INNOSON Group - Website Redesign
The challenge at hand was to transform the existing Innoson Group website (https://www.innosongroup.com/) into a visually appealing and culturally relevant platform that celebrates the richness and diversity of African culture. The current site lacks a compelling design and cultural context, hindering user engagement and storytelling. My goal was to infuse African patterns and textures into the website while delivering a seamless and engaging user experience.
Ottawa, Ontario, Canada
2006
E-commerce
$1.578 billion (2019)
5,000+
Challenge
The challenge at hand was to transform the existing Innoson Group website (https://www.innosongroup.com/) into a visually appealing and culturally relevant platform that celebrates the richness and diversity of African culture. The current site lacks a compelling design and cultural context, hindering user engagement and storytelling. My goal was to infuse African patterns and textures into the website while delivering a seamless and engaging user experience.
Solution
The solution I proposed involved a comprehensive redesign of the Innoson Group website, focusing on two key pages. The first page aimed to establish an African cultural identity using vibrant African patterns and textures, drawing inspiration from the continent's diverse heritage. The second page, selected from the existing website, allowed for further improvements to enhance user experience.
Process
User Research
In-depth exploration of African cultural aesthetics, patterns, and textures.
Analysis of the existing Innoson Group website to identify pain points and areas requiring enhancement.
Ideation and Conceptualization
Brainstorming sessions to determine the most fitting art direction, including potential influences from Minimalism, Neubrutalism, and African cultural motifs.
Initial concept development and sketching to blend modern web design with African cultural elements.
Visual Design and Implementation
Creation of a visually striking homepage that prominently features African patterns and textures, inviting users to explore the site.
Redesign of the selected page from the existing website, optimizing user interface, and overall user experience.
User Research
User research played a pivotal role in understanding the cultural nuances and preferences of our target audience. I learnt that users from diverse cultural backgrounds value a connection to their heritage, and the incorporation of African patterns and textures not only resonated with them but also evoked a sense of cultural pride.
Moodboard
I curated a moodboard to visually represent the intended aesthetics, incorporating African patterns, textures, and design elements.
Collaborated with stakeholders to align the design direction with the moodboard.
Here's the visual moodboard that inspired my design direction for the Innoson Group website. It features a rich tapestry of African patterns, textures, and design elements, serving as the creative foundation for our project.
This moodboard was instrumental in guiding my design choices and ensuring a harmonious infusion of African cultural aesthetics throughout the website's redesign.
My Redesign Solutions
Initial concept development and sketching to blend modern web design with African cultural elements.
I restructured the entire UI of the Website in a bid to create a better user experience.
I made significant changes to the NavBar, Hero Section, Body and Footer.
I changed the Typeface used in the website to increase legibility and improve readability.
I changed the colors to fit with the African vivid color style and shifted away from the regular corporate blue on the existing website.
My Redesign Solutions
Initial concept development and sketching to blend modern web design with African cultural elements.
I restructured the entire UI of the Website in a bid to create a better user experience.
I made significant changes to the NavBar, Hero Section, Body and Footer.
I changed the Typeface used in the website to increase legibility and improve readability.
I changed the colors to fit with the African vivid color style and shifted away from the regular corporate blue on the existing website.
What I Learned 🌱
The redesigned Innoson Group website successfully achieved the goal of infusing African cultural aesthetics and enhancing user experience. Key indicators of success include:
Positive user feedback, with user testing volunteers expressing an emotional connection to the website's cultural theme.
Enhanced usability, resulting in reduced bounce rates and an overall improvement in the site's performance.
