Digital Marketing Strategy
Brand Strategy & Consulting
Graphic Design
User Experience Design
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In today’s business world, change is a simple reality. Managing the change, however, is more complex. SIACO, one of the major customs agencies in Colombia, was eager to address their changing environment by finding a way to optimize the interface of their management system. The end goal was to provide customers with a site that was easy to navigate and provide them the information they required.


In order to get results, the first step was to really understand SIACO’s business and what its customers wanted. We engaged a few of them, built out working relationships, and started building real understanding and insight into the day to day of tracking shipments from around the globe.



The initial working sessions resulted in a significant amount of information that we needed to distill into digestible and usable information. Detailed flow and process diagrams were designed to illustrate system usage and to aid in the formulation of the initial proposal for the user interface. The driving goal of the sessions was to truly understand what was needed by all stakehlders, and how to best stranslate those needs and funtionality through a bespoke and inspired user interface.



To deliver a truly effective solution it was necessary to delve into the daily operations of the company. The team conducted interviews with SIACO’s team members at many different levels of the organization as well as in different locations and cities. We wanted to understand their work habits, how they used the information being presented to them, and ultimately how they interacted with legacy systems as a whole.

Critical breakdown points quickly became evident. These actually caused users to avoid using the system in order to make their daily work easier. It became clear that simplifying the user experience in order to streamline processes was vital.



Starting from scratch is not always a step backwards. In SIACO’s case, it was a matter of looking ahead to shape the future of the company by defining the ideal platform, while at the same time maintaining as much of the legacy systems as possible to ease the transition and the pressure on budgets.

The new platform needed to change how people in the business operated. That included addressing all the pain points and insights identified in the working sessions in order to develop a streamlined process that delighted all stakeholders at every level of the organization.


Once the organizational and customer issues were captured and assessed, we began to rethink and rebuild SIACO’s systems for the future. We did this by focusing on two key areas: data architecture, and data visualization.


We designed and implemented a complete overhaul of the central database architecture into a “warehouse” model. This paved the way to total data transparency and better integration with other systems within the company. Designed to be future-friendly, all data from every system within the organization is now centralized and accessible with limited interruption to legacy systems and their operation.



SIACO’s staff and customers are now equipped with an efficient and elegant user interface that gives them visibility to the information they want, when they want it. Personnel are able to easily process information from various checkpoints and locations. Customers can easily see all of their shipments at a glance with access to detailed real time information about their cargo and its location in the system.

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