I worked independently as the project’s designer — analyzed the old landing page, discussed client needs, learned about their audience, and proposed a new solution.

The design development took around 5 weeks.

Web platform «ABBA»

ABBA is a web platform that helps small and large businesses operate abroad and adapt to different markets through consultations, investor support, and educational events. It’s designed for startups, entrepreneurs, and companies expanding overseas.

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Abba

ABBA

What I did

Goals

Problem & Goals

The original website gave only a brief intro to the company, with no clear list of services. Event updates were shared only on social media, and users couldn't easily understand what exactly the company offered. Business wanted to improve its positioning and more openly communicate to potential clients how they can help.

Key insights

Research & Insights

To better understand the company’s and users’ needs, I audited the existing website and discussed goals with the internal team.

Challenges

Approach & Process

The company needed to present diverse information (services, events, joining instructions, team, etc.) that couldn't fit into a single scrollable layout without compromising clarity.

Switched to a multi-page site

The structure and elements are designed with reusability and the ability to independently add new content, allowing for future expansions and ease of use.

Flexible structure

The main user flows and important pages are developed first to ensure a successful launch. Additional ideas are considered during the structural planning, making it easy to add new sections in the future.

Focus on core functionality

Project Priorities

Co-Creation Journey

The team had many future-oriented ideas (“we might offer this”, “we’re planning to add that”), which constantly pulled attention away from building a clear MVP based on current needs.

Flexible structure

I kept the focus on the core content and proposed two pages with optional extended functionality — giving space for future development without overloading the first release.

Focus on Core Content

Each team member suggested micro changes, while the founders had a different vision altogether. This made alignment difficult and slowed down decisions.

Conflicting opinions

I based my design decisions on logic and examples, explaining the reasoning and impact. I reminded the team we’re designing for users, not internal preferences, which helped reframe discussions.

Grounded Design Decisions

Everyone joined the meetings, but when follow-ups were needed — text content, confirmations, or small decisions — there was often no clear owner, and I was passed from one person to another.

Slow feedback

I wrote clear, detailed requests, tagged the team, and flagged urgent inputs with reasons. Since feedback delays persisted, I started planning ahead and clarifying more early on.

Clear Communication

Solution

A small design system was created to improve developers' understanding of the project and simplify future changes.

Design System

Outcome & Impact

Reflection

Although the approved design didn’t go live as-is, the stakeholders expressed gratitude for the clarity and depth of the proposed solution.

Due to development challenges on their end, the team eventually decided to work with a full-cycle web agency.

The final version of the website was implemented by another team, but the foundation was based on my design. It set the visual and content direction and helped the team define the focus for future iterations.

Templates used in the project can be adapted for other projects within the company.

Templates

The project highlighted the importance of incorporating flexibility into project solutions, enabling them to scale and adapt to changing requirements.

Flexibility of Solutions