STRATO AG
DATE 2017-2019
ROLE
UX DESIGNER
OVERVIEW
Unfortunately, due to privacy reasons, I can’t show the bulk of my work that I did at STRATO, so for now, you’ll just have to trust that I actually did quite a lot during the ~2 years I contracted there. In my Role as an UX Designer, I prototype and do lots of visual designs. Besides I conduct Usability-Tests. Here is an example about an icon redesign process I did during this time.
PROBLEM & CHALLENGE
Icon style and sizes are not consistent across all the products of the STRATO website. To stand out among the crowd, a company needs to be unique and recognizable by customers. A strong brand is what stands behind each successful product. A user should be able to see a uniform and well organized website interface.
REDESIGN ICONS
Define a consistent icon style across all the products of the website
It was important for me to dig deeper into the brand so the icon style I produce will visually and emotionally represent the company.The challenge was to create fresh versions of the existing icons, and for them to fit in with the current design and colour scheme of the website. Here you can see some icons. One of few other that I did and which I'll be posting soon.
USING FORÂ PRICINGÂ CARD LAYOUT
Redesigning of the pricing card layout for improved conversion
This has more to do with UX communication but impacts equally in our thinking and design approach too.
Be subtle. Never introduce the price before you have stated the offer
Each pricing card includes an icon, which visualized the characteristics of the product.
Daily-Cost Technique - Compares the cost of the product to the estimated cost per time of owning/using it. Example - "€/Month"
Fast selling/recommended: Keep most recommended offering highlighted.
Features should also be listed to improve comparison.
Additionally while designing deconstruct the units in:
1. Offers and amount
2. Call to action
3. Featured included
TESTING DESIGN
Usability Test & AB-Testing
At my time at STRATO we carried out continously usability tests to guarantee user-friendly interface.
Usability Test with users to get feedback on the design. I tested with two users group who fit to the STRATO personas. I chose to test two version of product cards layouts, without icons and with icons. Testing revealed the following:
Users could identify the product icons.
When asked which layout they preferred — the one in the current design vs. the one in the redesign— they mentioned the latter was easier to understand.
