UI Case Study: CSA Services Limited, LLC
UX Case Study: CSA Services Limited, LLC
Casino Synergy Advisory (CSA) Services Limited is a Limited Liability Company in Hong Kong which provides assistance to Macau, Hong Kong and China-based enterprises that are looking to enter the emerging gaming markets in countries like Vietnam, Cambodia, South Korea, and the Philippines. I was approached by the owner to design a website and also give their logo an update.
· Information Architect
· Interaction Designer
· Visual Designer
· Grouping information clusters, content hierarchy, site mapping
· Workflows, lo-fi wireframes (pencil sketches)
· Mid-fi wireframes, prototype (Figma)
· Logo design (Adobe Illustrator)
January 2018 (2 weeks)
Research and Ideation
I was only provided with the company’s business plan, and so I started my brainstorming process with the information provided by that document. I also did some research on my client’s competitors and took note of their website’s content, layout, and task flows.
The following are the companies that I looked up:
· Global Market Advisors (GMA)
The content and task flows are quite uniformed across my client’s competitors. Each website provided information about their company, the services they offered, a list of past/current clients, and their contact information. As for layout and interface, GMA had the best example. The other two companies’ websites have dated interfaces.
The homepage is the very first thing that users see when they visit a website, so I wanted to design a strong homepage for my client. This was also my very first web design project, so I researched what makes a good homepage.
I took all of the gathered information above and used that as a guide to designing the website.
The client’s business proposal states that the logo “embodies our Vision and Mission and everything we do at CS Advisory Services Limited”.
· The blue streaks spinning the globe represent CS Advisory Services Limited moving emerging markets into the world-class gaming future and beyond
· The color blue itself depicts the mind. It represents intelligence, clear communication, trust, and efficiency.
· Since blue is sometimes seen as cold, a small amount of violet was added which represents warmth, vision, luxury, and authenticity.
The logo isn’t bad, it’s just dated. I wanted to stay true to the description above, so I spent some time sketching different variations of the logo.
I wanted something minimal, timeless and memorable but I couldn’t quite get the design right, so I decided to take a different approach and focus on the word “synergy”.
I searched for images that depicted “synergy” and found the following:
With the company being based in Hong Kong and catering to southeast Asian clients, I wanted to give the logo a bit of an oriental flare as well. When I think of oriental design, I think of clean, geometric lines and shapes.
I brought together the two above mentioned elements and applied the colors blue and violet to the design and arrived with this design:
The next step is to design the website’s UI, test and finalize the design, and then pass it on to a developer. However, due to the client’s current situation, launching CSA Services Limited LLC has been put on hold. Thus, also putting this project on hold.