Khoa Nguyen
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Manrke
Redefining the CPA Firm Brand
Manrke is a global professional CPA firm that stands out in the industry with its energetic yet professional approach. The company sought to create a brand identity that would reflect their unique personality while maintaining the trustworthiness expected in the financial sector. This project aimed to develop a brand language that would position Manrke as a pioneer in a traditionally conservative industry.
Role Lead UX/UI Designer and Project Manager
Shipped 2024
Keyword UX Research, User Testing, Design System, UX/UI Design
My Role
As the lead UX/UI Designer and Project Manager, my role was to lead the design and implementation of a user-centric interface that would simplify the complex B2B purchasing process. Through meticulous research, user testing, and iterative design cycles, I aimed to create a cohesive and intuitive experience that would elevate Cisco's B2B platform, fostering increased customer satisfaction and loyalty.
Challenge
The primary challenges involved capturing the essence of the brand's vision and values in a visually compelling manner while ensuring scalability and adaptability for future growth and expansion.
Research
We start our research by asking Cisco team with How Might We approach to develop an effective solution
How might we streamline the process for users to checkout ?
How might we analyzing features across all CCW tracks to ensure consistency and accuracy?
How might we enhance the customer experience through the sale cycle?
We meticulously identified the major personas across all CCW tracks. Through an immersive journey mapping exercise with stakeholders and team, we defined their goals, expectations, touchpoints, experiences, and pain points. This intense exploration into the lives of our users unveiled inconsistencies within the existing CCW program. Crucially, it highlighted the pressing need to elevate their overall experiences. Armed with this invaluable understanding, we crafted a comprehensive strategy to address the identified gaps and deliver a seamless, user-centric CCW experience.
Ideate
After gaining a deep understanding of the problem and user needs, we engaged in collaborative brainstorming sessions to generate a wide range of innovative ideas and potential solutions across CCW tracks. Through iterative sketching and rapid prototyping, we explored and refined various concepts, allowing us to visualize and evaluate different approaches.
To validate the seamless new solution with existing functionalities, we conducted rigorous testing and evaluation processes. The effectiveness of the implemented solution was meticulously analyzed through heuristic and usability evaluations, while valuable insights from stakeholders and partners were incorporated to optimize the overall experience. Additionally, a Task Performance Indicator (TPI) assessment was conducted for the CCW to pinpoint areas for further refinement and enhancement.
In our quest to achieve reusability, consistency, increase development velocity, we created a design system to help conceptualize, build and ship new features, iterations and products much faster, and more efficiently.
Solution
Outcomes
3x
Faster Deal Cycle Time
5x
More Quotes Enhancement in Partner Productivity
85%
of All Customer Interactions Powered by AI Chatbot
The final result was a distinguished brand identity that successfully communicated Manrke's core values of intellect, trustworthiness, and premium quality, while also conveying a modern and approachable image. The new visual identity set Manrke apart from competitors, positioning them as a forward-thinking firm in the CPA industry. Client feedback indicated that the brand effectively balanced professionalism with approachability, helping Manrke attract a diverse range of clients seeking a fresh approach to financial services.
Manrke
Redefining the CPA Firm Brand
Manrke is a global professional CPA firm that stands out in the industry with its energetic yet professional approach. The company sought to create a brand identity that would reflect their unique personality while maintaining the trustworthiness expected in the financial sector. This project aimed to develop a brand language that would position Manrke as a pioneer in a traditionally conservative industry.
Role Lead UX/UI Designer and Project Manager
Shipped 2024
Keyword UX Research, User Testing, Design System, UX/UI Design
My Role
As the lead UX/UI Designer and Project Manager, my role was to lead the design and implementation of a user-centric interface that would simplify the complex B2B purchasing process. Through meticulous research, user testing, and iterative design cycles, I aimed to create a cohesive and intuitive experience that would elevate Cisco's B2B platform, fostering increased customer satisfaction and loyalty.
Challenge
The primary challenges involved capturing the essence of the brand's vision and values in a visually compelling manner while ensuring scalability and adaptability for future growth and expansion.
Research
We start our research by asking Cisco team with How Might We approach to develop an effective solution
How might we streamline the process for users to checkout ?
How might we analyzing features across all CCW tracks to ensure consistency and accuracy?
How might we enhance the customer experience through the sale cycle?
We meticulously identified the major personas across all CCW tracks. Through an immersive journey mapping exercise with stakeholders and team, we defined their goals, expectations, touchpoints, experiences, and pain points. This intense exploration into the lives of our users unveiled inconsistencies within the existing CCW program. Crucially, it highlighted the pressing need to elevate their overall experiences. Armed with this invaluable understanding, we crafted a comprehensive strategy to address the identified gaps and deliver a seamless, user-centric CCW experience.
