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Case N°:
[003]
[003]
Creative
Tech
Reading Time:
Reading Time:
Around 4 mins
Around 4 mins
/About The Project
Creative Tech is a company that sells food packaging, containers and smart food bags for restaurants, hotels and cloud kitchens. Although they have an e-commerce site that generates almost 1% of their revenue, the company currently relies primarily on face-to-face sales by visiting customers.
The project was about migrating Visit Sweden design from Sketch to Figma and create a new comprehensive design system that meets industry standards. The end results were a high-quality component library and a well-built local style that helped the design team increase consistency and efficiency in the design process.
/Problem Statement
The current website is outdated, failing to generate revenue and falling short in keeping up with the rapidly growing e-commerce market in the UAE. A redesign is urgently needed to address these issues and revitalize the platform, aligning it with current industry trends and user expectations for enhanced financial performance and sustained competitiveness.
Previously, the design for Visit Sweden existed in Sketch, but it lacked a comprehensive design system and style guide. This resulted in inconsistent design and a poor user experience. Additionally, the components used in the project did not meet current industry standards.
/Goal
The primary goal was to- Increase company sales
- Improve customer experience
- Design an e-commerce site that helps B2B customers to buy or reorder Creative Tech products.
- Consistent UX across all platforms and devices.
The primary goal was to- Increase company sales
- Improve customer experience
- Design an e-commerce site that helps B2B customers to buy or reorder Creative Tech products.
- Consistent UX across all platforms and devices.
/Challenges
One of the key challenges of this project was handling the entire UX process, from user research to development, as the sole designer. This involved managing stakeholder expectations, incorporating their requirements, and addressing the specific needs of a hard-to-reach target audience.
One of the key challenges of this project was handling the entire UX process, from user research to development, as the sole designer. This involved managing stakeholder expectations, incorporating their requirements, and addressing the specific needs of a hard-to-reach target audience.
/Impact
The redesigned website significantly improved user experience, resulting in increased site traffic and greater customer engagement. Moreover the new design more effectively communicated WMR Nordic’s services, paving the company way for strengthen its foothold in the Nordic cyber security market.
The redesigned website significantly improved user experience, resulting in increased site traffic and greater customer engagement. Moreover the new design more effectively communicated WMR Nordic’s services, paving the company way for strengthen its foothold in the Nordic cyber security market.
/Project Info
Client
Client
Creative Tech Dubai
Creative Tech Dubai
Role
Role
UX Designer
UX Designer
Year
Year
2023
2023
Contribution
Contribution
UX Research
UX Research
/Research
Stakeholder Kickoff Meeting
To ensure the project's success, I started by organizing a stakeholder kickoff meeting, bringing together key participants such as product owners and developers. The goal was to gather all necessary information to shape a solid research plan. During this meeting, I focused on understanding:
- The project’s goals and priorities.
- The company’s specific needs.
- Who the target users are.
- Assumptions surrounding the project.
These insights were crucial, as they laid the foundation for my research approach, ensuring I focused on addressing both the business objectives and user needs.
Stakeholder Kickoff Meeting
To ensure the project's success, I started by organizing a stakeholder kickoff meeting, bringing together key participants such as product owners and developers. The goal was to gather all necessary information to shape a solid research plan. During this meeting, I focused on understanding:
- The project’s goals and priorities.
- The company’s specific needs.
- Who the target users are.
- Assumptions surrounding the project.
These insights were crucial, as they laid the foundation for my research approach, ensuring I focused on addressing both the business objectives and user needs.
Choosing The Right Research Method
With the foundational insights from the kickoff meeting, I selected two research methods: competitive analysis and stakeholder/user interviews. My decision to use these methods was based on the need to understand both the broader industry landscape and the internal expectations of WMR Nordic.
a) Competitive analysis method helped me evaluate how cyber security services are positioned within the Swedish market. By identifying trends and gaps, I could ensure WMR Nordic's redesign would stand out while adhering to industry best practices.
b) I conducted interviews with both internal stakeholders and users to dig deeper into their expectations and pain points. This provided valuable, firsthand insights, enabling me to align design decisions with real user needs.
Choosing The Right Research Method
With the foundational insights from the kickoff meeting, I selected two research methods: competitive analysis and stakeholder/user interviews. My decision to use these methods was based on the need to understand both the broader industry landscape and the internal expectations of WMR Nordic.
a) Competitive analysis method helped me evaluate how cyber security services are positioned within the Swedish market. By identifying trends and gaps, I could ensure WMR Nordic's redesign would stand out while adhering to industry best practices.
b) I conducted interviews with both internal stakeholders and users to dig deeper into their expectations and pain points. This provided valuable, firsthand insights, enabling me to align design decisions with real user needs.
