Project Overview

Maritime shipping forms the backbone of global trade, with approximately 80 percent of all goods transported by sea. In 2021, the volume of cargo shipped worldwide reached about 1.95 billion metric tons, a significant increase from 0.1 billion metric tons in 1980.

Ensuring a seamless online experience is the most crucial aspect of the shipment booking process, as thousands of companies and individuals rely on these platforms to book their shipments.

THE PRODUCT

Luftig is a German Shipping Company that provides easy and effortless cargo shipping experience to it’s customers.

CHALLENGES

Leading companies like Maersk, Hapag Lloyd, and MSC have established app and web-based shipment booking processes that resonate with thousands of customers every day.

Upon user and competitive research, I was able to identify loops and improvements in the current booking process. The existing process had room for improvement which I broke down to the following main points:

1. Instant rates, which can be given in an approx. figure.

2. Instant registration approval probably because of company policies.

3. Instant quotes that would require a quick response from the companies.

COMPETITIVE AUDIT

After conducting an audit of three direct and one indirect competitor, I had a very good grasp of the value proposition of my product, i.e. freight rates at your fingertips. Compare the booking experience of each competitor's website.

GAPS AND OPPORTUNITIES

1. Quick rates in view for quick decision making.

2. Same day registration and approval.

3. Include guest access to explore features.

DIRECT

INDIRECT

SOLUTIONS

After having identified the problems, I started to come up with ideas on how to incorporate the solutions to make the best user experience. My main approach was to create information architecture to incorporate instant rates, registration process and quotes.

PAPER WIREFRAMES

LOW FIDELITY PROTOTYPES

PATTERN IDENTIFICATION

4 out of 5 participants thought

the font size was too small for the Book Shipment page.

This means that that page was not readable for many users.

1 out of 5 participants thought

container ID information is missing at checkout.

This means that crucial information is missing at checkout.

4 out of 5 participants

track and trace shipment has too many input fields.

This means that users got frustrated when asked to put extra information.

4 out of 5 participants

NTN information at the register page is unnecessary.

This means that users do not wish to upload optional documents at registration.

PRIORITIZING DESIGN SOLUTIONS

Based on the theme that font size is too small on the book shipment page, Priority 0 was to make the font readable so the user can complete the task.

As for Priority 1, I concluded:

1. To avoid frustration, I had to remove unnecessary input fields and build trust by asking for private information where necessary.

2. Add container ID in the booking process so the user can make informed decision.

CONCLUSION

Creating an ideal maritime shipment booking process is a complex and ongoing challenge. As trends evolve, new methods for conducting business online continue to emerge. Users now expect quick and efficient responses, driving the need for continuous iteration and improvement of booking solutions.

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