Website Design

A Seamless Journey from Tradition to Innovation

Client

NYK

Locations

Media City UK

Services

UX/UI Design
Web Development

The Situation

Nippon Yusen Kabushiki Kaisha (NYK), a major global transportation company with a history stretching back to 1870, has been a key player in the shipping and logistics industry. By March 2013, NYK was operating a vast network of 844 major ocean vessels, alongside a comprehensive fleet of planes, trains, and trucks. Their fleet diversity covers containerships, bulk carriers, car carriers, tankers, LNG carriers, and more, underscoring their extensive logistical capabilities. With their European operations being crucial to their global strategy, NYK recognised the importance of a modern, well-optimised, and continually evolving online presence to communicate effectively with clients, stakeholders, and partners across the region.

Problem

As a large and multifaceted organisation, NYK faced challenges in maintaining a website that could keep up with the ever-changing demands of digital technology and their growing business requirements. Their existing website struggled with slow page delivery speeds, lacked mobile responsiveness, and did not meet the latest web accessibility standards. Moreover, the site’s performance on search engines needed significant improvement to boost visibility and attract more visitors. As the digital landscape evolved rapidly, NYK needed a flexible, robust, and scalable solution to ensure their online presence was as reliable and forward-thinking as their global operations.

Solution

Juicy Media partnered with NYK to deliver a comprehensive, future-proof digital solution. Leveraging the latest technologies, we developed multiple iterations of their European website, using HTML5 and CSS3 to optimise for both performance and usability. The new site was designed to be mobile responsive, ensuring seamless functionality across all devices. We focused on reducing page delivery speeds, enhancing accessibility features, and implementing best practices for search engine optimisation to boost NYK’s rankings in search engine results pages (SERPs). Furthermore, we developed a flexible content management system that allowed NYK to make instant updates, keeping their information relevant and engaging. Our approach emphasised the integration of scalable technologies, ensuring the site could evolve alongside NYK’s growing digital needs.

Results

The upgraded NYK European website delivered a substantial improvement across various performance metrics. The new mobile-responsive design expanded accessibility, reaching a wider audience and enhancing user engagement. With faster page delivery speeds, the site provided a smoother user experience, reducing bounce rates significantly. The implementation of HTML5 and CSS3, alongside SEO best practices, increased NYK’s SERP listings, drawing in more organic traffic. The improved accessibility features aligned with modern web standards, making the site usable for a broader demographic, including those with disabilities. The instant content management capabilities empowered NYK’s team to swiftly adapt their communications, keeping the site fresh and up-to-date. Overall, the project solidified NYK’s digital presence and laid the foundation for continued growth and online success.

Visit NYK Group Europe

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Goals

Modernise Web Design: Develop a clean, contemporary, and visually appealing design that reflects NYK’s long-standing heritage and innovative spirit. The design should convey NYK’s leadership in the global transportation sector while ensuring a user-friendly experience across all platforms.
Enhance User Navigation: Create a streamlined and intuitive navigation system, enabling visitors to easily access information about NYK’s diverse services, from container shipping to logistics solutions. This includes developing clear pathways for exploring the company’s expansive fleet and industry-specific offerings.
Strengthen Brand Identity: Implement a cohesive and recognisable brand presence across the site. Use consistent visual elements, colours, and messaging to reinforce NYK’s reputation as a trusted and forward-thinking leader in the shipping and logistics industry.
Improve Functionality: Integrate advanced features such as a comprehensive search tool and a dynamic content management system. This will allow NYK to efficiently update content and ensure visitors can quickly find the information they need. Additionally, ensure the website seamlessly integrates with NYK’s backend systems for operational efficiency.
Increase User Engagement: Design a user-centric interface that encourages deeper interaction, with features like engaging content, multimedia elements, and interactive maps. The goal is to create a site that not only informs but also captivates users, promoting longer visits and repeat engagement.
Support Business Objectives: Align the website’s structure and content with NYK’s broader business goals. Effectively showcase the company’s full range of services, emphasising their global reach, industry expertise, and commitment to safety and innovation. Tailor content to appeal to key stakeholders, from clients and partners to potential investors.
Optimize for SEO: Implement robust search engine optimisation strategies to ensure high visibility in search results. Focus on driving organic traffic through strategic use of keywords, optimised content, and performance improvements, ultimately enhancing NYK’s online presence and reach.

Target audience

A successful UX/UI design for NYK relies on accurately identifying and understanding our target audience.

