Frost Cool Media
Personal Branding Website Design
OVERVIEW
Frost Cool Media - a personal branding platform
In today's competitive market, differentiation is essential for job applications and business promotion. Frost Cool Media offers a personalized online presence platform to help users maximize professional opportunities and attract clients, employers, and collaborators with features like detailed user profiles, personal brand video creation, and social media integration.
My Role
From January to June 2021, I’ve been a main UX Designer working in cross-functional Frost Cool Media team.
During this period, my primary responsibility was to create high-fidelity prototypes for a personal branding platform.
The high-fidelity designs were meant to be used for further usability testing and product development that went on pause due to lack of project funding. Hereby case study is a representation of the work I’ve done, and the next steps I would make if I would continue to be involved in the project.
CLIENT
Frost Cool Media
ROLE
UX Designer
DURATION
6 months
TOOL
Figma
Research
Users lack clarity about personal branding and find it tedious to promote online
We conducted user research despite limited funding, analyzing relevant video creation platforms and surveying 22 participants to gain insights into competitors, market trends, and audience needs.
For future work, I would recommend a more comprehensive research effort to tailor our approach and increase the likelihood of success for this unique business idea.
“I’m not fully convinced about the concept of personal branding, so I don’t even know what I really need.”
The user research revealed that many users lack understanding of the concept and importance of personal branding. They struggle to grasp its purpose and significance in their professional lives. Even among those who are aware of personal branding, there is a common sentiment of finding the process tedious and overwhelming.
PROBLEM STATEMENT
Users lack clarity about personal branding and find it tedious to promote online
Users often struggle to grasp the concept of personal branding, making it challenging to differentiate themselves effectively. Additionally, the process of online personal brand promotion is perceived as time-consuming and complex, posing difficulties in maintaining a consistent online presence, engaging with their target audience, and promoting their achievements.
PROPOSED SOLUTION
Developing an intuitive and user-friendly online platform
We designed a user-friendly platform that simplifies personal branding, educates users, and streamlines key actions, including:
clear and straightforward content, free from jargon
a 3-step personal brand video creation feature
personal brand profile with social media integration
DESIGN AND USABILITY TESTING
From concept to high-fidelity prototype amidst complex client relationships
Based on client requirements, at that point I was expected to create a high fidelity prototype that will serve as a testing ground for further development and refinement of the platform. After summarizing the information from user interviews and competitive analysis, I sketched different solutions that I later presented to the team to determine the best course of action before progressing to the high-fidelity design phase.
THE CHALLENGES ALONG THE WAY
An undecided client
During numerous discussions surrounding the design of various user flows and UI elements, we encountered the significant challenge of collaborating with an undecided client who consistently rejected multiple design iterations without offering specific reasons or conducting any testing.
Overcoming challenges with open communication
Despite client resistance, we maintained open communication, addressing their concerns, and emphasizing design validation through testing and user feedback. Our persistence led to the client agreeing to proceed with user testing and evaluate designs based on user feedback.
“Usability testing was the key that unlocked a 40% surge in website engagement while simultaneously improving accessibility.”
Emphasizing Simplicity and Accessibility
In the test sessions, we conducted A/B testing to compare two main designs for the personal branding website. The simplified version (Version B), aligned with user research emphasizing simplicity and clear explanation of personal branding, outperformed the alternative design, receiving 80% of user votes and increasing time spent on the website by 40%.
We adopted this streamlined version as the new default design, prioritizing a user-centric approach.
Another communication challenge we faced with the client was related to the color palette. While they wanted a cool-toned interface in line with their company name, not all suggested colors met accessibility standards. We addressed this by providing color contrast checker results, leading to improved accessibility.
By increasing the color contrast while adhering to the client's request for cold tones, we made the content more readable while still aligning with the company's branding. This change allowed users with visual impairments to distinguish the content more easily, reducing eye strain and ensuring a better overall user experience.
FINAL DESIGN
After incorporating user feedback, we arrived at a high-fidelity design for the Frost Cool Media Website. We enhanced usability and implemented key features based on user feedback.
Clear and straightforward content
The site delivers a clear, engaging experience for all users. It addresses the need for clarity by explaining the concept of personal branding in a simplified manner, ensuring that it is accessible for everyone.
Personal brand video in just 3 steps
With personal brand videos, users can now tell their story in a compelling way, creating a strong connection with their target audience. In just 3 simple steps, individuals can showcase their unique personality, helping them stand out and make a memorable impact in today's digital world.
Choose a template
Upload your files
Publish your video
Personal brand profile
The personal brand profile empowers users to create professional and cohesive visual identities that align with their unique brand story, saving time and effort in the process.
SUMMARY
Outcome & Impact
The high-fidelity prototype demonstrated measurable improvements in user engagement and accessibility:
40% increase in time spent on the site during usability testing with simplified structure and clearer content
80% user preference for the streamlined version in A/B testing
Improved accessibility through enhanced color contrast, making content easier to read for all users
Provided a clear foundation for future development, including personal brand videos and integrated profiles
The design simplified personal branding, making it more approachable and engaging for users, while setting a solid base for future product development.
What I Learned
Reducing content complexity and clarifying processes significantly improves user interaction
Thoughtful color contrast and design adjustments enhance inclusivity and readability
Managing client expectations and validating designs through user testing ensures stronger design decisions
Even when a project is paused, research-backed designs provide a solid foundation for future development