A complex interface that delivered a lot of value
Vortexa delivers real-time insights to navigate the energy and freight markets, bringing transparency to over $3 trillion in global waterborne trades each year. The primary USP is that customers are able to make better decisions faster with access to all their data, insights and proprietary technologies.
Reducing time to value
The issue wasn't the product itself but the time taken to value for customers, especially new customers. The interface had lots of moving parts such as tabs to switch between product type, vessel type and various flows. The dashboard had different data sets on display that added to the complexity.
An onboarding solution was the low risk/high reward solution
New customers would be shown an onboarding flow when they first signed in to the product. Because they were new, they did not have any expectations which gave us a blank experience slate to work with. The flow covered the main features that a new user would need to start using the platform.
USER JOURNEY DIAGRAM
Market Analyst/Trader hybrid
Welcome
User identity
Origin/Dest. tabs
Crude flows
Glossary
Completion
touch points
“aha” moment
