Oilway Ltd is a crude oil intermediary company which serves as a useful point of contact between buyers and sellers who are searching for a qualified liaison to ease the search, negotiation, tracking and shipment of oil commodities product between verified sellers and their credit-worthy buyer.
Oilway Ltd aims to identify serious buyers who are committed to the process and match them with verified sellers who are anxious to make contact and help accelerate the transaction.
Oilway Ltd recognizes the opportunity to help prospective buyers of oil commodities become more informed about how the company can ease the process of finding prospective sellers and provide professional advice on import and export trading of oil commodities.
Design an accessible website that allow users to easily search for information on how Oilway Ltd can help buyers and sellers facilitates oil commodities deals.
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was people who are into oil and gas business and needs experts in the oil and gas sector that can help facilitate oil and gas transactions.
Research also revealed that many people who are interested in going into the oil and gas business are skeptical based on the high level of fraud that is being perpetrated by criminally minded sellers, thereby leading to major mistrust. Other user problems included lack of professionals who truly understand the process which oftentimes frustrate the transaction between the buyer and the seller of oil commodities.
Samson is a successful entrepreneur who needs a reliable facilitator of oil and gas deals because they want to have quick access to genuine clients and grow their business
Taking into account the defined user persona and the respective solutions to their problems and motivations, I developed the Oilway Ltd sitemap to guide the organizational structure of each design to ensure a cohesive and consistent experience for the user.
An audit of a few competitor’s websites provided direction on gaps and opportunities to address with the Oilway Ltd website. I also did a quick ideation exercise to come up with ideas for how to address gaps identified in the competitive audit. My focus was specifically on helping users to know about what the company is all about and helping them to take action quickly.
Taking the time to draft iterations of each screen of the website on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home page, I prioritized a quick and easy way for the user to know more about the company.
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research. Easy navigation was a key user need to address in the designs in addition to equipping the website to work with assistive technologies.
I conducted unmoderated usability study. Findings from the study helped guide the designs from wireframes to mockups and high-fidelity prototype which revealed what aspects of the mockups needed refining.
Based on the insights from the usability studies, I applied design changes like adding page title so the user can be sure of the page they are on the website. Navigation plays a very important part in telling people where they are on a website. An easy way to show users what main and sub-category of the navigation they are interacting with is putting using the underline to indicate a page that is active.
Users shared that the website made it easy for them to find a company that facilitates oil and gas deals. I also received positive feedback from the client which subsequently paved way for additional projects.
UX designer and Web developer leading the responsive website design from conception to delivery
As the UI/UX Designer and Web Developer for this project, I was involved in the entire process, including conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, determining information architecture, responsive design and developing the website.
WhiIe designing and developing the Oilway website, I learned about building a cohesive brand. I also learnt that humans can only focus on one thing at a time, so I was able to prioritize my actions and direct my attention towards achieving the set goals.
I design and develop amazing products that focus on user-centric experiences and meaningful identities. I’d love to hear from you!
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