Multi-targeted UX done right

Multi-targeted UX done right

Client
Port of Antwerp
Sector
Maritime port & logistics
Period
from 2010 onwards
Picture of Port of Antwerp

In the complex ecosystem that is the Port of Antwerp, how do you create a single branded portal that offers a satisfying experience for each of the Port’s user and target groups? With this question the Antwerp Port Authority turned to us in 2010. As their digital partner we have been defining and executing the roadmap towards their digital transformation.

The Port of Antwerp is a complex ecosystem of industrial concession holders, shipping companies, port-related service providers, as well as governmental, organisational and residential stakeholders. The Antwerp Port Authority (APA) supports the port’s commercial, economic and social objectives. It also handles the port’s promotion towards its many target groups. All of which have different agendas and goals.

One branded portal

In this complexity lies the biggest challenge of APA’s online communication endeavours. How do you create a single, branded portal offering the Port’s many and extremely diverse users, target groups and stakeholders a valuable user experience? How do you ensure this platform integrates all of APA’s functionalities and objectives and yet remains easy to manage?

Wireframes Port of Antwerp

Getting their ducks in a row

When the APA contacted us in 2010, the Port of Antwerp portal was not up to meeting these communication objectives. Over the years, several stand-alone sites had been loosely added to an inefficient and non-integrated portal. It did not provide the targeted customer experiences that would result in conversion, nor did it sufficiently convey the commercial wealth of the port to investors and the shipping industry.

Roadmap for a customer-centric multiverse

As a first step was we defined the groundwork of what was to become the first online integrated platform.

  • In a series of Business Model Canvas workshops to which APA’s managers, marketing officers and business developers participated, we determined the main target groups and the value propositions Port of Antwerp had to offer them.
  • Together with a first user needs research, this allowed us to develop the basis of the Port of Antwerp platform architecture.

Secondly, we focused on optimizing the portal to obtain a higher conversion rate. Together with dedicated APA teams and through core content workshops, we continue to refine the targeted customer journey.

Component-based approach

To meet the objectives of the platform and enable users to easily navigate its many functionalities, we applied a component-based, headless Drupal approach from the get-go. While guaranteeing flexibility and speed, this also allows the many content contributors to easily manage and add content – without compromising the visual or brand identity of the portal.

Picture of the Port of Antwerp

Towards Port of Antwerp multiverse

Today we continue to optimise the Port of Antwerp public and closed sections of the portal, based on user needs and core content research, testing, and strategic insights from ongoing workshops with APA’s teams.As their digital partner, we offer the support and vision  to transform their online presence and optimise their content management.”

Restructuring Port of Antwerp Promotion Platform

Concurring with the development of the new portal, the APA asked us to revamp their Port of Antwerp Promotion Platform. We redesigned the architecture, handled the front-end development and integrated the platform in the umbrella portal.

A new look and user-friendly structure now ensures that registered communication professionals stay informed about the latest events, initiatives and news and have easier access to promotional materials and contact data.

UX design multi-user communication  platform

The Antwerp Port Community System (APCS) is the port-wide collaborative association for exchange of electronic information. The multi-user APCS platform gives access to systems and solutions for easy and efficient communication between authorities and port users in the Port Of Antwerp, and coaxes users to use to the unified communication protocol. Recently, the Antwerp Port Administration decided to rebrand the APCS tools and site. We created the user experience design and developed wireframes and front end for this new Cpoint-portal.

About Port of Antwerp

With over 200 million tons of transhipment activities in 2014, 150,000 people employed and the generation of 20 billion euro of added value every year, the Port of Antwerp is Europe’s second-largest seaport. The main port for Flanders and Belgium, the international port is also the largest European chemical hub and the most important logistics port hub in the Hamburg-Le Havre range.  

The Antwerp Port Authority is responsible for the port’s policies and the international promotion of its activities, as well as the overall support of its users. To strengthen its competitiveness on the whole, the Port Authority sets up carefully targeted commercial and operational initiatives for enabling port companies to be successful in the market. In doing so, it builds a basis for support, now and in the future.