I started as a web designer initially and made some basic changes in the beginning with regard to usage of graphics and basic structure with regard to design implementation. To understand the Market and the Business I had to fly to Europe, Eazystock’s head office and do brainstorming with key stake holders, which involved design thinking process. And came up with the design which is running today.​

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Project:

Eazystock is a Inventory Management product and it is been lead by Syncron, It is a Europe based company and the Product is market is entire Europe and Parts of United States. The company was using the old school design for more than a decade and needed a Re-branding. A complete young look which gives impression of company lead by young and fresh team, Which includes the latest backend, responsive design and Google friendly for a better traffic.

The Challenge:

Eazystock has many existing customers since more than a decade and changing the entire brand was not a good idea was the first decision we came up with, Our Persona creation process made us understand that our target users are not hipster techies but mid-aged and more of a middle knowledge or more than basic computer users. These were the main challenge we had. The other major concern was bringing consistency all over the team to use new design in all the materials they are going to use.

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The Approach:

We retained the Brand-colors which gives trust factor to existing clientele and concentrated on how to bring the current trend with the blend of user perspective and consistency. Visual look and feel and content both were our goals.

The Discovery:

The discovery phase was a quick, high‐intensity effort that allowed us to define project milestones, audit the existing work, review the competitor landscape, understand our client's vision, and begin research into user needs, behaviors and pain‐points. We also kicked off a technical discovery phase to understand feasibility and constraints.

After designating persona types and aligning this with our phasing strategy we were able to prioritize who we would be focusing on supporting in the early stages. The phase 1 of the project was focused on Designing logo and coming up with a style guide, to bring-in consistency among the team this was required in the beginning. We planned for later phases to Design other marketing collaterals followed by Website Design.

We used personas constantly throughout the project to guide design decisions, priorities, and create empathy among the client and our team. Our persona hypothesis consisted of four different archetypes which we used to facilitate discussions about our user's needs, desires and varying contexts of use. Through careful analysis of our research, we identified sufficient behavioral variables to segment our user audience. These variables could be categorized into decision making, skills such as usage of system and motivations such as reasons for using the product.

While our competitors focus on screenshots of the product, we discovered our product indeed was much better than theirs and we can use it wisely across the project, our vision was to help users to make better decision while buying the product with real data. We wanted to become an enabler for a better inventory management system in customers business.

Since my visit was short in Sweden and we had to do some quick decisions, I skipped making sketches and directly go into high fidelity design of the landing page, just to get some initial approvals.

Check out www.eazystock.com .

The above design is been decided with A/B testing of two layout’s since we wanted to see user response.

After the new branding the entire team is on one guideline while using images, branding materials, social media, the customers see us as one team.