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← All work
Global Logistics Group
English + Spanish
Global Logistics Group.
I redesigned GLG's website and brand, then owned their load board end to end: a data-heavy tool that works in English and Spanish.
Your turn
Find what's broken.
This was GLG's website before the redesign. Visitors left in 26 seconds. Scroll through it and tap the spots that made them leave.
Avg. engagement26s
Bounce rate60%
Pages per visit1.5
Problems found{{ga.n}} of 4
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How I fixed it: {{ga.fx}}You just ran the audit I did: analytics, an SEO check and a heuristic review. Those findings shaped every decision on the new site.
glgfreight.com · before
Load board
One place for GLG's team and carriers to post, offer, book and track every load.
Website
Visitors left in 26 seconds. I rebuilt it around trust and clear paths.
My role
Lead UX, from research and IA to UI and the design system.
Live
The new site is live at glgfreight.com ↗
Part oneThe load board
Cover more loads. Make fewer calls.
After the website, I owned GLG's load board end to end, for GLG's own team and for its carriers.
The problem
Brokers live on the phone. Every slip means another call.
Broker + warehousesRunning on Tai TMSTeam + carriers
Volume150calls a broker makes in a day
BreakdownOffers get lost.
BreakdownPickups get missed.
One load, six stages
Every load has a clear state.
PostedOffersBookedOn the roadDeliveredPaid
What it does
Built around a broker's real day.
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Fewer calls. Faster coverage. Freight you can trust.
Part twoThe website
A reliable company with a website that didn't feel reliable.
The problem
Visitors couldn't answer one question: "Can I trust these people?"
Behind the site, a strong business that never showed up:
10+ yearsFamily-run, 24/7 support
20,000+ carriersA national network
PODS, GAFTrusted by big names
26saverage engagement. Barely a headline.
60%bounce rate. The first impression failed.
1.5pages per session. No reason to explore.
47%on-page SEO score. New audiences couldn't find it.
What the research revealed
Tap a card to flip it.
Before: the old site
Dense pages, unclear hierarchy, and no guidance toward action.
My role
Lead UX, end to end. Business goals meet user needs.
Competitive analysisSEO auditAnalyticsIA and user flowsContent strategyUI and design system
Figma, Google Analytics, Trello
Constraints
Two audiencesOne door, two very different needs
Complex servicesSimple flows, no lost detail
Business vs. userConvert without being pushy
Real operationsPlugs into sales and carrier tools
Key decisions
Five decisions that shaped the site.
One test for every choice: does this build trust before the first call? Switch tabs to see how.
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Iterations
From rough to right.
The homepage went through three rounds. Each one answered a question the last one raised.
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What changed
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The result
A site that feels as reliable as the company.
Each page now has a job: build trust, explain a service, or move someone to act. Pick a screen to see it in motion.
Homepage
Scroll-triggered reveals tell the brand story, with certifications and an animated truck.
Navigation
Brand message on the left to build trust, links on the right to cut cognitive load.
Carrier page
Same layout as shippers for consistency, plus a fraud prevention modal carriers care about.
Warehousing
Stats, services and a coverage map, with payment status answered before anyone asks.
How success is measured
MetricBaselineGoal
Bounce rate60%↓ Lower
Pages per session1.5↑ Higher
Returning visitors7%↑ Higher
On-page SEO score47%↑ Higher
Baselines from Google Analytics and the SEO audit before the redesign.
What I learned
B2B design is less forgiving than it looks.
Speed is UXUsers have little time
Structure decidesPriority shapes every task
Ask earlySurface mental models first
Where I'd take it next
Desktop to mobile, mid-task
Real-time load board visualization
AI load recommendations for truckers
Process in phases
Collaboration
A Kanban-style Agile flow in Trello kept design, content and development aligned without fixed sprints, and made bottlenecks visible early.
Analytics
Main takeaways
Navigation findings
Content findings
Solution overview
Design system