Strategic Design for the Redesign of Zemoga.com
Zemoga.com is the main public channel for Zemoga. It’s meant to be the main public source of truth and the main way to add depth to their story: who they are, what they do, how they do it and how they are different. It was time to shape a new website that would help us reach their audience with the right message and take advantage of Zemoga's differences to attract the best talent and position Zemoga it in the industry
Like all great things, we started small. We took a few like-minds with a shared vision—and ran with it. Today, we’ve grown into something big.
Our hight levels Goals were to:
· Explain what Zemoga do and how they do it
· Position their culture as a key differential
· Position their expertise and thinking
· Showcase their work and client list
· Boost talent acquisition
Users & Audience:
· Existing and potential clients (CTOs, CDOs, CIOs, PO, Sourcing manager, others)
· Local industry and potential candidates (Students, Experts working in other companies, etc).
My Role:
My role was as Ux designer, I was in charge of the entire Discovery process of this project, carrying out the Research, and the design strategy. Followed by an Information Architecture and Wireframes phase. This project was done with the supervision of my Design Director.
Methodology:
I wanted to approach the website redesign via the “Double-diamond” strategy, where we first gather information and try to really understand the user and their needs to figure out the problems we need to address so we can come up with an appropriate solution that we can test and iterate on until we reach the desired outcome.
Discovery Phase Approach:
We wanted to know what was valuable to our users, so the first thing I did was conduct interviews with those involved: our potential clients, our potential candidates, and our stakeholders. From my interviews I understood the process by which Zemoga's culture becomes a key component of their business model.
I reviewed Zemoga's competition in the industry, I researched what others were doing, what experience they provided to customers, and Finally I also analyzed what flows and elements in common they had in relation to our website.This benchmark helped me understand where we stood.
Define Phase Approach:
At this stage, I began to synthesize the research to find insights, opportunities and build the strategy. This phase was the most important and I would say the most difficult of the whole process. I discovered that the differentiator of Zemoga is its culture and all of us who work there always knew it, but we never knew how to explain what that culture was really about, since it involved much more than being happy at work. I understood that the internal culture of the company, that is: the care of the employees and their empowerment is externally translated to the clients, since they receive an empowered team that guarantees the best quality in their work.
Zemoga's culture sets them apart from other firms, and that their team is the core of their success. They are people-centered and great things come from hiring the best technical and human talent, empowering and setting them up for success. This was the message that we wanted to communicate throughout our website.
Based on patterns in the interviews, I began to rank the information that had medium and high value on the website for our potential candidates and clients. Through this, I categorized the information that we would focus on.
Value Proposition Canvas
One opportunity from this exercise was to specify and understand our Value proposition to customers. Insights from the interviews and our knowledge of the industry allowed us to capture the needs of our clients, what their pains are, and the gains they perceive from fulfilling those needs. We then mapped out our offerings, and how we can solve their needs to generate value. This led to a value proposition that achieves Market-Product fit. We’re not vendors, we’re partners. We bring value by adding the most talented individuals to our partners’ teams and pushing together towards a common goal. That’s the story we needed to communicate in the Website.
Explore Phase Approach:
This phase focused on Ideation, exploration and testing of solutions. The research document that was created in the previous phases gave us this results: The company's core values, Zemoga's value proposition, valuable content for potential clients and candidates, specific points to focus our culture on the site, and important data of our competitors and good practices that they also carry out. With these tools we begin to find different solutions to build our site.
Zemoga.com Sitemap
Based on our insights on who we are, what our users need and what we want to communicate, This was my approach to the sitemap. This sitemap was tree tested with different users, then I iterated on it several times until the expected result was achieved. The careers, culture and insights sections are completely new and because Zemoga is a company for which its culture is so important, I saw the necessity to create a section that explains what it is about and highlights it, since it is the differentiator of the Company.
Wireframing
It was really gratifying to see how all the research and strategy started to translate into website pages. I could see how each section had a reason for being, and was consistent with the company and with the message it wanted to give. These wireframes do not have the final content yet, since another team took care of them, but it is important not to show Lorem ipsum so there are phrases that have main ideas that show what type of communication we are looking for.
