https://www.elianduits.com/elianduits daily 1.0 2024-08-01 https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/361eda67-eae2-4e83-8ffa-5d9c0dc80b67/Prototype.png Work - Share with friends via link. That simple. The service is completed with a share button located at the bottom, which displays a panel allowing users to share a link with their friends. Upon opening the link, a web page appears where friends can vote on the most suitable date for them. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1122e2a5-ec0d-421d-8be3-a96e037aca01/Slide%2Btwirl.png Work - Redefine the way friends choose dates to meet up. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1628323509582-85Y60UTBJFIIOL2GO3F1/Detail.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1628323421480-RCFE4O9MU5GWTW4XPBO7/Final%2BFlow.png Work - Make it stand out Working out all the steps from both the host and receiver point of view. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/db336796-26f7-465f-b7b0-13264649273e/Wireframe.png Work - A seamless date and time picker to create the best user experience. Iterations https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/63b808a9-2ec5-4baa-914b-7e0c10896f17/Flow-happy.png Work - Simplify the flow to focus on the essence. I analyzed Datumprikker to find ways to improve it. I wondered if date sharing could be as simple as sharing a GIF, since the main function is just selecting and sharing dates. It seemed unnecessary to burden users with extra input requirements. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/390e67bb-9dfd-4c00-9fc6-eb8b6f82b69e/Competitor.png Work - Existing solutions are inadequate for informal settings. Scheduling a slot is easy with tools like Google Calendar, which show participants' availability. However, for informal gatherings, friends often use different scheduling tools, rely on third-party apps to pick dates, or propose dates via chat. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/73e4acc7-7a1c-46eb-8b7b-60413609a7d1/Visual+Draft.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/f033882b-e5da-4602-a329-e4d4ef3ba1db/Flow-current.png Work - Most common solution is too complicated. Datumprikker, the go-to tool for selecting dates in the Netherlands, is too complicated and time-consuming. Creating an event takes no less than twelve steps. Many people have reverted to suggesting dates via messaging apps. Seeing the need for a better alternative, I sought a more efficient solution. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/b61ac44d-f641-4130-8e64-49731b80b1d6/Visual.png Work - Finding the visual tone of voice. The project involved mapping the user journey: selecting a date and time, sharing via link, then returning to the main menu to monitor responses and set the final date. Account creation is optional. I streamlined the prototype to one or two pages from eight, providing a compelling alternative to Datumprikker. Visually, I aimed for simplicity with vivid gradient colors to enhance key features, adding vibrancy without compromising the clean aesthetic. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/ed42220d-9801-48f3-a10f-c68465ceb040/Slide-Elements.jpg Work - Creating my own boardgame. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/626a5bef-8fdb-464d-85a7-01bdf6900611/Slide-LastHero.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/712788e7-f39f-413a-97b9-5ac8af978183/Tiles-late.jpg Work - A hi-fi prototype ready for the next stage. Tile artwork https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1a7eb299-9170-41f9-bcd3-0a6e94fb1a59/Playing.jpg Work - Not just a passion. Creating this game reignited my passion for design and inspired me to pursue a career as a digital designer. Realizing I loved this work enough to do it for free, I knew it was worth making it my profession—and I've never looked back. Developing this game underscored the value of user testing. Iterating based on constant feedback transformed it into a solid product, with every decision carefully considered. Watching live reactions provided invaluable insights. Ultimately, it's a privilege and a joy to see people having fun with a game I've created. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/c324552c-6bd4-4ca7-9153-48149b4f1dc7/Sketch-1.png Work - Create a boardgame with a perfect balance between strategy and chance. While playing strategy board games, I noticed they often lean too heavily on either chance or strategy. Too much chance feels like you're not in control, while too much strategy overwhelms beginners against experienced players. Inspired by Risk and Colonists of Catan, which balance strategy and chance, I extracted elements I admired from both games. I then combined these to create the foundation of my own unique game. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/573a7d77-eb85-4fef-93a8-14752ddfeac1/Cards.jpg Work - Sketching out a competitive builder game. I envisioned a game that combines the settlement-building of Colonists of Catan with the conquest and aggression of Risk. Starting with a detailed rule set and rough component sketches, I transferred these designs onto blank cards, creating the first prototype. