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myshipgo

Business Strategy / Ideation /

UX Research / Case Study /

Visual Designer

OVERVIEW

myshipgo is a startup whose aim is to bring the functionalities of shipping management similar to Grab for public transportation.

The goal was to build a Minimum Viable Product (MVP) ready for release within 1 year.

CHALLENGE

Client doesn't know how to discover his first potential customers.

ROLE

Project Leader

Visual Designer

SCOPE

Create a business plan

ORIGINAL LOGO
Original MyShipGo.png

The logo looked like it was sloppily done in 5 minutes by an amateur.

Nevertheless, the desire for something bold was clearly expressed by the capital letters & the strong colours.

FIRST ITERATION
New Myshipgo.png

Someone volunteered to redesign the logo, but I wasn't involved yet.

The colours were upgraded to something more contemporary, but with a very simple allusion to a ship.

The typeface also became friendlier.

MY DESIGN PROCESS
mappin.png

NAVIGATION

myshipgo wants to solve information problems in order to ease transport.

The first step was to find recognisable symbols that represent navigation.

The map pin was chosen as the base.

anchor.png

SHIPPING

The other necessary symbol was something to represent the shipping industry.

I tried to look for other parts of a ship that can readily represent a ship, and I decided on an anchor because it also symbolises stability.

map plus anchor v1.png

NEW SYMBOL

Combining the two symbols together, I made the allusion to navigation more explicit than to the shipping industry.

The subtle allusion could be used to bolster company pride when others might not spot the hidden anchor.

FINAL LOGO

BEFORE

 

Original MyShipGo.png

AFTER

 

myshipgo 5b.png
ORIGINAL IDEA
myshipgo idea

PROBLEM

Information is difficult to obtain

SOLUTION

myshipgo will provide the information

A startup will be successful when you know what you are selling, who you are selling to & how you are selling it.
PROCESS
customer.png

PRIORITY FINDINGS

problems.png
solutions.png
Discovery Framework.png

BRAINSTORM

List as many customers,

their problems & the solutions

DEFINE

Filter the most important customers, the biggest problems & the top solutions

VALIDATE

Test the hypothesis

REVIEW

Review the results for next steps

BRAINSTORM & DEFINE

TOP CUSTOMERS

ship owners.png
crews.png
cargo owners.png

CUSTOMERS

PROBLEMS

SOLUTIONS

Ship owners

Cash flow

Unpredictable weather

Port queue

Crews

Financing

Prediction model

Port database

Crew database & reputation management

 

Reliable shippers

Ship database & reputation management

Cargo owners

Crews

Job opportunities

Ship database & reputation management

 

VALIDATE & REVIEW

No matter how much you believe your assumptions,
it is important to get it validated as quick as possible.

CUSTOMERS

ASSUMPTIONS

Ship owners

Cash flow

Unpredictable weather

Port queue

Crews

Quality crews

Brokers

Reliable shippers

Reliable shippers

Cargo owners

Crews

Job opportunities

Job opportunities

 

REALITY

Ship owners were ranked to be the most important customer segment,

but none of the assumed problems matched the pain points.

The closest information-related problem was the brokers' existence,

even then, the brokers were not associated with an information issue.

PROBLEM
ship owners.png

Client was still very focused on ship owners, despite not finding anyone with the appropriate pain points.

The cargo owners & the crews were both validated, but the client was not interested to pivot.

SOLUTION
Prioritization Matrix.png

PRIORITISATION MATRIX

Using prioritisation matrix,

I evaluated the costs, risks & impacts

of the different customer segments.

ship owners.png
high risk cost.png
high impact.png
crews.png
low risk cost.png
high impact.png

Due to the high risk & cost, the ship owners are in the high effort category.

With the biggest financial value, they are in the high value category.

In contrast, the crews have a significantly lower risk & cost,

so it is in the low effort category.

While the crews may be lower in financial return value,

they are valuable in other areas, warranting a high impact score.

PM Conclusion.png
PRODUCT ROADMAP
Product Roadmap 02v2.png

IMPACT

The first MVP to build became an app mainly targeted at crews.

The diagram & the assessments I gave convinced the client to pivot.

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