About CargoEZ
CargoEZ is a cloud-based freight management Software built by Avow Solutions, designed specifically for the logistics industry. From freight forwarders and NVOCCs to warehouse teams and shipping companies. It simplifies complex operations like booking, tracking, documentation, CRM, accounting, and warehouse management, all under one digital roof.
Challenges with the Old Website
Outdated Design
The visual design felt tired and didn’t represent CargoEZ as a modern SaaS product built for logistics professionals.
Low Conversion Rates
The site struggled to turn visitors into leads or demo requests. It lacked a structured journey and clear calls to action.
No Motion or Interactivity
The user experience was flat and text-heavy. There were no animations or interactions to guide users or hold their attention.
Thin Content
Key product features weren’t explained well. Visitors had to talk to sales just to understand what the platform could actually do.
Mobile UX Issues
The mobile version had poor spacing, weak typography, and cluttered layouts. It didn’t meet modern SaaS usability standards.
Key Metrics Before
65
SEO Score
19%
Engagement Rate
19%
Average Session Duration
Website before
Discovery & Research
To understand the gaps and opportunities, I started by collecting insights from three core sources: internal teams, direct competitors, and user behavior data.
Strategy & UX Process
Information Architecture
One of the first steps was simplifying the site’s structure. The original navigation felt cluttered and made it harder for users to find what they were looking for. I focused on making the flow more intuitive and easy to scan.
Introduced five clear top-level pages; Platform, Solutions, Resources, About, and Contact to reduce friction and make navigation more intuitive.
Grouped all feature-related content under a dedicated “Platform Modules” section, helping users understand what the product offers without digging through multiple pages.
Added anchor links that let users jump directly to key sections on long pages. This made the site easier to navigate, especially on mobile, where scrolling can feel slow and overwhelming.
UX Design & Content Strategy
Planned the flow from homepage to “learn more” to scheduling a demo
Built wireframes in Figma, prototyped them, tested with stakeholders, and made several iterations before final approval
Focused each section around what users need, from discovery to understanding to taking action
Broke down each module clearly (Freight, Finance, CRM, Rates, Warehouse, AMS, ISF)
Explained real use cases and outcomes based on different user roles
UI Design & Framer Development
This website was fully designed and built in Framer, which made the entire process faster and more efficient.
Smooth design to development workflow with no handoff delays
Fully responsive layouts that worked well across all devices
Custom interactions and animations, built visually without writing code
Real-time publishing that made updates simple and fast
What I designed, I shipped. It was faster, cleaner, and fully in my control.
Key Visual & Technical Improvements
SEO & Performance Outcomes
SEO Score Boosted
Increased from 65 to 88, improving search visibility and technical health.
Content Reorganization
Refactored site structure and meta tags for clearer keyword alignment and improved crawlability.
Improved Crawlability
Refined meta tags, headings, internal links, and page structure
Real-Time Content Management (CMS)
Blog and event content now editable by the marketing team through CMS ensuring agility and freshness
With CMS in place, anyone on the team can keep the site updated. No need for a designer or dev.
Before & After
CargoEZ Website Transformation
Live Website
Why Framer ?
I chose Framer for this project because it allowed me to move from idea to production, without handoffs or compromises. It was the right tool for fast iteration, responsive layouts, and seamless animation.
What Framer Enabled
Real-time preview + publishing
Breakpoint-based responsiveness
Micro-interactions with no-code motion
Design-token level consistency
Content updates by the marketing team without dev help
What I Learned
I discovered the importance of HTML tags and how they help Google’s algorithm interpret and prioritize content effectively for better search visibility.
I learned about schema markup scripts added to the <head> tag. Before this project, I had no experience with schema markup, but with guidance from an SEO specialist, I now understand the vital role it plays in boosting search engine rankings.
Using a CMS to build websites for blogs and events not only saves time but also empowers teams to update content easily, without needing design or coding skills.
Having the right tools makes a huge difference. With Framer, I was able to go from idea to live website in just a few days. Eliminating delays from developer handoff.
Credits
Product: CargoEZ - Product of Avow Solutions
Motion Graphics : Theoder Aldo (Homepage Lottie Animations)
Marketing & Content : Gokul Sankarlingam (SEO Specialist), Divya Murugan (Technical Writer) and Dharshini Balamurugan (Content Marketer)
Thanks to the stakeholders for continuous feedback
Final Thoughts
This redesign didn’t just make CargoEZ look better. It made it work better. It helped users understand the platform, engage deeper, and take action faster.
I handled the project from UX research to visual design to development, all inside Framer — proving that no-code doesn’t mean low quality. It means fast, focused, and frictionless.