Testberichte.de — Rebranding
Testberichte.de is a german comparison portal that helps people make informed purchasing decisions. Although the website has over a million annual visitors, their users were lacking brand awareness which stifled the companies growth.
My Role:
Brand-Design
UX-Design
UI-Design
Challenge
- Users normally access the website without being aware of the brand.
- A large number of products and data.
- There was not much “space” next to the UI for establishing a brand.
- Complex, historically grown website.
Impact
Strong brand language that made the website more memorable.
Better communication of product data, leading to more conversion.
New navigation menu, making it easier to browse the website.
Developing a new brand language
As a team of three designers, we developed a new visual language based on insights from user research and workshops. The result was a cohesive and strong brand identity that perfectly aligns with the company’s vision and mission. The positive impact of this new visual language was confirmed by extensive user testing prior to its launch.
Workshop boards and early logo drafts
Old and new version of the website logo
Excerpt of the brand guidelines and website after the rebranding
Making product data comprehensible
The data on the individual products for which Testberichte.de provides reviews has always been presented in raw form—unreadable for most users. To make this data easier to understand, I designed a data sheet in which a product’s most important features are highlighted in bold. For each of these features, there is a rating indicating whether it is good, bad, or average (green, yellow, red). When you hover your mouse over the icon, more detailed information is displayed.
An overview over the most important data points is provided at the beginning of each data sheet
Making navigating reviews easy
To make it easier for users to find the product category they’re looking for, I’ve improved the website’s navigation menu, which previously wasn’t very user-friendly. General categories such as “Computers” or “Hi-Fi” now lead to more specific product categories, which are represented by small images, providing a quick overview. As a result, all categories are identifiable at a glance, and the navigation bar takes up less space overall.