Vaster
An AI-powered cannabis app that delivers it all
CLIENT
Vaster
TYPE
Website Design
AGENCY
Another Blank Page
ROLE
Creative Lead & Designer
ABOUT
As a creative lead and designer, I collaborated with Vaster, an AI-powered cannabis app that educates, provides real-time insights, and empowers users to curate a tailored cannabis experience. The objective was to design the inaugural website for Vaster, addressing the needs of three key demographics: Licensed Producers, Dispensaries, and Consumers.
PROJECT GOAL
The main goal of this project was to create an engaging and informative website that effectively communicated Vaster's offerings to its three target audiences while maintaining a consistent visual identity and narrative.
UNIQUE PROJECT CONSIDERATIONS
The project called for close collaboration with the designer responsible for Vaster's newly established visual identity and the copywriter in charge of crafting the perfect narrative. It also required the development of various user journeys and flows, ensuring that the website showcased the app effectively and mirrored its user experience. Additionally, the following factor played a crucial role in the project's development:
As the app was undergoing various new feature rollouts, the website designs needed to be flexible and forward-looking, incorporating future designs that would go live once the new app features were released. This required a strategic approach to design and planning to ensure that the website remained up-to-date and accurately reflected the app's capabilities.
PROCESS
As the creative lead and designer, I carried out the following comprehensive steps to deliver the project, employing a rigorous and iterative design approach that allowed for ongoing refinement and improvement:
Collaboration with Visual Identity Designer: I worked closely with the designer of Vaster's new visual identity to ensure the brand was executed correctly and consistently across the website. We held several in-depth brainstorming sessions to understand the brand's core essence and translate it into a visually compelling design language. This strong foundation enabled us to maintain a coherent brand identity throughout the website.
Collaboration with Copywriter: I teamed up with the copywriter to develop the ideal narrative that catered to the needs of all three target audiences. We conducted extensive research on market trends, user expectations, and competitors to craft engaging and informative content that resonated with each demographic. We also iterated on the messaging based on feedback from the client, ensuring that the narrative was both powerful and persuasive.
Collaboration with App Designer: I collaborated closely with the app designer, who was hosting workshops with users to gather feedback and insights. This ongoing communication allowed me to make informed design decisions and align the website experience with the app's user journey and functionality. We exchanged ideas, shared best practices, and refined our designs based on real-world user input, resulting in a cohesive and intuitive experience across both platforms.
Development of User Journeys and Flows: I designed various user journeys and flows to help refine the website's user experience, making it as intuitive and seamless as possible. Using information already collated through interviews with the app/UX designer, I was able to create user personas and map out their specific needs and motivations. This allowed us to tailor the website's structure and interactions to provide an optimal experience for each user group.
Low-fidelity Prototyping: I started by creating low-fidelity prototypes of the website, focusing on the overall layout, user flows, and basic design elements. This initial stage allowed for quick and easy adjustments, ensuring a solid foundation for the website's design. By using an agile methodology, I was able to gather feedback and iterate rapidly, validating design assumptions and minimizing risks before investing time and effort into more detailed design work.
High-fidelity Prototyping: Once the low-fidelity prototypes were approved, I moved on to create high-fidelity prototypes, incorporating the agreed-upon copy that I co-developed with the copywriter. These prototypes included more detailed design elements, visuals, and interactive features, providing a closer representation of the final product. I utilized cutting-edge design tools to create pixel-perfect mockups that showcased the website's aesthetic appeal, usability, and responsiveness across various devices and screen sizes.
Iterative Design and feedback loops: Throughout the entire process, I engaged in an iterative design approach, regularly reviewing and refining the prototypes based on feedback from the client, app designer, and workshop participants. I facilitated design critique sessions, encouraged open discussions, and implemented a transparent feedback process to ensure that every stakeholder's voice was heard and considered. This collaborative and iterative approach enabled us to continuously improve and fine-tune the website design, maximizing its impact and effectiveness.
Design Finalisation: After multiple iterations and incorporating all necessary changes, I finalized the design of the website, ensuring a seamless and visually appealing experience across both desktop and mobile devices. I meticulously polished every design element, tested the website's performance and accessibility, and coordinated with the development team to guarantee a smooth handoff and implementation process.
RESULTS
The comprehensive design process and close collaboration with various stakeholders led to the successful launch of Vaster's inaugural website. While traditional measurable outcomes were not the focus, the website played a vital role in the company's early success and ongoing evolution. It effectively communicated Vaster's value proposition to its three key demographics, showcasing a consistent visual identity and engaging narrative.
Having this online presence also aided Vaster in its quest for funding. By demonstrating the company's potential and the innovative nature of its AI-powered cannabis app, it attracted investor interest and secured the financial backing needed for growth.
In summary, the website not only addressed Vaster's immediate needs but also laid a solid foundation for its future success and expansion in the cannabis industry.
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