Website re-design of Phoenix Commodities
Client: Art1st
My contributions: UI Design
This project was undertaken during my stint at AICL. My team included project managers and content writers.
For this redesign, we were required to incorporate the
new branding for the company and follow a newly
defined sitemap based on the consolidation of their business verticals.
Goals
As this project’s main goal was to redesign the existing website, we looked at many aspects of that interface to gauge opportunities for improvement. An important vision for the Phoenix website was to portray warmth and transparency, suggestive of their focus on sustainability in their business practices and research activities. In this regard, the old website didn’t fare well, as it merely showcased the main businesses and their ancillaries.
With a revised sitemap in place, as a team we discussed and built wireframes for each page followed by several iterations based on client feedback and internal discussion.
I created and shared both low-fidelity and high-fidelity wireframes for client’s review and feedback. Taking cues from the new branding, I also worked on creating assets such as icons, illustrations, type formats to be incorporated into the UI.
Once the wireframes and other elements were in place, the process delineated towards making the website experience cohesive and exploratory. With the use of expressive imagery and candid copy, we fine-tuned the message and encouraged interest in what the newly-defined brand had to say. In addition, it was my responsibility to ensure visual consistency across all pages and points of interaction. For this, I worked at creating a working prototype.
Check out the interactive prototype I developed through Adobe XD
At this point however, the project went into a hiatus and work was halted. It is in the development stage as of now.
Learnings:
This was the first time I was part of a major digital project. There were many assumptions I had to question in terms of designing for a web user. The element of interactivity had to be a fundamental part of our creative process. Since there was no utility associated with such a website, for example e-commerce etc., my goal was simpler- how to make the website reader-friendly, reduce bounce rates and retain the attention as well as interest of a reader.
