UI/UX Designer
Below is a case study for a project I worked on for a local shipping company
Our client, a growing shipping business in Vancouver, WA, had expanded their operations to ship nationally and internationally across the U.S., Africa, Asia, Europe, and the Middle East. They required an informational website linked with their social media platforms to boost growth. Our task was to develop a user-friendly website that communicated their services effectively, showcased their expanded shipping capabilities, and enhanced engagement with their audience to drive success in new markets.
To create a user-friendly website for Pro-Shipping, elevating their visibility and attracting customers for Seattle-Gambia shipping needs. Through collaboration and expertise, we aimed to establish Pro-Shipping as a trusted leader in the industry, driving business growth and enhancing customer satisfaction like they were looking to do so.
May- July 2023 (2 Months)
*Awaiting confirmation from client to publish website*
Figma
As the lead UX designer for the Pro Shipping project, I spearheaded the development of an intuitive user experience. From conducting user research to defining project objectives and crafting user interfaces, I ensured alignment with both user needs and business goals. My role was central in translating complex logistical challenges into intuitive digital solutions, empowering Pro Shipping to deliver a superior shipping experience worldwide.
Throughout the Pro Shipping project, I focused on creating an intuitive user experience. Starting with extensive user research, I understood the diverse needs of Pro Shipping's audience. Then, I defined clear objectives aligned with their international expansion. Crafting user-friendly interfaces, I ensured accessibility for users worldwide. each design choice prioritized functionality and simplicity, refined through continuous feedback. The result that was produced was a website effectively communicating Pro Shipping's capabilities and providing an enhanced user experience for global customers.
Initially, my designs aimed for sophistication like larger shipping companies. But client feedback showed they wanted simpler solutions. This led to a shift toward designs tailored to Pro Shipping's needs in later iterations.
In my initial role as lead designer with full creative control,
I encountered significant challenges. With aspirations rooted in crafting a website resembling those of larger
corporations like FedEx, I overlooked the specific requirements of our client, Pro Shipping.
This oversight became glaringly apparent during our meeting with the client, where they expressed concerns
that the designs surpassed their needs and desired simplicity.
This feedback prompted a shift in perspective, leading me to refocus on the essential needs of Pro Shipping and
prioritize simplicity and usability in my subsequent design iterations. This experience served as a valuable lesson,
highlighting the importance of aligning design efforts with the specific goals and capabilities of the client. This
feedback served as a pivotal moment, prompting me to reevaluate my approach and realign my focus towards prioritizing
the essential needs of Pro Shipping.
My focus on mirroring industry giants like FedEx caused me to overlook Pro Shipping's needs. This became clear during our meeting when they wanted simpler designs, not ones exceeding their requirements.
Fancy designs came at the expense of practicality, leaving Pro Shipping's website difficult to navigate for stakeholders.
Realizing the designs weren't right meant quickly adjusting course, adding pressure to get it right fast.
The website's complex appearance made it tough for Stakeholders to use smoothly. With intricate designs and confusing navigation, users likely had trouble finding what they needed and finishing tasks easily. This complexity may have left them frustrated and less satisfied with the website experience.
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After discussions with the client, I adjusted the high fidelity prototypes to match Pro Shipping's requirements more closely. The updated prototypes prioritize simplicity and usability, focusing on essential features to improve shipping processes. By incorporating client feedback, the prototypes aim to effectively communicate Pro Shipping's capabilities while ensuring a smooth user experience.
The revamped site simplifies navigation, provides clearer service details, and offers enhanced tracking features. With streamlined cost breakdowns and improved accessibility, the final designs ensure a seamless browsing experience. Overall, the website effectively showcases Pro Shipping's services, embodying simplicity and functionality.
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As a first-time lead designer on a large-scale project, I faced initial obstacles. Finding a balance between the company's needs and my creative goals was challenging at initially. However, via customer feedback and iterative design, I learned to value simplicity and usability. This experience emphasized the necessity of aligning design efforts with client needs and gave me vital lessons in adaptation and teamwork. These lessons will define my approach for future projects.
With this being my first large scale projects, here are some of the things I plan to improve on going forward