Insulation for a Better Tomorrow

After a phase of alignment, we took a deep dive into understanding the company through the use of questionnaires and interviews with key URSA personnel, basing our strategy on the data gathered.

To create an effective project design, we needed to stop talking about users in general and start talking about specific people. With the help of Mamen, Efrén and Beatriz from URSA, we defined the profiles of URSA’s various users and their needs. Our ‘user personas’ reflected three core audiences:

• Partners, investors and distributors looking for accessible, up-to-date and official info about the company.
• Architects, installers and other technical people looking for info about URSA’s products and how to get hold of them.
• Prospective employees.

We carried out a detailed study of the websites of competitors, companies from a range of sectors and localised URSA pages from various countries to identify bad and good practices in the resolution of specific problems.

A company like URSA deals with very technical information. But in terms of website concept, what it was looking for was pretty universal: clarity and user-friendliness.

URSA offers high-quality insulation solutions for every type of building, with benefits for both people and the environment.

With that idea in mind, we defined the content map and information architecture and planned the content creation, which involved extensive work in cleaning up, updating and synthesising existing texts.

In the co-creation sessions with URSA, all decisions were taken on the basis of whether a design idea made sense for the three user personas.

Wireframes were especially useful in this project. They helped us make decisions, define details and prevent problems during the development phase.

• Structure: The location of each screen in the global map and the navigation flow between them.
• Content and hierarchy: What information is shown on each screen, as well as each step of the navigation flow and its arrangement.
• Functionality: How the interface works; how intuitive the function of each element is and the navigation from point A to point B.
• Behaviours: How the user interacts with each element and which sections should be highlighted through the interaction design.

The site’s UI design required tackling an area that ended up becoming a project in itself: the evolution of URSA’s corporate identity in the digital environment.

Among other things, we defined the behaviour of circular shapes, a key element of URSA’s visual identity that needed to be present on its website.

We worked meticulously to guarantee coherence and intuitiveness across the site.

Every time we designed a screen or an interface element, we checked its performance on both desktop and mobile. Sometimes what works well on desktop doesn’t on mobile and vice versa, so this helps us avoid having to make changes to a screen that has already been approved.