The Significance of Finding Our Target Audience

Relevance and Usability: Understanding NYK’s target audience was pivotal in crafting a website that delivers meaningful and user-friendly experiences. The primary audience includes global logistics professionals, shipping clients, industry partners, and corporate stakeholders who require seamless access to information about NYK’s wide range of services. By tailoring content and features to meet the needs of these groups, we ensured the website provides relevant insights and tools that streamline decision-making and enhance usability.
Enhanced User Experience: Prioritising the preferences and behaviours of NYK’s diverse user base was essential to the design process. By focusing on user-centric navigation and intuitive site architecture, we created an environment that minimises friction, making it easy for visitors to explore NYK’s capabilities. Whether tracking fleet updates or learning about NYK’s environmental initiatives, the enhanced user experience promotes engagement, reduces bounce rates, and increases satisfaction.
Effective Communication: A deep understanding of the audience allowed us to craft messaging that resonates with NYK’s key stakeholders. The content and visual design were strategically developed to communicate complex logistics solutions clearly and persuasively. This approach not only helps visitors grasp NYK’s global reach and industry leadership but also builds trust and credibility, reinforcing NYK as a reliable and forward-thinking partner in transportation.
Market Penetration and Growth: Identifying and understanding the target audience also supports NYK’s strategic objectives for market expansion. By addressing the unique needs and challenges of logistics managers, corporate clients, and shipping coordinators, the new website positions NYK as the preferred provider for innovative and dependable transportation solutions. This targeted approach is essential for deepening market penetration and driving sustainable growth within the industry.

	Logistics Managers	Shipping Clients	Corporate Stakeholders	Industry Partners
Situation	Managing complex supply chains across global markets.	Rely on NYK for consistent, secure transport of goods.	Oversee NYK’s strategic growth and investment performance.	Collaborate with NYK for integrated transport solutions.
Challenges	Ensuring timely deliveries while managing costs and risks.	Need clear visibility and communication on shipments.	Balancing sustainable practices with profitability.	Aligning logistics processes and data-sharing protocols.
Goals	Streamline operations, improve tracking, and reduce delays.	Gain real-time updates, seamless communication, and security.	Increase market share, enhance brand reputation, and ensure ROI.	Foster strategic partnerships and improve data integration.
Objections	Concerned about the reliability of digital tracking tools.	Wary of complex digital interfaces or inaccurate data.	Skeptical about high costs of digital upgrades.	Concerned about data security and compatibility issues.
Values	Efficiency, reliability, and cost-effectiveness.	Transparency, security, and dependable service.	Sustainability, growth, and strong market presence.	Collaboration, innovation, and shared technological standards.

Empathy maps

Logistics Managers

“We need to keep shipments on schedule and within budget.”

Constantly checks shipment statuses, monitors KPIs, and adjusts operations to mitigate risks.

“How can I optimise routes and resources to minimise costs?”

Stressed about potential delays and pressure to increase efficiency while maintaining quality service.

Shipping Clients

“I need accurate updates on where my shipment is at all times.”

Frequently requests updates, reviews reports, and seeks assurances from NYK representatives.

“Is my cargo safe? Will it arrive on time?”

Anxious about shipment safety and frustrated by lack of transparency or unexpected issues.

Corporate Stakeholders

“We must stay competitive and continue growing sustainably.”

Analyses financial reports, discusses strategic initiatives, and evaluates market opportunities.

“How will our investments impact long-term profitability?”

Concerned about balancing profit margins with sustainability efforts and market pressures.

Industry Partners

“We need to align our systems for better efficiency.”

Engages in collaborative planning, tests integration protocols, and negotiates partnership terms.

“How can we ensure secure and seamless data exchange?”

Cautious about data security and optimistic about the potential for innovation through collaboration.

Key Takeaways

Our work with NYK underscores the importance of a thoughtful, user-centric approach to digital transformation, especially in an industry as complex as global transportation. By focusing on the unique needs of each stakeholder group, we delivered a website that enhances engagement, optimizes functionality, and supports NYK’s overarching business goals.

User-Centric Design

Designing with the user in mind leads to a better overall experience. By creating intuitive navigation and providing relevant content, we significantly improved usability for NYK’s diverse audience, from logistics managers to industry partners.

Seamless Communication

Clear and effective communication tools, such as real-time updates and easy content management, are essential for keeping stakeholders informed and engaged. This feature reduced anxiety for shipping clients and boosted trust across the board.

Advanced Functionality

Integrating powerful search capabilities and a robust backend infrastructure not only improved the website’s performance but also streamlined NYK’s operations. This allowed the company to be more responsive to user needs, ultimately driving better business outcomes.

Brand Consistency

A unified and recognisable brand identity across the website strengthened NYK’s reputation. Consistent visuals and messaging conveyed professionalism and reliability, reinforcing trust with both new and existing partners.