Employer: AAATrade
Location: Limassol, Cyprus
Project Type: Corporate website Redesign
Location: Limassol, Cyprus
Project Type: Corporate website Redesign
Project Overview
The AAATrade V2 website redesign aimed to refresh the company's online presence while maintaining the core functionalities from the previous version. As Head of Design, I oversaw the design system creation, visual identity update, and ensured the site’s compatibility with both designers’ and developers’ workflows. My focus was to enhance the visual appeal while supporting ease of implementation across teams.
Research & Strategy
The strategic approach was based primarily on stakeholder input and UX benchmarking against competitors. While deep user research wasn’t a focus, I worked closely with shareholders to align the design vision with business objectives and industry standards.
Benchmarking: A thorough review of competitor sites informed the user interface updates.
Stakeholder Vision: Key insights and directions from shareholders drove the design strategy.
Creative Approach
The redesign focused on modernizing the brand identity while maintaining familiarity for existing users.
The challenge was to create a scalable design system that improved both design flexibility and development efficiency. By emphasizing clean layouts and intuitive design, we aimed for a professional, yet approachable look.
Brand Consistency: Evolved the visual language while retaining brand integrity.
Design System: Developed reusable components to ensure consistency across the website.
Design Execution
I led the design of UI elements and created a comprehensive design system that bridged the gap between the design and development teams. Special consideration was given to the technical constraints of the existing V1 site, making it easy for developers to transfer and implement the updated components.
Collaboration with Developers: Structured tasks around developer feedback to ensure seamless integration.
Design Tools: Figma was used to create wireframes and prototypes, while Jira managed the project workflow.
Key Design Features
Scalable Design System: Built to ensure easy updates and consistent design across future site enhancements.
Modular UI Components: Reusable elements that improved efficiency in both design and development processes.
Visual Hierarchy: Enhanced clarity with improved information architecture and visual flow.
Mobile Optimization: Ensured the site’s adaptability across all devices with a focus on responsiveness.
Outcome
The redesigned AAATrade website successfully delivered a more polished, professional, and user-friendly interface. The updated design system streamlined the development process, reducing implementation time and ensuring consistency across pages. Feedback from stakeholders highlighted the ease of scalability for future updates.
Positive Stakeholder Feedback: Praised for improved design-to-development process and brand cohesiveness.
Efficient Development: The design system facilitated faster turnaround times for developers.
Skills & Tools
Art Direction
UI Design
Design Systems
Responsive Web Design
Figma
Photoshop
Illustrator
Cinema 4D
Jira