Sustainable Water Group
Desktop and mobile presence for Startup
Prompt: Design Website for Startup
Team: 4
Role: Designer
Designed for: Desktop, Mobile
Tools Utilized: Figma, Miro, Photoshop, InDesign, Zoom, and Google Docs
Problem
The Sustainable Water Group’s AetherBox is being designed to create a sustainable water source using minimal energy. We know that the Box is a long way from completion and will need capital and public interest. This could potentially keep the product from getting to market. The question we want to answer is: How might we build an online presence so that potential investors and interested end users will reach out for more information or join the mailing list?
Solution
Create a stunning and informative website to capture the attention of potential early adopters and investors.
Challenge
We were challenged to work with the start up, The Sustainable Water Group, to create a prototype for their online presence. We provided additional support with branding.
Approach
- Execute qualitative and quantitative research to determine direction
- After data synthesis, build and test a low-fidelity prototype
- Create testable prototype, style guide, and branding
Research
Hypothesis
1. Contractors want to stay relevant and offer innovative solutions to their clients
2. Investors will want to know about the product, the technology and the business plan
3. Stakeholders want the website to target Investors
Interview Guide
Built interview guides and executed interviews with our 3 targeted groups: Contractors (an initial target based on stakeholder interviews), Investors, and Stakeholders
Interview Results
Contractor: “I don’t look for new products”
Interviews clearly showed that home builders weren’t interested in new technology for homes. There is more of a pull from the end consumer on items like the Aether Box. This may be a long term marketing strategy for the start up, but in this moment, designing a site with a target on contractor/ home builder industry wasn’t ideal.
Investor: “The website needs to be descriptive and have a good narative”
Investors want to be intrigued immediately and then want to easily find important data points like market size.
Stakeholder: “The design should be appealing to a broad variety of end customers. We shouldn’t confine to only one segment.
With the product still in development we planned on creating enough spark that early adopters would be intrigued enough to submit an email to stay up-to-date on the progress of this revolutionary technology.
Market Research
87.5%
Have made some kind of major home purchase since owning a home
44%
Made environmentally friendly updates to their home
94%
Use the internet to research products to buy for their home
Telling The Story
“The advantage to long-scrolling is you can create a single page of seamless content. This offers a smooth, linear browsing experience to users, and naturally lends itself to storytelling.” (Smith)
Data Synthesis
Early Adopter Persona
Early Adopter User Journey
Investor Persona
Investor User Journey
Lo-fidelity Prototype
Testing
Pain Points
solutions
- Separated information into 3 pages, rather than one long one (but kept initial long scroll storytelling on home page)
- Spaced out information on pages
- Re-wrote copy so navigation was easier
Final Thoughts
- Research dictates design
- Next-level research
- Tell a story
Next Steps
- Grow with product
- Develop story
- Specific A/B testing on features
- Continued iterations on branding