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Brand Strategy and design to improve a forum's user experience

Kicking start from the beginning for a startup

Project Overview

Client

Pantry

Role

Brand Identity Design, Brand Strategy, Product & Experience Design

Business Type

Tech Start Up

Duration

January 2022 to present
Have a look at their website* 
here
as the website is in it's alpha launch, you are required to create an account to explore

What I did

Pantry's founders came to me with only an idea and nothing else. Speaking with them on a weekly basis sometimes twice, I sat through and get to understand their vision of where they wanted Pantry to go.

Time was tight and for them to pitch for funding they needed something done within a month. So we drafted the brand strategy as quickly as possible in a 2 days workshop. From there we immediately developed a brand identity that could help in their digital and print collaterals.

We also conducted surveys for one of our target audience to get an understanding of how they feel about the job searching journey. After which we asked them to ask what they thought was a "stupid question" and we created visuals out of it for future social media campaigns.

I came up with the name Pantry to make it relatable to employees at a workplace and did the design as soon as the name was approved. After the branding was done we got started on the digital platform and the main product being the forum is where we spent a bulk of time on.


We have been through multiple rounds of forum designs already and as it is still a work in progress we haven't fully developed it yet.

Due to a short amount of time given I recommended using a ready built forum as a placeholder first, and if it works out fine we might carry it to the beta launch until we are ready to build our own.

As there are no developers in the team except 1 of the 2 stakeholders who had experience in coding, we built a very simple website enough for an alpha launch first.

Nonetheless we are continuing to design and develop the full platform behind the scenes, below you can see the forum and blog feature I have designed but not yet tested.

What's next?

The bad news was the Pantry stakeholders did not get funding, the good news was that they saw how invested we are in the project and are interested to see more so they have given more time to develop and will fund Pantry if satisfactory.

For the beta launch we are continuing to use the built platform for the forum, however we have noticed some issues and we have been speaking with the original developers of the forum to see if they can address some user experience issues we discovered on our own.

For example, upon registering for an account we are directed to a page where you cannot proceed further until you fully agree to the terms and conditions.
We are trying to see if they resolve more of our issues and are therefore having multiple calls with their team in the states.

Back here in Singapore, as there was a lack of projections for the funding presentation and mostly product presentation, Pantry needed to come up with ways to monetise their business. I am in the midst conducting some business design exercises for them by reviewing their competitors and conducting projections for them to give Pantry stakeholders an understanding of how to attract customers.

We are also reviewing future services and products, therefore service design and product design is part of the post-beta launch plans.

Something closer that we are planning to do is conducting tests with product and beginning to conduct in-depth interviews to validate assumptions and gather new insights.

Thank you so much for reading!🙇

If you like what you see and want to work together, get in touch!

Bricetwc@gmail.com

Still interested? See more of my works below: