Research and interviews
Started from arranging interviews with different stakeholders across business sectors for gathering requirements and understanding their goals.
The company experiencing rapid growth, and everyone was on the same page that the web needed a redesign. However, each team held a distinct perspective on the brand strategy, which posed a major obstacle for this project.
Market research was carried out to identify the market trend, as well as some key competitors, to help guide the conversation forward.
Initial stage
Our initial goal was to set a market benchmark, research was conducted and put into spectrum. The aim was to inspire the team and stakeholders to think about the brand positioning of Paysend and understand various perspectives.
Personas
Based on the survey done previously shared by the team, I had put together some personas for the website visitors, to ensure all the use cases were taken into consideration in the design process.
Phase 1 - The Lens
We expanded the original brand concept of Lens into a tool/guide for achieving coherence in brand storytelling. The user awareness journey starts from getting to know the brand (wide lens) then gaining more interest step by step to finally becoming part of the brand (inside).
Phase 1 - Workshops
Several workshops and sessions were conducted to gather feedback on the sitemap and discussed the future direction of the creative assets. Two suggestions were presented to the stakeholders to collect their feedback:
Option 1 Improvement based on current asset
Option 2 New direction (3D/Immersive 2D approach)
Key takeaways:
Alignment between brand and product team is key
Most of the stakeholder's team prefers option 2
External resources would be needed to refine and support the execution of this approach (which was initially aligned)
Brand communication would need to be on board to align with applications, tone of voice etc. accordingly
Phase 1- Interviews with stakeholders
In order to make a decision, we conducted sessions with stakeholders for feedback, as well as regional marketings lead included:
- USA
- Canada
- China
- UAE
- CIS
Next step
A direction was chosen internally based on the stakeholders' reviews and insights from our users and further refined for user testing.
Fast forward
Due to changes within internal management and budget, the project was redirected to a different direction. Unfortunately, the plan to commission creative resources for production had to be paused.
But the website still needed to be delivered, so we focused our energy on getting the modular design on the table for the time being, while the marketing team worked on consolidating the brand strategy.
Phase 2 - Modular design; Reduce dependency on the operation
One of the goals for the revamp is to bring a robust website solution that allows our content and marketing teams to swiftly manage/edit content independently, by implementing Strapi CMS and modular system, to fulfill below:
Scalability
Flexibility
Ease of maintenance
Efficiency
Configurable tiles were designed with maximum flexibility and usability to apply across different segments and for different use cases / content narratives.
This approach has allowed developers to build a page in 3-4 days when no complex unique components involved, which was a great improvement in speed.
Phase 3 - Design system
A separate design system for the website was created and this allowed devs to follow design guidance, component changes, and any updates all in one place.
