Comprehensive UI Redesign for E-Raamatupidamine 24: Revamping the Brand and Website for a Digital Accounting Service Company

  • UX, UI, Brand Design, Research

  • Figma

    Illustrator

    Photoshop

    Maze

This project entailed a comprehensive UI redesign for E-Raamatupidamine 24, a digital accounting service company, which included a revamp of their brand and website. The goal of the redesign was to build an innovative online platform, providing a seamless user experience for customers, particularly e-residents, to choose and manage their accounting online.

Process overview:

Research to gather insights, conducted interviews to understand requirements, created a sitemap for structure and organization, developed responsive wireframes, incorporated branding elements, designed the user interface, and made improvements through user testing and iteration.

I kicked off the design journey by conducting both primary and secondary research to gain a deeper understanding of the online accounting industry and how users might respond to the availability of dependable online accounting services.

UX Market Research & Competitive Analysis

I conducted a thorough evaluation of user needs and preferences, by studying what type of content would be valuable for the target audience and identifying the specific goals for the website. The objective was to create a user-centered design that would appeal to both e-residents and Estonian business owners.

  1. The target audience for online accounting services is primarily young and middle-aged male entrepreneurs who are e-residents.

  2. Price and safety are identified as the main factors in decision-making when choosing an online accounting service.

  3. Users are mainly looking for a balance of cost and features that best meet their specific needs.

  4. Agencies that perform well in this field tend to offer a range of pricing options, as well as detailed information about the services provided.

The research helped me gain a better understanding of the typical customer who would be most interested in using E-Raamatupidamine, specifically young professionals between the ages of 30 and 50. These customers have demanding lifestyles and prefer to handle their accounting needs in a way that aligns with their fast-paced and digital-reliant lifestyle. They value easy access to various types of information, as well as high-quality customer service that promotes regular use of the accounting service without concerns of a poor deal.

Site map

With the insights and information gathered, I proceeded to map out the organization and hierarchy of the website, identifying all the features and categories that should be included. This process helped me to visualize the layout and structure of the website's content.

Pricing Page + Contact form

Sample Documents Search + Download

Home Page + Interactive quiz

Responsive wireframes

I created responsive wireframes for E-Raamatupidamine as a preliminary step in developing the website's content and determining the placement of the content hierarchy on the homepage. To assist in this process, I analyzed competitor pages and used this information to draft low-fidelity wireframes. I concentrated on key pages such as the homepage, plan search, document page, quiz engagement pages and the user's landing page. The examples provided below showcase some of the wireframes.

Next up, it was time to let creativity soar and work on branding.

The objective was to design a new visual identity that aligns with the name, vision and values of the brand. I presented several concepts to the client. The main aim was to make the design memorable and easily recognizable. One concept that stood out was the R letter, which is eye-catching and helps customers to remember the full brand name. The client decided to move forward with a minimalistic and sophisticated logo design.

UI kit

Once the sketches and prototypes were finalized, I moved on to designing and developing the UI kit to create a consistent design system. I also made sure to establish a clear hierarchy in the design, so that users could easily find and access the information they needed. The completed UI kit was handed off to the client along with detailed documentation outlining the design decisions and how to use the UI elements. This will be helpful for the client to maintain the UI kit in the future

Iteration - Usability testing

We conducted an unmoderated usability test using Maze to evaluate the design objectives, which were:

  • To assess the ease of navigating between pages.

  • To evaluate how effectively the interface promotes a feeling of calm and trust for the user.

  • To measure the ease of completing a contact form.

  • To determine if the layout and placement of components facilitate easy task completion and navigation of the website.

  • As a result of the usability test, participants suggested adding a feature where the user can download a quote as a PDF or receive it via email. This would also be an opportunity to inquire if they would like to proceed with purchasing a policy.