Kemira Strategy UX/UI Visual June 1, 2020

Sustainability Microsite

Exercised Kemira brand augmentations, developed website accessibility & usability, and explored to enhance user experience.

Task

To explore possibilities to enhance Kemira's brand aesthetics, improve website accessibility, usability, and functionalities – and to apply the results to kemira.com

Strategy

Brand, UX Strategy
Design

UI/UX Design
Client

Kemira Oyj

In 2020, sustainability became a purposeful focus for the company and was included in the core of the company’s business strategy. We found it a good opportunity to run a Sustainability Minisite project, not only to draw attention to sustainability with a completely separate website devoted to the domain, but also to exercise a number of branding and technical perspectives for another big project, kemira.com re-implementation, that was running parallelly.

Kemira’s brand identity was last refreshed in 2017. This was the perfect timing to revisit and evaluate our digital brand presence by utilising the results that we gained from the accessibility and usability research that I led prior to this project.

From a brand perspective, we wanted to explore how the Kemira brand’s personality could be broadened. I developed several approaches for Kemira’s sustainability identity that visually represents the fresher Kemira persona upon the original foundation through design choices. For example, fonts combination, imagery, colour palette, shapes as well as page layouts and functionalities.

For functionality, I designed the UX & UI for the components and layouts that work well together to present content in a clear, appealing way and make the content engaging. Defined a smooth and intuitive user journey. At the same time, the chosen backend system provides simple, straightforward functionalities for content creators.

I led an accessibility and usability test project to evaluate kemira.com at the beginning of 2020. We learned about what were the flaws and pain points throughout the user journey in various areas of the website. We set the target to solve those issues to the fullest extent in the Sustainability minisite project. We brought the website to meet W3C’s Website Accessibility standard in the determined conformances. Following this, all the gathered knowledge and techniques were utilised in the kemira.com re-implementation project.

I introduced several new UI components within this project. It was the result of a learning process from user research and the internal team to identify the extra components we need. I then created a consistent set of UI components to be used throughout the site. This enabled users to feel in control, and able to focus on the content.

Subsequently, these new components were integrated into the kemira.com re-implementation project as well.