Duration: 17 Days
Duration: 17 Days
Duration: 17 Days
Tools: Figma, Figjam, After Effects, Photoshop, DaVinci Resolve, iMovie
Tools: Figma, Figjam, After Effects, Photoshop, DaVinci Resolve, iMovie
Tools: Figma, Figjam, After Effects, Photoshop, DaVinci Resolve, iMovie
Role: Project Manager
Role: Project Manager
Role: Project Manager
Team Members: Grace | UI Lead
Faith | UX Researcher Desmond | UX Lead
Team Members: Grace | UI Lead
Faith | UX Researcher Desmond | UX Lead
Team Members: Grace | UI Lead
Faith | UX Researcher Desmond | UX Lead
For our final project, we have the opportunity to work with a startup called GotSurge. They require a redesign due to a change in their business direction, and their current website does not reflect this new direction.
Currently, the website primarily represents their old business model, which focused on serving home-based businesses to meet their surging delivery demands. However, GotSurge has shifted their focus and is now providing digital services for marine suppliers to fulfil last-mile deliveries.
Furthermore, the current website relies heavily on illustrations that do not align with the desired look and feel for the new business direction.
The objective of this redesign is to convey a more professional and credible image, which is necessary to accommodate GotSurge's shift in business direction. Additionally, we have adopted a mobile-first approach to design a lightweight and responsive website.
For our final project, we have the opportunity to work with a startup called GotSurge. They require a redesign due to a change in their business direction, and their current website does not reflect this new direction.
Currently, the website primarily represents their old business model, which focused on serving home-based businesses to meet their surging delivery demands. However, GotSurge has shifted their focus and is now providing digital services for marine suppliers to fulfil last-mile deliveries.
Furthermore, the current website relies heavily on illustrations that do not align with the desired look and feel for the new business direction.
The objective of this redesign is to convey a more professional and credible image, which is necessary to accommodate GotSurge's shift in business direction. Additionally, we have adopted a mobile-first approach to design a lightweight and responsive website.
For our final project, we have the opportunity to work with a startup called GotSurge. They require a redesign due to a change in their business direction, and their current website does not reflect this new direction.
Currently, the website primarily represents their old business model, which focused on serving home-based businesses to meet their surging delivery demands. However, GotSurge has shifted their focus and is now providing digital services for marine suppliers to fulfil last-mile deliveries.
Furthermore, the current website relies heavily on illustrations that do not align with the desired look and feel for the new business direction.
The objective of this redesign is to convey a more professional and credible image, which is necessary to accommodate GotSurge's shift in business direction. Additionally, we have adopted a mobile-first approach to design a lightweight and responsive website.
What I did
What I did
What I did
As GotSurge shifted its business model towards the niche sector of marine supplies in the maritime industry, extensive research was conducted to understand the sector's landscape and challenges. To achieve this, I reached out to professionals via LinkedIn, including educators, port operators, digital solution providers, and maritime businesses, conducting user interviews for valuable insights. Competitive analysis was also conducted to gain a comprehensive understanding of the market.
Additionally, I served as the project manager, facilitating communication between the client and group members. This included consolidating opinions and assigning project tasks. I also actively contributed to creating the necessary prototype components using Figma.
As GotSurge shifted its business model towards the niche sector of marine supplies in the maritime industry, extensive research was conducted to understand the sector's landscape and challenges. To achieve this, I reached out to professionals via LinkedIn, including educators, port operators, digital solution providers, and maritime businesses, conducting user interviews for valuable insights. Competitive analysis was also conducted to gain a comprehensive understanding of the market.
Additionally, I served as the project manager, facilitating communication between the client and group members. This included consolidating opinions and assigning project tasks. I also actively contributed to creating the necessary prototype components using Figma.
As GotSurge shifted its business model towards the niche sector of marine supplies in the maritime industry, extensive research was conducted to understand the sector's landscape and challenges. To achieve this, I reached out to professionals via LinkedIn, including educators, port operators, digital solution providers, and maritime businesses, conducting user interviews for valuable insights. Competitive analysis was also conducted to gain a comprehensive understanding of the market.
Additionally, I served as the project manager, facilitating communication between the client and group members. This included consolidating opinions and assigning project tasks. I also actively contributed to creating the necessary prototype components using Figma.
