About Norman & Co
Norman & Co is a pioneering automotive company that combines cutting-edge technology with sustainable design principles to redefine the driving experience.
As a forward-thinking innovator in the realm of electric vehicles, Norman & Co is committed to delivering high-performance, eco-friendly cars without compromising on style or comfort.
By blending the expertise of professionals from various industries, Norman & Co has established itself as a leader in the automotive sector, offering top-notch engineering, seamless user experiences, and a design language that sets them apart from the competition.
ROLE
UX Designer
TIMELINE
May 2021 – Jun 2022
LOCATION
Remote
As Norman & Co continued to break new ground in the electric vehicle market, the company faced the challenge of creating a user experience that matched the sophistication and innovation of their vehicles.
To solidify their position as a leader in the industry, they needed a design partner to help elevate their brand and craft an intuitive interface for both their vehicles and digital presence.
The goal was to seamlessly integrate cutting-edge technology with elegant design, all while ensuring accessibility and inclusiveness for a diverse range of users and their unique needs.
Research
To tackle Norman & Co’s challenges, our team adopted a collaborative and adaptive approach, uniting design, product management, and data insights.
This flexible process facilitated rapid iteration while addressing evolving requirements.
Conducted interviews and surveys with parents, school staff, and students to understand their daily challenges, motivations, and expectations.
Analyzed user behavior, needs, and pain points to identify patterns and segment the audience into meaningful groups.
Developed detailed personas representing key user types, including their goals, frustrations, and decision-making factors.
Included contextual information such as schedules, carpooling habits, and safety concerns to create realistic and actionable personas.
Used personas to guide design decisions, ensuring solutions were user-centered and aligned with real-world needs.
Process
Ideation and Concept Development
Based on user insights, brainstormed and explored several design directions to solve the pain points around scheduling, safety, and usability.
Developed user flows and wireframes to define the app’s structure and key features.
Prioritized features like real-time updates, carpool scheduling, and user trust mechanisms to align with user needs and business goals.
Prototyping and Testing
Created interactive prototypes to visualize key features and flows, ensuring ease of navigation and accessibility.
Conducted usability tests with parents and stakeholders to gather feedback and iterate on designs.
Refined designs based on testing feedback, focusing on enhancing the user experience for both parents and kids.
Visual Design and Branding
Developed high-fidelity mockups, incorporating the brand identity system (logo, color palette, typography) to ensure visual consistency across web and mobile platforms.
Focused on creating a user-friendly interface with clear, simple, and modern aesthetics to enhance usability and trust.
Integrated visual elements that aligned with the company’s mission of safety, reliability, and connection.
Collaboration and Development
Collaborated closely with the development team to ensure designs were technically feasible and implemented accurately.
Provided detailed design specifications and maintained a constant feedback loop to ensure alignment throughout the development process.
Launch and Continuous Improvement
Assisted in launching the web and mobile apps, closely monitoring user engagement and feedback post-launch.
Analyzed usage data and iterated on features to improve the overall user experience and retention, including enhancing the scheduling system and adding more personalization options for parents.
Information Architecture
Wireframing
High-Fidelity Wireframe
Prototype
Outcome
Website & Social Media Redesign: Transformed the company’s website and social platforms, creating a cohesive and modern digital identity that boosted user engagement by 71%.
Brand Identity System: Designed a unique logo and a complete brand identity system, including colors and typography, to enhance brand recognition and market positioning.
Web Application: Spearheaded the end-to-end design and development of a web application, delivering intuitive interfaces and seamless user experiences that improved user satisfaction and adoption.
Mobile App Enhancements: Led a cross-functional team of designers and developers to address design challenges in the mobile carpool app, delivering innovative solutions that enhanced usability and retention.
