Case Study: Web Design Proposal – XXL | UI UX Designer

Case Study: Web Design Proposal

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Keyway Capital LTD Finance Web Design Proposal,
Frontend Inprementation Guide
Jul 2017



The objective of this project is to provide a design proposal for Keyway’s new company website. The primary purpose of this website is brand communication. Since Keyway is a very young finTech startup (established in Oct 2016), they didn’t have every clear idea of their brand image. After some industry research, I proposed three directions for them. Proposal one is young and energetic focusing on professional teamwork. The concept of proposal two is tailor-made financial solutions featuring black and white business style background images. Proposal three use red and blue as the theme colour which is recommended by the clients. After presentation, proposal one and two won more applause than the third one. Finally, they chose proposal two which they thought match their high-class financial consultant image perfectly. You can visit here to see the three proposals.

A Great 1st Impression

After first style adventure, the client revised their website contents featuring a Chinese slogan  “千锤百炼,惠聚于此” and an English one “We try our best to make every promise come true.” The Chinese slogan means our products are thoroughly tempered, just like good steel. So I choose some lava and steelmaking images placing in the background of the index header in order to provide a great first impression. The final image is as follow.

Iconify FinTech

After further communication with our clients, I found that the core competence of this company is their technology. They use in-house developed platform to do quantitative analysis and asset management. In order to emphasize this core competence, four svg icons were designed to represent quantitative analysis, asset management, innovation and fintech. What’s more, a stoke-by-stoke svg animation is also assigned to these icons in order to construct a brand image of high technology.

Responsive Layout

To get the content more condense, the website layouts are based on 12 columns 960 grids system. Check here to view the grid on index. The mobile view use one to two columns and collapsed menu items. Check here to view the mobile view design. You can also visit to see the final outcome or visit here to view the whole design proposal. The website was implemented by LIU Yang, a developer currently working in Tencent.

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