Full user centred design for the world's largest international shipping association

Full user centred design for the world's largest international shipping association

BIMCO is the world’s largest international shipping association with more than 2,200 members globally. BIMCO’s mission is to provide expert knowledge and practical advice to safeguard and add value to its members’ businesses. BIMCO develops contracts and clauses, takes an active role on behalf of shipowners with global and regional regulators and provides quality information, advice and training.

What Bimco wanted:

  • Understand their wide ranging members better so they could provide them with a website that meets and exceeds their expectations
  • Consolidate and restructure their website information so it is intuitive and so members can find what they are looking for quickly
  • Involve all key stakeholders so they are bought into the project

What Bunnyfoot delivered:

  • A series of internal stakeholder workshops to understand goals and priorities
  • An online survey – to gather quantitative information about demographics, behaviour, regular habits and features that will be important
  • Depth interviews with members from around the world to gather qualitative information about their needs and requirements to help develop desired content and functionality for the website
  • Remote user testing (USA, China, Europe) of the current website to uncover what the key tasks are that users carry out when visiting the site
  • User journey workshop to identify key behavioural patterns and themes and develop skeleton personas
  • 6 key personas covering the diverse needs of the audience
  • Mental models for the primary persona with key journeys for other personas
  • Tree testing to understand how users categorise information
  • A full Information Architecture helping to define the scope of wireframes required
  • Participatory design workshop with stakeholders to generate ideas and concepts for the site
  • High fidelity wireframe prototypes for over 100 pages covering the mobile and desktop versions of the website
  • Iterative remote usability testing
  • Visual design of the mobile and desktop versions of the website
  • On-going support through the development process working closely with Sitecore developers
Internal workshops with key staff from around the organisation to encourage engagement

The Work

Research

  • Working closely with the team at BIMCO, we held a series of internal workshops with key staff from around the organisation to encourage engagement and to gather expert knowledge
  • Using responses from 800 current site users, 16 remote usability tests from all over the world and analytics data, we gathered a clear picture of the current habits of website users.
  • We carried out 16 depth interviews from a wide range of users around the world then carried this information into a user journey workshop which lead to 6 core BIMCO personas

Modelling

  • Using the personas, we developed a set of mental models with a complete journey through the site for the primary persona. This helped to look at gaps on the current site and gave a roadmap for the architect phase

Architect

  • To get an understanding of how users categorise information, we carried out tree testing of current site content along with new content with over 300 users. This provided us with insight of how to structure content in an intuitive way
  • We developed a full scale information architecture containing over 500 unique content areas
  • To gather internal knowledge and to kick the design process off, we ran a participatory design workshop which helped with creating some innovative features and new ways of presenting content
  • This carried into a complete set of high fidelity wireframe prototypes for both mobile and desktop versions of the site. These were remote usability tested and iterated upon with stakeholder involvement

Design & development

  • Working closely with BIMCO’s new branding guidelines, we created a full set of visual designs for both the mobile and desktop templates for the site
  • Using our fully annotated wireframes, our consultants met weekly with the Sitecore developers (3 Chillies) to give a steer on requirements for all the important interactions within the site
Wireframes of Bimco's homepage in tablet and mobile
Live finshed designs of wireframes in both tablet and mobile

Read enough? Get in touch...

Contact Caroline Bentley to discuss your needs:
0207 608 1670 more@bunnyfoot.com

Or come visit us, we have offices in Oxford, Sheffield and London.