Disrupting the maritime industry
A digital platform to bring strategic value to shipping corporations through collaboration, employee engagement and the human factor with more a social experience
Digital DesignUX DesignDesign ResearchService Design
When it comes to innovation, digitalization and productivity, the maritime industry falls at the bottom of nearly every ranking. It was time for change. Thebigyellowfish is a technology startup teamed up with Squaircle and
Think OddDucks together to create the first digital platform to bring together shipping companies and seafarers and radically improve safety, communication and efficiency. We created two service concepts – from experience design to implementation roadmap – to foster innovation from the ground up.
The maritime industry is built on steel – and good old-fashioned pen and paper. As we visited corporations across India, we saw it was a complicated and inefficient paper-based process, involving a lot of different stages, people, and documentation. To take the next step on its vision roadmap, BYF needed to help be more collaborative, innovative, and empathetic to business needs. To change industry culture from its core, we needed seafarers to see their experience with their own eyes, and get hands-on with design thinking, methods and tools. Together we went to shipping corporations, interviewed stakeholders, and shadowed seafarers on the shore.
After mapping the complex process together, we redefined the value proposition for BYF using insights from our research to create new service, working in mixed teams of design, tech and industry experts. We created a service blueprint and prototype for both, together with a technological assessment and roadmap for implementation. Finally, we branded the solution, including naming and logo, and created the interactive and visual language for the tool, highlighting key information elements for an easy to use interface. The result is a flexible solution to improve communication, safety and report incidents – saving lives and money.
From vision to action
Driving cultural and organizational change from within
- This kind of project could take two years in a large organization like us. In just three months, Squaircle and Think OddDucks created two new services that will add a lot of value to our customers. This has proved the value of innovation internally – and shown us that we can be agile.
Soma, VP Human Resources and Administration
The app increased employee engagement and its social features are only the foundation for further innovation and business opportunities for bigyellowfish.
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