Shipfinex Website Re-design with Boston Consulting Group (BCG)

Impact

93.43%

Success rate of completing Pre-launch Registration

My Role

Product Designer

Project Duration

30 Days

Target Audience

Sailor

Development Tools

Figma, After Effect, Lottie & Adobe Illustrator

Context

Through continuous design refinement, user research, and strategic collaboration with BCG, we successfully transformed Shipfinex's landing page into a compelling gateway to the future of maritime investment. This case study highlights the meticulous process and strategic decisions involved in optimizing the landing page to meet the needs of Shipfinex's target audience while aligning with the brand's overarching vision and values.

By showcasing my collaborative efforts with Shipfinex and BCG, the Shipfinex website re-design project underscores the importance of strategic partnerships and user-centric design in driving innovation and success in the digital era.

User Centered Design Process

Understand

Specify

Design

Evaluate

Problem Statement

There is a pre-launch program for users to register themselves and enjoy the benefits of early registration, but users are finding it difficult to register under the product that Shipfinex is trying to offer. Additionally, the drop-out rate is significantly high.

Product Definition

Shipfinex is a digital exchange revolutionising the Trillion Dollar Maritime economy. Shipfinex is tokenising maritime assets & simplifying ship ownership, enabling Instant Payments & a Decentralised marketplace by using defi & web3 technologies.

Shipfinex's core proposition is enabling Sustainability and liquidity in the maritime sector by building trust across the globe between investors, businesses & stakeholders using Blockchain, Defi, AI & Web3 technologies.

UX Research

Stakeholders Interview

This step was crucial for ensuring a thorough understanding of our findings. I formulated a series of probing questions to initiate insightful discussions, aiding in the creation of a conceptual map. This map helped outline potential user behaviors and needs, guiding our subsequent user research efforts effectively. By establishing this groundwork, we gained deeper insights into user dynamics, optimizing the efficiency of our research endeavors.

User Insights

Initial user feedback highlighted significant challenges across various touchpoints.

I researched and categorized the user messages, emails, our contact transcripts and social media comments to mine user sentiments and pain points.

Here's a breakdown of our findings:

Clarifying Project Understanding:
Users find it challenging to grasp the project's concept.
Streamlining Registration Process:
Users encounter difficulties during pre-launch registration.
Building Trust through Information:
Users lack trust due to insufficient platform information.
Combatting Scam Perceptions:
Some users perceive the platform as a potential scam.

By prioritizing these actions, we aim to not only address immediate concerns but also foster a user-centric environment where trust, understanding, and engagement thrive. Together, we can propel our platform towards success by placing user experience at the forefront of our design and development efforts.

Heuristic Evaluation:

In collaboration with the BCG Product Team, I conducted a comprehensive audit of website heuristics targeting users in the acquisition stage.

This step was critical for validating findings and ensuring alignment with stakeholder understanding. Through these inquiries, we developed an assumption map, pinpointing hypotheses for validation in the User research phase, thereby enhancing our understanding comprehensively.

Acquisition | Capture target segments and convert with value proposition and CTAs

Who is the key audience? Should the website address investors or shipowners? Regardless, each audience should have its own landing page and be addressed
The main value proposition is clear compelling and specific to maritime investment opportunities
The graphic Presentation os not clear and employs high-quality imagery that showcases ships and investment opportunities.
Sub-headline should be much more explicit and the latest announcement is from Sep and does not link to anything
Why is there no CTA?
Most users will scroll, but it would be ideal to guide the user to a destination. This is important even if the product has not launched yet. E.g., waiting list, LinkedIn following
There are not trust elements above the fold. In particular, for finance it is crucial to display trust signals like certifications, regulatory compliance badges, or logos of reputable partners right from the start

Acquisition| Getting started guides uncommon and missed opportunity to explain the product

Very obvious typos should not happen
It is unclear to the user what is happening. The description of getting started is very high-level. I am a user who is keen to invest and earn, but the steps don't explain how I can get from here to there.
It is important to use words that people are familiar with.
Most people won't know what KYC is and they have never heard of a club membership.
Below the fold, it is still unclear what "owning a ship" actually means.
Investors want a ROl.
This should be described and connected with ship ownership.
Shipowners need handholding, as fractionalization and tokenization are entirely new concepts. It should be utterly obvious for shipowners to find information tailored to them. How can Shipfinex help me? What do these terms mean? How complicated/ easy is it?

Acquisition | Create clear benefits for each target segment and refrain from using complex terminology

These benefits are highlighting mostly the wrong elements.
They are promoting a mix of benefits for blockchain and fractionalization, rather than advertising the great investment opportunity
Some of the sentences are incomplete or not coherent.
Target segments are unclear. Is this adressed toward shipowners or investors. Maybe both?

Acquisition | Missed opportunities to explain the end-user benefits at the key stage of decision-making

There is a lack of information regarding the registration process, and users may not perceive any value in registering.
The form's UI lacks the sophistication expected of a trillion-dollar industry and is in need of significant improvement.
The form's experience requires enhancement, incorporating UX principles for improvement.

Overall:

The website lacks user-centricity, user control, and hierarchy principles, failing to address key audiences like investors or shipowners with dedicated landing pages. While the main value proposition is clear, the graphic presentation lacks clarity and professionalism, with subpar imagery and unclear sub-headlines. Additionally, there's a lack of clear CTAs and trust elements, such as certifications or partner logos. Obvious typos and unclear descriptions further detract from the user experience. Users struggle to understand the registration process, and the form's UI and overall experience require significant enhancement to align with industry standards and incorporate UX principles effectively.