Sea/ for Maritech

Overview

Sea/ is a B2B platform for the shipping industry comprising everything from market intelligence to AI email scraping and a negotiation app. The size of the opportunity is huge, as the shipping industry is in desperate need of modernisation.

As one of 6 UX designers working on 18 SaaS apps, I performed all parts of the UX process, interfacing with users, stakeholders, clients and developers.

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Case Study

Contract Negotiator Redesign

Overview

The contract negotiation app in the Sea/ platform was a beast. Users were getting by and using it to negotiate complex contracts, but new companies were coming back with endless problems and onboarding involved actual one-on-one training sessions with users.

 

Myself and a business analyst were tasked with redesigning the process to make it more user-friendly, which we did via a design sprint involving several workshops and a round of usability tests with internal users.

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The old product

Usability Tests

Users said things like, "There's a lot going on" and "I don't know where I'm meant to click." Basically, there are features built on features, loads of calls to actions, it's confusing and overwhelming so the learnability and usability suck.

We tested the old system with 2 users - not the optimal 5 as recommended by Norman Nielson, but infinitely better than none. We gave them 4 tasks and recorded insights during and after.

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What you see here are all the insights from the users, mixed together....

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...we grouped the insights organically into general topics...

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...and within those topics, we identified trends (when both participants said the same thing about the same aspect of the product).

Redesign

Based on the trends identified in the user tests, we ideated and workshopped ways to solve the problems and support the things that were working well. 

Key improvements included...

  • Reducing an overwhelming list of call-to-actions to only the the most important, single action to return the contract to your counterparty

  • Providing users with a clearer indication of whose turn it is, how they need to act and the status of their response

  • Including a 'variables' panel which affords users the mapping of key values into clauses, something which existed before but was invisible to users.

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The result was a clearer, cleaner design that we validated with external companies - this redesign is being engineered into the platform now, and should be ready for release in November 2020.

Case Study

The Scheduler - proof of concept, design, and live release

Overview

A (very) large company came to Clarksons with a problem - their 'book' was chaotic. A book is a maritime term for the list of cargoes and vessels that a company is responsible for managing. 

Their book was spread across multiple spreadsheets, inboxes, software and bits of paper. The brief was fairly simple - solve that problem by creating a solution to manage all those data streams in one place.

 

I led design on this project and worked closely with a product owner to conduct research, workshops, client meetings, ideate, create wireframes and deliver high-fidelity assets. I assisted with implementation.

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Presentation & Ideation with Clients

Develop the Solution

Low-fidelity User-flow

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Mid-Fidelity

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High-Fidelity

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Deliver MVP Designs

Based on the user needs, we had 3 main user goals for this product:

  1. Never miss an obligation

  2. Provide data on the best book opportunities

  3. Build a transparent place to collaborate

The main dashboard displays every cargo and vessel on the book, arranged chronologically with automatic alerts when an unfulfilled obligation is coming up.

Users can add see an overview of the book or dig deeper into cargoes and vessels to find the best match and monitor performance for profit and loss calculations.

We worked very closely with users and stakeholders on the client side to refine requirements, ideate the most inventive solutions and provide the most useful product we could - they were very happy and today the product is live with the original client and 2 other large Maritime companies.

Understanding the Users

UI Examples

Managing and Negotiating Deals

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