Q1
Do people know and trust TSC?
CBAM Exporter: Global Launch of an EU Compliance Engine
Visit the product websiteHow do you turn a support-heavy application into a self-guided global platform?
- Company
- The Sustainability Cloud, LogicLadder
- My role
- Product Designer & GTM Strategist
- Scope
- Global relaunch-ready product
- Product
- TSC | CBAM Exporter
In a hurry? Read the summary of the case study instead
TLDR: Summary
- Problem
- Complex workflows with no guidance sent users to support, which also made global presence difficult.
- Approach
- Guidance throughout the application, with multiple techniques and strategies to get global signups.
- Result
- Report generation fell from 2 weeks to 5 days & 45 new sign-ups and counting.
Complex workflows turned the app into a support bottleneck and hindered global adoption.
- Users got frustrated and asked support just to know their data status and completion.
- Drop-offs in sign-up across multiple geographies.
- The existing app was a disjointed workflow of complex data, with no guidance on what to do next.
Relaunching CBAM App
Why? What for?
Part 1
Experience Issue
- What do I do next?
- Where did I leave it last time?
- Please, you do it for me!
Part 2
Adoption – Globally!
- You guys ask too many details
- Why should I pay for it now if my report is not due till year end?
- Who are you guys first of all?
The facts. Subtract the obvious.
What did we know?
- Users depended on customer support to fill in their data.
- Users felt lost in the maze of forms and flows.
- It is a deadline-driven app, used when the report filing date is near.
- From the website to sign-up, there was a major drop-off at the price page.
What have we learnt?
- Small steps and gamification get people to do it themselves.
- Without a map, users keep asking where to go next. A map gives relief and direction.
- Paying upfront online is a risky bet, especially when the company is not from your country.
It’s a two-part problem needing a two-part solution.
PART 1: Fixing the User Experience
Persona: Exporters
Hidden workflows, overlapping navigation, lost user lead to extraction of CBAM Exporter app from our flagship product.
1Lost in a menu.2Hidden in tabs.3No hierarchy.Small cues.
Clear next steps.
Six moments that tell users where they are and what to do next. Tap through them.
Production routes
Detected from your browser
Welcome to CBAM Exporter×
Set your installation
Easy steps to your first report
- 1
- 2
- 3
- 4
- 5
Installation saved successfully
Your installation has been saved.
Would you like to set up your MMD now, or do it later?
Support–⤢×
What do you need help with?⌕
Guided tutorial quick linksGet in touch with our team
Name
Email
Query
Query description
FAQs
- +
- +
- +
- +
Guidance & Progress×
3 of 5 steps done
- (5)
- (5)
- (5)
- (5)
- (5)
Your MMD is pending
Version History×
- 04 December 2025 | 10:30 PMCurrent
- 04 December 2025 | 10:30 PM
- 04 December 2025 | 10:30 PMNamed
- 04 December 2025 | 10:30 PM
- 04 December 2025 | 10:30 PM
- 04 December 2025 | 10:30 PMNamed
- 04 December 2025 | 10:30 PM
Skeleton views. Product content is left out on purpose.
PART 2: Globalisation Journey of the New App
We heard what our customers had to say, moving from product-centric thinking to a customer-centric one. We often heard them ask the following questions.
Q2
How fast can I see TSC's product, without investing effort, time and money?
Q3
I am reporting on TSC for the first time, what support am I getting?
Q4
Does TSC CBAM platform have credibility?
How did we cater to all those feedbacks and questions?
Do people know and trust TSC?
Do people know and trust TSC?
A community that answers trust
I built a WhatsApp community for all the EU exporters, now at 54 members. We send regulation news and updates often, so exporters see us as a reliable source.
How fast can I see TSC's product, without investing effort, time and money?
Sign-up in one step, pay as you go
I cut sign-up from three steps to one. Exporters pay only when they reach the final export, so they can see the product before committing.
Before · three steps
After · one step
I am reporting on TSC for the first time, what support am I getting?
Guidance inside the product
The visual cues, YouTube tutorials inside the app, and support forms answer the first-time questions without leaving the flow.
Does TSC CBAM platform have credibility?
Credibility on the sign-up page
The sign-up page pairs a launch offer with client testimonials and Gartner and G2 ratings. Proof sits beside the form, so credibility is visible at the moment of decision.
- 01 · Marketing gimmick (FOMO)
A launch offer and a faster sign-up can land real business benefits.
- 02 · Leveraging the current client base
Testimonials from existing clients do the convincing.
- 03 · Credibility building, upfront
Ratings sit above the fold, before any data is entered.
Impact.
2 weeks→5 days
45
Live