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Circles.Life launches in Australia
Role
Lead Designer
Created at
Frank Digital
Disciplines
Content Strategy
Conversion Strategy
Creative Direction
UX Research
User Interface Design
Sector
Telecommunications
Context
Circles.Life is a budget-friendly telecommunications company that was looking to first launch in Australia in 2022.
Their presence was well known in Singapore but needed some strategic direction in terms of content and design to speak more specifically to the Australian market.
Challenges
As the team was mainly based overseas, the Australian stakeholders were keen to hear a local perspective on how to launch their website in an Aussie market to maximise traction in a cluttered sector and also how best to drive conversions.
Other challenges included:
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A new brand guide that was focused on print and advertising rather than digital
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A long list of 'must have' selling propositions (i.e. a lot of copy)
Approach
As the timeline for the engagement was only two weeks, we took the delivery approach of rapid visualisation. This allowed us to work in a lean manner and use the designs as both the wire framing and content planning tool as well as communication the creative direction that the brand could take in Australia.
As the target market was heavily youth focused, we leveraged the colours and sticker-styles of the brand and maximised their potential on the site to break up the heavy amount of text/copy.
To drive conversions, we simplified the selling points identified in the research and suggested the inclusion of awards and FAQs at the top and bottom of every page to build trust in this new and unknown brand to the market.
Results
The strategy and design elements have been implemented on the Australian version of the site and also been rolled out on the Singapore version of the site.
View live site here.
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