One of the many pages of my notebook. Here, I was figuring out what design process to use.

In order to design something that has true added value, it is necessary to first understand the entire situation. What does Boska want? What do consumers want? What is the competitive landscape like? In order to answer these questions I used several research methods including analyzing the current brand and catalogue, a competitive analysis, case studies, a trend analysis, observations, interviews, and social media research. I gathered around 150 “insights” from the discovery phase, which I used to formulate a design vision for the rest of the project.

I wrote all insights on post it notes and clustered them. What was interesting, is that often company (yellow), consumer (pink), and market(green) came together in one cluster, meaning there could be an opportunity for Boska.

Design Vision

I used a customer journey to show the client what “more touchpoints” could look like

The customer journey and design vision gave my project direction, but from the 16 opportunities for Boska I identified in the customer journey, I could only start executing 1 or 2 for my design project. In an excel sheet I analyzed each opportunity from four perspectives: financial, customer, internal, and learning and growth. I also divided the opportunities in 3 strategic directions. To make the strategic research understandable for the client, I created a detailed roadmap.

Based on the strategic analysis I chose to execute two opportunities in the rest of my project:
1. Redesign the online customer experience to include more services and focus on giving customers more long term benefits
2. Redesign the Boska brand to be more inclusive of different foods, and increase brand awareness

The relationship between the two opportunities. The online account experience is a part of the customer journey. The brand identity should be emulated at every touch point between Boska and Customer.

I defined design processes for completing the two new design goals

The process involved doing desktop research, ideation, testing with customers, designing task flows and wireframes, building a prototype, and conducting a remote user test.

Left: Insights from a quick user test. Right: Two different task flows for using the online account.

Ideation

One of several wireframes

Results from user testing

In order to define a new brand strategy I analyzed the current brand and looked at the strategic analysis. I formulated a vision statement (where  the company should go), and mission statement (it’s core promise to the customer). I also completed a competitive analysis.

The brand identity followed the brand strategy, and I after several iterations I completed a new identity system that is both adventurous and reliable.

Vision Statement

Mission Statement

Logos

One of several design directions expressed in collage form. I do not own the work used in this image.

How the new identity integrates typography, illustration, photography and color. I do not own the photography used.

Logotypes. A core aspect of the brand is the division between “sweet” products and “savory” products

In order to present the work to the client cohesively, I integrated the online experience work with the new brand identity in one user interface design.

Sweet and Savory. Like “men” and “women” on clothing sites, the user gets to choose immediately upon visiting the site. The site changes color to match.

Using several hero images, I showed the client how they could use different photography (even some of their own). I do not own the photography used.

The most important page of the customer accounts. It includes all the functions that were important to users.

An example of a packaging design, which prompts the user to log in to My Boska in order to view associated recipes