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/5f1861a1-8bd0-411a-922c-0afbb7d5fa29/Testing.jpg Work - Continuous user testing to find the right balance. Having tested innumerable prototypes & iterations with this group, I want to express my gratitude to them here - Thank guys! https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/56075189-9161-4439-9ab6-923ebec3cd05/Isometric.png Work - From a cards to a playing board with artwork tiles. First tiles with flat icons https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/68a4cb1e-10e7-438f-a45f-414b843eeb7b/Tinify-design-vert.png Work - Crafting a flexible conversion option and unobtrusive subscription plans. I decided to go with a more flexible approach, by adding an optional setting for conversion in Tinify’s optimization tool. Users can drag and drop images and choose to enable conversion before or after compression. The tool compresses by default unless conversion is enabled, which then compresses and converts the images. Free users get three conversions and twenty compressions. Upon reaching the limit, they are prompted with two yearly subscription options, Web Pro or Web Ultra, with a recommendation based on their usage. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/68371524-4a11-40e7-a40c-de64f38c949a/Tinify-backcover.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/3fb75ded-26d8-4708-b234-8701ee2f4003/Tinify-sitemap-vertical.png Work - Explore a product tier offering image conversion to boost satisfaction and increase revenue. Adding multiple features to Tinify’s tool was not in scope, so we decided to focused on image conversion capabilities instead. Based on our findings, we saw it as the key feature to increase user satisfaction, attract new users and drive additional revenue. We started exploring a premium product tier, to be called Web Ultra, which would offer unlimited conversions to other image formats. I was tasked with figuring out how this new Web Ultra would integrate with Tinify’s existing Web Pro offering. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/d48f7a8d-73ce-4661-bc99-5ce1f52c8a76/Tinify-results-vert.png Work - Boost of revenue through challenges with team inefficiencies and technical feasibility. Introducing the premium product tier for image conversion proved to be a relatively successful strategy. It did not attract the amount of users we would have liked but it did drive more revenue growth than anticipated. This case study highlights the importance of technical feasibility for me, as a lot of iterations ended up being ultimately infeasible. At times it also became apparent we had simply too many team members involved. When several designers worked on the same flow, it slowed our progress down by discussions and second-guessing. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/b07a3313-4810-458a-8347-e63c29f4d76d/Tinify-iterations-vert.png Work - Iterating on the right flow for seamless integration within the current product offering. Initially, I tried many iterations wherein users had to make a clear choice between compression (Web Pro) and conversion (Web Ultra). However, testing revealed this approach was too restrictive, forcing users to decide before being to try out the new feature. I concluded we needed a flow which is more fluid and adapts to the user, instead of the other way around. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/9ee4632f-f73d-452e-b82b-1f793eb59e0e/Tinify-casecover.png Work - Introducing 
a premium tier 
to Tinify’s image 
optimization tool https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/81bfbe20-c381-4bf0-afbd-843c250cdf27/Tinify-brand.png Work - Facing a growing demand in the world of image optimization tools. Tinify is a leading image optimization tool known for its ability to compress images while preserving quality. It caters to web developers, designers, and businesses looking to enhance website performance by reducing image file sizes without compromising visual fidelity. Over the past few years, Tinify's challenge has been addressing growing demands for more advanced features and to stay competitive in a highly volatile market. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/c554945f-6cb0-4e2d-88ce-bbcdecaeb83b/Tinify-launch-vert.png Work - Achieving significant user adoption and revenue growth. A select group of users tested the new feature, providing valuable insights that helped us refine the interface and improve functionality before launch. The premium tier saw an increase of 631 subscribers in the first six months, generating a revenue of nearly 100K. Increasing substantial growth in monthly recurring revenue and enhancing overall user engagement from the Web Ultra subscription alone. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/266dbf73-b0ec-4d38-be16-a88f5dc6b98c/Tinify-competitors-features.png Work - Finding a way to strengthen Tinify’s competitive edge
by introducing new features. As a lifelong partner of Tinify, Voormedia appointed me and two other designers to help Tinify stay up to date and competitive.
