In early 2023, I was given the exciting assignment of revamping the website for a well-known company that was changing from a software developer to a technology-venture capital firm for technology. The difficulty lied in developing a new digital identity that appealed with the company's global customers from the UK, USA, Canada, and India while also reflecting the company's shifting focus. The current website needed to be completely redesigned to suit the new concept because it was made specifically for the prior identity.

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Here is what I did for my research of this product:
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1. Competitor Analysis: Determining comparisons and finding design trends required studying the websites of other technology venture capital organisations. This study was essential to ensuring that our design was unique and up to par with industry standards.

2. Content Strategy: To properly express the company's new venture capitalist character, the right content strategy had to be created. I assessed the current components, identified what required updating, and produced revised content to meet the demands of the diverse worldwide audience.

3. Visual identity: The UI design's compatibility with the new brand identity was of the highest priority. To establish a balance between professionalism and readability, I carefully picked a colour palette of beige and black for a professional and serious appearance. I also chose Playfair Display for headings and Nunito Sans for body text.

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Here is how I approached towards this problem:

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1. Information Architecture Revision: Working together with the UX designer, we developed a user-centric information architecture that prominently featured the services of venture capitalists. Menus were reorganised, important areas were highlighted, and user routes were made more efficient.

2. Formal Colour Scheme: I chose a beige and black colour scheme to exude professionalism and formality. Black brought a sense of refinement, while beige provided a cosy and neutral backdrop. Visitors, particularly our overseas clients, were inspired by this decision to trust and have confidence in us.

3.Typography for Readability: Typography was essential in providing the accessibility of the information. To add an elegant and classic touch and make the most important information stand out, I used Playfair Display for headings. Nunito Sans was chosen for the body text because it is readable and has a modern appearance. Additionally, the font size was increased, making the typography clear and easy to read for both normal users and those who are visually impaired.

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4.Round Elements for Approachability: I used rounded elements all throughout the design to make the website more approachable and visually pleasing. When dealing with potentially complex  information, rounded corners and softer curves made consumers feel more at ease when exploring the site.

5. Global Appeal: Taking into consideration the variety of worldwide audience, I made sure the design was adaptable,  and had content that was appropriate for the respective countries. This personalised touch improved usability and made it more applicable to customers from different countries, such as the UK, USA, Canada, and India.

6. Building Trust and Engagement: To promote trust in clients, success stories, case studies, and testimonials were clearly highlighted in the design in Press and Media section. Interactive items like contact forms and call-to-action buttons promoted user interaction and increased the company's credibility as a tech-venture capital business.

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