The World Customs Organization needed a partner who could make a complex border management system usable at global scale. Creative Navy was engaged as a public sector UX agency to help WCO rescue IPM, its central platform for coordinating intellectual property enforcement between customs officers and rights holders. The system was already in production and covered an intergovernmental community that oversees most international trade, yet adoption remained low in many administrations. Officers and rights holders described it as difficult to navigate, slow to operate during inspections and hard to learn, a textbook case of low adoption customs software.
This project is part of our continued work in government UX and public sector digital services, where evidence based design, trade compliance workflows and multi-stakeholder coordination shape interfaces for international enforcement systems.
IPM is a specialised customs software platform used to share intelligence on suspected counterfeit goods, file alerts about shipments, coordinate inspections and record enforcement outcomes. It sits in a regulatory landscape shaped by WCO instruments such as the SAFE Framework, the Revised Kyoto Convention and the Harmonized System, and contributes to broader trade facilitation objectives. Any change to the interface or workflows therefore had to respect legal obligations, data protection requirements and the expectations of member administrations.
We applied Systems Dynamics Design, a method that grows solutions through embedded experimentation, resolves tensions between local optimization and system coherence, and stewards implementation until organizations gain independence.
WCO asked us to treat the engagement as a complex government system redesign rather than a cosmetic refresh. Our task was to reduce customs platform cognitive overload, uncover why different user groups were reluctant to adopt the system and create a foundation that would support future evolution. The work combined government software design experience with a practical understanding of field conditions in ports, airports and land border posts across very different regions.
UX Design
Desarrollo web adaptable
Arquitectura de aplicaciones de software
Investigación de usuarios
Desarrollo de software OEM
Arquitectura de la información
Garantía de calidad
UI Design
Pruebas de usuario
The first phase focused on understanding how IPM was used, or avoided, in real border operations through Sandbox Experiments. We worked with WCO teams and selected member administrations to clarify user groups and contexts. Frontline inspection officers needed to check shipments quickly, often in environments with unreliable connectivity, mixed device fleets and limited time per inspection. Intelligence analysts required structured access to historical cases, seizure patterns and rights holder alerts. Brand protection and legal teams on the rights holder side needed clear paths to file information and review enforcement activity.
Through interviews, workflow mapping and remote observation, we documented concrete barriers to use. Officers reported that key tasks required several screens and frequent switching between sections. Training teams highlighted the effort needed to onboard new users across multilingual environments. Member administrations described parallel spreadsheets and email chains that had emerged around the platform, a typical symptom of a border management system that is seen as hard to use.
This research allowed us to frame adoption issues in operational terms rather than abstract usability language. It also gave product leaders at WCO evidence to prioritise core inspection workflows and rights holder alert flows before secondary features. The findings created a shared view of the problem among operational units, IT teams and programme leadership, and gave us a stable base for information architecture and workflow restructuring.
Based on these insights, we rebuilt the information architecture around real inspection and case management flows rather than internal structures. The goal was not only better navigation but measurable reduction of mental effort during time critical tasks. For inspection officers this meant that core workflows, such as checking a shipment against alerts and recording an outcome, could be completed in fewer steps with clearer system feedback. For analysts and rights holders, it meant more predictable access to cases, alerts and documentation without extensive searching.
Cognitive principles guided many detailed decisions through tension-driven reasoning. We favoured recognition over recall by making key categories and actions visible at each step. We reduced the number of choices per screen to shorten decision time, especially in multilingual border management interface scenarios. We used progressive disclosure so that advanced options appear when relevant, not as a permanent source of noise. Hidden educational micro features, such as contextual hints that appear the first time a complex action is performed, helped users acquire efficient patterns without formal training.
The restructured information architecture also reflected the diversity of member states. Terminology was normalised while allowing for local variations, and documentation was written so that it could be translated and reused in different administrations. For WCO this provided a clearer model of the product that could be used in future procurement, technical governance and training work, and it aligned closely with the expectations of a security platform interface design effort.
With a clearer structure in place during Concept Convergence, we worked with WCO on features that make the system act as practical customs intelligence software rather than a passive database. Context aware presentation of data gives officers immediate access to relevant rights holder information, recent alerts and historical cases when they open a shipment or product record. Analysts see patterns over time without leaving their primary workspace. Guidance is based on accumulated input rather than opaque automation, so officers remain in control of decisions.
The implementation had to respect security and data sensitivity. Role based views and clear separation between operational data and rights holder information support appropriate access. The web based platform was optimised for inconsistent bandwidth and aligned with accessibility expectations for public sector digital services. Usability testing with officers and rights holders from different regions validated that workflows were faster and less error prone under realistic conditions.
Rollout followed WCO governance structures during Implementation Partnership. Documentation and training materials were prepared for global distribution so that member administrations could adopt the new version at their own pace. After deployment, IPM usage expanded to customs services in more than one hundred governments. Platform use increased among officers and rose significantly among rights holders. Training effort and support requests decreased as interfaces became easier to learn and operate.
For WCO the project demonstrated that government UX design can directly support enforcement effectiveness in intellectual property protection while containing support costs. The redesigned system now serves customs officers, analysts and rights holders across diverse jurisdictions with a unified interface that respects operational constraints, multilingual requirements and varying levels of technical infrastructure.
Member administrations reported smoother onboarding for new officers, reduced reliance on workaround processes and clearer audit trails for enforcement actions. Rights holders gained more direct access to filing and monitoring tools, which improved collaboration with customs authorities. The platform became a reference example of how international organizations can improve digital systems through structured UX work grounded in field research.
The organization gained intangible resources: judgment about what matters in global border management systems serving diverse member states, shared product intuition about how customs intelligence platforms should balance operational speed with data governance, and reasoning capability that allows WCO to extend the system across new enforcement scenarios without fragmenting the user experience. The system maintains competitive position by supporting efficient, traceable intellectual property enforcement across international borders, while alternative approaches that prioritize technical complexity over operational clarity struggle to achieve adoption in diverse customs environments working under real time pressure with limited training resources.
107 gobiernos se adhirieron al sistema
Aumento del 200% de las inscripciones de usuarios titulares de derechos
El uso de la plataforma aumentó un 20% entre los funcionarios y un 67% entre los titulares de derechos
El sistema se utilizó en operaciones sobre el terreno en las que participaron más de 2.000 agentes
Los costes de formación de los agentes se redujeron en un 78%.
Disminución significativa de los tickets de soporte y los costes asociados
Medidas globales de la OMA contra la falsificación
Oportunidades y amenazas policiales en Europa
Prácticas y problemas del intercambio de conocimientos en contextos policiales
Medidas globales de la OMA contra la falsificación
Oportunidades y amenazas policiales en Europa
Prácticas y problemas del intercambio de conocimientos en contextos policiales