How Real-World Challenges Have Shaped My Approach to Building Tools

Reflecting on what we’ve built over the past few years, I find myself genuinely proud of how far we’ve come in addressing the real, day-to-day challenges of logistics. What started as a conversation about modernising supply chains has become something tangible, something that actually helps people do their jobs better. And the most recent updates we’ve rolled out are proof of that evolution.

I’ve always been driven by the idea that powerful logistics tools shouldn’t just be for the big corporates. Everyone deserves access to tech that makes life easier—not more complicated. Early on, it became clear that a lot of freight and supply chain systems were overly reliant on manual work and outdated processes. I’ve spent years listening to teams across all corners of the industry, from operations managers to finance teams, and one thing always stands out: if a process can be automated or simplified, it should be.

That mindset has shaped everything I’ve worked on. Whether it was building out APIs to stitch systems together, or developing customisable dashboards that actually reflect how people work day to day, the aim has always been to meet teams where they are. And most importantly, to keep things scalable. It’s no good if a tool works for 10 shipments a week but falls apart at 100.

A lot of what we’ve delivered recently has come directly from user feedback. These aren’t features we dreamed up in isolation—they’re responses to the real world, and I think that’s why they resonate.

Take freight invoice downloads, for example. It seems simple, but for so many people, invoice management is a mess of email threads, mismatched spreadsheets, and chasing paperwork across teams. So we built a way to access and download invoices directly—securely, with each invoice linked to its job. It’s one of those small changes that ends up saving a huge amount of time.

Then there’s the real-time customs notifications. Anyone who’s been around logistics long enough knows the pain of unexpected delays at the border. Inspections, clearance issues, duty problems—they can throw a whole plan off course. So, we built a system that pulls in live customs updates. Now, people can act fast, stay ahead of problems, and avoid the kind of costly disruptions that used to feel inevitable.

One of the more analytical additions has been delay severity tracking. It’s always frustrating when shipments don’t arrive as planned, but it’s even worse when you can’t explain why. With this feature, we’ve given teams a way to log and categorise the severity of delays. That way, they can spot patterns and start tackling the root causes. Long term, I want to build on this—looking into predictive tools that flag when something upstream might cause a knock-on effect.

I’ve also spent a lot of time thinking about usability. We can build all the features in the world, but if the interface gets in the way, none of it matters. That’s why we reworked the shipment map and scrolling behaviour—it just needed to be smoother. The dashboard customisation got an upgrade too. Now, with a more transparent data structure, teams can drill down into details without getting lost.

Each of these updates has a purpose:

• Helping finance teams keep tighter control without extra admin.

• Giving ops teams the visibility they need to make decisions faster.

• Making the platform more intuitive so people spend less time figuring it out and more time using it.

This isn't about ticking boxes or adding bells and whistles. It's about solving problems that get in the way of good logistics work.

And there’s more to come. I’m already looking ahead at how we can deepen the analytics, layer in predictive capabilities, and make the entire experience even more proactive. The goal stays the same: to build tools that people actually want to use, because they make their lives easier.

Looking back, this has been one of the most rewarding chapters in my career. It’s not just about the features or the platform. It’s about working closely with the people who live and breathe logistics, and building something together that genuinely helps. And that’s what keeps me excited for what’s next.