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As an innovative technology platform, spaceSense offers a comprehensive solution that is not commonly seen or understood by its target market. With a new visual identity and value proposition, spaceSense is able to clearly convey its multi-level offers to first time website visitors. 

The Redesign Challenge

spaceSense is a platform that connects business tenants with potential office space landlords, interior designers and service providers.
The issue with the old website is that it doesn’t communicate spaceSense’s multi-fold offerings adequately, and it’s not engaging for the visitor. 
I took on the redesign task to redesign the information architecture, visual identity and interface to better communicate the business value proposition to achieve its conversion goals. 
CLIENT:
spaceSense Technologies Pte Ltd
MY ROLE:
Information Architecture
Website Rebranding
UX Copywriting
Wireframing & Prototyping
User Interface Design
TIMELINE:
6 Weeks

Before the Redesign

spaceSense is a platform that connects business tenants with potential office space landlords, interior designers and service providers. The issue with the old website is that it doesn’t communicate spaceSense’s multi-fold offerings adequately, and it’s not engaging for the visitor. 

Before the redesign, the messaging was really vague and bland. The visual identity is very lackluster, leaving a weak first impression when users first visits the site. 

With many pathways that lead the user away from the home page, it creates confusion about how to best navigate the website. The information architecture was in need of an overhaul. 

before redesign web interface

After the Redesign

The redesigned website has a refreshing, unique identity that clearly communicates what the company offers. The call to action is clear and compelling with no conflicting pathways.

In addition, the new site takes on a unified visual identify throughout the entire site. It presents the team as professional but warm, efficient yet personalized.

The Process

Starting with Low-Fidelity Prototype

To recreate a web experience that flows naturally and persuades gentally, I first co-created the design brief together with the client team to get clarity on what matters. The primary, secondary and tertiary goals of the site, as well as the desired tone and voice.
Most importantly, the redesign considered a user experience that delivers on brand values. How do we communicate values through the visual language? The answer is in the solution.
wireframe showcase

Understanding the Brand & Its Values

Through collaborative project brief and internal workshops, we were able to extract and define what it is that the brand will manifest in values through a web presence.
brand values for identity design

A Re-Imagined Identity That Speaks to the Target Audience

The new website identity speaks to the two primary target audience personas: the office manager and the small business owner. 
Working through the brand mission, value and brand attributes, we explored a few style directions in the style-tile format, before going further with a branding direction that evolves into a visual system. 
Target Persona 1 – Michelle the Office Manager
ux persona michelle lim
Target Persona 1 – Michelle the Office Manager
ux persona small business owner

Delivering the “X” Factor

Visual Metaphors for the X Factor
X factor branding
Defining the Visual Style Through Moodboard
web design mood board exploration

Creating a Fluid Visual Identity

stylescape for website rebranding

The Result

A Visual System That Scales Cross-Device

Along with the rebranded website identity, I also created a web UI system that enables the development team to create new web pages that stay faithful to the brand’s DNA.

spaceSense web components
styletile for spaceSense redesign

CONCLUSION

From this project, I learned the crucial role of research in design. Solid research can save a failing design. Moreover, thinking deeply about research data will lead to innovation. In the case of this design project, I was able to think of innovative solutions to navigation based on user feedback.

 

User experience design is endlessly fascinating and ever-evolving because new research insights emerge and design solution evolves with it. I will insist on a research-driven design process from no now, because it is the only path to follow for design to be usable and delightful to end users.

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