A Compliance
AlphaSights Website
Create a rebranding website that functions effectively with CJK characters, incorporating the client’s new visual identity and brand positioning.
My Role
End-to-end product design
Tools
Photoshop, Figma, Illustrator, Zeplin, Jira
Team
Creative director, Digital Executive Producer, Senior designer, Front-end developer, Project manager
About
AlphaSights connects decision-makers from investment management, private equity and management consulting with industry experts who provide market insights, expertise and execution support to make more informed decisions.
Design Challenge
Find a way to fulfill different target audiences who come to the site with different purposes.
Create new information architecture and design based on client’s new brand positioning and visual identity.
Website that works in different languages and especially in mainland China.
Goal
A simple yet detailed approach to organizing the content on each page. Find a way of users to be not overwhelmed from an informative website.
Come up with new design solution to match client’s new brand positioning.
Consider design that doesn’t affect the line breaks or readability issues causing from different languages.
Target Audience
Experts / Prospect Client / Candidate
Research
70% of visitors of current website was candidate who are especially young graduates from top universities. Therefore, I looked into their competitor’s career pages that served as a key inspiration in user experience and design to help make this website better.
Constantly checked the hot jar and google analytics on the previous websites to define the user behavior and the user journey.
Done stakeholder interviews to learn more about client’s business goal and goal for this project.
Stakeholder Interview
Information Architecture
UI Style Guide
Vertical Pagination Navigation
Applied vertical pagination to help each target audiences / users to find what they want right away.
Considering Contents and Translation
Focused on eliminating long scroll from heavy information and created layout considering CJK languages to be translated which could become shorter than English.
Key Takeaways
It was important understand who are the main visitors and their purpose of visiting the website to find out streamline user flow
This was my first time doing heuristic evaluation and it was definitely kept me out from biased view and helped to find out the better solution for the user before the launch.
