Swire product vision
The Swire Shipping Digital Platform revolutionizes the supply chain by empowering various stakeholders to digitize their operations, opening the door to innovative market opportunities. This platform stands as a testament to the transformative power of digital technology in enhancing efficiency, transparency, and collaboration across the global supply chain.
It facilitates the company's digital transformation ambition using data, providing a single access point that consolidates shipping liner and logistics information from various sources into a secure, cloud-based platform. This data can then be accessed and utilized through applications.
OUR business goalS
It unlocks new revenue streams through data utilization and accelerates digital transformation by leveraging existing legacy data. By centralizing data into a single repository, it enables predictive analytics and incorporates a master data management process.
Phase 1: Utilize industry-specific, data-driven applications and solutions tailored to Swire shipping requirements, developed by Swire Digital.
Phase 2: Develop our prototypes, digital applications, solutions, micro-services, and APIs, transitioning them into product offerings through Swire Digital.
Phase 3: Engage in partnerships with industry counterparts to foster digital transformation, dismantle silos, and fast-track innovation.
our product
Adheres to DCSA specifications for industrial standards.
Utilizes a cloud-based platform.
Features an inbuilt data standard framework supporting both inside-out and outside-in approaches.
Offers high scalability and affordability.
Incorporates a master data management process.
Enables quick digitalization with current state data.
Addresses legacy data challenges within the product.
OUR CUSTOMERS’ JOURNEY & MAPPING
OUR USERS
Targeted at small to medium-sized shipping liner companies seeking to embark on a digital transformation journey.
Designed for business users in search of a centralized, discoverable data repository to enhance their data insights journey.
Swire Shipping eCommerce - OUR USERS’ GOALS
Enables users to view shipping quotes, book, manage, and safely ship their cargo.
Offers cargo insurance, inland transportation options.
The Swire Shipping eCommerce
At Swire Shipping, we've digitally transformed the freight and logistics experience to empower our users with comprehensive, intuitive digital services. Our platform facilitates seamless interaction, enabling users to:
Effortlessly Obtain Shipping Quotes: With a user-centric design, our platform simplifies the process of obtaining accurate shipping quotes, ensuring transparency and efficiency from the outset.
Streamline Booking and Management: We offer a streamlined digital booking system that allows users to easily schedule and manage their cargo shipments. Our interface is designed for optimal usability, making the management of shipping details straightforward and hassle-free.
Guarantee Cargo Safety: Recognizing the importance of cargo safety, our platform provides users with digital tools to monitor and ensure the security of their shipments throughout the journey.
Secure Cargo Insurance: Understanding the value of peace of mind, we offer digital access to allow users to effortlessly safeguard their shipments through our platform, ensuring their investments are protected with just a few clicks.
Offering Inland Transportation: We provide seamless and efficient inland transportation services, ensuring smooth delivery to and from ports, enhancing the overall shipping experience for our customers.
10 Usability Heuristics that we constantly validate for: 1. Visibility of system status. 2. Match between system and the real world. 3. User control and freedom. 4. Consistency and standards. 5. Error prevention. 6. Recognition rather than recall. 7. Flexibility and efficiency of use. 8. Aesthetic and minimalist design. 9. Help users recognize, diagnose, and recover from errors. 10. Help and documentation.
Analyzing the previous version of the Swire Shipping website highlighted significant user experience challenges, including poor site navigation, inadequate error correction mechanisms, and a noticeable absence of cohesive brand design and consistency.
In response, my product owner and I engaged in a series of discussions and workshops with both internal stakeholders—spanning various department leads—and external users. These engagements centered around understanding the users' perspectives, feelings, and the specific tasks they aim to accomplish online. Our research revealed a clear user desire for functionalities such as live scheduling, instant quotes, booking capabilities, shipment tracking, and comprehensive options for cargo insurance and inland transportation.
Armed with these insights, we embarked on a meticulous process to redefine and ideate the website's functionality. This journey began with a complete overhaul of the information architecture, which involved cleansing outdated and cluttered data to ensure the provision of live and accurate shipping schedules. Transitioning from UX to UI, I developed a new, dynamic Design System. This system is characterized by its reusable components, designed to ensure that as our product offerings evolve and expand, the website can scale efficiently and seamlessly.