 After evaluating the market, we gleaned there were several features available, such as scaling and resizing, which weren’t yet part of Tinify’s product. From user feedback we learned users frequently required conversions between JPEG, PNG, WebP, GIF, and PDF formats. They highly desired to do bulk conversions and prioritized fast conversion speeds for optimal satisfaction. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/2b6a3f21-f1ec-4c4d-b59f-365c58c9a543/Hero-gradient.png Work - A breath of new life for the Receptel brand https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/a17387b9-1417-4ac2-bd52-138f5197a114/Brandbook.png Work - Delivering comprehensive brand guidelines to revitalize the Receptel brand. To complete the rebranding, I created the brand guidelines detailing the do’s and dont’s for the logo, the hex codes of the color palette and typography. The guidelines were formalized by me into a brand book for the client to implement across all digital and print assets. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/376e3932-6d82-47b7-bae3-c69a7bb0adfd/Ideation.png Work - Early logo and color concepts lack continuity and warmth, prompting exploration revisions We experimented with abstract logo concepts symbolizing relationships and connectivity, but they lacked continuity and didn't clearly feature the iconic 'R.' Initially, we kept the original blue, but it failed to convey Receptel's warm values of relationships and innovation. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/3f975bbf-69d4-497e-b970-e766ec698c33/Values.png Work - Identifying the brand values of the Receptel brand. After having spoken to Receptel’s shareholders, we decided to center the rebranding on Receptel’s unique value proposition, emphasizing their key values of professionalism, quality, continuity, innovation and long-term relationships. We wanted to invoke a feeling of warmth which people associate with Receptel. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/8a307c45-4718-4ef2-ac23-da76c006970e/Research.png Work - Uncovering the desire to modernize and enhance the Receptel identity. First we conducted interviews with the Receptel stakeholders to get a sense of what Receptel stands for and where they want to go. During the interviews, it became clear there was a shared wish to modernize the visual identity to reflect a contemporary, forward-thinking company, enhance brand recognition by creating a distinctive and memorable presence in the marketplace. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/eb7f4890-32bf-4a5b-a2d9-4e73045cf05d/Design.png Work - Using the infinity symbol and sophisticated colors to reflect Receptel's enduring relationships. We fused the infinity symbol with the capital "R" in the Receptel logo to symbolize eternal connections and limitless possibilities. Then I chose a sophisticated color palette to match the brand’s values: dark Prussian blue for reliability, Persian green for growth, and Tangerine yellow for warmth. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/a2aa4dec-af86-4414-b8ae-f9c8abb32114/Brand.png Work - Modernizing the identity of a trusted reception services leader. Receptel, a leading reception services company with a strong three-decade reputation, seeks to modernize its image and assert its identity within Armonia. Voormedia, its longtime partner, is leading the rebranding effort. As designer of Voormedia, my role was to develop a new brand style. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/6f6fe9d5-51a0-4e2b-a40c-20dbdc4eaddc/Website.png Work - Budget constraints as a learning and limitation to Receptel website redesign. Next step was to be a redesign of the Receptel website. However, due to a budget miscalculation, the redesign was scaled back to a color palette update. The budget miscalculation was a learning point for me about managing expectations. My price estimate was accurate, yet I didn’t stop to consider the internal considerations on the client side. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/eb53c0b9-e374-4d98-8918-9b4663196af0/Backcover.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/f44b9daf-2d3f-4662-9439-2958c432c98d/Concept.png Work - Creating a calm and reassuring experience. We believed we need to do more than just show information. We want to generate a feeling. A calm yet energising feeling that everything is ok, and that good things come to those who wait. To achieve this, we designed a color gradient background and (later) smooth screen transitions. Different gradients will represent different app sections, serving as both a navigational tool and mood-setter. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/e92e7ce7-aff6-4126-9d73-687c1262c47e/Challenge.png Work - Navigation challenge with multi-product users. Users with multiple products need navigation, but we were overwhelmed by options and edge cases while trying to keep things simple. We ended up with three viable options, each with similar pros and cons, and the team was divided on preferences. After user testing, we decided to keep Savings and Investments separate and use different navigation tools for each. We implemented a two-tiered navigation: users can swipe between Savings and Investments, and use a dropdown to view multiple products within each category. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/f2ec43c2-ef0a-4c2b-b5f8-e02f38b3501a/Flows.png Work - Land directly on your products. Based on our research insights, I designed the app architecture to prioritize quick access to products. Users should land directly on the Product Overview after login for quick access. From there, they can view product details or access the Menu, allowing most users to check their portfolio easily. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/d8353f31-e397-4528-a460-08dfd7c9d8fd/User+insights.png Work - Most users want to do a quick check into their acount. From user interviews we gleaned that most log into their accounts primarily to check if everything is going well with their portfolio value, and especially on returns if they have an investment product. This insight highlighted an opportunity for me to focus the app's user experience on reassurance, not just functionality. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/6e788cbe-13be-4449-8e7a-277f9328c81b/Iteration.png Work - Simplifying and humanising the financial jargon. We believe that the app should remove the sense of urgency by cutting up information in bite-sized chunks that are easy to digest. Users should quickly scan the page for relevant information without feeling pressured. We aimed to make the language friendly and accessible. Although the legal team was concerned about the implications of simplified financial statements, we compromised by integrating the status message and related information into a single, coherent sentence to maintain clarity and a human touch. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/8a2df776-d3ab-4ee8-abf2-93841de34ad5/Intro.png Work - Increase customer satisfaction and lifetime value by launching the new Brand New Day app. Brand New Day is an independent neobank and challenger to the big banks in the domain of savings and investment products. Their consumer base wanted a mobile app so they invited design agencies to pitch their proposals. Rõnin, where I was a designer, won the contract. Following the win, I joined the sprint team to develop the app. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/7317170a-1565-45ce-aae5-d70dba7aa663/Process.png Work - Eight week sprint to deliver a Minimum Loveable Product. The design team began with a discovery workshop involving Brand New Day’s stakeholders. Together, we defined brand attributes, target groups, and corporate goals. To save time, we prioritized must-have features for the first phase, shelving others for later. With an eight-week timeline, we planned weekly sprints, each focusing on a specific feature or issue, culminating in a stakeholder presentation to track progress. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/3ac81284-b783-4155-8c78-7b2c3390e424/Launch.png Work - The best thing the app can do, is assure you to let it be. We crafted soft color gradients and smooth transitions so the app feels clean and reassuring. We designed for quick financial insights and minimized interactions by using deep links instead of buttons. At completion, we handed over the MLP with a design system to the client’s internal team. Half a year later, the official BND app was officially launched. With only minimal changes compared to the original MLP. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/6fd1b1e9-a313-4c81-bc56-02e756e1a66d/Slide-PrimaryHero.png Work - Designing a brand new app for Brand New Day. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/4cc68a9d-1fd9-4632-ac2e-eeaffa1e9574/User+testing.png Work - User testing reveals lack of signifier but no navigation outcome I set up a quick user test with ten participants, noting that the results should be advisory due to the small sample size. We created an end-to-end prototype with three navigation types. The test showed no clear preference for navigation options; swipe and dropdown were slightly favored, but mainly due to personal taste or familiarity. The key issue identified was user confusion about accessing Product Details from the Product Landing page. Participants felt stuck because the clickable areas were unclear. We addressed this later by adding a signifier to the Product Landing page. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/32df157f-0de9-40f3-86bf-a0067e177af4/Analysis.png Work - Encouraging interaction might lead to loss of capital for some users. When the financial market plunges, users with investments often panic and increase interactions, losing sight of long-term goals. This behavior can be counterproductive, as Brand New Day’s products are designed for long-term profitability. For me this was the central design challenge going forward: how to create an app that doesn’t encourage harmful ad hoc interactions driven by short-term market fluctuations. