Yummyboard
Yummyboard
Yummyboard
Yummyboard
Early 2024, I started working at Yummygum as Digital Design Graduate. I was hired to design a brand new icon set. This icon set, however, would never come to exist. My research pointed out there was something much more needed - a better way to communicate with clients. This would mark the eventual birth of Yummyboard - a new way for Yummygum to communicate with their clients.
Early 2024, I started working at Yummygum as Digital Design Graduate. I was hired to design a brand new icon set. This icon set, however, would never come to exist. My research pointed out there was something much more needed - a better way to communicate with clients. This would mark the eventual birth of Yummyboard - a new way for Yummygum to communicate with their clients.
Early 2024, I started working at Yummygum as Digital Design Graduate. I was hired to design a brand new icon set. This icon set, however, would never come to exist. My research pointed out there was something much more needed - a better way to communicate with clients. This would mark the eventual birth of Yummyboard - a new way for Yummygum to communicate with their clients.
Early 2024, I started working at Yummygum as Digital Design Graduate. I was hired to design a brand new icon set. This icon set, however, would never come to exist. My research pointed out there was something much more needed - a better way to communicate with clients. This would mark the eventual birth of Yummyboard - a new way for Yummygum to communicate with their clients.
Year
Year
2024
2024
2024
Disciplines
Disciplines
Branding, Visual design
Research
Interaction design
Visual design
Prototyping
Design system
Research
Interaction design
Visual design
Prototyping
Design system
Year
2024
2024
Disciplines
Research
Interaction design
Visual design
Prototyping
Design system
Research
Interaction design
Visual design
Prototyping
Design system
Evolution of the core problem
Evolution of the core problem
Evolution of the core problem
Evolution of the core problem
In 2024, I started working as a visual design graduate at Yummygum. Where originally my project was meant to be a completely new icon set for the company, it ended up being something completely different: A brand new way for the company to communicate with their clients. This would end up being Yummyboard.
I find myself struggling to write this case study, as this project came with many challenges and doesn’t fit within any cookie-cutter case study narrative. Let me start by telling you what my original research question was. This was the following, and ended up being something completely else.
In 2024, I started working as a visual design graduate at Yummygum. Where originally my project was meant to be a completely new icon set for the company, it ended up being something completely different: A brand new way for the company to communicate with their clients. This would end up being Yummyboard.
I find myself struggling to write this case study, as this project came with many challenges and doesn’t fit within any cookie-cutter case study narrative. Let me start by telling you what my original research question was. This was the following, and ended up being something completely else.
How did I get there? The early parts of my research were focused on getting to know what the company Yummygum is really like. The icon set was meant as a stepping stone for Yummygum to gain more brand awareness, however during my research I found the true reasons Yummygum had for wanting brand awareness:
How did I get there? The early parts of my research were focused on getting to know what the company Yummygum is really like. The icon set was meant as a stepping stone for Yummygum to gain more brand awareness, however during my research I found the true reasons Yummygum had for wanting brand awareness:
Defining the problem
Defining the problem
Defining the problem
Defining the problem
But what did this longing for continuity mean for me? In essence, continuity would come down to having more clients. Because there are many ways to do such a thing, I focused my energy on finding the ‘hook’ I could use to do this. Some kind of problem I could solve to reach that point. To get there, I conducted some interviews with the higher-ups over at Yummygum. This led me to some interesting discoveries. Using these discoveries, I made my first steps to create a design to be used as a conversational piece that could help me get more research insights. These were the following discoveries:
But what did this longing for continuity mean for me? In essence, continuity would come down to having more clients. Because there are many ways to do such a thing, I focused my energy on finding the ‘hook’ I could use to do this. Some kind of problem I could solve to reach that point. To get there, I conducted some interviews with the higher-ups over at Yummygum. This led me to some interesting discoveries. Using these discoveries, I made my first steps to create a design to be used as a conversational piece that could help me get more research insights. These were the following discoveries:
Tension between client & agency expectations
Tension between client & agency expectations
Tension between client & agency expectations
Yummygum's vision is often difficult to live up to if it is not aligned with the client. They often have different expectations of the outcome, the process, or what “success” would mean for the project.
Struggle between
craft & business
Struggle between
craft & business
Because Yummygum has a lot of passion for design, there is often a struggle present between giving the right amount of attention to the work and choosing for the business.
Employing clients as advocates
Employing clients as advocates
Employing clients as advocates
Most of Yummygum's clients come to them by word of mouth. For example, they are referred by another client, or specifically by designers or developers working within the B2B tech market.
Making a decision
Making a decision
Making a decision
Making a decision
The insights I gathered from this conversational piece gave me the right amount of determination I needed make a decision about the direction of the project. I decided to focus on fixing the pain point of misaligning client expectations. This is what would lead me to the design question I showed you at the start of this case:
The insights I gathered from this conversational piece gave me the right amount of determination I needed make a decision about the direction of the project. I decided to focus on fixing the pain point of misaligning client expectations. This is what would lead me to the design question I showed you at the start of this case:
Still being unable however to converse with clients, I designed two different prototypes in completely different directions and proposed these to the higher-ups.
Still being unable however to converse with clients, I designed two different prototypes in completely different directions and proposed these to the higher-ups.
