3 UX Designers
Research - Learn about the organization, users, and market
Analysis - What do users need from the program?
Design - How will the users interact with the software?
Solution - Adobe XD Prototype
What is port drayage and how does it work? (It's moving containers from ports to nearby warehouses and vice versa)
What is the startup's business model? (Uber for port drayage)
Interviews with current users - what are their insights into the current MVP site? The current site got a 34 SUS score.
Who are the competitors and what are they doing?
How does the current site and business work? Task flow of current system.
Synthesizing the Research
Affinity Map - What are the key desires we found in the user research clients arranging a shipment?
I value maintaining relationships with carriers and clients.
I prefer real-time feedback.
I want to see the status and timing of my shipment.
Saving money is a key part of the value proposition of Equll, the actual users didn't focus on that as a day-to-day issue - it was more about information and trust.
Who are we designing for?
Design Studio Initial Sketches
Initial Digital Layouts
Level 1 Info - Summary of all active and past shipments
Level 2 Info - Snapshot of a single shipment
Level 3 Info - All details of a single shipment
Colors and Fonts
Step 1 - Color theme options
Step 2- Theme "C" explorations - we went with the version in the lower right - the dark purple navigation bar was ultimately too overwhelming.
Fonts - Roboto has both proportional and monospace versions, which is good for containers numbers.
Usability Testing and Iterations
Evolution of Main Dashboard
Evolution of Shipping Details
Original Site: 34
First Prototype: 75
Second Prototype: 87
What I Learned
Major Takeaways from this Project
Entirely remote projects are doable - focus on communication!
Standardize deliverable creation before they're started.
Availability of usability test participants is key!