/Key Competitor Insights
To ensure WMR Nordic's website would not only meet current industry standards but also stand out, I conducted a thorough analysis of both direct and indirect competitors. My goal was to identify opportunity spaces where WMR Nordic could differentiate itself and adopt a more modern approach.
I carefully examined several key aspects of competitor websites, for example focusing on:
To ensure WMR Nordic's website would not only meet current industry standards but also stand out, I conducted a thorough analysis of both direct and indirect competitors. My goal was to identify opportunity spaces where WMR Nordic could differentiate itself and adopt a more modern approach.
I carefully examined several key aspects of competitor websites, for example focusing on:
UI/UX Design
I evaluated the overall look and feel, paying attention to usability and design trends.
Example: "Competitors often had cluttered interfaces with too many elements competing for attention. I recommended a cleaner, minimalist design for WMR Nordic to create a more user-friendly experience."
User Flow
I analyzed how users navigate through the sites, identifying points where friction occurred.
Example: "Many competitors buried key service information deep within submenus. I suggested streamlining the navigation so users could find essential information within two clicks."
Key Features
I studied the main features offered on essential pages such as the homepage, services page, and contact us page, noting which elements engaged users and which fell flat.
Example: "Most competitors lacked a dedicated 'services gallery, which I saw as a missed opportunity. I proposed adding this to showcase WMR Nordic's offerings more effectively."
UX/UI Design
I evaluated the overall look and feel, paying attention to usability and design trends.
Example: "Competitors often had cluttered interfaces with too many elements competing for attention. I recommended a cleaner, minimalist design for WMR Nordic to create a more user-friendly experience."
User Flow
I analyzed how users navigate through the sites, identifying points where friction occurred.
Example: "Many competitors buried key service information deep within submenus. I suggested streamlining the navigation so users could find essential information within two clicks."
Key Features
I studied the main features offered on essential pages such as the homepage, services page, and contact us page, noting which elements engaged users and which fell flat.
Example: "Most competitors lacked a dedicated 'services gallery,' which I saw as a missed opportunity. I proposed adding this to showcase WMR Nordic's offerings more effectively."
A screenshot of various competitor homepages where I analyzed and annotated key aspects with sticky notes, highlighting important design elements, user flows, and features for further consideration.
/Understanding The Target Group
Reaching WMR Nordic’s primary target audience presented one of the biggest challenges of this project. This audience includes hard-to-reach individuals such as police chiefs, heads of security, government officials, and NGO representatives. Given the limitations on direct access to these users, I adopted an alternative approach to gain insights into their needs.
I conducted interviews with several existing American clients of WMR Nordic, allowing me to tap into their experiences and perspectives. This strategy was instrumental in understanding the decision-making processes and challenges faced by similar users, ultimately helping me design a more tailored solution.
Reaching WMR Nordic’s primary target audience presented one of the biggest challenges of this project. This audience includes hard-to-reach individuals such as police chiefs, heads of security, government officials, and NGO representatives. Given the limitations on direct access to these users, I adopted an alternative approach to gain insights into their needs.
I conducted interviews with several existing American clients of WMR Nordic, allowing me to tap into their experiences and perspectives. This strategy was instrumental in understanding the decision-making processes and challenges faced by similar users, ultimately helping me design a more tailored solution.
Key Insights Gained:
Users emphasized the importance of clear and concise information about the consulting firm’s services.
Users expressed a strong desire to know that they were engaging with a credible and experienced firm.
Users wanted the ability to explore and identify solutions that best suited their needs.
Feedback indicated that a straightforward, user-friendly website was essential for quick access to relevant information.
Key Insights Gained:
Users emphasized the importance of clear and concise information about the consulting firm’s services.
Users expressed a strong desire to know that they were engaging with a credible and experienced firm.
Users wanted the ability to explore and identify solutions that best suited their needs.
Feedback indicated that a straightforward, user-friendly website was essential for quick access to relevant information.
/Creating from the Ground Up
Given that the previous WMR Nordic website was not functional and didn’t meet the needs of its users, I had to approach the project as a full redesign from the ground up. After discussing the limitations and shortcomings of the existing site with the stakeholder, I proposed building a completely new website that would be tailored to user needs. Instead of focusing on redesigning the old website (which was ineffective), I focused entirely on crafting a new user experience informed by my research and insights, including a competitive analysis and user interviews. This allowed me to develop a solution that aligned with both the business goals and user expectations.
