Website Redesign

The American Bureau of Shipping provides complex services as one of the world's largest classification societies. I had the challenge of simplifying this complexity through the redesign of their website.

Discovery

Access to their audience was difficult because it's a unique industry. I conducted a true intent study to elicit feedback from their actual audience while they used the ABS website. This uncovered the veil to understanding their audience.

Synthesis

I synthesized user feedback from the true intent study to create personas and journey maps to better understand the experience users have on the website. I also created a diagram of the complex engagement processes to help us present them more simply to users.

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