Flox
Project Specifications
Tools used:
Figma
Adobe XD
Photoshop
Illustrator
Role
I assumed the following roles in designing this app:
User Experience Designer
User Interface Designer
Interaction Designer
Brand Designer
Deliverables
The following deliverables were completed in the project:
Mood boards
Personas
Low-fidelity wireframes
Heuristic analysis
High-fidelity mockups and prototypes
Usability tests and findings
Brand guidelines
This project focuses on the work that was done for a greentech startup that aims to provide a range of solutions that benefit both the animals and local human communities to create a coexistence with wildlife. The goal was to evaluate and improve the user experience of the company website while establishing a strong brand identity.
The challenge here was to enhance the user experience of their digital platform. The existing platform lacked intuitive navigation, had inconsistencies in visual design, and failed to effectively communicate the startup's brand values to the users.
Due to the lack of an established user base, the research was mostly done through interviews with the different stakeholders within the company. Another method used was running workshops with the stakeholders where methods like mood boards were used to visually show the feelings and values that the product should create for its users.
Mood boards
To establish a strong brand identity, the findings from the research were used to define the brand values, personality, and visual elements. The results were a set of design- and brand guidelines that could be followed when creating new products.
Excerpt from brand guidelines
To address the visual inconsistencies and improve the overall aesthetic appeal, the design guidelines were used to make sure the interface was aligned with the established brand identity. A more consistent visual language was created by selecting a suitable color palette, typography, and iconography.
On top of the new version of the current website, the company was interested in a completely new version, that could be implemented at a future date when more development resources would be available. The stakeholders wanted a way to use more imagery to display the feelings and values of the brand which was not possible with the current website design.
Once the design was finalized, comprehensive implementation guides were created. Combined with the design guidelines the documentation ensured consistency across future design iterations and provided a clear reference for the development team.
By conducting user research, establishing a strong brand identity, improving the information architecture, and redesigning the user interface, the interface was evaluated and the user experience was improved. The result was a digital platform that effectively communicated the startup's brand values, engaged users, and provided a more intuitive and visually appealing experience.
High fidelity prototypes of the new website