Wisor.ai
Your All-in-One Solution
for freight forwarders
Wisor.ai is a tech-driven logistics startup that brings automation and intelligence to the freight forwarding industry. The platform helps freight forwarders and logistics companies streamline their operations by automating the quoting process, optimizing routing, and improving visibility across the shipping lifecycle.
Over 50,000 people & companies use Wisor.AI
Challenge
Freight forwarding has long been dominated by manual processes: endless spreadsheets, rate sheets, and back and forth emails. For many logistics teams, quoting and routing shipments still involved repetitive data entry and fragmented communication across systems.
Wisor.ai set out to change that. The challenge was to build a platform that could bring automation, intelligence, and real-time visibility to one of the most complex and traditional industries in the world, without overwhelming users or disrupting their existing workflows.
Mission
To make global freight forwarding as fast and seamless as booking a flight online, by building a platform that could bring automation, intelligence, and real-time visibility to one of the most complex and traditional industries in the world without overwhelming users or disrupting their existing workflows.
My Role
As the sole product designer at Wisor.ai, I led the end-to-end design efforts for a fast moving, early stage startup environment. Working closely with product managers, developers, and company leadership.
I was responsible for shaping the user experience across the entire product, from initial discovery and user flows to high-fidelity UI and developer handoff. In a highly dynamic environment, I balanced strategic thinking with hands-on execution, helping transform complex logistics workflows into clear, intuitive digital experiences.
Product Overview:
Instant Door 2 Door quotation
Wisor’s platform enables freight forwarders to generate complete door-to-door quotes in seconds. From intelligent route search to automated rate selection and a streamlined quote editor, every element works together to deliver instant, accurate pricing, helping users respond faster, win more deals, and keep operations moving effortlessly.
Rate management system
Wisor centralizes all carrier data into one unified, automated engine — from online spot rates to contracted agreements like FAK. The system seamlessly connects to every source, continuously updates rates in real time, and standardizes data across formats. This gives users instant access to accurate, up-to-date pricing without the manual effort of chasing files, emails, or external portals.
CRM
Wisor’s built-in CRM helps teams manage every customer relationship with clarity and control. Users can access complete customer profiles, track follow-up tasks, log notes, and keep all account activity organized in one place — ensuring no opportunity is missed and every interaction is informed and coordinated.
During research we found:
44% of user's day was spent in the inbox
AI-powered quoting inside your inbox
Broblem
Freight forwarders spent most of their day responding to customer emails, copying shipment details into spreadsheets, checking multiple rate systems, and building quotes from scratch. Each request could take 15 minutes or more, leaving little time for follow-ups or new leads. Without automation or prioritization, urgent requests were often buried in crowded inboxes, and valuable deals were lost simply because teams couldn’t respond fast enough. The result was a slow, fragmented workflow that drained productivity and directly impacted revenue.
Solution
We built Wisor Ignite, an AI-powered inbox designed to eliminate that friction. The assistant reads incoming customer emails, automatically extracts shipment details like origin, destination, cargo type, and dates, and generates a complete quote draft within seconds — directly inside the message thread. By merging communication and execution into a single interface, Wisor Ignite turns a static inbox into an active workspace where quoting happens faster, smarter, and without context switching.
Key Features
Fine-Tune Your Quotes
Even with AI assistance, users sometimes need to add a personal touch. This feature allows full manual editing of any quote details the AI suggests. In the screenshot, you can see how easy it is to refine fields by hand, ensuring each quote is accurate and customized to the user’s exact needs.
Writing Suggestions
When responding to a customer email, this feature intelligently analyzes the content of the received message and offers tailored response suggestions. Users can select from editable templates or quickly refine the AI-generated draft to meet their specific needs, making the quoting process both faster and more personalized
Handling Missing Details
When the AI assistant can't find certain shipment details in an email, it gracefully alerts the user and offers smart options. Users can choose to request the missing info from the customer, proceed with the available data, or send a quick “I’m on it” message. This ensures smooth communication and keeps the quoting process on track, even when details are incomplete.
Customer Insights at a Glance
With each email, the AI assistant can display key customer insights. This feature gives users a quick view of metrics like average quote success rates and deal profitability for that customer. In short, it helps teams make smarter, faster decisions right from their inbox.
My Role in the Design Process
As Lead Product Designer, I defined the end-to-end flow of how users interact with Ignite — from receiving a quote request to sending a finalized offer. I designed the embedded inbox layout and side-panel AI assistant, focusing on clarity, trust, and speed. The interface mirrors familiar email patterns but introduces intelligent automation through micro-interactions, real-time AI feedback, and consistent visual hierarchy. Through iterative prototyping, user testing, and collaboration with product and engineering, we delivered a seamless experience that cut quoting time by over 80% and made Wisor Ignite one of
Wisor’s most impactful releases.
Manual Inbox
Responds in 1-4 hours
17% misses quotes
Wins 12% of quotes
Daily Profit $120
Wisor Ignite
Responds in 60 seconds
0 misses quotes
Wins 24% of quotes
Daily Profit $480
%
more quote win rate
%
less missed RFQs
%
faster onboarding