HBPriors

Project Goals: Rebranding of HB&P to HBpriors

Research Question: How can the interface be optimized to enhance user engagement and convey a more professional image, ultimately attracting more clients?

Team members: 3, including 1 UX Researcher, 2 UI Designer

Problem deliverables:

User Interview — Refined persona — Improving UI Mockups

Background

• HB&P is a marketing agency specialise in B2B corporate gifting, particular in mid-high end products with a vision to bring experiential brand visions to life(preferably not just bottles and pens according to Ben ,our director).

• At that time I was studying my Bachelors and approaching the end of my studies I wanted to explore the UX field. This was the first ever encounter and I’m very thankful! My role was to work with the exisitng two graphic designers to branstorm new ideas for their website rebranding of HB&P(now HBPriors)

UI Evaluation

Since there was the exisiting web page we could work on. I started with a heruistic evaluation based on Jakob Nielsen’s principal in 1994:

10 priciple of heruistic evaluation

Stakeholder interview

I conducted an interview with the founder, Benjamin, to understand the business's needs. Based on this discussion and desk research, we identified mid- to high-level management roles as the primary target audience for the website. From this insight, we are proposing various wireframe designs tailored to meet their needs.

Brand Interview Takeaway

Client Interview: WE - hbprior

Business Overview:

• Specializes in B2B corporate gifting

• Focuses on mid- to high-end products (preferably beyond standard items like bottles and pens)

Brand Characteristics:

• Charismatic: Successful, grand, minimalistic, and slightly aspirational yet approachable

• Guiding: Warm, friendly, chatty, confident

Brand Story, Mission, Values, and Promises:

• The brand seeks to communicate its charisma without overtly stating it.

• The approach is to show rather than tell the story, creating a sense of mystery.

• The brand aims to leave room for interpretation, maintaining an element of distance to evoke intrigue.

Persona based on Desk Research for Sam (Manager)

What kind of experience would a marketing manager prefer?

• Short in time→ smooth experience

• Budgeting

• Launching marketing campaign→corporate image

Behavior patterns

Juniors

Event coming up → don’t know how to represent their companies → seeking inspirations & suppliers  → google ‘corporate gift ideas’ → a couple of options → to

Managers

comparing us to other companies→narrow down→  reach out → to CEO/CFOs

Building Process

• we do not have a design system at that point, basically we would make a wireframe and have a presentation meeting, and continue. I gave two mid-fidelity prototypes based on the sitemap

• We started off with an inspiration board, and sitemaps, wireframe, and then fianlly a prototpye

Sitemap

wireframes

Figma prototype