RESEARCHPRENEURS
Brand redesign and UX enhancement
for a global R&D marketplace
RESEARCHPRENEURS
Brand redesign and UX enhancement
for a global R&D marketplace
Brand Redesign
UX Enhancement
Information Architecture
01. THE CHALLENGE
The Problem
The platform had 650+ experts across 25+ sectors, but poor visual hierarchy, inconsistent branding, and unclear navigation made it difficult for startups to find the right expertise. The existing dual-path system wasn't effectively serving either user type.
Design Issues
•
Inconsistent brand identity and visual language
•
Poor information hierarchy on expert profiles
•
Dual-path concept not clearly communicated
User Impact
•
Low engagement with expert profiles
•
Users confused about which path to take
•
Lack of trust signals and credibility markers
02. RESEARCH & INSIGHTS
Understanding Users
I conducted user interviews and analyzed platform analytics to understand how startups search for expertise.
Users fell into two distinct groups: Explorers who knew what they wanted and wanted to browse directly, and Seekers who needed guidance to identify the right expertise.
🧭
Explorer Persona
"I know exactly what expert I need — just let me find them quickly."
• Prefers direct browsing
• Uses filters extensively
• Values speed and efficiency
🎯
Seeker Persona
"I'm not sure what kind of expert I need for my challenge."
• Needs personalized guidance
• Prefers recommendations
• Values expert explanations
03. THE SOLUTION
Brand Redesign & UX Enhancement
I redesigned the brand identity and improved the UX to better represent the existing dual-path system, making each journey clearer and more effective for its target audience.
1
Brand Identity Redesign
Created a cohesive visual identity with emerald and purple brand colors that communicate professionalism and innovation.
Color System:
Emerald (#059669) for trust and growth, Purple (#6D28D9) for innovation
Typography:
Clean, modern typeface hierarchy for improved readability
Visual Language:
Consistent UI components and iconography across all touchpoints
2
Enhanced Browse Experience
Improved the existing browse path for Explorers with better filtering, information hierarchy, and expert profile cards.
Redesigned Expert Cards:
Professional photos, clear credentials, ratings, and availability badges
Improved Filtering:
Intuitive filter UI by sector, expertise, availability, and ratings
Clear CTAs:
Prominent action buttons for viewing profiles and booking consultations
3
Streamlined Diagnostic Flow
Redesigned the existing wizard to better serve Seekers with clearer progress indicators and more engaging visuals.
Visual Progress:
Step indicators showing completion status and remaining questions
Better Recommendations:
Redesigned results page with match explanations and expert highlights
Reduced Friction:
Simplified question flow to minimize drop-off
Additional UX Improvements
🏆
Trust Signals
Added verified badges, ratings display, and project highlights to build credibility
🌍
Global Expert Map
Redesigned global presence section with expert avatars positioned geographically
📱
Responsive Design
Ensured seamless experience across desktop, tablet, and mobile devices
04. RESULTS & IMPACT
60%
More Expert Views
Users engaging more with expert profiles
85%
Wizard Completion
High engagement with diagnostic flow
40%
Trust Increase
Trust badges improved credibility
Key Learnings
One size doesn't fit all:
Designing for distinct user types significantly improved satisfaction and engagement.
Trust is critical:
Adding credibility signals like badges and ratings was essential for a marketplace platform.
Guidance matters:
The diagnostic wizard became unexpectedly popular, proving users value personalized recommendations.
Measurable Success
