01. Purpose of Assignment
My job-role: UI/UX / Digital Design and communications-responsible
I worked at Book Studenterkørsel (BSK) for 3 years. One of the first tasks I got was a total redesign of their old website. They needed a new modern and manageable website with an easy booking-flow.
Because their target-audience are young people and the main archetype who is booking-responsible in each class is a girl (17-18 of age), the site needed a whole new digital identity (colors, fonts, icons, illustrations, pictures and more).
02. User Persona
“It’s extremely hard to get an exact idea of what student-trucks are available in my area and what we actually pay for.”
This is the persona I made for the project. The persona is a collection of the different problems students called in about, when finding our website. After hundreds of phonecalls with different students (getting feedback on the old website and advice for the new one), I started to form the new identity.
Booking a student-truck should be easy, fun and safe. The experience should be “more than expected”.
03. Userflow
Example of a specific userflow I made for the booking-process.
04. Wireframes
Examples of wireframes I made in the design-process.
05. Style Guide
Underneath is the style guide I made for BSK’s updated identity.
I wanted to use a primary color that wasn’t red or blue (the colors of the most popular Gymnasium-educations in Denmark). These colors would make some of the students engaging with the site feel excluded.
And because the primary booking-segment is a 17-18 year old girl I wanted a feminine (but also elegant and exclusive color). That’s were I came up with the deep purple. It’s a neutral color which symbolizes safety and elegance (things not usually associated with booking a student-truck).
Regarding the typography I wanted an sophisticated serif font for the headings and a simple sans serif for the body text.
BSK didn’t have any icons to illustrate what the differerent trucks offered. Because of this I also create a whole icon-package (with a tiny portion of them presented underneath).
