Throughout the project, I followed a modified version of the design process and thinking to ensure that my work is focused on the users and their needs. I added an extra step called Implementation, wherein I developed my proposed designs.

1. Empathize Phase

Desk Research

Before I really got to the meat of the project, I conducted secondary research on the reasoning behind the need for company culture pages in order to understand how they strengthen employer branding, attract talent, and communicate a company’s values and work environment effectively.

User Survey

Once I had an idea of the reasons for cultural pages, my co-intern and I created a survey aimed for both people inside and outside HQZen to gather user insights.

Because of the limited timeframe, we were only able to collect a total of 21 respondents for both internal and external audiences.

Nevertheless, we were able to extract valuable insights, as well as suggestions as to what the current team, potential employees, and clients were expecting to see in a company culture page.

Competitive Analysis

I also identified HQZen’s competitors in the tech start up scene and started listing out the features, strengths, and weaknesses of their culture pages.

2. Design Phase

User Personas

From the survey responses, I was able to construct the following user persona:

Empathy Mapping

And in order to understand which content to use, and how to design the culture page, I created an empathy map to further get to know and understand the user and their needs.

Information Architecture

Based on the user personas, I was able to map out an intuitive and efficient way of structuring the sections of the culture page.

Low-Fidelity Wireframes

I gave myself a limited amount of time to create low fidelity sketches of what each section of the culture page would look like. The following is only a few samples of the designs I made.

High-Fidelity Wireframes

After deciding which of the low fidelity wireframes to use for each section, I proceeded to create the mockups, incorporating HQZen’s design system into them as well.

I also had to factor in responsiveness, so I created mockups of the page when it’s viewed in tablet and mobile form.