Ideate
After gaining a deep understanding of the problem and user needs, we engaged in collaborative brainstorming sessions to generate a wide range of innovative ideas and potential solutions across CCW tracks. Through iterative sketching and rapid prototyping, we explored and refined various concepts, allowing us to visualize and evaluate different approaches.
To validate the seamless new solution with existing functionalities, we conducted rigorous testing and evaluation processes. The effectiveness of the implemented solution was meticulously analyzed through heuristic and usability evaluations, while valuable insights from stakeholders and partners were incorporated to optimize the overall experience. Additionally, a Task Performance Indicator (TPI) assessment was conducted for the CCW to pinpoint areas for further refinement and enhancement.
In our quest to achieve reusability, consistency, increase development velocity, we created a design system to help conceptualize, build and ship new features, iterations and products much faster, and more efficiently.
Solution
Outcomes
3x
Faster Deal Cycle Time
5x
More Quotes Enhancement in Partner Productivity
85%
of All Customer Interactions Powered by AI Chatbot
The final result was a distinguished brand identity that successfully communicated Manrke's core values of intellect, trustworthiness, and premium quality, while also conveying a modern and approachable image. The new visual identity set Manrke apart from competitors, positioning them as a forward-thinking firm in the CPA industry. Client feedback indicated that the brand effectively balanced professionalism with approachability, helping Manrke attract a diverse range of clients seeking a fresh approach to financial services.
Manrke
Redefining the CPA Firm Brand
Manrke is a global professional CPA firm that stands out in the industry with its energetic yet professional approach. The company sought to create a brand identity that would reflect their unique personality while maintaining the trustworthiness expected in the financial sector. This project aimed to develop a brand language that would position Manrke as a pioneer in a traditionally conservative industry.
Role Lead UX/UI Designer and Project Manager
Shipped 2024
Keyword UX Research, User Testing, Design System, UX/UI Design
My Role
As the lead UX/UI Designer and Project Manager, my role was to lead the design and implementation of a user-centric interface that would simplify the complex B2B purchasing process. Through meticulous research, user testing, and iterative design cycles, I aimed to create a cohesive and intuitive experience that would elevate Cisco's B2B platform, fostering increased customer satisfaction and loyalty.
Challenge
The primary challenges involved capturing the essence of the brand's vision and values in a visually compelling manner while ensuring scalability and adaptability for future growth and expansion.
Research
We start our research by asking Cisco team with How Might We approach to develop an effective solution
How might we streamline the process for users to checkout ?
How might we analyzing features across all CCW tracks to ensure consistency and accuracy?
How might we enhance the customer experience through the sale cycle?
We meticulously identified the major personas across all CCW tracks. Through an immersive journey mapping exercise with stakeholders and team, we defined their goals, expectations, touchpoints, experiences, and pain points. This intense exploration into the lives of our users unveiled inconsistencies within the existing CCW program. Crucially, it highlighted the pressing need to elevate their overall experiences. Armed with this invaluable understanding, we crafted a comprehensive strategy to address the identified gaps and deliver a seamless, user-centric CCW experience.
Ideate
After gaining a deep understanding of the problem and user needs, we engaged in collaborative brainstorming sessions to generate a wide range of innovative ideas and potential solutions across CCW tracks. Through iterative sketching and rapid prototyping, we explored and refined various concepts, allowing us to visualize and evaluate different approaches.
To validate the seamless new solution with existing functionalities, we conducted rigorous testing and evaluation processes. The effectiveness of the implemented solution was meticulously analyzed through heuristic and usability evaluations, while valuable insights from stakeholders and partners were incorporated to optimize the overall experience. Additionally, a Task Performance Indicator (TPI) assessment was conducted for the CCW to pinpoint areas for further refinement and enhancement.
In our quest to achieve reusability, consistency, increase development velocity, we created a design system to help conceptualize, build and ship new features, iterations and products much faster, and more efficiently.
Solution
Outcomes
3x
Faster Deal Cycle Time
5x
More Quotes Enhancement in Partner Productivity
85%
of All Customer Interactions Powered by AI Chatbot
The final result was a distinguished brand identity that successfully communicated Manrke's core values of intellect, trustworthiness, and premium quality, while also conveying a modern and approachable image. The new visual identity set Manrke apart from competitors, positioning them as a forward-thinking firm in the CPA industry. Client feedback indicated that the brand effectively balanced professionalism with approachability, helping Manrke attract a diverse range of clients seeking a fresh approach to financial services.