To stay in touch with our riders, our social media posts also had to increase significantly for 8 countries. As a team of only 4 designers, it quickly became apparent that we had to establish a scalable and consistent design approach across all markets while maintaining a cohesive brand identity.
To address this challenge, the team identified the posts were frequently being used.
The idea was to create editable templates on Figma to allow the respective country’s Content Manager to easily make the necessary adjustments ensuring consistency across all markets. These templates became a valuable tool for maintaining consistency and facilitating efficient content production.
Since we had to create these templates, I took advantage of the opportunity to enhance the designs. Here are two examples of the templates I created: Beam LandIn and Operating Hours
Template 1 redesign rationale
The original design required us to customise the silhouette to match the unique building or structure in each new city launch. The main challenge for this was that not all cities have prominent or distinguishable structures. Moreover, this approach proved to be time-consuming and lacked visual diversity especially if it is posted frequently resulting in most posts appearing identical on feed on first glance.
The revamped version makes use of location photos which will enhances the visual impact and conveys the desired message more effectively as its easier to identify the country via an image. Using images also allow the Content Managers autonomy in selecting the image to be used. This is as opposed to the silhouette which requires the help of a designer to create.
The redesigned templates saw a significant increase in engagement with the original design typically only getting around 7 likes while the new designs had around 300 likes.
Template 2 redesign rationale
This template for social media content relied on photos from past photoshoots. However, this approach proved to be restrictive as not all photos were suitable for the template layout. Additionally, there was a possibility of having to reuse similar photos in the future, which could lead to repetitive visuals on the feed.
While working on this, I decided that because the new design for Template 1 uses photos, Template 2 now should be illustration so we can have a mix of different visuals on the feed which helps to avoid repetition.
The idea in the redesign is to feature illustrations of our Marshalls, showing them bringing in these new vehicles to the relevant city.
We didn't have a design to communicate operating hours so I took up the task of creating the design for this. The task was to communicate that the operating hours for our vehicles are 24/7.
To do that, I used a clock silhouette with an icon representing the vehicle that is operating in that market.
I designed the new template with these 3 considerations:
Improve Readability
The visual representation of the clock silhouette and market-specific icons creates a visually appealing template that is easy to understand and interpret.
Efficient Information Delivery
Riders can quickly identify the operating hours for their respective cities without the need to read through lengthy paragraphs of text.
Easily Editable
Ensure the template is editable and easily updatable, allowing for quick modifications as operating hours change.
