Rethinking | Rebranding
A couple years ago, I was part of a project where dubizzle redesigned its websites for the Emerging Markets. These sites were the first to go responsive – smartphone and tablet users represented up to 23 per cent of our traffic in that region. As it was a new market and emphasis was on ‘Arabic first, Mobile first’, each region got localised content for its users (it still does). However, they had a very different look & feel to the UAE website.
Fast forward to 2013 and one of the major projects at work was the rebranding of dubizzle. This resulted in a unification in style, tone and messaging of everything we presented to the user – it’s time to UNO, baby.
Late 2013 saw a team of programmers, designers and project managers work together for over 9 months to realign all the dubizzle websites to the new UNO guidelines.
Research, Userflows and Experience mapping
Creation of the UI styleguide
Prototypes & Usertests
Tweak designs, prototype, user tests – rinse, repeat
Arabic supported designs & prototype
Field user tests
‘Lipstick’ stage where redesigns were shipped in stages
[Fluid to the bone meant thinking about the design and layout for several breakpoints.]
[Apart from the several external user tests, we invited a few of our colleagues/new recruits to help us test our prototypes.]
[Responsive with a focus on Mobile first, Arabic first (for MENA regions).]
[Arabic designs for MENA sites]
[Dubizzle.uno was built to showcase the new guidelines]
[All the design elements consolidated in to one UI kit]
The UAE site will see design tweaks over the coming year to make it responsive.