Brief: To give a creative refresh to the existing SAFRA webpage

Challenge:

•Position SAFRA as a dynamic, refreshed, and exciting hub for sports, lifestyle activities, social events and more.
•Create a more energised and invigorated look to attract members of all age groups.
•Standardise and harmonise the site's colours to enhance style consistency and branding.
•Enhance user experience by simplifying navigation, ensuring the vast amount of information on the SAFRA website is easily accessible.
•Provide personalised recommendations to visitors, helping them quickly discover content that matches their interests.

Key messages (based on target groups):

Young Men in Their Early Twenties: Unleash Your Energy – Join the Fun at SAFRA!
Fathers with Families: SAFRA: The Ultimate Destination for Family Fun
Generic Public: Your One-Stop Hub for Fun & Entertainment

Solution:
The new UI design for SAFRA should portray the organization as a dynamic, refreshed, and exciting hub for sports, lifestyle activities, social events and more. This redesign aims to enhance user engagement and satisfaction by leveraging vibrant visuals, an energetic layout, and interactive features that reflect SAFRA’s active and diverse offerings. The focus is on creating an immersive, user-friendly experience that encourages discovery and participation.

INTERACTIVE QUIZ FEATURE: A key feature of the new UI is an interactive quiz designed to personalise the user experience. This quiz allows users to quickly click on keywords that indicate their interests, with suggestions dynamically generated based on the popularity of searches and clicks on the website.

Key Skills: UI/UX, branding, art direction