NEOGEM ADVISORY
UX Design | A responsive and user-focused professional business consulting website for Small and Medium-sized Enterprises (SMEs).
Project Overview
Background
For my live project, I had the opportunity to work on a client's website. NeoGem Advisory is a business and financial consultancy firm focused on empowering SMEs to thrive in an increasingly competitive business landscape. The goal of the project is to create a user-centric website that positions NeoGem as a trusted, expert-driven, and approachable advisory brand.
The brand needed a professional digital platform to establish credibility, communicate expertise, and provide easy access to its range of consulting services.
My Role
Product Designer and Developer
Responsibilities
Research
High fidelity Design
Organizing sitemaps
Prototyping
Conducting usability studies
Iteration
Development
Tools Used
Figma
Fig Jam
Google Doc
Google Sheet
Google Slides
Timeline
June, 2024
to September, 2024
Techniques Used
UX Laws Application
Design System
(Colors, Typography, Grids, Input Field )
Design Thinking Process
Competitive Audit
User Story, Problem Statement
Goal Statement, User Persona
User Journey Map,
Prototyping
Usability Testing
Summary
The Problem:​
​Small and medium-sized enterprises (SMEs) often face significant challenges when seeking reliable business advisory and operational support. Many lack access to structured financial planning, expert guidance, and scalable solutions that align with their growth goals.​​
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The Pain Points:
1. Information Accessibility – Users find it difficult to locate reliable and structured business advisory services online. The lack of centralised, trustworthy information leads to confusion and wasted time.
2. Trustworthiness – Many advisory websites lack transparency and clear proof of expertise, causing potential clients to doubt their credibility and hesitate to engage.
3. Fragmented Processes – SMEs often juggle multiple consultants for bookkeeping, HR, and strategic planning. This fragmentation creates inefficiency, communication gaps, and poor service coordination.
4. Limited Expertise – Without access to consistent expert guidance, businesses struggle with poor financial planning and missed growth opportunities.
5. Navigation and Communication – Overly technical layouts, unclear navigation, and limited contact channels discourage engagement. Delayed responses further reduce client confidence and weaken long-term relationships.
6. Inconsistent Service Quality – The absence of an integrated advisory framework results in uneven quality of service delivery and difficulty sustaining long-term growth.
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The Solution:
To design a responsive and user-focused website for NeoGem Advisory that effectively communicates its mission, services, and expertise while creating a credible and engaging online presence for Small and Medium-sized Enterprises (SMEs).
The Journey
The project began with secondary research through a competitive audit that analyzed and compared four major business advisory and consulting firms serving SMEs and large enterprises — Scott Madden, McKinsey & Company, Boston Consulting Group (BCG), and Bain & Company.
The audit focused on the following key areas:
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General Information: Competitor type, location, service offerings, pricing, website structure, business size, target audience, and unique value proposition.
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First Impressions: Desktop and mobile website experience.
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Interactions: Features, accessibility, user flow, and navigation structure.
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Visual Design: Brand identity and overall visual appeal.
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Content: Tone of voice, clarity, and descriptiveness.
For detailed insights from the full competitive analysis, please refer to the linked report - https://docs.google.com/spreadsheets/d/1UB43uoWMRswWAVDbm9JZRPAzlTECUPXbJBUnwdUoFVY/edit?usp=sharing
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Research Goals
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To establish an online presence for NeoGem Advisory.
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To improve accessibility to reliable business consulting services.
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To build trust and credibility among SMEs seeking professional advisory support.
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To simplify service navigation and client communication.
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To position NeoGem as a trusted, growth-driven partner for SMEs.
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Research Questions:
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How do SMEs currently find and evaluate advisory services online?
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What factors influence trust in a consulting firm’s website?
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What type of content or structure makes a business advisory website engaging?
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How do users prefer to communicate with consultants (chat, forms, direct contact)?
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What elements on a business site increase credibility and conversion?
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Measurement Indicators (KPIs)
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Website Conversion Rate
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Session Duration (Time on Page)
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Bounce Rate
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Form Submission Rate
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Returning Visitor Percentage​
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Understanding the user
User Story
Persona based on research results
User Journey Map
Starting The Design
Site Map
Accessibility Considerations
01
Contrast and Readability
Ensured text and background colors met WCAG contrast ratios for legibility across light and dark interfaces.
02
Keyboard Navigation
Designed clear focus indicators and ensured all major interactive elements could be accessed using only keyboard inputs.
03
Clear Labels
Added descriptive form labels, error messages, and button text for users relying on screen readers or assistive technologies.
Going forward
Takeaways
Impact:
Simplifying navigation and reducing decision fatigue significantly increased user confidence and clarity in completing tasks.
What I learned:
I learned that creating a unified advisory experience requires balancing professional credibility with usability, especially for business-facing platforms
Next Steps
01
User Testing
​Conduct moderated usability sessions with HR managers and SMEs to validate navigation flow and task clarity.
02
Scalability Planning:
Look into connecting the platform with trusted HR and finance tools to broaden its business advisory features.
03
Improved Accessibilty
Other languages could be introduced for more accessibility