Semper8

SEMPER8 WEBSITE

Client

Semper8 Advisory

My Role

Project Lead: Prototyping, UX Design, Development, Testing

Platforms

Desktop, Tablet, Mobile

Tools

Wordpress, Elementor, Figma, Photoshop, Balsamiq

View Live Site

Background

Semper8 encompasses three key affiliations: Capital, Media, and Health. Capital and Health serve as an investment and consulting group, while Semper8 Media focuses on creating thought-provoking content across various genres, including films, publications, and digital platforms.

After recognizing the potential of the Semper8 website, I transitioned into the role of UX/UI designer. The existing website had significant limitations and required a comprehensive redesign. Understanding the critical role of the website in shaping Semper8’s image, I embarked on developing an appealing and functional mobile-friendly website. My goal was to create a site that would be easier to maintain, effectively serve clients, and enhance user trust.

Research

I conducted thorough research on Semper8’s target audience, recognizing that each affiliate—Semper8 Capital, Semper8 Media, and Semper8 Health—caters to distinct clientele. This understanding informed my approach to designing a cohesive website that effectively addresses the diverse needs and interests of each target group.

The clientele ranges from:

B2B operations, encompassing businesses in need of consulting and restructuring services

Investors seeking trusted advisory and partnership opportunities.

Directors and producers interested in the innovative content produced by Semper8 Media.

Project Goals

The original Semper8 website was outdated, lacked essential information about the company and its purpose, and had a confusing UI that often led to dead-end pages. The basic design was not visually appealing and failed to effectively present content regarding Semper8’s three crucial affiliations: Semper8 Capital, Semper8 Media, and Semper8 Health.

To address these issues, I undertook the following initiatives while ensuring the client’s preference for a simple yet visually appealing and well-organized website:
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1. Create a Responsive Semper8 Website

_{I aimed to develop a meticulously planned responsive web design that ensures fast-loading performance across all devices, enhancing user experience and accessibility.}

2. Improve with Efficient UX/UI Design

_{My goal was to deliver stunning UX/UI solutions within a streamlined and effective website design, focusing on simplicity and ease of use.}

3. Deliver Client-Focused Design

_{I enhanced the design by incorporating intuitive call-to-action buttons, a logical structure and navigation, and a user-friendly menu, ensuring that the site remains client-focused and easy to navigate.}

4. Display Information and Content Efficiently

_{I aimed to present company content and information clearly and concisely using creative design approaches, making it easy for users to read and follow while maintaining a clean and organized layout.}

Wireframe

Using Balsamic, I created low-fidelity wireframes of the main pages.

Ui Design

Once the wireframes received approval from the CEO of Semper8, I proceeded to design the final screens using WordPress. My objective was to develop a visual identity that seamlessly aligned with the brand’s values, message, and colour scheme.

Colour Palette and Font Style

The color palette was crafted based on Semper8's primary colors. To maintain simplicity and readability, I selected Roboto as the font style.
The CEO specifically requested minimizing the use of white due to its cultural connotations in China, where it is considered unlucky. Consequently, white text was avoided. Instead, I developed a new color that provided the same level of contrast and visual appeal as white, while remaining coherent with Semper8's primary color palette. Ultimately, I chose a very light blue, which harmonized perfectly with the overall design.

Design Process

Before the launch, I conducted user testing to ensure the website's functionality and user experience. I began by recruiting participants from Semper8's previous clientele who fit our target criteria. We performed three usability tests, where these participants were tasked with navigating through each page seamlessly, without encountering any challenges or confusion. They then shared their feedback and thoughts on the new website, providing valuable insights for final adjustments.
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‍Due to the confidentiality of private information, the names of the subjects are anonymous.

“The new website is homogenous, simplistic, and captures the brand identity very well without overloading the user with tons of information."
- Subject 1
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“The website was easy to navigate, with just a few clicks I was able to get a great understanding of Semper8 and its subdivisions!”
- Subject 2

“This mobile-friendly website allowed me to navigate smoothly on all platforms."
‍- Subject 3

Launch Strategy

To ensure a successful launch, I conducted final testing to verify all features and functionalities, backed up the website, and implemented robust security measures. The site was also optimized for search engines to enhance visibility. Post-launch, I monitored performance, addressed any issues promptly, and gathered user feedback to make continuous improvements, ensuring the website remained functional, secure, and user-friendly.

Learnings & Challenges

While creating the color palette, I was limited by the restriction on using white to accommodate the client's cultural preferences. Recognizing that white font is often more legible on certain backgrounds, I needed to find an alternative. After numerous trials and adjustments, I determined that a very light blue worked best, maintaining coherence with Semper8's primary colors. This process was a valuable learning experience, challenging my previous design practices and allowing me to experiment with different colors. Ultimately, it taught me the importance of adapting to diverse client needs, enhancing my skills as a designer.