OVERVIEW
MY ROLE
Established a new company-wide brand identity and design system and led complete redesign of new marketing website
MY TEAM
1 product designer (me), 1 product manager, 1 content strategist, 1 engineer
TIMELINE
June 2020 - August 2020
PROBLEM STATEMENT
CONSTRAINTS
🏗️ System thinking and modular design
It was emphasized by the team that the brand and website have to ensure scalability. With new features and content constantly being added, it was important for ANY team member to add or take design elements from the website.
RESULT
Reimagined the entire Sociavore brand and website
The new brand and website was successfully launched in November 2020. View Live Site
The new site saw a 200% increase in website traffic and 125% in conversion rates. The new website also reduced bounce rate by 72% and increased average session duration by 65%.
USER INSIGHTS
Turning to our customers base
First-time site visitors and existing Sociavore customers were interviewed about their experience with Sociavore’s current website to help identify key usability problems.
KEY INSIGHT #1
Difficulty finding information and navigating through the website
KEY INSIGHT #2
The website looked too corporate and lacked personality
KEY INSIGHT #3
Overwhelmed and unable to digest information effectively
GOALS
✏️ Design Goal
Modernize the company branding and make it easier for users to find information on product features.
💼 Business Goal
Raise awareness about the product features and convert website visitors into potential customers
DIFFICULTY NAVIGATING THROUGH THE SITE
Information Architecture
The user navigation was mapped out using a user flow diagram to help visualize the IA. Sociavore’s core features were fleshed out and organized into three main categories: Build, Grow, and Connect. In addition, each category had its own page to house its own set of features. Each set of features also had its own respective pages for more in-depth information.
Content organized into their respective categories made it easier for users to understand different product features effectively and improved the overall user journey. The respective category and feature pages also aid in the site’s overall SEO.
EXPLORATION
Ideation and Wireframing
After establishing the IA of the new site, I created multiple iterations for the new landing page of our site. This page is the first and most important touchpoint as it is where the user will get introduced to the company.
CURRENT BRAND AND WEBSITE LOOKS TOO CORPORATE
Simple but brighter and bolder
Sociavore’s brand identity was revisited and redesigned into something more vibrant and inviting. The brand colour was changed to yellow, to symbolize and evoke feelings of positivity.
INABILITY TO DIGEST CONTENT EFFECTIVELY
Content cards for design scalability and accessibility
After establishing the design system, different types of content cards were made. Cards are more visually appealing and help the user digest information more effectively. They also work well with different screen sizes and are easily customizable.
SHIPPED DESIGN
High-fidelity mockups were designed on Figma and handed off to the developer.
KEY TAKEAWAYS
📣 Voicing your Opinion
Not only was this my first internship, but I was also the company’s first and only designer at that time, I was fortunate to have an open team environment where I gained the confidence to stand up for the right design decisions to aid the user.
🤝 Collaborating with Others
Although my internship was remote, I had a strong relationship with my colleagues. Working with individuals from diverse backgrounds helped me understand the end-to-end process for a project and taught me how to effectively work in teams.
Sociavore’s new website was launched in September 2020.
View Live Site
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