Project Summaries

Usability Testing & User Interview

Customer Relationship Management (CRM) Web App for Vessel Charter

Stakeholder & User

Year

Role

Actions

Stakeholder & User

Year

Role

Actions

Stakeholder & User

Year

Role

Actions

Andalin Vessel Operation Division Team, Ship Owners, Organization that hires ship to transport cargo

2024 (On Going)

Product and UI/UX Designer

Research, Anaysis, Information Architecture, UX Design, UI Design, Project Management, User Testing

Project Summaries

Andalin Vessel is one of the company business lineage that focus on vessel charter businesses. After successfully running the freight forwarding business with Andalin.com platform, the company decided to reach the domestic mass transport market through vessel business. Similar with Andalin.com (FF) platform, Andalin Vessel is a CRM platform that manage vessel chartering activities and coordination between Andalin, Ship Owners and Organization or companies.

Andalin Vessel covers renting service for barge and tug for local (within Indonesia only) cargo transport. The whole Andalin Vessel project consist of two platform which one is for the internal operation Andalin Vessel staff and the other one is to be used by the customer/charterer.

The Andalin Vessel project is currently ongoing. The initial platform for internal use and customer access was completed in October 2024. However, the project release has been put on hold due to critical feedback received during usability testing on key features from new stakeholders. These stakeholders introduced numerous ideas, some of which were not yet incorporated into the platform, despite being significant to the vessel charter business. As a result, the company decided to enhance the product further before deploying it for business use, ensuring it aligns with the industry's practical needs.

Challenges

The vessel charter and freight forwarding businesses differ significantly in various aspects, including coordination workflows, shipping handling, pricing components, cost and profit calculations, and invoicing processes. To navigate the complexities of the vessel charter business, the company adopted a learn-by-doing approach, which included hiring new team members with relevant experience in the field. However, the addition of new stakeholders brought fresh perspectives, which often differed significantly from the initial ideas previously implemented. These dynamics posed challenges in designing the platform's information architecture, crafting an effective user journey, and developing feature designs.
The profit and loss calculation for vessel charter business has a very specific criteria, makes it challenging to implement in the platform system, such in quotation, invoicing and report.

Objective

Andalin Vessel to be pioneer in digital vessel charter business in Indonesia
Simplified the vessel charter coordination between ship owner, Andalin and customer
Helping the local companies to get the suitable price for handling their cargo transport
One stop platform for vessel charter that is also provide live tracking

Usability Testing & User Interview

After the company introduced new stakeholders (operations and finance staff) to the Andalin Vessel project, we conducted usability testing to ensure alignment between the product's initial concept and their needs. The test shows that the user can adapt well with the UX and the UI of the product. IHowever, it is also revealed substantial feedback on feature functionality, along with suggestions for several new features to enhance the product.

Considering the feedback gathered during the usability testing session, we conducted follow-up interviews with the new stakeholders to discuss their input in greater detail. These discussions focused on potential product improvements and the features they identified as essential for inclusion in the Andalin Vessel platform.

After collecting feedback and ideas from the interview sessions, I documented the results in an Excel format and began addressing the suggested improvements. I also analyzed how these enhancements would impact both the internal and customer-facing platforms.

As mentioned earlier, the Andalin Vessel project is still undergoing improvements. Unfortunately, I am unable to share much about the project at this stage, as it has not been released yet.