Overview
- Aura, a tech startup that specializes in connected smart homes, approached me for design assistance in revamping their brand image. They tasked me with creating a marketing-focused home page that showcases their smart technology offerings and a home configuration application
Problem
- To enhance their brand image and drive sales of their technology offerings, Aura (formerly known as /Hōm) sought my assistance in a rebrand and development of a marketing-focused landing page.
Research
- Throughout the course of the project, I took several key steps to develop a comprehensive understanding of the target audience and the brand's personality. First, I developed a creative brief to outline the project's objectives and goals. Then, I conducted two user interviews to gain insights into the target audience's needs and preferences. Once I had a solid understanding of the audience, I completed a brand voice and personality map to establish the brand's tone, voice, and overall personality. Finally, I created multiple user personas to represent the different types of users who may interact with the brand or product. By taking these steps, I was able to develop a strategic and informed approach to the project.
- Meet Essence, Aura’s first user.
Branding
- Throughout the project, I took several key steps to develop a comprehensive understanding of the target audience and create a strong brand identity. To establish a cohesive design aesthetic, I created mood boards to explore different visual directions. I then developed a new brand name, logo, and design system that reflected the brand's values and personality. Finally, I published a brand guide to provide clear guidelines for how the brand should be presented across various channels and touch-points. These steps helped me to develop a strategic and consistent brand identity that resonates with the target audience.
Wireframes
- Following research and branding efforts, the next step was to begin sketching the initial landing page for Aura. To ensure that only essential elements that targeted our sales goal were included, I created a content overview and used it as a guide to draft the sketch. Next, both a low-fidelity and high-fidelity wireframe were developed to effectively convey the Aura concept to stakeholders.
Initial wireframe sketch of the Aura landing page.
Low-fidelity wireframe of the new Aura landing page.
High-fidelity wireframe of the new Aura landing page.
Next Steps
- The subsequent actions would involve conducting a user test with a core group of Aura users to evaluate the effectiveness of the landing page in achieving Aura's sales targets. Based on the test results, necessary improvements and modifications would be made to the landing page through an iterative process until the sales targets are met.