12 user interviews and 4 stakeholder interviews
are conducted
12 user interviews and 4 stakeholder interviews
are conducted
12 user interviews and 4 stakeholder interviews
are conducted
The group spoke to 12 users of the website to better understand what they require and need for the website. From the insights gathered we categorised them into two personas, 'Marine Suppliers and Chandlers' as well as 'Strategic Partners'
The group spoke to 12 users of the website to better understand what they require and need for the website. From the insights gathered we categorised them into two personas, 'Marine Suppliers and Chandlers' as well as 'Strategic Partners'
The group spoke to 12 users of the website to better understand what they require and need for the website. From the insights gathered we categorised them into two personas, 'Marine Suppliers and Chandlers' as well as 'Strategic Partners'
After synthesising the data collected from the user interviews conducted, 6 insights stemming from the data collected are identified:
After synthesising the data collected from the user interviews conducted, 6 insights stemming from the data collected are identified:
After synthesising the data collected from the user interviews conducted, 6 insights stemming from the data collected are identified:
"Time is sensitive to me because marine logistics is strict with time"
"Time is sensitive to me because marine logistics is strict with time"
"I need a responsive customer service"
"I need a responsive customer service"
"I want to save costs and increase revenue"
"I want to save costs and increase revenue"
"I need the solution to be easy to implement and use"
"I need the solution to be easy to implement and use"
"I want to understand the decarbonisation efforts and how it benefits me"
"I want to understand the decarbonisation efforts and how it benefits me"
"I need to be assured that the company and its services are reliable"
"I need to be assured that the company and its services are reliable"
Problem Space
Problem Space
Problem Space
Through user interviews, we discovered that the marine supplies industry is primarily composed of local SMEs that supply vessels. Furthermore, the last-mile fulfillment process involves collaboration with port authorities in Singapore. GotSurge, as a digital service provider, plays a crucial role in facilitating last-mile fulfillment for marine suppliers, enabling the delivery of goods to vessels.
During the redesign process, we identified two user groups: 'Marine Suppliers and Chandlers' and 'Strategic Partners.' However, due to time constraints, our focus for this redesign was specifically on meeting the needs of 'Strategic Partners.' This decision holds significant importance for GotSurge as a startup, as attracting partners is essential for securing funding and gaining a competitive advantage over competitors.
Through user interviews, we discovered that the marine supplies industry is primarily composed of local SMEs that supply vessels. Furthermore, the last-mile fulfillment process involves collaboration with port authorities in Singapore. GotSurge, as a digital service provider, plays a crucial role in facilitating last-mile fulfillment for marine suppliers, enabling the delivery of goods to vessels.
During the redesign process, we identified two user groups: 'Marine Suppliers and Chandlers' and 'Strategic Partners.' However, due to time constraints, our focus for this redesign was specifically on meeting the needs of 'Strategic Partners.' This decision holds significant importance for GotSurge as a startup, as attracting partners is essential for securing funding and gaining a competitive advantage over competitors.
Through user interviews, we discovered that the marine supplies industry is primarily composed of local SMEs that supply vessels. Furthermore, the last-mile fulfillment process involves collaboration with port authorities in Singapore. GotSurge, as a digital service provider, plays a crucial role in facilitating last-mile fulfillment for marine suppliers, enabling the delivery of goods to vessels.
During the redesign process, we identified two user groups: 'Marine Suppliers and Chandlers' and 'Strategic Partners.' However, due to time constraints, our focus for this redesign was specifically on meeting the needs of 'Strategic Partners.' This decision holds significant importance for GotSurge as a startup, as attracting partners is essential for securing funding and gaining a competitive advantage over competitors.
Users needs to know how GotSurge's digital services can help increase efficiency in the last mile deliveries, so he can increase the volume of port transactions.
Users needs to know how GotSurge's digital services can help increase efficiency in the last mile deliveries, so he can increase the volume of port transactions.
Users needs to know how GotSurge's digital services can help increase efficiency in the last mile deliveries, so he can increase the volume of port transactions.
From the problem statement, we understood that we need to present information about their service in a clear and concise way, showcase credibility and reliability of GotSurge as well as communicating professionalism on the website.
From the problem statement, we understood that we need to present information about their service in a clear and concise way, showcase credibility and reliability of GotSurge as well as communicating professionalism on the website.
From the problem statement, we understood that we need to present information about their service in a clear and concise way, showcase credibility and reliability of GotSurge as well as communicating professionalism on the website.
"How might we attract users to adopt GotSurge's digital services?"
"How might we attract users to adopt GotSurge's digital services?"
"How might we attract users to adopt GotSurge's digital services?"
To answer the question, we look at applying the following 3 themes to the redesigned website and they are:
To answer the question, we look at applying the following 3 themes to the redesigned website and they are:
To answer the question, we look at applying the following 3 themes to the redesigned website and they are:
Convey reliability, trustworthiness and credibility
We added testimonials on applicable pages to bring across this
Adopting corporate-friendly approach to visuals and text
We looked into using industry specific images and copywriting
Provide user-centred content, focusing on quantitative benefits instead of features
We added quantitative results from companies that used GotSurges's services as these numbers are important in encouraging potential businesses to adopt GotSurge's services.
