UPAX Project

Company: Upax

Business type: Research, marketing, apps and platforms

Project type: Branding/UI/UX

|Role: Manager Design

Overview

With exponential growth, UPAX needed new branding and a new platform to meet the demand of its customers.

UPAX is an startup that began operating in 2011, the company is in the top 3 of the bigest research companys in México and top 10 of the Mexican Association of Market Research Agencies (AMAI).

Problem space

With exponential growth and client demand, UPAX needed professional branding while creating a robust digital platform to help evaluate market research experiences remotely.

Research

For the branding in conjunction with the CEO and other team members, started to brainstorm to generate ideas about, where we want to arrive with the new branding? What do we want to communicate? Is where there emerged the name UPAX, another hand, for the first version of our app, we started with interviews with the real users of our platform, which that in reality, that platform were excel pages or pdf's with instructions to perform the research tasks for our intern customers, at the pair I started work in the creative and graphic branding concept.

Upax Office

Process

before UPAX Branding
Upax First Version
Upax Web First Version

first versions / proposals

Let's start with the brand, the creative process for the naming came up with the idea of PAX which is the international abbreviation used in the travel industry to designate the word "passenger" and the "U" was added to give strength to the phonetics and give way to a unique concept 'UPAX'. The identity is represented with a symbol of its 4 business areas, Research and Knowledge which is responsible for having a deep knowledge of consumers, followed by Marketing Experience which performs relevant experiences to link customers with brands, Trade Marketing which is responsible for promoters at points of sale and UPAXER is how they call the community of users of the app, represented by the color segment. I am so proud of myself when I see my creative job at the top of the corporate building

Upax Logo Upax Corporate Building

Corporate Building

For the app, we began by defining the functionalities that it should have, such as information such as the address and geolocation of the businesses to be evaluated, the tasks to be carried out together with the instructions, and a step-by-step manual, as well as a section to upload audio evidence. , video and photography, user registration, the profile section where you can check the agenda, new, pending and completed tasks, accumulated rewards, payments, etc., it was a fairly complex process since it was a project that we started from 0 We started with low fidelity cardboard prototypes to make the flows and first screens, then we started with high fidelity designs that changed a lot over time as you can see in the previous images.

Upaxer App

Learnings

  • It was a great experience to have been part of the pioneers of a company that has not stopped growing
  • It was my first approach to UX and my first project for an app of that magnitude
  • I had the opportunity to know the first interface design guides and see the evolution of realistic designs from the first interfaces to a flat design
  • I feel very fortunate to see how a branding project in which work now is known internationally, since UPAX has presence in countries Peru, Colombia, Guatemala and Spain among others.