Axiom Marine is a company that connects global commodity market players with efficient and cost-effective maritime logistics solutions. The platform offers cargo booking services, shipment tracking, and market analysis to help users optimize supply chains and increase profitability.

In the past decade, Axiom’s business has experienced a slowdown. The logistics and cargo markets have become increasingly competitive, with websites emerging as crucial digital assets for staying ahead in the competition. Will Cook, the owner of Axiom, has asked me to collaborate in refining their website.

In this Axiom project, I collaborated with Will to upgrade their website to reflect their recent rebranding. It’s a streamlined profile page aimed at presenting the company to clients.

In collaboration with Will, I employ Human-Centered Design to comprehend customers, identify problems, and develop innovative solutions. This approach considers emotions, cultures, and human values in the design process.

To align understanding of the ongoing project, I have studied the brief provided by Will and clarified information through discussions with all stakeholders.

Axiom’s Challenges:

• Unclear product and service offerings
• Inaccurate targeting of the audience
• Lack of clarity in the value proposition
• Poor functionality and navigation
• Unprofessional branding
• Insufficient Call to Action elements
• Inaccurate company information
• Excessive focus on technology

Goals for the Axiom website:

1. Enhance Company Presentation including service clarity
2. Strengthen Unique Selling Proposition (USP)
3. Build a Better and more professional Branding
4. Improve Website Performance
5. Attract New Clients
6. Reinforce Market Position to increase recognition in the commodity industry

Axiom Marine targets several key groups:

1. Companies in need of maritime logistics assistance
2. Companies not fully aware of managing their own shipping benefits
3. Buyers researching maritime field price information
4. Potential partners
5. Potential ship owners

USPs Axiom Marine aims to convey on the new website:

1. Their commitment to helping clients achieve their goals.
2. Their expertise and experience in the maritime logistics industry.
3. Utilization of advanced technology to provide efficient and effective solutions.
4. Their global reach allowing them to serve clients worldwide.
5. Their commitment to environmental concerns and sustainability.

With an HCD approach, optimal sitemap structure design, and the use of a professional and persuasive tone, Axiom’s new website can effectively convey product information, services, and messages, influencing the audience’s emotions and supporting their business goals.

The new Client Portal feature also adds value to clients by enhancing efficiency and transparency in managing their maritime logistics, demonstrating Axiom’s commitment to superior service.

These solutions have been thoroughly discussed with full engagement from all relevant parties, including Will.

In addition to being involved in determining solutions, I also invited Will to choose the UI designs I created, explaining the reasons, strengths, and weaknesses of each version. This allows Will to have full control over the quality standards of his website.

I conducted concept testing and usability testing to validate whether the design solutions achieved the objectives of refinements. This is crucial to ensure the coherence from concept to final design, which will serve as the communication platform with the audience.

After gathering feedback from stakeholders, I conducted a comprehensive design iteration, refining aspects that were less successful in conveying the desired message. Following discussions and improvements, Will Cook was satisfied with the design and eager to proceed with its development. I assisted in launching the new website using WordPress.

Here are some outcomes from the refinement of the Axiom Marine website:

• Increased contact form conversion rate by 63% from the previous rate.
• Improved brand perception of Axiom Marine by 86%, meeting expectations.
• Achieved a 41% growth in closed sales, resulting in a notably high ROI.

These successes reflect my dedication and experience in empowering businesses through digital products, spanning from applications to websites. Effective collaboration with Will Cook and other stakeholders has been pivotal in achieving satisfying outcomes. I look forward to the opportunity to collaborate with you on future projects.