How to turn complex B2B software into user-centric excellence
Lazarev. — AI & Digital Product Design Agency
AI & Digital Product Design Agency | 3x The Webby Winner & 2x Honoree | Contact: [email protected]
Remember the time when you were stuck in a dilemma, unsure about whether to purchase a new smartphone, headphones, or an electric skateboard? We all face such buying decisions from time to time.
When you're dealing with choices like these, you don't need complex financial software to help you evaluate the financial and accounting impact. All you really require is a good sense of your personal preferences, your needs, and, of course, a clear understanding of your financial situation.
However, when it comes to acquiring a vessel (??that's right, we're talking about cargo ships), it's a different story. Without a specialized solution to assess the financial and accounting implications, you risk significant financial and business challenges.
Boel IT Company provides that solution for major shipping companies, named 'Vessel Finance.' To learn more about this groundbreaking offering and Lazarev.'s role in the project, read the following content.?
What is Vessel Finance??
Boel IT Company developed a Vessel Finance Calculator, a unique B2B solution for business vessel acquisitions. However, the initial software, created without much thought for the user experience, failed to meet current market demands. It closely resembled an Excel chart, making it far from user-friendly. In response, Boel IT's founders approached Lazarev. to completely overhaul the platform.
Our journey involved fixing inconsistent interface design, simplifying navigation, and updating the visual appearance. Our goal was to enhance the product's functionality and introduce features to help investors assess vessel acquisitions.
To be specific, here are the tasks we accomplished in this UI & UX design project:
"The primary challenge of the project stemmed from the fact that the previous version relied on tabular calculations, an abundance of unstructured data, and lacked any form of visual representation." — Oleksandr Koshytskyi, Lead Designer at Lazarev.agency
Seems like a lot on our plate, doesn't it? Well, let's delve deeper to discover how we approached and conquered these challenges.
Our role in the project?
In contrast to conventional calculators, Vessel Finance employs compound interest for both loans and equity advances. The platform takes into account factors like inflation, yard efficiencies, technological enhancements, and price competition during the vessel appraisal process.
Consequently, the product was packed with financial calculations, inputs, and outputs. Our aim was to introduce clarity and openness to the heap of data generated by Vessel Finance, enabling investors to not only grasp the outcomes but also comprehend the methodology behind the platform's evaluations with ease.
We forged an interactive homepage where investors handpick ship types that perfectly match the cargo they intend to transport. The gallery of vessel photos, accompanied by concise descriptions, provides a clear and vibrant depiction of each ship. This design approach introduces elements of visual engagement to the overall product experience.
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Our intention was to infuse the process of vessel exploration with a touch of interaction and tranquility before investors turn to complex calculations. The interactive swipe feature effortlessly transitions between vessels of the same type, resulting in a smooth navigation experience. The visual representations underneath, coupled with color accents, furnish investors with an instant understanding of a vessel's size and intended use.?
Once the vessel is selected, investors embark on a calculation journey, inputting financial parameters, cargo characteristics, business metrics, and other pertinent details. To heighten the experience, we introduced an interactive element – the vessel gradually fills in as users input the digits, creating an engaging and dynamic process.
Recognizing that Vessel Finance could potentially be utilized by less seasoned investors, we incorporated tooltips to explain the column headers. This addition aims to enhance user understanding when calculating the benefits from vessels.?
The crisp UI design, featuring well-balanced proportions and a logical information structure, enhances readability and helps digest complex financial data.?
The visualization of intricate financial data through an interactive ship element injects an element of playfulness into the overall user experience and helps investors quickly grasp the summary of their calculations.?
Recognizing that investors might want to utilize Vessel Finance while on the move, we crafted an intuitive mobile interface. In order to ensure a seamless experience on the intricate interface, we retained the familiar navigation patterns from the web version. This adaptation guarantees a user-friendly encounter for those engaging with the platform from their mobile devices.
Ready to enhance your digital presence??
We've transformed a complex product, which closely resembled an Excel spreadsheet, into a functional and cutting-edge solution. It now empowers shipping companies to effectively evaluate the financial implications of diverse vessel acquisitions.?
How about you? Ready to boost your digital presence?
We're excited to collaborate with driven clients passionate about their products. If that sounds like you, let's connect and embark on a business journey together.
Over the past 8 years, we've nurtured startups through digital product design, helping them secure millions in funding, achieve successful acquisitions, boost KPIs, and become globally recognized brands. Just a glimpse of our achievements:
Get in touch today! Even if we don't end up working together, that's completely okay. You never know until you give it a shot. Just set up a consultation – we assure you it'll bring value to your business, regardless of the final outcome.