Brand Strategy and Web Revamp

RideBeam Website 2.0

Beam is a micro-mobility operator, providing micro transportations to riders across 8 countries in Asia Pacific. One of its key assets is the website, which targets out to 3 main groups of people – Riders, Partners, and City Councils.

I redesigned the information architecture and site map, user interface across 50 over pages. Together with the brand design team, we developed new illustrations, icons, and set in place a style guide for the new site. With the development team, we delivered over a new revamped site with enhanced userability, easier access and navigation for users to get the information they need or be able to access the necessary forms for contact.

The Challenge

With the business expanding into 4 new markets, we needed to localise the site to relate to the respective audiences across 8 different countries in Asia Pacific.

Target Audience

On top of localising the site to the various countries, there was another layer that we had to consider – target audience. Beam has 3 key audiences to reach out to. We broke them down and analysed their profile to better understand how Beam’s website can best support their needs.

The Solution

Restructure the site to be grouped by the target audience for easy navigation and targetted content that is catered to the specific user.

Design Process

Content Workroom

Beam operates in 9 countries, with each country operating at different capacities and in different stages.

As the site had to be relevant and localised for each operating market, we worked closely with the local stakeholders across departments to discuss and determine how we should shape the strategy and content specifically for the locals in the city, to meet their needs.

The Content Workroom was developed as a communication means where we put together the pieces of content and build a cohesive yet localised site catered to the needs and current developments of your country.

It is also used as a tool for stakeholders to make requests for new micro-sites or webpages required for various objectives.

Design System

Components on Figma

Scalability of the web design system was key for Beam as it was expanding quickly, with many new updates. To maintain the consistency as well as streamline the work processes, we set up a design system for future team members to adopt.