Building aatvos' Authority as a Creative Guide
As the lead designer for the past 3 years, I helped aatvos grow as an authority in public space design by upgrading their branding & website, optimising their digital marketing, and supporting them in various internal projects.
2,5x more users to aatvos.com;
2,2x more international awearness;
4,1x more mobile users;
16,8x more website conversions.
Reinforcing the aatvos brand
Fun fact:
Aat’s iconic yellow backpack has been the inspiration for the primary brand color.
The aatvos branding has been built to be bold.
Colors have been added throughout the years to support the growth of aatvos.
Website redesign
The new website has been completely reworked, from the entirely new navigation structure to reducing the visual clutter.
This design should look great even in 5 year from now.
~ Aat Vos, early 2017
It’s incredible what you did with this website.
~ Aat Vos, 2020
Two more years to go 🤞🤞
Latest addition: Webshop
Challenge
In the middle of the project, the client came with an extra request of wanting to have product variations in the webshop.
Solution
Since the design for aatvos has been designed to be very modular, it was easy to incorporate it into the design and the user flow, while keeping the path to conversion as short as possible.
During the Webshop assignment, we tested the usability and comprehension of the "Add to cart" user flow.
Version A: Baseline
Show only the "Select Language" button.
Conclusion: The users understood that there are multiple choices, but initially they were looking for an "add to cart". The uncommon copy "Select Language" creates friction.
Version B: Directly to cart
When the user clicks on the dropdown selection, the product gets automatically added to the cart.
Hypothesis: changing the name label of the button to a hard copy will make the action clear to the user, while removing the second step will make the conversion path faster.
Conclusion: While the users were initially more certain, adding the product directly to the cart when a dropdown option is clicked created uncertainty to whether the product has been added to the cart or not.
Version C: Reinforcing the action
When the user clicks on the dropdown selection, the "actual" add to cart button appears.
Hypothesis: The repetition of the add to cart button will create certainty for the user, however, they might be bothered by the extra click.
Conclusion: The users felt much more certain of the action. Nobody felt the extra click as unnecessary.
Digital Workshop Framework
During the 2020 Corona crisis, aatvos couldn't perform in-person workshops anymore, so they came to me to help them switch towards a digital workshop.
Challenge
The biggest challenge was the card game part of the workshop. Normally participants would be sitting next to eachother and sort the cards, but now we needed a way to do it online.
Solution
This is where Miro came in place. We set up a Tinderesque experience, where the participants drag&drop the cards either to the left, for dislike, or to the right for the ones that they like.
Tools:
- Zoom
- Miro
- Keynote
- iPad Live Sketch
Developed documents:
- Moderator Instructions
- Participant Instructions
- Participant Onboarding
- Participant Agenda