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/6ae9c662-a0b6-4e1e-a353-5af2e06e2b5b/Data.png Work - Average user has low engagement with their BND account. Brand New Day’s customer service provided data from Google Analytics and their databases. We identified key insights about their customer base, such as the average customer holding 1.3 products, indicating most have a single product. I realized that while product navigation was necessary, it should only appear for the minority with multiple products, avoiding unnecessary clutter for single-product users. In other words, our navigation design should adapt to user needs. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/764ea18b-2d77-4858-8b42-19c590981d92/BND_Overview_Light.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/cd0fee5d-4418-408f-94fd-4a451d4cadfa/Exploded.png Work - My learnings through constraints, direct communication and user testing. Time and budget constraints made me work more efficiently and creative, avoiding needless presentations and excessive idea exploration. Direct communication with a capable Product Owner streamlined the design process, with minimal interference from the Project Manager. User testing proved invaluable in resolving or preventing lengthy discussions, as presenting user feedback effectively ended debates. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/14ca2d4d-2fc4-4152-93d5-ec38dee8863d/Solution.png Work - Deeplinks to web to prevent unwanted user interactions. We linked content with deep links to streamline the user experience and minimize interactions. For investment changes, we replaced app interactions with a link to the BND website. This approach reduces the temptation to alter settings and allows the legal team to add disclaimers if needed. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/f165c7e6-fccd-42a4-9af7-7202616d5099/Technology.png Work - Fragmented third-party services hinders unified user experience. UGG labels currently depend on various third-party technical services, often using different providers for the same features. High Studios uses ZingFit, Booty Club uses Eversports, while TrainMore and ClubSportive rely on smaller providers, lacking unified systems like user accounts. This fragmented setup complicates streamlining features and creating a coherent user experience. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/f69c5994-54e1-4de9-93e0-b6baf64db59b/Screenshot+2022-11-04+at+16.33.34.png Work - Redefining a world-leading fitness community. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/3d020699-f887-4275-90aa-07ff2ad5cafc/Components.png Work - Component library as the backbone for all the labels. We created a component library for the homogenous functionalities and used it to build the wireframes and UI screens. The library expanded with more features over time, eventually becoming a comprehensive template for all labels and the final design system. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/ee2414f9-b85e-476e-8e30-4f006b6c0d1b/Flow.png Work - Enable users to choose their level of access. Currently, users must select from 25+ clubs to buy a membership, with access varying per club. To simplify this, I created a flow where users first choose their access level. They either take a membership for mid-range or high-end clubs or opt for one home club. This was to ensure they understand their access before proceeding. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/84ccd7cb-2a7d-4574-8a02-a14eee7e5137/Design.png Work - Key lessons: stakeholder mapping, developer involvement, and agile methodology. This project had taught me valuable lessons. First, we missed some key stakeholders during the project, invalidating certain design signoffs. It taught me to map stakeholders extensively earlier next time. Same goes for involving developers in stakeholder workshops; their insights would have prevented us working out infeasible concepts. And personally, I believe an agile method would have allowed earlier testing and prevent backtracking in this project. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/ac1e1f7b-b2b6-4dbd-adea-42f00a298877/Data-Brands.png Work - Prioritizing TrainMore due to its highest turnover. Each brand has a unique gym concept and target audience. In field research revealed key differences between big box gyms, focused on individual workouts, and boutique fitness, centered on group classes. TrainMore and ClubSportive offer both, while High Studios and Booty Club are exclusively boutique fitness. TrainMore, with the highest turnover, is the top priority. The corporate site of UGG is small with few shared features, so it has the lowest priority. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/7ea7b512-3d5a-4d13-8d8e-7b4dc72591d6/Intro.png Work - Create a consistent platform that makes it easy to build new fitness websites in a split second. The Urban Gym Group is a world-leading fitness community bringing together multiple labels under its umbrella. They tailor innovative urban gym concepts to specific needs of urban fitness audiences, offering them the care, energy and challenge to inspire a healthier lifestyle. Currently, each brand within UGG has its own digital setup with little to no exchangeable features between them. As one of two UX designers, I delved into seven weeks of research to study each brand and map out a clear direction. