Wooqer

Background

Wooqer is a b2b technology company based in Bengaluru, India. They offer companies the ability to
quickly react to changing business conditions by providing a flexible platform to create their own solutions
and iterate on them from mobile or web. Wooqer came to John McNeil Studio looking to update and
evolve their website as they expanded beyond their Indian market and opened their first U.S offices in
Palo Alto, CA.

VISIT SITE HERE

Design Challenge

Primary among the goals for Wooqer was to simply communicate their platform to businesses and to
attract potential employees in the US market. This would require reaching their target demographic of
primarily middle aged business men who would be making purchasing decisions for business solutions.
Their previous site was an overload of disorganized and confusing information so distilling their content
and creating a compelling visual identity was paramount.

Information Architecture

Wireframes

Process

The initial tasks were reorganizing and editing the information on the site so that it would easier to digest
and navigate. This lead to a more concise site architecture with the primary information no more than one
click away and no info more than 3 levels deep on the site. 

The iterations on the design were born out of cycles of defining a direction that would appeal to the
intended audience in the absence of having an existing brand aesthetic. Wanting to combine powerful
photography with illustrative elements, including icons to communicate Wooqer's values, features and
benefits, we worked with the client to arrive at a direction that was conservative enough for its b2b
audience but compelling enough to build its audience.

My contribution included UX site mapping, wire framing, prototyping and visual design including illustration
of icon set.

Design Evolution

Icon Set

Takeaways

The importance of iteration and designing with your audience in mind, became apparent in the duration of this project. Although it took several rounds of design to arrive at the right aesthetic, each iteration brought us closer to the user and illuminated ways to get there more efficiently in future projects. Without much of an established brand to speak of, an essential part of the design process was not just creating a compelling site but creating a brand and visual language within that site that was user specific. Taking some time to do some of that establishing work before delving into the UI would have saved time and made for a smoother process but ended up providing a valuable lesson.

HI-FI Mockups