ALS Global Suppliers

• Could you give me an overview/history of your business?
• What do you currently offer?
• Please, can you explain to me what is your overall goal to create this website?
• What specific business goals are you hoping to accomplish through the website?
• Do you want to include any specific features?
• What are your main competitors? Why do you believe that this?

I get a lot of useful information about the business model, what are the specific products, the services, and what are the business goals.

The pain points from the interview were to know if we wanted to include a multi-language website. Finally, we decided to use it as the primary, English language. Another point was to find an easy way to include the available served ports.

The competitive research helped me to know what’s out there. I explored the main features and information on the competitor’s website in order to know the scope of the design and the pain problem. In detail, I found many disadvantages to its competitors. Doing solid investigative market research helped me a lot in building the right way of this website. Based on the ethnographic of the client, the main competitors are from Greece. The competitors had some issues with typography, layout, usability, and accessibility. In fact, they do not have any specific features that will make them competitive about the services and the features that they offer.

The Basic Analysis of Competitor’s helped me to learn more about the market, product, and goals better.

I looked at them from a customer’s point of view and on the other hand, I looked at them from their point of view. The marketing competitors’ analysis gave me the opportunity to see in action their major strengths and flaws.

Then, I used the Heuristic Evaluation method. In the center of this helped me to analyze the efficiency and usability of the competitors. During this process, the tasks evaluated based on Nielsen Norman Group, The 10 Usability Heuristics for User Interface Design.

Establishing Key Audiences

With attention to learn more about the audience, I use this particular method which me to think about the audience segments. In this case, we have three different types of audience. In short, non-customers, collaborators, and entrepreneurs.

User Scenarios

With this intention, I used the scenarios to determined the most important points to focus on during the process. This process helped me to figure out the steps of the process that would require in addition to helping the users to find their scope. In fact, helped me to find the main motivations and needs of the users.

In view of the sitemap describes the different content places on the site and the relationship between them. By all means, the scopes right here was to define the taxonomy through the grouping of related content.

The prototyping used to test prior to launch and on the other hand, helped me to understand how the users can use the website. View the Invision Prototype

The main goals :

1. To begin with, observe and test the level of the navigation through the website.
2. Collect feedback from users on ease of browsing, reading the content of services, in addition to finding a specific port.
3. In the meantime, test if the content help builds enough trust for the user.
4. Identify how long it takes users to complete assigned tasks.

I had five users conduct three different tasks :

1. You want to read the services and the delivered products in detail. Please take action to contact the company as much as you can.
2. You read the services, however, you have some questions in your mind. In the first place, please choose the path to find if the shipping containers require any sort of maintenance.
3. You are on the page of the ports that the company serves. Take the action to find a specific port. In this case, you want to find the Buenos Aeries. 

Overall, the website behaved as users expected, but revealed were some opportunities to improve the clarity of tasks and the functionality of the prototype. 

Completion rate:  All the participants were able to complete the tasks as much as 85%.

Error-free rate: 70-75%. Although all the participants were able to complete the tasks, some of them had small hiccups in one of the tasks.

After all, i used the affinity map to analyze and focus on the patterns, the wins, the pain points, and the next of the five participants that conducted the usability testings.

Based on the suggestions of the usability testing, I gather all the feedback of the users, and then I created the new layout of the ports page. You can View the prototype