The Bumpy Career is the Philippines’ premiere blog on all things internship and job hunting written specifically for college kids, founded by Justine L.T. Chua.
For this project, I was the sole designer, handling the entire process from sketching to development.
Screen captures of the old TBC website
TBC first started out in 2015 as “The Border Collective”, an online zine for outcast girls. However, after its first post on interning exploded in popularity, its focus pivoted to interning and job hunting only. Over time, the brand grew, but its website wasn’t updated with it. Because of this, problems regarding usability and branding had yet to be addressed.
From experience with her previous resume consultation clients, Justine had 4 user personas:
Based on all this information, I set the following goals: 1.) updating the website’s brand identity and 2.) increasing the website’s conversion rate. To do this, I had to make the website both visually appealing and user-friendly for mobile users.
After consulting with Justine, Gwen Ang, my project manager, created a sitemap to visualize how information would be organized in the website. This was considerably simpler and clearer than the organization of the old website.
With the sitemap as a reference, I created some low-fidelity wireframes. Our main design considerations were simplifying the website’s information architecture and making its UI look more clean and visually appealing.
TBC color palette and typography
TBC blog post covers
A previous designer on the project was responsible for creating the current brand identity of TBC, along with the templates of the assets pictured above. I worked with these guidelines in designing the entire website.
Compilation of undraw.co illustrations used in the website
To make the website more visually appealing, Justine specifically asked for undraw.co illustrations. Using the brand identity as a guide, I personally chose and edited the illustrations that were put on the website.
Screen captures of Brine demo website
To save time, I started making the website after my wireframes were approved. The website was built on Squarespace due to its ease of use. The base of its design is the Brine template, chosen for its flexibility in customization. I also chose it for its minimalistic layout, which I wanted to apply to TBC.
Screen captures of TBC Website pages
Video capture of TBC Homepage
Compared to the previous website’s (which was just blog posts in reverse chronological order), this current iteration has a better user onboarding experience. First, it gives the reader a starting point by suggesting articles based on their demographic, along with some featured blog posts. After that, it introduces Justine, and also links to her speaking page. It then accounts for the case of a reader who needs more guidance with a call to action button to her resume consultation page. Finally, the TBC newsletter is shown. Client testimonials are spread throughout to enforce credibility.
Comparison of old and new blog post CTA
Reading articles on the new website is considerably easier due to a cleaner interface. It also has a shorter call to action, since many of its components (e.g. contact details, email list) were transferred to other website pages.