Role: As lead designer, I put together a research strategy that included an analysis of the competitive landscape in order to strategically position the Nikola site to compete with other dev shops in the same space. I did all of the research myself (see process for more details) and presented my findings to engineers and C-level executives.
Competitive Content Prioritization
What content is 1st priority (landing page content)?
What content is 2nd priority (linked content?)
What content can be scrapped?
Competitive UI Design
What visual/design elements are trending?
Correlation between market sector/visual design decisions
Team: Designer (Carly Johnson) Timeline: 2 days
Categorize design elements and content by market sector to find trends.
In order to use insights from the competitive analysis and compare them to Nikola's needs, the team needed to define Nikola's place in the market and their main customer base. A branding Workshop and Design Workshop were planned as next steps to move the design forward.
Role: I designed and facilitated a day long Design Workshop, taking engineers and c-level executives through design exercises that resulted in a clear understanding of who the user of the website was, and what the pain points of the current design were. I also ran them through exercises that resulted in the company coming to a consensus on the business goals of the website, from which I was able to design a website that met both user and business goals. I presented the findings in a Design Workshop Report and presentation to the entire company.
Come to a consensus on Business goals of the site.
Understand User Motivations so that we can prioritize features that meet their goals. Success for the customer = success for Nikola.
Team: Designer (Carly Johnson), Nikola CEO, Stakeholders, EngineerTimeline: 1 day
Brainstorm, vote for, and map priority of features by importance to user and difficulty/cost.
Through listening to a brief given by the CEO of Nikola, the team collectively decided on a statement that defined the problem space of the website design.
Role: I ran a day long Branding Workshop, taking engineers (both onsite and remote) and c-level executives through branding exercises which resulted in a consensus on brand direction. I developed branding guidelines from the findings for all future products, pitches, social media, client interaction, design, and more. I presented all findings in both a research and presentation to the full company.
One UNIFIED brand for Nikola for all marketing, social media, delivered products, pitches, client meetings, etc.
Team:Designer (Carly Johnson), Nikola CEO, Stakeholders, Engineer Timeline: 1 day
Compare Nikola's characteristics with competition to compare style choices.
Using insights from the Branding Workshop, Design Workshop, and Competitive Analysis, I was able to build a UI and copywriting strategy that directly met the needs of the user and the business needs, and that visually and verbally conveyed a unified brand.