Our design process started with our Minimum Viable Brand Workshop, a 2-hour collaborative session, that helped us define a preliminary brand strategy and design a brand that will both resonate with trade buyers and embody the identity of Spectinga. The brand needed to be friendly, trustworthy, innovative, casual, reliable and simple.
We prepared 4 different brand concepts that we presented to the founders. Making the final call was difficult for them, because several concepts managed to capture the essence of the brand. The "World of machinery" was ultimately the winning one, with an approachable logo, professional typography, and a colour palette where the primary blue colour signifies trust and reliability, and the secondary orange balances it out with positivity and change.
> Learn how to design a Minimum Viable Brand
The UI of the user-facing application aimed to be clean and simple for the user, as the content itself (machinery listings) was the main focus of the marketplace. When we were designing the web application we only had two guiding principles:
- Make listing for sellers as easy as possible, with only the necessary steps and information needed to get buyers interested and ready to bid, and
- Build a habit of regular browsing and bidding on machinery for buyers.
Buyers and sellers on Spectinga reported the UI being friendly and analytics data confirmed that users visit the site daily to see new listings and browse the site for over 3 minutes on average.