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Goals

Redesign the website and brand for .wrk (pronounced "dot-work"), a software development company specializing in creating remote development teams for clients:

- Rebuilt the website for both desktop and mobile platforms,
- Completely revamped the company's visual presentation,
- Developed marketing materials to complement the new brand identity.

Duration

8 months

Tools

Figma, Miro

Result

I completed 95% of the website, along with promotional materials and visual languages, before concluding my involvement in the project. However, the company successfully carried on with the website renewal.

My role

- UX/UI/Product design
- Wireframes / Prototypes
- Design hand-off
- UI kit
- Team consultancy
- Promo materials

Team

- Analyst
- UX/Product Designer
- Consultant

Users

1. The business itself, as it served as the company's representation. The goal was to maintain a classic business feel while modernizing and differentiating from typical high-tech visuals. New design had to be evoking associations with the 80s,

2. The website also catered to client companies, showcasing .wrk's wide spectrum of stack and abilities.

Challenges

The company offers a vast array of services, and their goal is to effectively communicate and explain each one. Thus, my task was to transform extensive information into engaging text that guides the viewer through the site's journey seamlessly.

Result

I completed 95% of the website, along with promotional materials and visual languages, before concluding my involvement in the project. However, the company successfully carried on with the website renewal.

Users

1. The business itself, as it served as the company's representation. The goal was to maintain a classic business feel while modernizing and differentiating from typical high-tech visuals. New design had to be evoking associations with the 80s,

2. The website also catered to client companies, showcasing .wrk's wide spectrum of stack and abilities.

Challenges

The company offers a vast array of services, and their goal is to effectively communicate and explain each one. Thus, my task was to transform extensive information into engaging text that guides the viewer through the site's journey seamlessly.

Show design process

Task

It can come from:

Client
Big conceptual undefined requests.

Product Owner
User stories that need analysis, targeted on business needs.

Myself
Features and tunings to improve UX of final users.

Tasks can be:

Simple
You just do it. All the other team knows exactly how to do it.

Complex
Nobody knows what the result will be, me included. These 30% of tasks - fuel for number of ideation workshops, analysis, iteration, user research and hours of discussions.

Draft & users

If task is "simple", I have two checks of wireframes:

With Product Owner
If design answered business requirements.

With developers
If we can simplify design (without losing in UX) to speed up time to market.

If task is "complex", plus to those two I also have:

Brainstorm session with client
Sometimes it about them reinventing the whole business process. Sometimes it me to guide them into the right direction.

User interviews
30-minutes calls with users where they perform some tasks on clickable prototype. Depends on my hypothesis proven or rejected, the Draft stage can have another iteration.

UI & hand-off

90% of time
I work with predefined design systems. So I build the entire UI from its components.

10% of time -
some unique solutions where discussion with developers is needed.

After we discussed the final design with the team, I prepare mockups (flows, comments, documentation if needed).

When someone starts to work on this task in sprint they invite me on the tasks kick-off, where we check everything we need to do.

After the task is ready, I have a design review during the task demo or myself on the dev stage.

Release

As I work in-house, I have control on what happens after the release.

If feedback is negative and prioritized, I analys it it and go on the next iteration of design.

If feedback is positive, I can propose that new feature/pattern/flow for another product in our ecosystem. Yes, I test design innovations on selected products before the whole-ecosystem implementation.

Show design process

Task

It can come from:

Client
Big conceptual undefined requests.

Product Owner
User stories that need analysis, targeted on business needs.

Myself
Features and tunings to improve UX of final users.

Tasks can be:

Simple
You just do it. All the other team knows exactly how to do it.

Complex
Nobody knows what the result will be, me included. These 30% of tasks - fuel for number of ideation workshops, analysis, iteration, user research and hours of discussions.

Draft & users

If task is "simple", I have two checks of wireframes:

With Product Owner
If design answered business requirements.

With developers
If we can simplify design (without losing in UX) to speed up time to market.

If task is "complex", plus to those two I also have:

Brainstorm session with client
Sometimes it about them reinventing the whole business process. Sometimes it me to guide them into the right direction.

User interviews
30-minutes calls with users where they perform some tasks on clickable prototype. Depends on my hypothesis proven or rejected, the Draft stage can have another iteration.

UI & hand-off

90% of time
I work with predefined design systems. So I build the entire UI from its components.

10% of time -
some unique solutions where discussion with developers is needed.

After we discussed the final design with the team, I prepare mockups (flows, comments, documentation if needed).

When someone starts to work on this task in sprint they invite me on the tasks kick-off, where we check everything we need to do.

After the task is ready, I have a design review during the task demo or myself on the dev stage.

Release

As I work in-house, I have control on what happens after the release.

If feedback is negative and prioritized, I analys it it and go on the next iteration of design.

If feedback is positive, I can propose that new feature/pattern/flow for another product in our ecosystem. Yes, I test design innovations on selected products before the whole-ecosystem implementation.

Show design process

Another specific was text. Lots of text. We had a hypothesis (and it was proven by the team) that the company's customers are among those people who carefully study everything about the partner before starting a business. So we wanted to give potential customers as much as they wanted. But surely, people are different, so how to ensure that everyone will get the amount of information they need to make a decision?

And this is where "newspaper presentation of information" starts. Each page has its own card with a highly detailed description. On each page - there is the main title, subtitle, short description, more detailed description, and only after that - full-size information without any cuts. Choose your length!

The mobile version is only a simple adapted version without any additional features. It reduced some image blocks, and by the way - the rich amount of photos should be the main and only bright spots among pastel palette. It was also planned that not self-made photos should follow the color palette. Unfortunately, I had to quit the project in the very end in February 2022 and the final stage, handing over to the development team, was done without my participation.

Actually, my favorite part in any case - drafts. We went through a lot of sketches because descriptive websites are 99% about text/photo hierarchy and information architecture. And you can build in dozens of ways.

We also look for colors and whole images. Will it be funky? Or wintery because it's a company from Siberia? Or what are the tones of "business"? All of these decisions also influenced the branding of the marketing materials I created later.

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