CONTEXT
Who is Neurocom?
Neurocom is an early-stage hardware startup developing a wearable tactile headset, converting geospatial and location data into physical vibrations to guide the user toward the correct direction. As a real client of Cal Poly’s design agency, Iter8, we redesigned the company’s branding and website in an eight-week timeframe.
PROBLEM
Neurocom is not receiving enough interested clients.
01
Credibility Gaps
The product feels unreliable to user due to a complete absence of trust signals, such as case studies, testimonials, and supporting evidence.
02
Static Experience
The website lacks essential interactive elements, resulting in a passive user journey rather than an engaging experience.
03
Information Deficiency
There is a critical lack of both visual assets and written specifications, leaving users without the necessary context to understand the product.
04
Navigation Friction
Users are unable to effectively navigate the page structure, making it difficult to explore the site or find specific sections.
Solution
The project solution is a redesigned website, alongside a company brand revamp: logo and color palette.
. ݁₊ ⊹ . ݁ ⟡ ݁ . ⊹ ₊ ݁.
CLIENT RESEARCH
Before anything, I completed a holistic evaluation of the original one-page layout website to determine usability and informational gaps.
COMPETITIVE ANALYSIS
Due to the unfamiliarity with Neurocom’s distinct market, we conducted a competitive analysis of existing haptic technology and adjacent high-tech hardware websites. Ultimately, our goal was not just to benchmark industry standards, but to identify any usability gaps’that Neurocom could outperform through clearer storytelling and segmented navigation.
USER RESEARCH & INTERVIEWS
How do we attract our target audience working professionals?
Targeting high-stakes sector (Military, Medical, Search & Rescue) was a completely new sector for our design team, requiring us to abandon standard consumer assumptions and interview professionals ourselves. We utilized 8 in-depth interviews and a targeted survey to decode the psychology of persuasion for this skeptical audience. Our primary goal was to understand exactly how technical data must be displayed to build trust. Crucially, we maintained methodological rigor by avoiding leading questions in favor for open-ended prompts and follow-up queries.
USER TESTING: OLD WEBSITE
We conducted a 7-participant baseline study with the original website, assessing task completion rates for four critical user journeys (Value, Tech, Navigation, and Action).
User Personas
In analyzing user research, we developed three main user personas that best embodied the target audience’s goals and frustrations.
Problem Statement & How Might We
USER FLOW RECONSTRUCTION
Informed by our target audience and industry research, we restructured the user flow to guide users through a clearer narrative of Neurocom’s technology. Moving from a flat one-page structure to a comprehensive site map to support deeper exploration.
During which we assigned designers their preferred screens, leaving myself with designing the "Integrations" landing page and subsequent three detailed case studies webpages.
Crazy 8s
I used Crazy 8s to rapidly ideate layouts for the "Home" and "Integrations" pages, exploring ways to effectively educate and convert potential customers. Our client vocalized wanting to have motions similar to a clean technological website, like Apple. Purple text demonstrate possible motions, specific images/videos, gradients, etc,.
LOW FIDELITY
With client feedback on preferred home page elements, I developed three low-fidelity variations of the Integrations landing page to determine the most effective persuasive hierarchy. Each version features a unique navigation bar and FAQ structure when applicable.
Advantage focus of product
Prioritizing utility
Centralizes specific use cases
and capabilities
Balance view of product & all three case studies
Focuses on product strengths,
credibility and press articles
Large CTAs for sections
✓ Our client selected this style of navigation bar
Explores a hybrid model, balancing
functional education with social visual
proof to maximize user trust
MID FIDELITY & COLOR PALETTE
During the mid fidelity phase, our client phased uncertainty regarding the brand’s visual identity, so we paused the UI design to conduct a comparative style exploration.
We developed two distinct mid-fidelity directions to test the brand's "vibe." We presented these contrasting styles to the client and team to serve as the focal point for a critical stakeholder workshop, allowing us to align on whether the brand should feel lifestyle-oriented or tactical.
HIGH FIDELITY
All designers designed with the version 2 palette, we then voted on the main colors and usage.
From mid-fidelity feedback, I decreased case studies CTAs and took into consideration that case studies should be used to convince potential buyers in a more text-heavy format. Motion scroll effect was decided and implemented with entrance from the bottom to guide the user's eye. With the permission and information from our client, I used AI Agent Gemini to compile copy and statistics for the case studies. Additionally, I wanted to balance the modern tech feel our client wanted.
BRANDING & DESIGN SYSTEM
My co-lead and I defined the design system during the high fidelity phase.
With a tight deadline and amount of critiqueing, collaboration, and testing, my co-lead set margins and spacing, something new to me, and I helped on components and color palette. We collaborated on typography. Our team was lucky enough to have a designer with a graphic design background, taking reins on the logo development from the start.
FINAL DESIGN
Home page by the rest of team neurons, as we called ourselves.
Landing: Integrations
From the home page
Motion activated on scroll
Thumbnails to case studies
Overall advantages of product
Product specifications
Trusted by companies
Defense
Key points of product with supporting information
Main advantages within specific case with imagery, hover over and more information becomes available
Trusted by companies
Article or from company information
Impactful statistics
White page
Testimonial quote
SAR Navigation
(Search and Rescue Navigation)
Hero video taken from V1 during the mid-fidelity phase
News article about recent application of product
Quick statistics and more information to white pages or article.
Testimonial quote from a trusted company
Images being used of product in action of specific case.
Counter UAS
(Counter Unmanned Aircraft System)
Main features with icons for quick scanning and more generalized, counter UAS has a lot of specific use cases
Two specific use cases with supporting information but with an impactful header
White page or more information from CEO
3 news articles
Video of product in action
USER TESTING: NEW WEBSITE
We benchmarked the success of the redesign by replicating our initial website test. Using the same group of 7 users and the same set of four tasks, we directly compared the new interface against the baseline data.
REFLECTIONS
First time in a leadership position.
This was my first time in a position of leadership leading other designers. Learning how to mentor and manage designers was a task in itself, I also had to contribute significantly as a designer. There were times of uncertainty, however, I was able to ask for my co-lead for help when needed. I learned the importance of proper deadlines, planning ahead, and leaving time for critique and collaboration. From this experience, I’ve been able to build a foundation in leadership and an understanding of what it means to be a leader.
Unfamiliar territory of target audience.
While our team members had a background in graphic design/communication, having to build a website for a haptic headband was an interesting perspective . Competitive analysis and client questionnaire gave us a good starting point, and conducting user interviews allowed us to gain a more comprehensive understanding of what it’s like to use communications tools in such high-stakes environments. I learned that no question is too simple and that follow-up questions are valuable to discover was is need to gain credibility and user trust.
Nature of the startup provide uniquely difficult.
Due to the early nature of the startup, there was little information and media to work off of, such as images of the product in use or testimonies not under NDAs. There were times were we as a team were at a halt, as we weren’t sure what else could be added to the website and how else to address the pain points and frustrations of our target users. Furthermore, though the project was not particularly large in scale, it will take a while for the live website to match the prototype. This is due to the level of its information and visualization having to match the product’s actual capabilities
THE FUTURE
Website Implementation
As a real client project under Cal Poly Iter8, we executed a full handoff to the Neurocom team. Beyond the final UI prototype, we equipped them with a design system to ensure that the client can move into the implementation phase.
Product or Company Expansion
To support future growth, the design system allows for the rapid deployment of pages for new product lines. Additionally, should the headset diversify to service new industry sectors, the flexible layout of the Home Page and Case Studies can scale to highlight these new sectors without a full redesign.
