Customs IX is an AI-powered software platform designed to automate and manage complex customs compliance for international importers, exporters, and logistics providers. The platform simplifies global trade by consolidating compliance consultancy, real-time insights, and data storage into a single tool, successfully replacing fragmented manual processes with an elegant digital solution.
As the lead product designer, I was responsible for the end-to-end UX/UI architecture of the entire platform. Global compliance involves massive amounts of dry, overwhelming data, so my main challenge was to make the interface feel intuitive and stress-free for the users navigating it.
To give the software a human touch, I also handled the branding animation and designed Customs IX’s flagship AI character, Felix. Felix acts as the helpful guide within the system, breaking down complex data into approachable, real-time insights.
The product design and branding were so well received that the platform directly secured major enterprise contracts, including Yusen Logistics in Japan and Greggs supermarkets in the UK.
Beyond the software itself, I also extended the visual brand identity into the physical world. Pictured below are the custom booth design and the large-scale LED wall animations I created for the Multimodal event in the UK, ensuring the brand stood out as a modern leader in trade technology.
This project is a great example of how combining strategic product design with strong brand character can turn a complex business tool into an award-winning global solution.
The unified product design, intuitive workflows, and distinct brand strategy yielded powerful commercial and operational impact:
Minimized Cognitive Load: Re-architected data-heavy customs workflows to drastically reduce the number of clicks required to complete a compliance log, maximizing a smooth, frictionless user experience.
Streamlined Design Identity: Created a cohesive, omni-channel design system spanning the software interface, AI character, and physical event spaces, maximizing global brand recognition and positioning Customs IX as an industry innovator.
Accelerated Enterprise Trust: Unified the UX and brand storytelling so effectively that it shortened enterprise sales cycles, serving as the primary catalyst for securing contracts with global giants like Yusen Logistics and Greggs.