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1cadc6fd-8255-4fc4-82eb-69d9136785c4/User-insights.png Work - Users are confounded by the brands’ product offer. Most of TrainMore’s audience wants access to multiple clubs, but they are frustrated by dynamic membership pricing, which varies due to differences in club size and facilities. High-end memberships allow access to lower-end clubs, but not vice vers. This isn't well-explained on the website, however. For the boutique audience, 70% use Class Pass instead of club subscriptions because it offers more options. There's no UGG-wide product for access to similar sessions across brands, and boutique credits don't even cover all locations within the same brand, which confounds users. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/b49d2604-7b23-47e3-9645-77ff7170e5a7/UGG_MacBook_Light.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/9a874016-c726-4621-be8f-fb8256ff434e/Iteration.png Work - Reduced the amount of choices and added a map view. I simplified club selection by breaking it down into city and club choices and added a map view for visual orientation. For automation purposes, I recommended a Google Maps plugin be used. We also considered a Search function, but ultimately did not implement any due to the limited number of options. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/844695b6-a70a-4228-b50c-dbffebd6bf5b/Productoffer.png Work - Original objective not wholly atainable. Being unable to resolve the contract issues involving the current digital digital, we eventually had to conclude our original objective of a unified backend was not to be. We had foreseen this from the end of the research phase, so instead decided to compromise by homogenising shared features as much as possible. Using our component library, we eventually delivered a design system for each label. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/99157df1-deb7-4221-9dc1-f98045f5d491/Concept.png Work - Step-by-step concept development starting with TrainMore. My approach was to create concepts individually, presented them to stakeholders, and proceeded after feedback and approval. Starting with homogeneous features, we chose TrainMore, which could encompass other labels' functionalities. We focused on the "Buy Membership" flow first, addressing a key sales funnel and user pain point. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/0c71d01f-043e-4212-a280-dfba313b267a/Competitors.png Work - Each UGG brand has a high-end feel and a focus on lifestyle. Our market research revealed that each label had its own established brand identity before joining UGG, fulfilling different and sometimes opposite needs. It was crucial to maintain these identities for their respective audiences. We noted discrepancies between content and website presentation, especially with ClubSportive, whose high-end, luxurious brand did not match its website's feel. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/664b5cb1-f31b-413d-b5ce-0852f0a62703/CJM.png Work - Universal product offer not within scope. In a Customer Journey Map workshop with UGG, we mapped all functionalities and customer insights to create a prioritized list of standardized features, unless customization was clearly needed. When I brought up the idea of standardising the product offer, stakeholders revealed that due to existing third-party contracts, a universal membership and user account are not possible within this project's scope. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/2f443864-ad06-4f6f-a5c1-1db8f52bfc38/Design_system.png Work - Restyling each label with the existing style guide. We created final web page designs using the homogeneous component library. While each label had its own design system based on its branding and style guide, the underlying functionality remained consistent. This approach ensured diverse front-end appearances with unified back-end functionality. Each label’s website was restyled according to its existing style guide. https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1721338585851-Q29Y5NVT12R0U80D377A/Tinify-thumbnail.png Work https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1721339614525-7PRORHZ4SK2WKOGK2UGG/Holdfast-thumbnail.png Work https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1721339867539-ZZEKD7YTH1MJMB4U7KVW/GotTime-thumbnail.png Work https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1721828450764-N21S4AWDTSZZ2SQ481C2/intro.png Work https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1667770551165-PK5NCRJCU6TG3BJ14BBP/Thumbnail+-+Blue.png Work https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/1667817885168-7WZY7M6X6HAKHEKT2FYE/UGG_Thumbnail.png Work https://www.elianduits.com/contact daily 0.75 2023-04-01 https://www.elianduits.com/about-me daily 0.75 2024-07-31 https://images.squarespace-cdn.com/content/v1/610bfdde12cd2c10a525013a/6fb6fc56-e0c9-4c27-9664-67e18cc50c9e/Intro-About.png About