PROJECT FOR A GERMAN I.T FIRM
Redesigning to reduce information overload on a B2B landing.
Role: Product Designer
Timeline: 3 Weeks
This happened in Jan 2019. I worked as a freelance designer and my work was to design a proper company showcase for Nerdcrew. After getting on board, I was added to their Slack channel along with the manager. I took the task of first getting clear on who am I working with and what exactly is expected from me.
Nerdcrew operated as a service across Europe. The model was to provide external support to companies in areas of development, software testing, research, temporary staffing, and logistics for IoT infrastructure.
Compared to their competitors they felt that the current website looked old and wanted me to brutally revamp based on the trend.
I was told that they are looking for a developer in the meanwhile. I pitched them my WordPress and networking skills and tried to create a bigger opportunity out of the opportunity I had. It worked.
The stakeholders wanted me to hit the design ASAP and I wasn't getting paid for any research as well but I do not believe in creating things without context. I pushed it as far as I could in terms of research.
I started by reaching out internally through direct Slack DM. My approach was to learn about the targeted people as this was a B2B and has to have a highly specific audience. I got in touch with multiple people for this information.
I found there was not a lot of business dependence on the website. Most of the business came through the link between their agents and executives. Or through 3rd party vendor search consultants. The audience for the website were grown-up companies and service providers working in the technology domain.
My main purpose was to have a better visualization of corporate websites and find what kind of design is preferred.
These were my observation:
I decided to break through the stereotypes by trying to combine the corporate with vibrant illustrations for a better visual presentation.
I made a sort of a spec-sheet based on what I wanted to achieve:
Color & Type
The first job was to decide on the color palette and typography. I decided to use a brighter shade of the brand color which was 'Orange' and introduced a secondary 'Blue'. I used Raleway as my font with varying strength and size based on emphasis.
I got a go-ahead to change the font of the Logo. I informed them about the previous one being paid for commercial use. Ignorance led to unethical use. Previously the font used in the logo was 'Shine' which was cursive and excessively bold. I replaced that with Raleway as well. Keeping the design consistent was my game.
Here is the final design. I preferred not to explain this section-wise to reduce the text in here. It's very much self-explanatory and totally in context to the "Design Spec" above. We can pick this up probably while I am presenting it to you if you are an interviewer/recruiter.
The outcome wasn't in number this time. All the work was completed within 20 days. The new design was highly appreciated. I backed it up with all the research. Some decisions were questioned, but reasons were well accepted on explanation.
You know it paid off when you start getting private DMs from the people of the company stating how amazed and happy they feel about the design.
Most of all, what gathered everyone's attention was the reduced content, lots of visuals, a brighter theme, and all that on a single page. It made them feel happy and easy about the work they did. Color theory is real :) not really.
A lot of small things were learned during this time. I'll list them all in points.