My Role
Incorporated in 1967, Global Shipping Company (GSC) is ranked 12th among the world’s top container shipping lines and is also the largest home-grown carrier in Southeast Asia and headquartered in Singapore. GSC offers services at over 500 locations in more than 90 countries worldwide with a fleet of around 100 container and multi-purpose vessels. GSC also has several other business units such as container manufacturing, depot, and logistics services. One such platform is myGSC where GSC provides various services to their customers.
About Global Shipping Line
Charting the Course: Objectives and Client Vision
Aim of this project was to:
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Gaining profound insights into user experiences at different touchpoint.
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Evaluating user satisfaction and usability across the platform.
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Identifying pain points and bottlenecks within the application's functionalities.
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Pinpointing areas for optimization to enhance overall system performance.
The Ask from the Client
Redesign the process
Redesigning the whole process of booking to provide seamless & delightful experience.
Reducing the complexity
Making the process simpler by reducing the complex steps involved.
Improve overall usability
Allow user to complete the task quickly, with minimal stress & errors and ultimately feel satisfied when they interact with system.
Uncovering Insights: The Discovery Journey
Gathered user insights and feedback through 10+ hours of interviews and workshops with users, SMEs, and stakeholders across multiple regions. This comprehensive effort helped us envision and refine the future experience of myGSC.
6 User Interviews
2 SME Interviews
5 Future Sessions
4 Moderated Remote Testing
In the workshop with key stakeholders, we used Empathy Mapping, Golden Circle exploration, and Value Proposition crafting to gain deep insights and define core values. These activities helped us strategically plan our journey and shape the future of our project.
User Persona
Lily Tan
27, Sales Executive
Singapore
Lily is a tech-savvy sales executive who is familiar with various e-service platforms. She recently joined a logistics company and is eager to explore myGSC to streamline her workflow and improve efficiency. Although new to myGSC, she is confident in her ability to quickly learn and adapt to new systems
Pain Points
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Lengthy booking process with numerous fields.
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Lack of intuitive grouping of fields, leading to confusion.
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SI (Shipping Instructions) and BL (Bill of Lading) processes are confusing for new users and some returning users.
Needs & Wants
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Simplified Booking Process: A streamlined booking process with grouped fields for easier navigation.
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Clear Instructions: Easy-to-follow guides and tooltips for the SI and BL processes.
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User Training: Access to tutorials and user guides to quickly get up to speed with myGSC.
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Efficient Interface: An intuitive interface that minimizes steps and reduces confusion.
Priya Sharma
35, Logistics Manager
India
Priya has been using myGSC regularly for her logistics needs and appreciates its customer care service. She manages the entire booking process for her company through myGSC and values reliability and efficiency in her workflow.
Pain Points
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Issues with filling in DG (Dangerous Goods) information due to its placement.
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Repetitive information entry leading to inefficiencies.
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Complex tables on screens are difficult to comprehend.
Needs & Wants
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Improved DG Section: A more prominent and accessible placement for the DG information section.
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Reduced Repetitive Entry: Features that minimize the need for repetitive data entry.
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Simplified Tables: Clearer, more user-friendly tables and data presentation.
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Enhanced Efficiency: Tools and features that streamline the booking process and reduce time spent on administrative tasks.
Mei Zhang
27, Supply Chain Manager
China
Mei oversees large-scale logistics operations and uses EDI or Inttra for high-volume bookings. She relies on myGSC for verifying SI and printing BL on-site. With extensive experience in supply chain management, she values efficiency and accuracy in her operations.
Pain Points
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Performance issues, such as screen freezes and slow server loading times.
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Difficulty tracking BL requests and SI.
Needs & Wants
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Reliable Performance: A stable, fast, and responsive system without performance issues.
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Tracking Features: Enhanced tracking for BL requests and SI to improve visibility and control.
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Seamless Integration: Better integration with EDI or Intra for a more cohesive workflow.
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User Support: Access to robust support and troubleshooting resources to address any issues quickly.
Revealing Insights:
From Findings to Enhanced User Journeys
After an in-depth exploration of the user journey and meticulous analysis of our research findings, we have strategically addressed the identified pain points and features to elevate the user experience in TO BE flows.
User Journey, Affinity Mapping and Opportunities
During a 3-week discovery period, we examined sessions and created detailed task flows based on user journeys. We organized interview feedback, revealing opportunities and insights on requested features, guided by user personas and journeys.
Transformations of myGSC
Introducing a single, centralized page for tracking all shipments. Inclusion of departure and arrival dates for comprehensive shipment visibility. Display cut-off dates to enhance planning and decision-making. Providing upfront shipment status for customer’s reference.
Primary Data:
Essential booking information derived from user insights
Secondary Data:
Detailed View of Shipments
(On click opens new page)
Data Sorting & Filtering:
Enhancing overall usability by enabling users to sort and filter based on various parameters.
More Actions:
Employed to execute diverse actions corresponding to the shipment status.
Reengineered the booking process into streamlined steps
The previous process was cumbersome, featuring numerous fields and inadequate grouping, which led to user confusion. Additionally, simplified the reefer and DG booking processes to enhance user convenience.
