Trade Modernization:
Redesigning Import Data Standards
A UX strategy case study to modernize U.S. Customs processes
📁 The Project
Modernize outdated trade compliance processes by promoting and implementing modern data standards that enable the earlier exchange of higher-quality import data—supporting global interoperability and greater supply chain transparency.
Improve global supply chain transparency
Reduce manual review burdens
Enable early, digital data exchange
Support enforcement of trade compliance
🌍 Project Scope
$3.4T worth of goods imported in FY24
$257M/day collected in revenue (duties, tariffs, fees)
🎯 Opportunity
65% reduction in time spent by CBP to process free trade agreement claims
$110M in industry savings on tariffs annually
when CBP can verify product origin for imports of pipeline crude oil
📎 My Role:
UX Strategist/Researcher
☑️ Led stakeholder research across public and private sector stakeholders
Planned interview guides
Facilitated interviews with SMEs and execs
Synthesized qual and quant data
☑️ Identified diverse customer needs for technology and process modernization
☑️ Influenced funding decisions and pilot implementation strategy
👥 Team
UX Strategist/Researcher (Me): Research planning, interviews, synth
UX Lead: Available for brainstorming/problem-solving
Product Managers: Business requirements, test planning
Lead Engineer: Led development teams and system demos
🗺️ Problem Statement
How might we modernize trade processes in a way that addresses the real-world challenges faced by:
Federal agencies managing enforcement and oversight?
Importers/brokers/service providers dealing with complex compliance requirements?
🪜 Process Overview
🛠️ Step 1: Align on Service Design
🏛️ Step 2: Gather Gov Needs
🏭 Step 3: Collect Private Sector Perspectives
🧩 Step 4: Synthesis
🧠 Step 5: Strategy
🛠️ Step 1: Align on Service Design
I spent many hours with CBP’s product managers and lead engineer to understand
What is the foundational tech & data infrastructure?
What are the affordances of these design choices?
Are flexibilities built in?
I learned that the service design had gone through several iterations, and landed on the following principles.
Digital credentials are verified by the issuer + used in combination.
Real-time UX for importers and gov.
Technology choice for companies through data access via an API.
🏛️ Step 2: Gather Gov Needs
I led 14 stakeholder interviews with CBP and partner agency staff, collecting qual and quant data on
Compliance review steps
Admissibility and revenue decision factors
Sector-specific nuances
Admin tasks with pain points and data gaps
Noteworthy finding: Pipeline crude oil reviews have a long way to go, compared to other commodities.
No visible data until after shipments arrive.
CBP has 3 people review the same data twice.
CBP processes stacks of paper from carriers (pipelines).
Difficult to verify product origin for FTA claims (tariff exemptions).
I led 16 stakeholder interviews with trade stakeholders, including executives at large importers, brokerage firms, service providers, and carriers.
Why are importers/brokers submitting low quality data?
How are changing reporting rules built into user platforms?
What data formats are used to track operations internally?
🏭 Step 3: Collect Private Sector Perspectives
Noteworthy finding: Pain points go both ways.
Data quality suffers from constant conversion.
Supply chains are reconstructed just to produce clearance documentation.
Work is duplicated due to overlapping requirements.
Pipeline importers pay 5-10c per barrel in tariffs for shipments that should be exempt.
I led an interactive affinity mapping session with our cross-functional team to collaboratively unpack the research findings.
This approach gave the team the opportunity to directly engage with user quotes and observations—helping to develop a shared sense of the pain points across stakeholder groups.
🧩 Step 4: Synthesis
Affinity mapping with the team
Thematic groups (pain points, wish lists)
Key insights (opportunities, evidence)
Distilled shared future outcomes…
Start reviews earlier in the supply chain
Replace paper with real digital data
Target risks, reduce manual checks
Eliminate duplication
Connect systems through a single window
Unlock faster shipping and lower costs
…supported by evidence from stakeholders.
4. Eliminate duplication
The U.S. Energy Information Administration (EIA) collects, analyzes, and shares data on U.S. energy use. Because EIA publishes data more frequently than CBP collects it, they need to cross-check weekly and monthly data with CBP. This mismatch in timelines creates extra work for Customs brokers, who must manage and submit similar information to both agencies.
Based on my research, it was clear that CBP should start with pipeline crude oil imports for testing and implementation of the standards. We estimated significant time and cost savings to support my qualitative evidence:
🧠 Step 5: Strategy
65% reduction in time spent by CBP to process free trade agreement claims
$110M in industry savings on tariffs annually
when CBP can verify product origin for imports of pipeline crude oil
I presented my findings to senior agency leadership, who leveraged the insights to communicate the vision and future outcomes to potential test participants across partner government agencies and industry stakeholders.
✅ Impact
☑️ Secured funding for implementation
New data standards will be put into limited production for pipeline crude oil imports this fall.
☑️ Gained support for additional, pipeline-focused research effort
Goal: Map current vs. future state of import process to understand change management needs.
“Your team has been a driving force in shedding light on the operator’s perspective for software delivery. By highlighting the importance of the end-user, management can see true return on investment. In the agile world, minimal viable product is front and center, and at times the end user can lose out on what they deem important to what is technically believed to be a “a greater good.” Your team and work brings the focus back to business needs over technical desire and confirms that the customer experience remains consistent throughout the process.”
“Your team was the missing link I didn’t know I needed.”