Capturing Togetherness in a Rebranded Web Design

Bhoos Games, a card game company, decided to change its focus from a regular card game company to a social card gaming platform. This change highlighted a need for a redesigned website to reflect the new brand identity.

The redesigned website help convey Bhoos Games' brand identity effectively with visuals that capture togetherness.

Year

2021

Timeline

3 months

Role

UX Designer

I worked to bring the senior designer, content writer, and visual artist together to collaborate effectively. I also contributed to designing the overall website experience.

Challenge

Our first design after the strategic shift made Bhoos Games look like “just another card gaming company.” It wasn’t cutting it.

Old design of Bhoos Games website. The design reflects Bhoos as "just another card company" with logos of card games.

How might we redesign the website to convey the emotion of togetherness and bonding?

Solution

We created a new design that focused on showcasing emotional connectedness and the joy of bonding through social card games.

The hero section illustrating the story of bonding and togetherness through our games:

Changing content with an onScroll animation to create a seamless narrative:

Card-flip animation to highlight team members:

Career page with an inviting heading:

A space for team members to share experiences and stories:

Results

The redesigned website helped convey Bhoos Games' brand identity more effectively. It showcased who we are, what we stand for, and highlighted our vision as a social gaming platform. It also served as a better tool to attract future employees and communicate our values.

The process

Our initial designs failed to reflect the newly established brand identity of Bhoos Games.We realized a more collaborative, team-centric approach was needed. So, we involved the entire team to redesign the website. It got chaotic, as expected.

1. Understanding the central emotion

We had a grasp of the general vibe our website should exude but we needed to dive into the nitty gritty details. Who is our target audience? What content suits us best? How should visitors feel when they visit our website? And, of course, what's the competition up to?

I with a team of senior designers, marketing director came up with a document, creating a unified vision for everyone involved.

Key Questions:

Who is our target audience?
What content should the website include?
How should visitors feel when they explore our website?

Using game data and Play Store metrics, we identified our target audience.

The existing data of Bhoos Games retrieved from Play Store data.

We brainstormed keywords we wanted associated with the website.

The keywords linked with Bhoos Games website:
Keywords like Emotional conncetion, fun, games, card, social, bonding, family, friends, connectedness.

We shifted the focus from gamers to potential hires. The goal was to present Bhoos as a brand, rather than just a platform for downloading games.

The target audience of the website and their assumed goals.

After discussion, we outlined these objectives:

Showcase Bhoos Games as a social card gaming company with a focus on interaction and bonding.
Attract talent that aligns with Bhoos’ culture and mission.

2. The visual direction and the contents

We established a visual style that aligned with the brand’s new identity and structured the website’s content to tell a cohesive story.

image showing the target audience and their goals in the Bhoos Website.

3. Designing the website

I took responsibility for the content hierarchy and wireframes, collaborating closely with the senior designer, content writer, and visual artist. Together, we worked on:

Content Hierarchy and Wireframe: Prioritized key information and ensured intuitive navigation.
Micro-Interactions and Animations: Found inspiration for interactions to enhance engagement.
Mobile view: Ensuring a mobile-first design approach.

Lessons Learnt

Learned how cross-team collaboration can produce exceptional results.
Gained confidence managing major responsibilities in my first design project.
Developed a knack for UX writing and copywriting, which proved useful in later projects.