sharing concept into a validated, 508-compliant platform with multi-state buy-in.
The Future Roadmap
Based on usability findings, I'm currently leading Phase 2 design within an agile cadence. I collaborate with engineering in refinement sessions to scope feasibility before committing to a sprint.
Phase 2 is focused on:
- Workflow Agility: Moving from static lists to Visual Graphs so managers can anticipate bottlenecks hours before they happen.
- Massive Scaling: Ensuring the UI stays performant while handling real-time data for 300+ simultaneous truck operators.
- Process-Oriented Flow: Transitioning from tables to a visual lifecycle view, ensuring users always know exactly where their cargo is without hunting through text.