Designers
Digital Experience: Adam McMillen, Amy Wong, Claudia Cheah, Doris Cheng, Ernest Hui, Fiona Mok, Hin Yip, Ivy Hong, Joey Ho, Karina Lam, Kenneth Law, Ming Lo / IBM iX: Ada Tang, Gautama Hou, Paul Lee, Philip Schurings, Ronald Lee, Sony Angel Han
Year
2025
Category
Concept
Country
Hong Kong Special Administrative Region of the People’s Republic of China
Design Studio / Department
Digital Experience (DEX)
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
The primary challenge we encountered during our research across multiple countries was the significant cultural differences and generational gaps within the cargo and logistics industry. While there are universal elements within this sector, the diversity in cultural contexts made it difficult to establish a one-size-fits-all standard for user experience. Balancing these variations to create an optimal UX that resonates with users worldwide proved to be a complex task.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
One of the standout moments in the development process was our engagement with real customers during the journey mapping phase. Despite the challenges we faced, their insightful feedback illuminated new opportunities and added significant business value from the customer’s perspective. This collaboration was a pivotal moment that reinforced the importance of user input in shaping our business insight hub.
Where do you see yourself and the project in the next five years?
As we embark on the master concept at this early stage, we expect to refine the role-based design through ongoing iteration and broader customer feedback. Moreover, with technology continuously evolving, our master concept will serve as a high-level blueprint guiding our direction. Over the next five years, we aim to regularly review our plans in alignment with customer insights and technological advancements, ensuring we iterate towards an exemplary user experience that aligns with our strategic objectives.
