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.
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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

The logo looked like it was sloppily done in 5 minutes by an amateur.
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Nevertheless, the desire for something bold was clearly expressed by the capital letters & the strong colours.
FIRST ITERATION

Someone volunteered to redesign the logo, but I wasn't involved yet.
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The colours were upgraded to something more contemporary, but with a very simple allusion to a ship.
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The typeface also became friendlier.
MY DESIGN PROCESS

NAVIGATION
myshipgo wants to solve information problems in order to ease transport.​
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The first step was to find recognisable symbols that represent navigation.
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The map pin was chosen as the base.
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SHIPPING
The other necessary symbol was something to represent the shipping industry.
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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.

NEW SYMBOL
Combining the two symbols together, I made the allusion to navigation more explicit than to the shipping industry.
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The subtle allusion could be used to bolster company pride when others might not spot the hidden anchor.
FINAL LOGO
BEFORE

AFTER

ORIGINAL IDEA

PROBLEM
Information is difficult to obtain
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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

PRIORITY FINDINGS



BRAINSTORM
List as many customers,
their problems & the solutions
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DEFINE
Filter the most important customers, the biggest problems & the top solutions
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VALIDATE
Test the hypothesis
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REVIEW
Review the results for next steps
BRAINSTORM & DEFINE
TOP CUSTOMERS



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
PROBLEM

Client was still very focused on ship owners, despite not finding anyone with the appropriate pain points.
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The cargo owners & the crews were both validated, but the client was not interested to pivot.
SOLUTION

PRIORITISATION MATRIX
Using prioritisation matrix,
I evaluated the costs, risks & impacts
of the different customer segments.






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.
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In contrast, the crews have a significantly lower risk & cost,
so it is in the low effort category.
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While the crews may be lower in financial return value,
they are valuable in other areas, warranting a high impact score.

PRODUCT ROADMAP

IMPACT
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The first MVP to build became an app mainly targeted at crews.
The diagram & the assessments I gave convinced the client to pivot.