Overview
The end-to-end digital shipping platform manages all stages of maritime shipping. Thanks to smart data integration, it tracks, monitors, and controls the entire process seamlessly.
Industry
Maritime
Partnership model
Blended Teams
Services
Research & Insights
Product Design
2 designers
48 man-months
Challenge
In the maritime industry, there's a move towards digitalisation and automation, breaking away from traditional silos to consolidate processes. Challenges arise due to the industry's complexity, diverse processes, and unique roles. Implementing an "Uber-like" approach faces obstacles related to laws, environments, and market conditions.
Designers were tasked with the challenge of simplifying this complex landscape to develop a streamlined and efficient solution for seamless digital integration in the maritime. Additionally, the specialised maritime language adds an extra layer of complexity to the already complex environment.
Goal
Previously, the functionality existed within the system, but its complexity and fragmentation made it difficult to access. Users struggled to find key information, separate relevant insights from noise, and interpret the data effectively. A lengthy onboarding process was required to navigate the system, yet even after training, the data did not always support confident decision-making.
The goal is to simplify access to critical insights, eliminate unnecessary details, clearly define user needs, and provide reliable, relevant analytics. This will enable users to navigate information faster, make informed decisions, and improve overall efficiency.
Process
discovery phase
unraveling complex information
structuring and persona alignment
adopting continuous discovery habits
User input
adopting continuous discovery habits
OUTCOMES
Key results of designers'
work impact on the project.
67.9%
vs. last year
May
Apr
Mar
Feb
Jan
Jun
Jul
Aug
Sep
Oct
Nov
Dec
1
Significantly increased revenue through the implementation of a methodology that established strategic partnerships with clients, driving collaboration and continuous improvement.
Designers played a key role in a small cross-functional team, driving improvements through continuous discovery and enhanced usability.
2
Enhance customer satisfaction
through continuous engagement and improvements.
3
Improved project communication
and addressed silos by enhancing visibility through various mapping and visualisation techniques.
4
Clarified our users' processes and made an impact on the business by driving seamless workflow creation.
5
Contributed to the company's OKRs
by actively working towards and achieving KPIs aligned with the transformational OKRs.
6
Sped up development
by creating components, patterns, and documentation for the Design System with hands-on support.
7
Increased company-wide awareness
of the design impact through demos and educational workshops.
reflection
I have experience working in global teams, but this is the first time I’ve been part of a large multicultural design team with 15+ designers and researchers, all focused on the same interface. We worked on different modules while also serving as the crucial link that connected various teams. Through this collaboration, I gained a wealth of experience in both process and communication, including new tools, perspectives, and methodologies.
This project also marked my first time leading a serious discovery phase. Leading was daunting—like being the captain of a ship with no map. Oh wait, we were actually making the map.
This project marked my exit from the COVID online world, bringing back business trips, face-to-face meetings, and workshops I had missed. It was also a time of personal transformation. I used to be afraid of running workshops, but after observing and participating in some great examples, I started facilitating them myself. With practice, my fear faded, and now workshops energise me. I've embraced this change and look forward to new growth opportunities!