Given that the previous WMR Nordic website was not functional and didn’t meet the needs of its users, I had to approach the project as a full redesign from the ground up. After discussing the limitations and shortcomings of the existing site with the stakeholder, I proposed building a completely new website that would be tailored to user needs. Instead of focusing on redesigning the old website (which was ineffective), I focused entirely on crafting a new user experience informed by my research and insights, including a competitive analysis and user interviews. This allowed me to develop a solution that aligned with both the business goals and user expectations.
/Wireframing & Designing For a Fresh Start
Challenge
Without any functioning elements from the old site, I was starting from a blank slate. The challenge was to create a new design structure that addressed the user needs and pain points identified during my research.
Approach & Solution
To tackle this, I began by working on working on a mid-fidelity wireframes focused on simple, user-centric layouts. My goal was to ensure the most critical information like WMR Nordic’s services, expertise, and contact details was immediately accessible.
Challenge
Without any functioning elements from the old site, I was starting from a blank slate. The challenge was to create a new design structure that addressed the user needs and pain points identified during my research.
Approach & Solution
To tackle this, I began by working on working on a mid-fidelity wireframes focused on simple, user-centric layouts. My goal was to ensure the most critical information like WMR Nordic’s services, expertise, and contact details was immediately accessible.
Wireframing the future
Before
After
After
/After The UX Break Down
The bellow annotation highlights a comprehensive redesign of the homepage based on insights from a detailed UX analysis. Through collaboration with stakeholders and iterative user testing, i refined elements like navigation, layout, sections and CTAs to enhance usability and streamline user journeys. These insights were effectively pitched to stakeholders, leading to a more engaging and user-centered experience, which you can discover bellow.
The bellow annotation highlights a comprehensive redesign of the homepage based on insights from a detailed UX analysis. Through collaboration with stakeholders and iterative user testing, i refined elements like navigation, layout, sections and CTAs to enhance usability and streamline user journeys. These insights were effectively pitched to stakeholders, leading to a more engaging and user-centered experience, which you can discover bellow.
/UI Design & Visual Identity
Challenge
One significant challenge was balancing user-centered design principles with the need for a visually appealing interface, ensuring that the aesthetic elements I introduced aligned with user expectations. Additionally, navigating stakeholder feedback proved challenging, as differing opinions on design direction required me to facilitate discussions that harmonized business goals with user needs. Another obstacle was the need to develop a cohesive visual identity from scratch, which involved creating a consistent design language that was both functional and representative of WMR Nordic's values.
Approach & Solution
To address these challenges, I implemented a structured approach that emphasized collaboration and iteration. I engaged stakeholders early in the design process, conducting workshops to align our vision and gather feedback, which facilitated smoother communication and a shared understanding of the project goals.
Through a thoughtful combination of typography, color, iconography, spacing and images the design ensures a consistent user experience while enhancing brand recognition across all digital touchpoints.
Challenge
One significant challenge was balancing user-centered design principles with the need for a visually appealing interface, ensuring that the aesthetic elements I introduced aligned with user expectations. Additionally, navigating stakeholder feedback proved challenging, as differing opinions on design direction required me to facilitate discussions that harmonized business goals with user needs. Another obstacle was the need to develop a cohesive visual identity from scratch, which involved creating a consistent design language that was both functional and representative of WMR Nordic's values.
Approach & Solution
To address these challenges, I implemented a structured approach that emphasized collaboration and iteration. I engaged stakeholders early in the design process, conducting workshops to align our vision and gather feedback, which facilitated smoother communication and a shared understanding of the project goals.
Through a thoughtful combination of typography, color, iconography, spacing and images the design ensures a consistent user experience while enhancing brand recognition across all digital touchpoints.
/Summary
As a UX designer, I led the redesign of WMR Nordic's website, an American cybersecurity firm expanding into Sweden. The old site failed to represent their services or engage users effectively, so I focused on creating a user-centered design that resonated with the Nordic market.
I conducted competitive analysis and user interviews to identify key insights, emphasizing the need for clear information and a user-friendly interface. Starting from scratch, I developed mid-fidelity wireframes and collaborated closely with stakeholders to ensure alignment with business goals.
The result was a significantly improved website that boosted user engagement and effectively showcased WMR Nordic’s services, helping the company establish a stronger presence in the Nordic cybersecurity market.
As a UX designer, I led the redesign of WMR Nordic's website, an American cybersecurity firm expanding into Sweden. The old site failed to represent their services or engage users effectively, so I focused on creating a user-centered design that resonated with the Nordic market.
I conducted competitive analysis and user interviews to identify key insights, emphasizing the need for clear information and a user-friendly interface. Starting from scratch, I developed mid-fidelity wireframes and collaborated closely with stakeholders to ensure alignment with business goals.
The result was a significantly improved website that boosted user engagement and effectively showcased WMR Nordic’s services, helping the company establish a stronger presence in the Nordic cybersecurity market.
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