Kaizen are an end-to-end workforce solutions partner that offers unique, integrated services for clients to address complex challenges and promote innovation. Their objective is to place the right people with the right organisations.
The aim of the project was to create a new brand identity and re-design their existing website, focusing on a new positioning that should benefit their existing clients, employees and future candidates.
The new design should:
The old website was outdated and difficult to use. After reviewing the website and talking with the client, these were the main pain points. These problems were also verified by interviewing clients and employees that use and work with Kaizen
Initially we held client meetings to clarify the requirements for the branding and re-design of the website. We focused on the rebranding first, before proceeding with the website re-design, to provide a visual identity and style that matches the brand. We started with brainstorming and analysing the client’s vision of the new logo. Creation of moodboards and picking different styles.
We started with the website re-design using a user-centric approach. The wireframes were designed after meeting with the client having presented them the new sitemap and workflows. Different mockups and wireframes were produced. When the site architecture was designed, user testing was performed.
To kick off discovery, we did a client survey to learn about their current workflow, set project goals, define the project roadmap, and whiteboard sketch high-level concepts. Then I conducted interviews with different user types across the company to understand their challenges and learn about their individual goals for optimising their workflow.
Using the insights we gathered, we began to synthesise common themes.These steps guided the development of low fidelity business flows to work out screen-to-screen interactions.
Along with the results from the survey we also worked on a competitor analysis to gain insight into their competitors and understand their strengths and weaknesses in comparison to Kaizen's current website.
We then start working on the wireframes to define the information architecture of screens. We also explored various navigation approaches to determine the best experience for the user.
The design used a lot of white space, strong colour palette, mix shapes and illustrations, with beautiful professional photography. The goal was to create a system that could represent Kaizen's personality, making it easy for candidates to find new job opportunities and clients to find new talent.
My role in this project was collaborating and supporting the UX team, defining the visuals, from the art direction to the design production, visual details and user interface.
