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beWANTED Website & Branding Refresh

A comprehensive UI/UX redesign of the beWANTED career event portal, resulting in a significant increase in student applications and a unified cross-platform brand identity for the year 2025.

Timeline

December 2024 – March 2025

Role

Lead UX/UI Designer

Toolset
FigmaCanva

beWANTED Website & Branding Refresh

Objectives

The goal of this project was to redesign the website and update promotional materials for beWANTED, an annual career event hosted by TU Wien. The event connects TU Wien students with company representatives through scheduled one-on-one sessions, offering a more organized and personal alternative to typical career fairs.


I was responsible for the complete website design, as well as the event poster. Throughout the project, I worked closely with the PR team, especially the Campus PR and Digital PR divisions, to make sure all communications were clear and consistent across every channel.

Problem

The beWANTED website is the main place where TU Wien students explore participating companies and sign up for interview slots. However, the old site lacked clear and reliable information, making it hard for students to engage and apply smoothly.

  • Outdated content

    The previous website didn't provide up-to-date information. Even when the event wasn't happening, it didn't clearly communicate that students should "stay tuned" or when the next event would be. Some company listings were also outdated, showing participants from past years who weren't involved this time.

  • Inconsistent visual style

    The site used different fonts and colors inconsistently, which made it look unpolished and less trustworthy.

  • The need for reliable information

    Since the website is the official source for event details and applications, it was crucial to redesign it to be clear, consistent, and easy to use.

Goals

  • Encourage more applications

    The redesigned website aimed to make it easy and inviting for students to apply for interview slots through a clear and engaging interface.

  • Create a consistent visual identity

    Both the website and printed materials like posters, flyers needed a unified look to strengthen the brand across online and offline channels.

  • Provide a clear platform for students

    The site was designed to be a simple, intuitive hub where students can quickly find event details, explore participating companies, and submit their interview applications.

Process

Since this was a smaller project, I joined monthly marketing and event team meetings to review the current design and make sure we were all focused on the same goal: increasing the number of applications. These regular check-ins helped shape the design and kept the project moving in the right direction.

Research

I started by researching similar career event websites to see what worked well and what didn't. This showed me the importance of clear navigation, simple layouts, and easy access to event details and application forms.

Wireframing

I started by mapping out the current website's structure and identifying areas for improvement.

Color Palette

I chose brighter colors to enhance visibility and create a more energetic, engaging atmosphere. This decision was aimed at making the platform feel more dynamic and approachable.

Logo selection

Logo marks for university and HTU initiatives, featuring the official beWANTED logo customized to fit the brand palette.

Typography

I combined two popular sans-serif fonts that are highly legible on digital interfaces, ensuring the text is easy to read across various devices and screen sizes.

Prototyping

Poster Mockup

A poster was also created for the event which was displayed in the university's main hall to promote the event and encourage student participation.

Testing

To validate the design, I conducted usability tests with 7 participants, asking them to navigate the website and apply for the event. Key feedback included:

Key Testing Insights

  • ●Focus on improving content clarity
  • ●Increasing button sizes for better clickability, especially on mobile devices
  • ●Change information order (date before event description)

Based on these insights, I iterated the design to enhance usability and meet user expectations.

Impact

  • Increase in Applications

    The number of applications for the event increased compared to last year, rising from 132 to 213 applications. This significant boost was directly linked to the redesigned website and marketing efforts.

  • Foundation for Future Events

    The website's redesign established a solid foundation for upcoming years, with the flexible design system and scalable structure allowing for easy updates and continued improvements.

Learnings

  • UX Writing Practice

    During this project, I had the opportunity to practice UX writing. I focused on making the content clear and user-friendly, ensuring that the language on the website was simple and easy to understand for students.

  • First Usability Test Experience

    This project marked my first experience conducting usability tests. I realized how valuable these tests are in identifying real user pain points. The feedback provided direct insights that guided design improvements, helping me refine the website to better meet user needs.

  • Importance of iterative Process

    The iterative nature of this project allowed me to continuously improve the design. Each round of feedback helped me identify areas for refinement and provided opportunities to make meaningful adjustments, ultimately leading to a more polished final product.