segmenthee • 2023 • Branding & Digital Design
Segmenthee is a Budapest based technology startup serving ecommerce platforms with the latest innovations to turn website visitors to customers more efficiently.
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Segmenthee is an early-stage startup with solid technological and academical foundations, and with an outstanding product that already works and is being used by large e-commerce stores in Hungary. A rebranding project was essential to move forward growing their brand and to reach new potential investors. The aim of the project was to brand the product and to create the visual guidelines of the brand identity for a new website.
Project Lead Designer - Gábor Kozma
Strategy – Orsolya Kumli
Designers - Klaudia Rohr, Daniel Pucz, Gábor Váraljai
Supervision - Daniel Pucz
Management – Dóra Ladjánszki
Design Director – Péter Serfőző
As usual the branding project started with our Brand Sprint Workshops. We focused on business, strategic and UX related topics. As result we crafted a clear brief about the company's vision, values, competitive landscape and the brand's personality. We also built the fundamentals of their new website creating the information architecture collaboratively with the Segmenthee team.
How we set up a Brand Workshop at zwoelf?
At zwoelf we believe in the power of startegy. We use an enhanced version of Google's Brand Sprint to gather all the information whats needed to develop the brand strategy.
Brand Vision: The 20 Year Roadmap
The goal of this exercise is to have a roadmap on what you want to achieve and have a clear vision which guides you and is a solid base for business strategy.
Brand Mission: Start with the Why?
By knowing your mission you will have a clear understanding WHAT you do, HOW you are doing it (your differentiators, value proposition, USPs) and WHY the existence of your company matters to the world, why should anyone care. WHY is the purpose, your cause, your belief.
Brand Values
By the end of this exercise we have a list of corporate values, which resonate the emotional needs of the target audience and also authentic within the company. We also want to priorize these values and identify the one which is the most important.
Target Audience
It is crucial to be clear of who our primary audience is, what kind of customers we want to deal with (ideal customer profile) and who are the ones where we have to see the red flags (wrong customer profile)
Competitor Analysis
Let's see the participants on the market and identify their messages, brand core and visual features so that our brand can differenciate itself from them.
Brand Personality: 12 Brand Archetypes
This is the most fun part of Brand Sprint: we gather as many inputs as we can on how you imagine your brand, so that we can identify the brand’s personality and also underlying personality traits.
The Moodboard
The goal is to collaboratively lay out the visual foundations of the brief. Creating the low-fidelity guidelines regarding colours, shapes, imagery and tipography. Customizing the visuals based on personal or business needs.
We usually respond within 24 hours!
Our keywords during the rebranding projects were the following:
Segmenthee’s new logo reflects on the cognitive part of the decision making process. We created an easy to understand symbol to be used individually or as part of a wordmark. Segmenthee uses a truly digital colour system that works both on dark and light backgrounds. Working on the project we created a set of infographics to explain how these products can engage webshop visitors and ease their potential frustration in the buying process.
The new website focuses on both the product features, and explains the boost in customer experience when using Segmenthee tools. The project ended with a full documentation of digital styles, layouts, assets and components in a fully developed UI component library that can also be used for the Segmenthee products as well.
Building and maintaining design libraries
We build design libraries to make life easier for your internal teams and your developers. It also helps you to move faster when enhancing or scaling your digital products. How?
Website Structure & Content
We combine well-known best practices and your business needs into a fully specified sitemap. Together we highlight the most important functionality of the new digital product.
UX, Wireframes, Iteration, Testing (optional)
This phase varies based on client or product needs. Based on the sitemap we build the low fidelity wireframes and the most important user journeys. If the project’s scope allows it, we run usability tests and optimize the designs for the best efficiency.
Look & Feel
Prior jumping into interface design, we create high-fidelity design proposals for the product visuals and interactions. This step helps us start the UI design process and to validate the look and feel with stakeholders and users with the lowest risk possible.
Root styles, Assets, Components
We build the foundations of the design framework: structural elements, style definitions, visual and functional assets, components, grouped elements and templates.
UI Design
Based on the wireframes and the component library, we build each page, screen and user flow. In case of more complex projects we usually build interactive prototypes so it’s easier to test the most important functions before the development begins.
The Component Library
A well-defined library file is created separately from the design file for each project we take on. This file can serve as the basis of future projects and enhancements as well. This library file also helps if a global change is introduced to your product later on.
Developer Handoff & Support
We go through each and every question the development team has during the development process. We also do review the implementation of our designs to make sure everything appears and functions as intended.
We usually respond within 24 hours!
I have known Péter (zwoelf) and the high quality he represents for years. Working together with his larger team was also a great experience. They quickly understood Segmenthee's meaning, who we are and where we want to go. They promptly translated this into the language of branding and design. Great creative minds, easy (and professional) to work with!
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