Tools which I used for this project
My Role
I was responsible for overseeing the entire usability study, managing the end-to-end process from planning to execution and analysis
Responsibilities
Tooploox is a software development company that builds innovative products for startups and enterprises. The company's team, 150 great Plooxies, provides solutions in Artificial Intelligence, Product Design, Blockchain, Mobile, and Web Development.
After 5 years of existence, Tooploox decided to refresh its logo and create a whole new corporate identity. The approach was to start with branding and marketing materials. The website redesign was planned at the end of this process.
Challenges
When I joined Tooploox, the new branding has been in use for almost a year. And guess what, the only place where it wasn’t implemented was the website! So as time passed, the gap between the corporate identity and the website has become a growing problem.
At that moment, everyone knew that this task couldn’t wait any longer, so it turned out that this was gonna be my first project at Tooploox. You can imagine the pressure I felt – I’m new in the company, everyone has been waiting for the website for a long time, everyone has an opinion about what should be included in it and so on. The task wasn’t easy at all.
Before I came to the company, user tests were conducted with our clients, employees, and founders, so I had the perfect basis to start the project quickly. User tests have shown that the old visual style was only a minor problem of the current website. It turned out that there were a lot of more pressing issues such as missing case studies, detailed information about our offering. Furthermore, most of the communication was focused only on new employees and not clients so this also had to be changed.
Process
After desk research and determining the goals of this redesign, I prepared a workshop for which I invited one person from the product owner, biz dev, design, brand management, and hr teams. I wanted to get to know the perspective of people who work with clients, people responsible for recruitment as well as people who create our tone and voice.
During the workshop, we determined what the main target group is, what sections are necessary to address all problems, what and how we want to communicate. Then I started to write copy together with specialists from a given area, I dealt with information architecture and wireframes. After several iterations, learning about the new corporate identity and its principles, I was able to move on to the next stage of the project, i.e. to implement the new branding 🎉
In addition to the basic elements such as colors and fonts, I wanted to include a new illustration style that was developed during rebranding. I worked together with our illustrators on developing specific themes for images. Finally, I had all the necessary assets and information to complete our new website!
This task allowed me to work closely with people from all of the teams and from various roles. I have learnt a lot about the company, its mission, and its vision – so it was a great project to start my adventure with Tooploox.
Home page
A quick introduction to who we are, what we do, and how we work. It’s designed to build trust and reflect our new brand and tone of voice.
Case studies
A curated selection of our work that builds trust in Tooploox's expertise, showcases our experience, and highlights the impact we deliver for clients.
Offer
A clear overview of our services and capabilities, helping potential clients understand exactly what we do and how we can support their needs.
Careers page
An inviting space for future team members, highlighting our culture, values, and open roles to encourage the right candidates to apply.