Redesign2024
Official Website of AITISERVE.CO.ID
A complete website redesign for PT. Aitiserve Djaya Naraya, guided by UX laws and supported with full design and handoff documentation.
Design ThinkingWireframeProduct Design
Year
2024
Duration
June 2024 · 3 Weeks
Role
Lead UI/UX Designer
Client
PT. Aitiserve Djaya Naraya
UX ResearchUI DesignHandoff
On this page0%
In a Nutshell
Revamping the official website with full design and development documentation.
Enhancing the AITISERVE website to meet stakeholder requirements and support the company's long-term objectives.
Context
Understanding AITISERVE
AITISERVE specializes in software development and digital platform services, including programming, web portal management, as well as IT consulting and technical support.
The main product flow includes:
- Landing Page — Introduces users to AITISERVE and provides an overview of who we are.
- Services — Showcases the products and services offered by AITISERVE.
- Portfolios — Highlights legacy projects that demonstrate AITISERVE's capabilities and experience.
- Blogs — Allows users to explore articles, insights, and knowledge shared by our team.
- About Us — Offers a deeper understanding of AITISERVE's vision, mission, and team.
- Career — Displays current job openings and the benefits of joining AITISERVE.
- Contact Us — Provides various ways for users to get in touch with AITISERVE.
Problem Discovery
The current design feels visually underwhelming and could be improved for better engagement.
The design feels unpolished, with cluttered content, inconsistent layout, and missing documentation. Despite being new, establishing professionalism early on is crucial.
Problem #1
Weak visual presentation
Inconsistent alignment across components, content, typography, and layout affects overall visual harmony.
Preview
Solution #1
Using UX laws to guide decision-making in new design development.
In the redesign process, we applied foundational UX laws—such as Hick's Law, Fitts's Law, and the Law of Proximity—to ensure every design decision was backed by human-centered principles. These laws helped streamline user interactions, improve visual hierarchy, and create more intuitive experiences. By grounding our design choices in proven UX principles, we enhanced usability, clarity, and overall user satisfaction.
Problem #2
Design documentation is missing or incomplete, making implementation harder.
The absence or incompleteness of design documentation creates significant challenges during the development phase. Without clear references for components, layouts, and interactions, developers may misinterpret the intended design, leading to inconsistencies, delays, and increased rework. Comprehensive documentation is essential to ensure smooth collaboration, accurate implementation, and long-term maintainability.
Solution #2
Applying the Design Thinking framework through its five key phases.
The Design Thinking framework was applied systematically through its five key phases: Empathize, Define, Ideate, Prototype, and Test. This approach ensured a deep understanding of user needs, clear problem definition, creative solution generation, iterative prototyping, and continuous validation. By following this user-centered process, we were able to design solutions that are not only functional but also meaningful and relevant to real user challenges.
Final Design
The new look of AITISERVE
Design Thinking
Low-Fidelity / Wireframe
High-Fidelity / Visual Design
Reflection
What I've Learnt & Special Thanks
During this project, I've got the opportunity to:
- Learn more about Design Thinking and Product Design.
- Conducted Live Usability Tests.
- Conducted A/B Experiment and having the new designs win.
Shoutout to all collaborators
Huge shoutout to everyone I collaborated with during this project
- Director of Aitiserve — Achmad Faizal
Next step
Want to see the full case study?