Journey map to understand user
Journey map to understand user
Journey map to understand user
A journey map is created to better understand how a user belonging to 'Strategic Partners' are likely to use the website. This helps us to identify opportunities to address their needs and concerns they have.
A journey map is created to better understand how a user belonging to 'Strategic Partners' are likely to use the website. This helps us to identify opportunities to address their needs and concerns they have.
A journey map is created to better understand how a user belonging to 'Strategic Partners' are likely to use the website. This helps us to identify opportunities to address their needs and concerns they have.
Ideation generated from comparative analysis
Ideation generated from comparative analysis
Ideation generated from comparative analysis
For ideation, we conducted comparative analysis on how some of the other websites that offer similar services looked like in order to gain inspiration on how to present information from a industry specific perspective.
For ideation, we conducted comparative analysis on how some of the other websites that offer similar services looked like in order to gain inspiration on how to present information from a industry specific perspective.
For ideation, we conducted comparative analysis on how some of the other websites that offer similar services looked like in order to gain inspiration on how to present information from a industry specific perspective.
From the comparative and competitive analysis conducted, we identified the following 4 key elements these websites have in order to attract partners and potential customers.
Customer stories: Sharing of client success stories helps to improve the credibility of the company.
Use of industry images: Images that align with the marine and logistics industry provide a sense of scale and gravity to the impact that the company can create
Use big numbers to highlight key achievements: Figures and statistics shows results efficiently and attracts potential clients
Showcase product through visuals/videos: Showcases solution/service in an engaging and easy to understand manner.
From the comparative and competitive analysis conducted, we identified the following 4 key elements these websites have in order to attract partners and potential customers.
Customer stories: Sharing of client success stories helps to improve the credibility of the company.
Use of industry images: Images that align with the marine and logistics industry provide a sense of scale and gravity to the impact that the company can create
Use big numbers to highlight key achievements: Figures and statistics shows results efficiently and attracts potential clients
Showcase product through visuals/videos: Showcases solution/service in an engaging and easy to understand manner.
From the comparative and competitive analysis conducted, we identified the following 4 key elements these websites have in order to attract partners and potential customers.
Customer stories: Sharing of client success stories helps to improve the credibility of the company.
Use of industry images: Images that align with the marine and logistics industry provide a sense of scale and gravity to the impact that the company can create
Use big numbers to highlight key achievements: Figures and statistics shows results efficiently and attracts potential clients
Showcase product through visuals/videos: Showcases solution/service in an engaging and easy to understand manner.
Sketches and wireframes
Sketches and wireframes
Sketches and wireframes
Using those websites as inspiration, we came together and sketched out how the redesigned website should look like.
Using those websites as inspiration, we came together and sketched out how the redesigned website should look like.
Using those websites as inspiration, we came together and sketched out how the redesigned website should look like.
We went through many rounds of iteration before we managed to come up with how the redesigned website would look like.
We went through many rounds of iteration before we managed to come up with how the redesigned website would look like.
We went through many rounds of iteration before we managed to come up with how the redesigned website would look like.
Colour palettes and infographics
Colour palettes and infographics
Colour palettes and infographics
For this redesign, we also looked at incorporating their existing brand colours for more modern shade of blue and cyan as well as having infographics to explain the digital service they are providing better.
For this redesign, we also looked at incorporating their existing brand colours for more modern shade of blue and cyan as well as having infographics to explain the digital service they are providing better.
For this redesign, we also looked at incorporating their existing brand colours for more modern shade of blue and cyan as well as having infographics to explain the digital service they are providing better.
Infographics on Desktop
Infographics on Mobile
Infographics on Desktop
Infographics on Mobile
Infographics on Desktop
Infographics on Mobile
Conducted 2 rounds of user testing to test the usability of our prototype
Conducted 2 rounds of user testing to test the usability of our prototype
Conducted 2 rounds of user testing to test the usability of our prototype
Each round of user testing comprises a minimum of 3 participants to evaluate the usability of the redesigned website. Based on the results of the initial testing round, we identified several elements that require improvement in order to enhance the website's intuitiveness and user-friendliness.
Each round of user testing comprises a minimum of 3 participants to evaluate the usability of the redesigned website. Based on the results of the initial testing round, we identified several elements that require improvement in order to enhance the website's intuitiveness and user-friendliness.
Each round of user testing comprises a minimum of 3 participants to evaluate the usability of the redesigned website. Based on the results of the initial testing round, we identified several elements that require improvement in order to enhance the website's intuitiveness and user-friendliness.
