Shell Anchor
Lube ordering platform for vessels
What is
Anchor?
Role: Product Designer
Duration: 10 months
Lube Ordering Platform - For Vessels
Anchor is an e-commerce platform designed to streamline & make the ordering process more efficient for Marine Customer Operation.
A comprehensive platform tailored for marine companies. Effortlessly order lubes for ships and easily track your shipments. Conveniently order lube from the sea and receive deliveries at the chosen destination port.
Lubes for vessels
Discovery with stakeholders
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Collaborated with stakeholders to gain insights into the new requirements for the upcoming version while also examining the pros and cons of the existing portal.
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Identified the intended users who will utilize this portal.
Customer Ops Team 
(Customer Support Specialist)
Customer
Admin
Problem Statement
How can we enhance the user experience by enabling seamless product addition, real-time pricing display, flexible modification options, and efficient order tracking within a single unified interface?
Design process
Needs & Challenges
Design Goals
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Redesign the Accuport web application focusing on UX&UI enhancements.
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Gather the business requirements to guide the redesign process effectively.
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Identify and comprehend the pain points of the users to address them efficiently.
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Analyse the existing site to find gaps and identify user needs for improvement.
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Ensure the redesigned web application caters to all user segments effectively.
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Create a user-friendly interface that offers a seamless and intuitive user experience.
How Goals Where Achived?
Deliverables
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Gathered business requirements to gain insights into their perspective and understand the project's intended purpose for the portal.
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Conducted user interviews to gain a deeper understanding of their behaviour on the existing site, identify gaps, and gather insights into their specific needs and preferences.
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Conducted a competitive analysis to gain a comprehensive understanding of industry peers and identify best practices implemented on other sites.
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Developed high-fidelity wireframes with an emphasis on delivering the best user experience to ensure a seamless and enjoyable experience for the users.
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Prototyped, user-tested, and iterated designs to enhance the overall user experience based on feedback
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High-fidelity wireframes for the ordering flow.
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Prototyped wireframe designs for testing purposes.
Primary & Secondary Research
In the Primary research phase
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Carried out user interviews to gain insights into the pain points experienced by the users.
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Developed user personas based on the information gathered from the interviews.
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Identified gaps and user needs through the interview process.
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Drafted the ideas to improve the user experience of the existing the portal using the user interview insights
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Checked the opportunities for the new feature addition from user insights
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Gathered the ideas from customer using high level sketching using available insights
In the Secondary research phase
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Explored and analysed the current state of the website or platform.
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Conducted a competitive analysis to benchmark against other similar offerings in the market.
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Examined the end-to-end storyboard of the site to understand its flow and user journey.
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Assisted in formulating the questionnaire for user interviews in the primary research phase.
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Referred the various layouts which has similar faces in the market
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Sketched various user interaction flow and gathered initial feedbacks from the available users
User Interview
Key Findings
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Customers currently pick all their products from a single port only, rather than selecting items from different ports.
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User desire a scalable system that allows the addition of multiple ports, providing flexibility beyond the limitation of 2-3 ports.
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To fulfil user needs, the system should include a "Download Quotation" button for each port. This feature will enable users to download and share quotations with team members for discussion and collaboration.
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User wanted to perform the comparison of orders based on the total order value, delivery time, and product availability from the selected ports to make an informed decision.
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User is currently required to switch between different ports to compare pricing.
Secondary Research
These are the key findings from the secondary research:
- Current layouts offer limited comparison options (max 4), which may not meet user needs for comparing with many ports.
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The layout complexity poses challenges for users.
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The current layout is not consistent with the new UI design, leading to inconsistencies in the user experience.
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Comparison is done on the full order instead of a product-wise basis, which might not provide users with the desired granularity and insights.
These findings highlight the importance of creating a more user-friendly and flexible layout to address these issues and improve the overall user experience.
User Persona
User Role - Representation
User Journey Map
Story Board
User Flow
Order Management Flow
Trade Compliance Flow
Screens (Before)
Defining Layout
After conducting internet research, I discovered similar layouts that exhibit the desired behavior. Drawing inspiration from various sources, I have identified relevant inputs to create an optimal layout for our purpose.
Information Architecture - High Level
Versions
Web
Mobile
Themes
Dark Mode
Light Mode
Working prototype - web version
Mobile version
Bringing AI Experience
Objective:​
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Make the order placing process more efficient by bringing together Delco Guide data (SF), Customer Guide data (SP) & Newsflashes
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This will eliminate the need for the CSS to go to multiple systems
POC:
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We have picked up the Lama 3.0 Al model, this model is trained on 7 billion data sets [generic data]
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When we gave the Delco guide as an input, we received quite an accurate response
Solution:
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We can use Al model to understand the unstructured data (customer & Delco guide), Process the incoming questions and generate a sensible meaningful answer
