KPMG is one of the Big Four accounting organizations in the world. One of largest and leading marketer of refined products in the downstream industry in Nigeria.
Role: UI/UX Design, Discovery, Hi-fidelity Designs, Research
Tools: Figma, Affinity Designer, Sketchbook & Pen
Leveraging Heuristic Evaluation, I thoroughly assessed the current website's user interface, scrutinizing it against established design and usability principles. While the website already possessed the right content density and information, restructuring was essential to simplify content navigation and exploration. Moreover, I sought to infuse a visual uplift, aligning the website with the organization's brand identity. This redesign project aimed to create a revamped website that exemplifies the organization's values and goals.
I started the design process by delving into the business, its target users, and conducting a heuristic markup evaluation, as mentioned earlier. This analysis allowed me to extract valuable insights from the existing website and identify potential UX issues that users might encounter during navigation. Prioritizing this crucial step before generating any design ideas enabled me to lay a solid foundation for the subsequent phases of the project.
In-depth research, explorations and planning sessions at the beginning of the project ensured I identified and know exactly why I am solving the problems I set out to solve.
An extensive competitor analysis was conducted on organisations directly related to KPMG business model (Big 4) as well as indirect competitors,My main focus was on information structure, layout, tone and navigation.
I focused on using the power of familiarity in design (KPMG's website should be intuitive for users, which means that it should function in a way that users are already familiar with. Otherwise, it leads to users' pain points and confusion). By aligning the design with familiar patterns, users can seamlessly navigate and interact with the platform, resulting in a more positive user experience.
By simplifying the user interface, content does not feel cluttered again. Accompanying content with images to help grab the user's attention to the dominant part of the website (Services & Industries) and a minimalistic footer design and two CTA buttons to "Submit a Request for Proposal" (Learnt It is a crucial action button when researching other big four firms)
Also, my implementation of the user interface is influenced by my ability to slice UI designs into functioning web and mobile responsive pages using (HTML, CSS, AND JS)
Analyzing the website earlier comes in handy because I already know the relevant info. Keeping the design consistent and having a unified set of UI elements is crucial across this page and all other pages.
Information is categorized here. KPMG active Industries are at the top, followed by articles relating to each Industry. Also, the page has a visible section showing users/potential customers that want to do business with KPMG a well-positioned CTA button.
Designing the " Live Job Page" is all about making it easier for job applicants "Users" to find jobs directly by using the search button "which is faster and intuitive" or by using the filter button to segment which allows exploring. The available live job cards provide relevant information like Job title, date posted, department, location, and type of employment.
In designing the article page, I opted for the Z-pattern layout to optimize user engagement and information hierarchy. By strategically placing elements in this pattern, I aimed to capture users' attention effectively. The Z-pattern layout ensures that users see the most crucial information right from the start, leading their eyes in a natural flow.
By following a consistent and simple design language throughout the website, I was able to create a sense of coherence and reliability, ultimately leading to higher user satisfaction and engagement.
The insight page is all about demonstrating KPMG's understanding and expertise of SME businesses, financial, technology, government policy, tax, industries, audit, and more challenges faced by companies in Nigeria and beyond. It is a content-rich page full of articles, publications, and research findings.
The user interface design approach I took makes content navigation and finding easier. I use pagination here instead of long or infinite scrolling pages where users can get lost within the page. It helps deliver structure and feedback. Simplicity is an art form, which I intend to achieve with my visual design.
The Service page and Industry page shares the same design process. Information is categorized here. KPMG active services are at the top, followed by articles relating to each service. Also, the page has a visible section showing users/potential customers that want to do business with KPMG a well-positioned CTA button.
The "View Job Opening" CTA button is one of the most crucial buttons on the career page. I placed it at the top so that potential job applicants can easily access available jobs. Following the UI design structure used for the previous pages, it was easier to represent other relevant content like Our values, career opportunities, career progression, experienced hires, and graduate trainees.
The previous design of the KPMG Event page disabled some of the filters that are of no importance on this page. I feel the best approach here is to have it hidden. So as not to confuse the users.
