Challenge
Enhancing freight forwarder adoption of digital platform globally
Our UX challenge involved delving deeper into understanding why freight forwarders were not fully embracing our digital platform.
To tackle this issue, we conducted thorough research on our main user's behaviour, usage frequency of our web portal, and how their experience compared to traditional manual processes.
Our goal was to identify pain points and barriers hindering widespread adoption and devise a common solution that would resonate with freight forwarders across the globe.
My role
Senior Manager, Design 2019 - till date
I became a part of ECU360 in 2019, joining the ranks as one of the initial employees in the software-powered full-service freight forwarding company, which initially operated from a modest office in Mumbai with a handful of colleagues. Over time, ECU360 expanded exponentially, now boasting a global presence with hundreds of staff across various offices.
The central goal driving ECU360 is to enhance the user experience within the realm of global trade. By harnessing the power of software and combining it with industry expertise, the company aims to offer greater visibility, heightened control, and reduced transaction costs and prices. This initiative is backed by ECUworldwide, the parent company, which already possesses a robust worldwide network.
Fig 1. - Illustrates the graphical approach employed in marketing and sales materials
As the inaugural designer at ECU360, I capitalized on my skills in visual design, interaction design, and research to assist the company in achieving a product-market fit and expanding its range of services. My attention subsequently shifted towards the creation, expansion, and leadership of a proficient design team.
Regrettably, due to proprietary constraints, I am unable to showcase the majority of my work at ECU360. Nevertheless, I can share a few select examples:
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Pioneered and managed a diverse design team
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Crafted the interfaces for ECU360's internal, partner, and client applications
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Executed user research to extract invaluable product insights
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Carried out various responsibilities including project leadership, alignment with business and stakeholders, conceptualization, wireframing, prototyping, user interface design, testing, product management, and scrum alignment.
Within our project team, I led a group of three designers, collaborated with two Product Managers, and coordinated with fifteen Software Developers. All these efforts were guided under the umbrella of project leadership, led by the CEO, CIO, CTO, and CMO.
Research & Empathise
One of my most significant insights from interviewing and observing the many people comprising international logistics was that no one knows it all. Each knowledge worker has a depth of subject matter expertise and knows enough about adjacent roles to get their job done.
This insight drove the product design architecture of our system, connecting the dots between each user type. Instead of just designing for a primary user type and accommodating secondary types, each designer builds for the intersection of a diverse chain of roles.
User research at ECU360 is vital due to complex workflows for diverse user types. We conducted extensive research, using following methods. Notably, I realised experts in international logistics have unique knowledge, leading to a holistic system design.
We used the following methods:
Competitive analysis
Fig 2. - Illustrates the preliminary competitive analysis that was conducted.
Field research:
With the help of sales team, we got an opportunity to spend a couple of days at of customers offices. We could understand a lot more about the users in their real-world and natural environment.
Surveys:
We conducted multiple surveys with both existing customers and users on social media to gain comprehensive insights. The objectives behind these surveys were:
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To assess the impact of services offered by freight forwarders of different sizes (based on the number of employees) on their sales performance.
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To identify the current challenges faced by freight forwarder companies of varying sizes in terms of their digital transformation efforts.
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To determine the types of services that would be beneficial for freight forwarders to offer to their customers and for themselves to increase their overall yield.
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To identify specific challenges that freight forwarders encounter when attempting to introduce new solutions to their customers.
Examples of the survey results are as follows:
Fig 3. - Presents a visual representation of the survey findings from one of the conducted surveys.
Task analysis:
The primary objective was to boost digital bookings on our platform. Dealing with logistics involves cumbersome paperwork for every digital booking. To achieve this goal, we had the opportunity to closely observe users in real-time as they made bookings using both the traditional manual method and using our digital platform.
Drawing insights from these real-time observations and analysing data from various sources, we took the necessary steps to break down key tasks into more manageable subtasks.
User interviews:
Conducting one-on-one interviews with users worldwide, facilitated by our sales team, provided us with profound insights into various aspects:
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Users' experiences with our platform during the quotation and booking processes.
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A comparison of users' experiences with our platform against those with competitors' platforms.
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Identification of pain points users encounter while performing specific tasks.
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Understanding users' needs to better assist them in completing tasks effectively.
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Gaining clarity on the objectives and goals users want to achieve through our platform
Analytics review:
Analysed usage metrics data from sources - Google analytics & power BI and to understand user behaviour, patterns, and pain points from the Hotjar
Affinity mapping:
It helped us organise the data and identify patterns and pain points effectively
Customer journey Mapping:
This allowed us to see the steps users take as they interact with our web portal.
Fig 4. - Illustrates the initial map of the customer journey.
Analysis & Planning
We analysed the problems and conducted a brainstorming session with our stakeholders. The aim was to shape their ideas into an intuitive experience. To achieve this, we initially focused on identifying similar problems and grouping them together.
Our methods included:
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Affinity map
At this step based on the data, patterns and pain points, we developed the information architecture,
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Insights
By analysing data from Google Analytics, Power BI, Hotstar, and Competitor Products, we were able to identify the issues with our old platform. This valuable information guided us in recognising key areas for improvement in the new product.
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Personas
It helped us organise the data and identify patterns and pain points effectively
Fig 5. - Portrays instances of the initial client persona documents for ECU360.
Design
International logistics involves rigorous compliance. Simplifying the process excited me. After defining goals with stake holders, I sketched ideas, performed task analysis, and created prototypes for usability testing.
Our iterative design approach relied on utilising Information Architecture, Wire-framing, Visual Design, and Rapid Prototyping to develop the web application.
Below are the steps we followed:
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Information Architecture: We arranged and categorised the information in a logical and intuitive manner
Fig 6. - Illustrates the preliminary information framework for ECU360.
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Wire-framing: We created low-fidelity sketches/mockups to visualise the layout, structure, and interactions. Wire-framing allowed us to understand how users will interact and helps in refining the user experience.
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Visual Design: One of the primary touch-points of ECU360’s system was the shipment dashboards and tracking pages. I worked closely with product managers and engineers to construct logistics visualisations, action-items, and a messaging system. These designs went through extensive testing, analysis, and iteration to provide a user with deep insight into their global supply chain.
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Fig 7. - Portrays the initial design concepts of ECU360.
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Rapid Prototyping: This was an iterative process of creating interactive prototypes based on the wireframes and visual designs. These prototypes allowed us to test and validate the design ideas with real users, gather feedback, and make improvements. This helped us in identifying potential usability issues and ensures that the final product meets user expectations.
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Accessibility: We've integrated accessibility into our sustainable and user-centric platform which are as follows
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Real-time Updates: Our platform sends real-time shipment status updates with voice support, so users don't have to keep checking manually.
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Accessible App: Our app features high-contrast color schemes, three levels of font adjustments, and voice navigation (on certain screens) to assist all users, especially those with visual impairments.
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Screen Reader Friendly: We provide text descriptions for maps and icons on key feature screens, making them understandable for users with visual impairments.
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User Feedback: We collect feedback from users like warehouse staff and customers to keep improving our system based on their experiences.
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Keyboard Navigation: Users can navigate our platform using only the keyboard, which is helpful for those who can't use a mouse.
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Clear and Simple Text: We use simple language and clear instructions, with icons, labels, and tooltips to guide users on what each action does.
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Responsive Design: Our platform works well on desktops, laptops, and tablets, accommodating different user needs and preferences.
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Antiquated technology like landlines and fax machines plague international logistics. Many shippers still piece together data from emails, excel sheets, and static websites to understand freight movements in their supply chain. This paradigm makes logistics opaque and difficult to discover and fix problems.
Goal for ECU360's logistics UI was to enable shippers to track freight with real-time overviews and visualisations, discover exceptional cases through an alert system and contact the involved parties through a messaging system, providing instant clarity and a way to mitigate issues.
By combining above methods, we've followed a systematic approach to app development, starting from conceptualisation to creating interactive prototypes.
Iterative design allows for continuous improvement based on user feedback, making sure that the web app's user experience aligns with the primary goal to increase the digital bookings.
Snapshots of revised UI
I believe a good user interface emerges after implementation and shapes later implementation through a set of standard design elements, components, patterns, and views. I had the opportunity to design the first versions of the product before distilling the design system.
After being released to consumers, receiving feedback from stakeholders and customers, and undergoing iterative improvements, the latest UI versions were launched.
Below, you'll find a concise overview of screenshots showcasing the web app's interface.
Fig 8. - Illustrates the ultimate user interface concept for ECU360.
Validation
During this phase, 10 existing users of existing platform were asked to participate.
Our anticipation for the test results was often filled with excitement. While our hypotheses could sometimes prove accurate or incorrect, We analysing the data and got our insights to enhance the user experience of the web app.
Prior to commencing the usability test, we developed a strategy for usability testing, aiming to enhance the efficiency of the entire procedure.
Outcome
After Months of development, our web portal went live September 2022. Below data points are after 10 months
The digital adoption increased by 66% globally
Some of the other insights are as follows:
Number of users
48.7K
Increased by 17%
Number of new users
33K
Increased by 23.87%
Number of sessions
242K
Increased by 19.72%
Average time spent
6:40min
Increased by 12.87%
16531
Average no of bookings
Growth over last year: 5.50%
47876
Average no of quotes
Growth over last year: 33.92%
9.16
Average CSAT score
CSAT score in 2022: 7.41
16.47%
Bounce rate
Decreased by 59.96%
We received an Award the 'Best Digital Transformation'
in 'CX Innovation & technology summit and awards 2022'
I think we (designers) have a huge chance to make old-fashioned industries better. One of these industries is international shipping, which makes up approximately 10% of the world's economy. However, it still works like it did in the 1980s. Many designers focus on simple problems because they aren't aware of how inefficient industries are that are far from their everyday life.
Becoming a part of a swiftly expanding startup greatly amplified my journey as a designer.
Every six months at ECU360 felt like a new chapter in our development. We reached new stages of growth and maturity, and I grew along with it. This has undoubtedly stood out as the most fulfilling encounter in my professional career thus far.
An expanded design role
Brand Guidelines
In addition to fulfilling my designated role in overseeing UI/UX tasks, I also played a pivotal role in assisting the marketing team by establishing comprehensive brand guidelines that are applicable throughout the organisation.
This collaborative effort aimed to ensure a consistent and coherent visual identity, allowing the marketing team to effectively communicate the brand's essence and values across various platforms and materials.
By contributing to the creation of these guidelines, I contributed to the enhancement of our brand's recognition and resonance with our target audience, fostering a more unified and impactful presence in the market.
Fig 9. - Illustrates the original brand guidelines established for ECU360.