Based on user testing, 7 out of 9 users expected contact information in the footer. Including both email and contact number allows users to reach out to a person and keep a record of the conversation. As a result, we have added both in the footer.
Currently, communication with GotSurge is done through a contact form. However, user testing revealed that many users feel uncomfortable using contact forms due to the lack of traceability and urgency. To address this, we improved the feedback by sending an acknowledgment email with a unique enquiry number upon form submission. This number provides assurance to users and helps GotSurge's customer service quickly locate chat records for any necessary follow-up.
Based on user testing, 7 out of 9 users expected contact information in the footer. Including both email and contact number allows users to reach out to a person and keep a record of the conversation. As a result, we have added both in the footer.
Currently, communication with GotSurge is done through a contact form. However, user testing revealed that many users feel uncomfortable using contact forms due to the lack of traceability and urgency. To address this, we improved the feedback by sending an acknowledgment email with a unique enquiry number upon form submission. This number provides assurance to users and helps GotSurge's customer service quickly locate chat records for any necessary follow-up.
Based on user testing, 7 out of 9 users expected contact information in the footer. Including both email and contact number allows users to reach out to a person and keep a record of the conversation. As a result, we have added both in the footer.
Currently, communication with GotSurge is done through a contact form. However, user testing revealed that many users feel uncomfortable using contact forms due to the lack of traceability and urgency. To address this, we improved the feedback by sending an acknowledgment email with a unique enquiry number upon form submission. This number provides assurance to users and helps GotSurge's customer service quickly locate chat records for any necessary follow-up.
Most importantly, all our users remarked that our prototype has a simple interface, is easy to navigate and has a low cognitive load.
Most importantly, all our users remarked that our prototype has a simple interface, is easy to navigate and has a low cognitive load.
Most importantly, all our users remarked that our prototype has a simple interface, is easy to navigate and has a low cognitive load.
Prototype
Prototype
Prototype
For the redesign, we chose a clean and minimalist style, incorporating industry-specific imagery and simple icons. The selected color palette effectively communicates the website's emphasis on marine logistics. Additionally, we streamlined the layout to prioritize simplicity and user-friendliness for visitors. Ultimately, our goal with this redesign is to establish GotSurge as a trustworthy and credible digital service provider in the field of marine logistics.
Below is the prototype for GotSurge website redesign in both Mobile and Desktop versions:
For the redesign, we chose a clean and minimalist style, incorporating industry-specific imagery and simple icons. The selected color palette effectively communicates the website's emphasis on marine logistics. Additionally, we streamlined the layout to prioritize simplicity and user-friendliness for visitors. Ultimately, our goal with this redesign is to establish GotSurge as a trustworthy and credible digital service provider in the field of marine logistics.
Below is the prototype for GotSurge website redesign in both Mobile and Desktop versions:
For the redesign, we chose a clean and minimalist style, incorporating industry-specific imagery and simple icons. The selected color palette effectively communicates the website's emphasis on marine logistics. Additionally, we streamlined the layout to prioritize simplicity and user-friendliness for visitors. Ultimately, our goal with this redesign is to establish GotSurge as a trustworthy and credible digital service provider in the field of marine logistics.
Below is the prototype for GotSurge website redesign in both Mobile and Desktop versions:
Desktop
Desktop
Desktop
Mobile
Mobile
Mobile
Next steps
Next steps
Next steps
Due to time constraints and limited resources, we faced challenges in reaching out to GotSurge's potential customers, especially local SME marine suppliers, for user testing. However, it is crucial to conduct user testing with this group to further enhance the website.
Additionally, since GotSurge's shift in business direction is still in its early stages and they lack sufficient data and case studies for their digital service, conducting an in-depth study becomes necessary. This study will enable quantification of their digital service, ultimately attracting more potential businesses.
Due to time constraints and limited resources, we faced challenges in reaching out to GotSurge's potential customers, especially local SME marine suppliers, for user testing. However, it is crucial to conduct user testing with this group to further enhance the website.
Additionally, since GotSurge's shift in business direction is still in its early stages and they lack sufficient data and case studies for their digital service, conducting an in-depth study becomes necessary. This study will enable quantification of their digital service, ultimately attracting more potential businesses.
Due to time constraints and limited resources, we faced challenges in reaching out to GotSurge's potential customers, especially local SME marine suppliers, for user testing. However, it is crucial to conduct user testing with this group to further enhance the website.
Additionally, since GotSurge's shift in business direction is still in its early stages and they lack sufficient data and case studies for their digital service, conducting an in-depth study becomes necessary. This study will enable quantification of their digital service, ultimately attracting more potential businesses.