Overview
Speeding up customs processes with Machine Learning.
Sifty was started in 2020 by Oscar and Julio. Experts in Machine Learning and Customs. They started out with a problem to solve and focused on this. What they now needed was to develop a marketing and sales platform for their new customer base.
Problem
The website was very simple, without any real evidence of what they did to solve problems for customs brokers. Sifty also needed to address the customers journey across the site, and how they increase customer requests for demos.
Solution
Provide a new marketing website for Sifty. Address the branding of the business. Discover new ways to engage potential customers and investors through the website and its UX.
View Final Solution
My Role/Responsibilities
Branding, research, UX, site maps, design, build
Discover
What is Customs Tech?
We kicked off the project by going through a number of questions I had on what the business does. What the aims of the business were in the short, medium and long term, as well understanding the ideas the business owners had for the website itself.
Focus Areas
01
How can we explain the two products of the business clearly?
02
What is it that SiftyML does that makes them different from their competitors?
03
What do you want a visitor to do when they visit the website?
04
What features are critical to successfully obtaining new business through the website?
Define
Clarity across the board
Sifty had developed some of their marketing strategy before working with me. They had elements of what they stood for and the message it wanted to convey to customers. These were a great starting point for me to understand the business in general. What needed addressing was a clearer picture on displaying these messages visually. It became clear that the initial design ideas needed to be updated.
We worked together in the first few weeks to clearly define this. We established a solid design style that was favourable across the business and developed user personas.
There were a lot of changes in this phase, not only in the small ideas for the business but also in larger, overall design principles that affected the branding and message of the business.
Define
Logo and branding
Originally Sifty wanted to be called SiftyML throughout all of their branding and online. The ML was in relation to the aspect of Machine Learning. I suggested we look at alternative options to make it more appealing visually and from a marketing point of view.
We worked towards dropping the ML and then asked the logo designer to redesign it with a consideration to some of the main principles of the business, namely the logistics process and the cyclical nature of transport around the world.
Design
Designing a new website
Across Figma we worked together to brainstorm solutions for the results that we uncovered from our research.
What was recognised early on was the importance that Sifty are technology company that works with the trade industries. Not another logistics company.
We also found evidence that it was important to show the human side of the business as companies can be somewhat wary of Machine Learning solutions. Sifty also believe that they are about assisting employees not replacing them.
Iterate
Finalising the design for build
Over three iterations we decided on a final structure and design.The site also required a Spanish version which was part done in design and the rest translated through Weglot.
The site was built in Webflow and was built with the user in mind so that blog articles could be added easily through the editor and CMS functionalities.
Build
The final result
Sifty went through a hugely successful transformation.
We moved the emphasis from the previous approach to a customer centred one.
Putting the UX and customer journey at the heart of the site enabled us to modernise the brand, speak to the customer in a more compelling way and offer a more enjoyable experience when learning about Sifty.