This transformation not only addressed the initial pain points but also significantly enhanced the overall user experience, ensuring that Swire Shipping's digital platform is intuitive, user-friendly, and fully aligned with our users' needs and expectations.
VIEW User Interviews
VIEW STAGING: ecomtrack.swiredigital-s3-staging.com
Old Swire Shipping Website
Remote USERS’ TESTING
I championed user testing from the outset of our website redesign 2.0 project. Following internal advocacy for the critical role of usability testing, we adopted UsabilityHub as our premier User Testing tool. This decision marked the beginning of our commitment to continuously test, iterate, and validate our designs and features, ensuring they meet our users' needs effectively from the very start.
View Remote Test Setup
OTHER REMOTE TESTS SETUP
Remote Test 1, Remote Test 2, Remote Test 3, Remote Test 4, Remote Test 5, Remote Test 6, Remote Test 7, Remote Test 8, Remote Test 9, Remote Test 10, Remote Test 11, Remote Test 12, Remote Test 14, Remote Test 15, Remote Test 16, Remote Test 17, Remote Test 18 and Remote Test 19
A/B TESTINGS Sessions
I've orchestrated A/B testing sessions with groups of 5 to 10 participants through Zoom, engaging with customers from diverse regions, including New Zealand and China, to gather nuanced insights into user preferences and behaviors.
A/B Testing Session – New Zealand Customer
The Vessel App
The Vessel App by Swire Shipping is specifically engineered for our vessel masters, providing a streamlined solution for logging time logs with precision and ease. This specialized application simplifies the process of recording and managing navigational and operational hours, ensuring accurate tracking of time spent on various tasks. Designed with the unique needs of our maritime professionals in mind, the app facilitates efficient time management and operational oversight, enhancing the overall efficiency of our maritime operations.
Vessel App User Research
To ensure the Vessel App met the precise needs of our maritime professionals, we conducted in-depth interviews with ship masters and crew members. These discussions provided valuable insights into their daily workflows, challenges, and requirements. This user-centric approach allowed us to tailor the app's features and functionalities to align with the real-world demands of those at the helm of our vessels, ensuring it effectively supports their operational needs and enhances their work efficiency.
View Stakeholder Mapping
View User Interviews
Vessel App - OUR USERS’ GOALS
In designing the Vessel App, we focused on key user goals identified through conversations with ship masters and crew. These goals include:
Submitting Logs Efficiently: Enabling users to easily submit detailed logs throughout their shipping journey from one location to another. This feature aims to streamline the documentation process, ensuring accurate and timely record-keeping.
Accident Reporting: Providing a straightforward mechanism for users to report accidents. This critical functionality allows for immediate documentation and response to incidents, enhancing safety protocols and compliance.
Conducting Safety Checks: Facilitating comprehensive safety checks, particularly on crew safety. The app is designed to support routine safety inspections, ensuring that all safety measures are rigorously adhered to and documented, thereby maintaining a safe working environment for all onboard.
By addressing these user goals, the Vessel App significantly contributes to the efficiency, safety, and regulatory compliance of maritime operations, directly aligning with the needs and workflows of ship masters and their crews.
View Vessel App Prototype
Cargo management platform - OUR USERS’ GOALS
Our Cargo Management Platform is designed to revolutionize the way liner managers, port agents, and fleets communicate and operate. By focusing on providing real-time communication capabilities, the platform aims to significantly enhance voyage performance through improved coordination and transparency. Key features include:
Real-Time Updates: Offering up-to-the-minute information on cargo status, vessel location, and estimated times of arrival to ensure all parties are informed and can make timely decisions.
Enhanced Coordination: Facilitating seamless communication between liner managers, port agents, and fleet operators to streamline operations, reduce downtime, and optimize scheduling.
Performance Analytics: Incorporating advanced analytics to monitor voyage performance, identify efficiency improvements, and implement best practices for future operations.
Collaborative Tools: Providing a suite of collaborative tools designed to improve planning, execution, and follow-up of shipping operations, enabling a more cohesive approach to cargo management.
By enabling more efficient, real-time communications, our Cargo Management Platform empowers stakeholders across the shipping process to enhance operational efficiency, reduce costs, and improve overall voyage performance.
