LX Pantos
PantosNow Homepage & Pricing Overhaul
The Redesign Journey— Driving User Conversion with Improved Pricing Strategy, Usability, and Branding.
My Role
Brand Strategy
UX/UI Design
Art Direction
Stakeholder Management
Team
Project Lead (Me)
Graphic Designer
Engineer
SEO Expert
Tools
Figma
Photoshop
Illustrator
Duration
06/2023 - 08/2023
OVERVIEW
PROJECT
BACKGROUND
In 2021, PantosNow launched as the company’s first customer-facing B2B logistics platform, designed to enable shippers to quote, book, and manage shipments online. Initially built using a SaaS solution, Phase 1 focused on functionality over branding to test market viability quickly, resulting in the absence of a custom-branded homepage and cohesive design. Recognizing these gaps, I partnered with an engineer to create an interim landing page. As the product grew, it became clear that a strategic redesign was needed to establish a cohesive brand identity, improve usability, and build trust.
MY ROLE
& RESPONSIBILITIES
As Project Lead, I led a team of four—including a graphic designer, an engineer, and a SEO expert. My core responsibilities included brand strategy, art direction, homepage redesign and product marketing. What was more challenging aside from these roles — was managing stakeholders to drive change and ensuring accountability within the team, despite being the youngest and least experienced member.
IMPACT
26%
Growth in conversion rate
120%
Increase in new user acquisition
THE BACKSTORY: LAYING THE FOUNDATION
Context
PantosNow is a B2B logistics platform that enables shippers to quote, book, and manage shipments online. During Phase 1, the platform operated with a closed service structure, requiring users to sign up before accessing its features.
Phase 1 used a SaaS solution with no custom-branded homepage, resulting in poor UX for new users
The Challenge
Recognizing this as a barrier to attracting new users and scaling the business long-term, I proposed introducing an open pricing model on the homepage to reduce entry barriers, incentivize sign-ups, and drive lead generation and sales growth.
Proposed quote preview strategy to lower entry barriers and drive business growth
Resourceful Execution
With limited resources and minimal stakeholder buy-in, I partnered with one engineer to bring this concept to life. Using a website builder, we created a functional landing page featuring a price search engine open to the public.
Interim landing page created using a website builder
Price search page developed in collaboration with an engineer
Early Impact
Despite being an interim solution, the landing page delivered tangible results: 220% increase in monthly visitors, 120% growth in sales leads. This success caught the attention of senior stakeholders, prompting an official redesign of the homepage.
The Goal
Redesign the homepage to :
Enhance the price search feature for improved usability and greater business impact.
01
Establish a cohesive brand identity and design language to create a consistent user experience.
02
Research
What isn't working for the current price search feature?
After research, I narrowed down to two areas of redesign focus:
01
Low search usability and sign-up incentives
Improving usability and information visualization to increase conversion rates.
02
Inconsistent UI, visuals, interactions
Creating a consistent design system to establish trust and better user experience.
REDESIGN FOCUS 01
Solution #1
Transparent Pricing and Member Incentives
BEFORE
Price information lacked clarity, and membership perks were not emphasized, lacking the incentive to sign up.
AFTER
Highlighted detailed pricing and showcased exclusive member benefits, such as discounted rates, to incentivize sign-ups.
Solution #2
Smarter Search Experience with Fuzzy Matching
BEFORE
Users had to input exact port or airport names, leading to frequent search failures.
AFTER
Implemented fuzzy search algorithm that allowed flexible inputs, such as city names or abbreviations (e.g., 'New York' or 'JFK').
Solution #3
Enhanced No-Result Experience with Seamless Search Continuity
BEFORE
Users encountered a dead end when no search results were found.
AFTER
Offer option for users to sign in. This solution leverages state persistence to retain user search inputs across the sign-up flow, enhancing continuity and reducing user effort.
REDESIGN FOCUS 02
Solution #4
Redesigning the Homepage with a Refreshed Brand Identity
To mark the launch of PantosNow 2.0, I collaborated with the graphic designer to completely reimagine the homepage to establish a strong brand identity through compelling visual storytelling.
Through numerous iterations, we refined the look and feel, experimented with color variations, and designed custom icons to balance an innovative, modern aesthetic with the corporate color palette and the identity of a logistics company.
Examples of design iterations
After finalizing the homepage's visual concept, we extended the design across all pages, ensuring a cohesive and fully responsive user experience.
Final responsive designs for mobile
Solution #5
Establishing a Consistent Visual Identity with a Brand Design System
To ensure consistency across all touchpoints, we developed a cohesive brand design system, featuring reusable UI components.
Reflection
This project has taught me the beauty of ownership, initiative, and persistence.
What began as a self-led, low-fidelity initiative with one engineer stemmed from my belief that it was necessary for both the product and the business, and someone has to take action.
Despite low awareness, limited resources, and no initial stakeholder buy-in, I leveraged what was available to create a functional solution. This small effort ultimately evolved into a significant rebranding project, driving a 120% increase in new user acquisition and earning me the Employee of the Year 2022 award. This experience reinforced the importance of taking ownership of the product, having the courage to drive change even with limited support, and persisting until you make a meaningful impact.
Days and nights when we were putting thoughts together
Comments from the Project Member
"I believe Minji’s leadership and passion for work were instrumental to the project’s success. The project occurred during a challenging time with limited resources and tight deadlines, also the project was within a conservative B2B logistics company, and some members doubted whether she could successfully convince stakeholders to implement her designs.