Establishing principles
Establishing principles
Establishing principles
Establishing principles
From the conversations I had with the higher-ups about the first two prototype directions, I concluded these directions weren’t going to cut. I was missing some kind of foundation to build my product on. In order to help myself get some foothold, I set up the following design principles for my project:
From the conversations I had with the higher-ups about the first two prototype directions, I concluded these directions weren’t going to cut. I was missing some kind of foundation to build my product on. In order to help myself get some foothold, I set up the following design principles for my project:
Better to communicate too much than too little
Better to communicate too much than too little
Better to communicate too much
than too little
Whether it's explaining what success means for the project or a deliverable, or even at the individual-design level.
Let the designs speak, but provide a way to speak up
Let the designs speak, but provide a way to speak up
Clients are most interested in the designs, ultimately that's what it's all about, so it's important how they are presented.
Involve the client clearly and transparently in all phases of the project
Involve the client clearly and transparently in all phases of the project
Clients need more guidance. This can be given by visualizing a complete overview of the process. At the same time, this can transparently show what is to come, and what deliverables look like.
Besides this, I realised I could also use a lot of information that I received while working on projects within the company. I noticed clients had a hard time using the project management tool they were forced to use, and also found a lot of pain points and frustrations within this tool myself. This realisation, in combination with the design principles that I had set up earlier, led me to an idea for the final product:
Besides this, I realised I could also use a lot of information that I received while working on projects within the company. I noticed clients had a hard time using the project management tool they were forced to use, and also found a lot of pain points and frustrations within this tool myself. This realisation, in combination with the design principles that I had set up earlier, led me to an idea for the final product:
From pain points to product
From pain points to product
From pain points to product
From pain points to product
This would be followed up by creating user stories based on identified pain points, and a proper sitemap for the product. Using the design principles, user stories, and sitemap as a foundation, I designed what would be the first lo-fi prototypes for the final product. In essence, the product would solve the following problems with its features:
This would be followed up by creating user stories based on identified pain points, and a proper sitemap for the product. Using the design principles, user stories, and sitemap as a foundation, I designed what would be the first lo-fi prototypes for the final product. In essence, the product would solve the following problems with its features:
Clients have a need for more guidance during the process.
Clients have a need for more guidance during the process.
Clients do not know what is included with a specific service or deliverable.
Clients do not know what is included with a specific service or deliverable.
Clients do not know what is included with a specific service or deliverable.
Clients have different expectations of the process, or of what “success” means.
Clients have different expectations of the process, or of what “success” means.
Clients have different expectations of the process, or of what “success” means.
Having worked a while within the company, and having had earned a lot trust, I was eventually allowed to interview some clients. I used this opportunity to gather some information about the frustrations the clients had communication-wise, and also how they would see this kind of tool fit in their workflow.
This left me with lots of insights, but also with a tool that was in its early stages without any testing input. Unable to test with clients, I decided to set up some tests myself. Being quite confident in my visual design knowledge, I headed straight from testing into creating the visual design.
Having worked a while within the company, and having had earned a lot trust, I was eventually allowed to interview some clients. I used this opportunity to gather some information about the frustrations the clients had communication-wise, and also how they would see this kind of tool fit in their workflow.
This left me with lots of insights, but also with a tool that was in its early stages without any testing input. Unable to test with clients, I decided to set up some tests myself. Being quite confident in my visual design knowledge, I headed straight from testing into creating the visual design.
Visual design style & library
Visual design style & library
Visual design style & library
Visual design style & library
The visual design style of the product would be one based on the brand identity already in place for Yummygum. While there was already a design system in place, a design system for a brand like that never converts 1:1 to a tool like this. So I used the system in place to convert that to a style would allow for the subtleties that are needed in a more complex tool like this.
In order to keep that style consistent, I created a design library based on atomic design. This would include the foundation (typography, colours), and also atoms, molecules and organisms.
The visual design style of the product would be one based on the brand identity already in place for Yummygum. While there was already a design system in place, a design system for a brand like that never converts 1:1 to a tool like this. So I used the system in place to convert that to a style would allow for the subtleties that are needed in a more complex tool like this.
In order to keep that style consistent, I created a design library based on atomic design. This would include the foundation (typography, colours), and also atoms, molecules and organisms.
Key learnings
Key learnings
Key learnings
Key learnings
During this project I learned a lot. Here are some of the key lessons I learned along the way:
During this project I learned a lot. Here are some of the key lessons I learned along the way:
Importance of adaptability
Importance of adaptability
Facing a creative block during my second sprint, I learned the importance of flexibility. By applying "Research through Design," I broke through the block, realizing adaptability brings creativity and progress in design.
Sharing your work
Sharing your work
During the start of this project, I was hesitant to share work with my team. With their continued support I was able to regain more confidence and become more comfortable in presenting my design ideas.
Having strong relationships
Having strong relationships
Throughout this project, I greatly benefited from the expertise of others. However, I also learned the importance of building strong relationships with the right people, as some challenges appeared due to missed opportunities in making better connections.
Embracing a broader perspective
Embracing a broader perspective
While doing research for this project, I found myself overly focused on the research itself, which led to a narrow perspective. By exploring creative methods out of my usual approach, I was able to embrace a broader perspective and overcome my tunnel vision.
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© 2024, Made with design love by Rowdy Hoogendijk
© 2024, Made with design love by Rowdy Hoogendijk