I was asked to work on a concept branding for a new project by the Maastricht Medical Center. I worked through multiple concepts and ideation sessions to support their thinking around the product and define a first idea for the products branding.
FlexClub is a South African-focused startup that specializes in supporting mobility companies in offering risk assessment onboarding to their customers. As the company's Product Lead, my role was to oversee the development and implementation of a new product, which involved rebranding, new product positioning, and redesigning the checkout experience and user journey.
When I first joined FlexClub, my initial task was to evaluate the company's current user flow, document pain points, and evaluate the steps and integrations involved in the checkout process. Through this process, I was able to identify areas for improvement and started documenting deliverables for the new user flow. By improving the user experience, we hoped to increase conversions and reduce user drop-offs in the checkout process.
At FlexClub I have developed multiple iterations of our onboarding flow. Focused on improving the User Experience and the risk model that sits behind it. In december of 2022 I redesigned our flow to be White-labelled to merchant needs. I worked closely with tech to define a skinning setup to automatically generate a new user flow based on certain parameters.
I recognized the need to refresh the company's brand to better align with its transition to the B2B space. I undertook the task of developing a new brand book that included updated color schemes and graphics that were more fitting for our new product offering. Then I applied the new brand across all user communications, marketing materials, and the company external facing touch points. By refreshing the brand, we were able to better position FlexClub to align with Merchants needs.
As part of our efforts to improve the customer journey and dashboard at FlexClub, I focused on building a new design system in Figma. This system captured all the updated components and branding in one place, allowing for easier access and consistency across the design process. I built a variety of custom components and also took into account the base React framework that we were using for development. By creating this design system, we were able to streamline the design process and ensure that all components were consistent with our updated branding.