UI, UX, BRANDING AND WEB DESIGN CONSULTANCY
Espacio Cero branding
1. PROJECT OVERVIEW
Remote work with constant communication with clients and stakeholders in Mexico - United States.
From March to August 2020.
Espacio Cero has been in operation for two years now, but they are missing a branding design and a website to offer information about the services and events they organize. At the moment, they only use Instagram to make announcements.
Espacio Cero offers various classes and workshops for the general public. As an added value, they teach a method called Gyrokinesis. So, the first phase of the project is to make a landing page to provide precise information about this method, as well as the on-site and online classes they offer.
The development process is shaped by the principles of the design thinking methodology.
3. UX RESEARCH
Image: Comparison of 4 art centers in Mexico City.
I analyze companies that are direct competitors of Espacio Cero in Mexico City.
There is no brand consistency.
The information on their website is outdated.
They actively use social networks to communicate.
I run an online workshop with three stakeholders. We create 3 personas and use the empathy map tool.
These are two personas:
Patricia is 50 years old, has two children. She is her own boss and she lives in the south of Mexico City.
One of her priorities is to have time to take care of herself. She eats well and takes yoga classes. She doesn't like gyms, but she likes to stay active.
A friend of hers recommended the gyrokinesis lessons because it is a movement method she may like. She wants to try it.
Eliana is 37 years old and lives by herself in Lima, Peru. She works at an office from 8 am to 6 pm. She suffers from anxiety and tries to have an exercise routine to reduce it.
She likes to go jogging in the mornings but has she is having pain on a knee for a few months now. Her doctor recommended low-impact sports.
She wants to stay active to decrease the pain and feel less anxiety.
Image: Mood board with keywords.
We create online surveys for ten stakeholders. This way we gather information and recognize keywords for Espacio Cero. Then we make a mood board.
When doing the visual search, I recognize these visual elements to make the design proposal:
Neutral colors and yellows
Their facilities have white and illuminated spaces.
Straight lines and geometric figures.
I make a storyboard for both personas.
I make a storyboard for both personas. It is important to explain what Gyrokinesis is in a clear way. In this storyboard:
The user finds the website as she is standing in line to buy a coffee
She reads information and testimonies.
She clicks the CTA button and fills in the form.
In the end, she receives an email inviting her to join a free lesson.
STYLE GUIDE - UI
The basic shapes for this project are the circle, that represents movement and perfection, and the triangle, that inspire space and direction.
With the above tools I gather relevant conclusions in order to design the User interface and information architecture:
According to the information collected, I make a branding design for printed and digital products:
Image: Website wireframe organized by sections. Large and mobile screens.
The information of the website is organized in different sections.
I make a prototype to run the usability tests for 6 users.
They are given 3 tasks: Ask for information via WhatsApp, ask for a free lesson, and see the testimonies of current users. There is the feedback they give:
One user is confused because the sliders have dots but they do not have arrows. She does not know how to see the other testimonies.
Three of the users find confusing one of the pictures in the Benefits section.
According to the feedback I place buttons on the sliders and change the picture.
4. WHAT I LEARNED FROM THIS PROJECT
This is an interesting project for me because it has both a branding and a web design result. When tested, the stakeholders expressed it really captures the essence of Espacio Cero, which is quite satisfactory.
Moreover, this is one of my first international 100% online projects. It was challenging to run workshops, plan, and test the whole design counting only on online tools. However, as there are many collaborative online tools the communication with the stakeholders was fluid.
The second phase of this project is now in a developing phase.