THE Persona Research

Leading User Persona Development to Align Products with Business Goals and User Needs.

PROBLEM STATEMENT: Lack of UX structure & research is lacking within the product feature development process.

SOLUTION STATEMENT: Setting up a research plan to set up interviews within the organisation.

Remote User Interviews • Synthesising • Remote Group Workshops • Surveys

THE Research Plan And interviews

I spearheaded the development of user personas, a foundational step in aligning our company's products with both business objectives and user needs. Through in-depth research, including interviews and data analysis, I crafted detailed personas that encapsulate the diverse characteristics, preferences, and goals of our target users. These personas served as critical tools in guiding design decisions, ensuring that our solutions not only meet business targets but also resonate deeply with users. By focusing on empathy and user-centric design principles, I facilitated a strategic approach to product development that prioritizes meaningful and engaging user experiences.

I conducted interviews with more than 29 Subject Matter Experts spanning the Product, Commercial, and Operations teams, both from our Singapore headquarters and regional offices. This extensive engagement provided a wealth of insights critical for informing our UX strategy and design decisions, ensuring a comprehensive understanding of diverse perspectives within the company.

View Expert Matter Participants Database

Persona interview sessions with commercial

I engaged with commercial stakeholders to understand their business goals and customer expectations. Through targeted interviews and analysis, I integrated these insights into UX strategies, aligning product design with business objectives and enhancing user engagement for commercial success.

View Interview With Carolina • Interview With Hayden • Interview With Jenny • Interview With Taner • Interview With Tatyana • Interview With Tony • Interview With Wendy • Interview With Yucel

Persona interview sessions with ports and terminals

In persona interviews with the port and terminal department, I aim to capture their roles, challenges, and needs. Through focused questioning, I collect key insights to craft personas that reflect their experiences, informing tailored solutions to enhance operational efficiency in the maritime logistics environment.

View Interview With Siva • Interview With Sebastian (Part 1) • Interview With Sebastian (Part 2) • Interview With Sajid • Interview With David • Interview With Ankur • Interview With Aldrin • Interview With Ajinkya (Part 1) • Interview With Ajinkya (Part 2)

The interview notes

To develop interview questions, I start by defining the objectives of the research, identifying key areas of interest and information gaps. I then tailor questions to explore these areas, ensuring they are open-ended to encourage detailed responses.

Crafting Targeted Interview Questions for Insightful UX Research

I also consider the interviewee's perspective, crafting questions that are clear, unbiased, and relevant to their experiences. This process ensures the questions effectively elicit the insights needed to inform our UX design and strategy decisions.

View Persona Interview Notes

The Research synthesis

After conducting interviews, I synthesize the responses by organizing the data into key themes and patterns. This involves categorizing answers, identifying recurring issues, and extracting significant insights.

Synthesizing Interview Data into Key Insights for UX Enhancement

I then map these findings against our research objectives to understand user behaviors, needs, and pain points, enabling us to make informed decisions that enhance the user experience and meet project goals.

View Persona Research Synthesis

Introducing Our Nine Key Personas: Tailored Insights for User-Centric Design

Our personas are detailed profiles created from extensive research to accurately reflect our users' needs and behaviors. They guide our design decisions, ensuring our solutions are deeply user-centric and resonate with our audience's unique requirements. These personas facilitate empathy and innovation in our product development, aiming to exceed user expectations.

The Personas

The workshop

To validate our personas, we conduct group persona validation workshops, inviting participants from diverse backgrounds to review and provide feedback on the personas. These sessions involve collaborative discussions, where participants compare the personas against real-world experiences and data.

This collective insight helps refine and affirm the accuracy of the personas, ensuring they truly represent our user base and inform our design strategy effectively. Through this process, we ensure our personas are not just hypothetical constructs but accurate reflections of our actual users.

The Design

Inspections executive summary.

PROBLEM STATEMENT: The current system suffers from a lack of clear data visibility in a single, unified view. Users are required to navigate through multiple pages to access different data sets, leading to a fragmented and inefficient user experience.

SOLUTION STATEMENT: Redesign the interface to prioritize and consolidate relevant data into a single, comprehensive view, streamlining the user experience by eliminating the need to navigate through multiple pages.

User Interviews • Synthesising • Wireframing

New Re-Design Of Executive Summary

Improvement:

1. Quicker View With In-Depth Data

Existing Executive Summary

Pain Points:

1. Lack Of Details In A Glance

Redesigning Filters

PROBLEM STATEMENT: As the product evolves and more features are introduced, it presents a design challenge in maintaining usability, potentially complicating the user interface and affecting the overall user experience.

SOLUTION STATEMENT: Adopt a modular design system with scalable architecture and continuous user feedback to enhance usability and ensure the design's adaptability for future developments..

Competitor Analysis • New User Flow • Wireframing

To improve usability and ensure design longevity amidst future developments, adopt a modular design system. This approach involves creating a set of reusable components and design standards that can easily adapt to the introduction of new features without compromising the interface's simplicity and user experience. Implement a scalable architecture that anticipates future expansion, ensuring that each component can be seamlessly integrated or updated.

Additionally, incorporate user feedback loops and continuous usability testing into the development process to ensure that the system remains user-centric and can evolve with users' changing needs. This strategy not only enhances usability but also ensures the design remains robust and flexible for future innovations.

monetisation of data

PROBLEM STATEMENT: RightShip is currently underutilizing the data it has collected.

SOLUTION STATEMENT: RightShip can generate new revenue streams by monetizing its extensive data through analytics services, benchmarking reports, API access, customized consultancy, and market intelligence offerings.

Competitor Analysis • New User Flow • Wireframing

RightShip could explore monetizing its data to create new revenue streams by offering data-driven products and services. Potential avenues include:

Data Analytics Services: Providing advanced analytics services to maritime companies seeking to optimize operations, reduce risks, and enhance sustainability.
Benchmarking Reports: Offering industry benchmarking reports and insights that help companies compare their performance against peers and industry standards.
API Access: Selling access to RightShip's database through APIs, allowing businesses to integrate RightShip data into their own systems for enhanced decision-making.
Customized Consultancy: Leveraging its data to offer customized consultancy services for maritime safety, efficiency improvements, and environmental compliance strategies.
Market Intelligence: Providing market intelligence services that utilize RightShip’s data to offer predictions, trends, and insights crucial for strategic planning in the maritime industry.

These strategies can help RightShip unlock the value of its extensive data, delivering valuable insights and solutions to the maritime sector while generating new revenue.