Branding · 2023–2024
United Bible Societies
Priorities shifted from the original brief after extensive user research. Led end-to-end design including visual language, typography, responsive implementation, and localization. Plus, a 30% increase in online visibility via Google Maps optimization.
United Bible Societies design experiment
By the numbers
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Observation
A Latin American member of United Bible Societies needed to raise online visibility. Initial scope was e-commerce, but halfway through wireframing, priorities shifted toward a company website.
User Research
E-Commerce
I interviewed 30+ clients about their purchasing experience and compiled findings into a 40+ page report for the sales department.
Letter size is the deciding factor:
Clients shared that the letter size for a Bible is the most important feature for them since larger letters are easier for them to read.
RV 1960 is the winning version:
Reina Valera 1960 constituted 68% of the purchases made, and is the most popular version.
Large varieties make large problems:
Clients' biggest complaints was not knowing what to pick since there's a large variety and limited information online and only 2 salesladies on the floor at any given time.
Social projects are largely unknown:
87% of those interviewed did not know that we were involved in social projects.
Phone is king:
90% of clients mainly use phones over computers when accessing the internet.
Company site
When scope shifted to a company site, the research carried over directly:
- Letter size is still important: Font, text size, and text height tuned for legibility.
- RV 1960 as a guide to readability: Text free of jargon, clear to understand.
- Guide to versions: Version guide with logos for orientation, every logo is on the cover of every Bible.
- Highlight social projects: Showcase every project since 87% of clients didn't know about them.
- Ensure responsive design: Mobile-first users require responsive implementation.
Logos recreated in Figma from in-store photos. They were unavailable online, and are essential for client orientation.
Create a Hypothesis
If the website prioritizes legibility, clear language (inspired by RV 1960's readability), version guides with logos, and prominent social project showcases, then cognitive accessibility and user confidence will improve.
Design and Prototyping
E-Commerce
Mid-fidelity e-commerce wireframes, guided by research findings.
Company
Repurposed e-commerce designs for the company site, with two major additions:
- Expanding on company history: Share the company history, and showcase the company's values.
- Project deep dives: Projects are in the front and center, since they are the core of the company.
Localization
English localization was a core business goal, I localized content while keeping cultural relevance and linguistic accuracy.
Optimization
The site isn't launched yet, so I found other ways to boost visibility by using Google Maps.
I updated 3 existing branch listings and added 6 new ones, standardizing info across all 9 profiles. Result: 30% increase in online visibility.
Considerations and Conclusions
User research saved time when priorities shifted. Cognitive accessibility improvements came directly from turning client findings into design constraints: legibility, clarity, and orientation.
- Research findings repurposed when scope changed from e-commerce to company site
- Localization maintained cultural relevance and linguistic accuracy
- Online visibility grew through Maps even before site launch