Revolutionizing Customs Processing

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Project overview

Client

Nabu.io

Industry

SaaS

Year

2024

Duration

3 Month

Core Deliverables

Platform Audit, UX Research, Persona Design, Empathy & Journey Mapping, Process Flow Definition

Strategic Outcome

Redefined the product strategy from an assistance tool to a fully automated filing platform.

Nabu.io is a SaaS platform on a mission to simplify international trade by automating the complex and often tedious customs process. While their goal was clear, they needed to refine their product strategy and user experience to unlock the full potential of their platform, particularly by leveraging AI to facilitate data entry and streamline the entire workflow.

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Challenge.

The Challenge: Redefining the Path to Automation

The core challenge for Nabu.io was to evolve from a tool that simply assisted users to a platform that could truly automate their work. This required a deep understanding of the customs declaration process, not just from a technical standpoint, but from the human perspective of the customs representatives who use the system every day. They needed to identify the most significant bottlenecks and uncover opportunities for a more profound technological intervention.

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Solution

Our Solution: A Deep Dive into the User's World

Our approach was centered on intensive, user-focused research to map out the complete customs process and build a strategy based on real-world needs.

Comprehensive Audit & Research: We began with a full platform audit and a review of best practices to establish a baseline.
Stakeholder Interviews: We conducted six hours of in-depth interviews with the people on the front lines: four customs representatives, one team leader, and a customs agent. This gave us invaluable insight into their daily tasks, frustrations, and goals.
Process Synthesis and Mapping: We then synthesized our findings using empathy mapping and detailed journey maps. This allowed us to visualize the entire workflow, pinpointing specific drivers and bottlenecks that were slowing users down and creating friction.
Strategic Deliverables: The research culminated in the creation of detailed personas, process flows, and a complete analysis of the user journey, providing Nabu.io with a clear, evidence-based picture of their users' world.

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Result

The Result: A Game-Changing Strategic Pivot

Our UX research uncovered a transformative insight. The greatest opportunity wasn't just to make data entry easier, but to re-imagine the entire process. This led to a fundamental strategic pivot for Nabu.io: moving from a model that assists customs reps to one that auto-files cases ready for final submission.

This shift from assistance to true automation represents a monumental leap in efficiency and value for Nabu.io's clients. We continue to work with their team in an ongoing product consultation role, helping them execute this bold new vision.

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