Impact business design

Marketing, brand development, content strategy and UX/UI

This is my first entry into writing and documenting or at least using a methodology and UX design thinking in order to bridge the change from "challenge to outcome".

If theres any information, you are missing, wants to have elaborated, or ideas to make it even better, please link up with me on LinkedIn.

Begin anywhere and move forward…

Having a legacy of marketing, branding & communication coupled with a diploma for in sustainable business change management, I had the chance of gaining experience in a match reality context, applying my skillset and methodology in order to grow and co-creating the development of the business.

One of my favourite quotes i  "begin anywhere" by John Cage, as I interpret as to put meaning and value into the best possible use and create the most successful impacts.

The project: Go Impact - a digital ecosystem:
Go-impact is a platform facilitating event/challenges with a basis in the SDGs frameworks, connecting the community, sponsors, corporations, public sectors and retail segment /SMEs.

How could I provide value?
Since the company was an early-stage start-up, there was a need for:

  • UX/UI

  • graphic design

  • brand development

  • marketing

  • fundraising

  • in sales activities

- launching in App Store and Google Play in May 2020.

Impact business design
British Design Council introduced the Double Diamond Framework in 2002-2004,

but have revised it in 2019 - read about it here

Double Diamond Framework

I wanted to bundle the "jobstobedone", so it was required to have a unified terminology, so I had a need to define the taxonomy and “label” the activities, input, outcomes and impact for the specific stage in the process from concept to implementation.

I used the "Double Diamond Framework", since it gives an overview of the design process of increasing the engagement or “change management” illustrating a change from A to B and also includes divergent, converging phase as well as focused, operational actions.

Impact business design

The data in the research resulted in findings of how, why and when in the process the platform could have a measurable result and provided me with a focused plan to fulfil the requirements for the next phase of development.

The development was a collective team effort, where each of us provided valuable input

The scoping of what tasks and actions should be taken in proper order helped using the limited resources best as possible. The more clear the job was defined, the higher probability of completion.

On basis of my experiences of marketing, I applied audience mapping and cost/benefit analysis as persona templates for the different user groups, and what properties the challenges/events should contain in order harvest the aggregated data for further exploration and conversions.

My deliverables were manifold, testing different formats and outputs in order to have the best possible platform for solidifying the concept, levelling up the sales activities, onboarding of users in the different persona groups.

The principles


Very early on in the process, the team and I reframed a linear business model mindset to become a more circular ecosystem, containing each part and components, since each data provider, gave input to the next, discovering how a circular business model is interlinked and interdependent on each other's components.

Impact business design


The framework followed these four core principles:

1. Be people Centred:

I asked the different stakeholders about the drivers or motivations, the pain points of and understood how the service could provide them with a new set of values, dimensions of values and experiences.

2. Communicate visually and inclusively:

One of the areas of my tasks was developing a brand guide, learning about design kits, atomic design thinking from user flows to hi-fi prototyping.

4. Collaborate and co-create

Using collaborate tools and methods increased the efficiency, decreased the signal noise, and created a taxonomy of the different stages of the design phase, both on a strategic level in brand and business development as well as considering different states of interaction for buttons, sign up forms functionality etc.

5. Iterate, iterate, iterate:

The circular business model, the ecosystem and the importance of each stakeholders input and attributed values meant that the project management became stronger and solid. The constant iteration and openness were crucial in order to spot the “white spaces” to build trust and value in the product and a desirable return of the experience for the end-users.

Gaining feedback and outputs leads to an ever-changing and dynamic process, where no idea/concept is “finished”, learning and adapting to what of how the ecosystem can be improved and optimized.

Impact business design

The methods bank

I see it as a toolbox in order to carry out the “jobstobedone”, and it consists of:

The methods bank included:

  • Product roadmaps
  • LEAN UX frameworks
  • Brand thinking canvas
  • Audience mapping
  • Design system cards
  • Persona template

Explore: challenges, needs and opportunities
Shape: prototypes, insights and visions and
Build: ideas, plans and expertise.

Personas + audiences
Impact business design

Learn about Audience Mapping in the book:
"Brand the Change" by Anne Miltenburg

I combined methods from the book and methodology from "brand the change" from Anne Miltenburg.

It kept me focused, it ensures transparency and builds the communication strategy engaging in dialogue the stakeholders and aim for the shared value attribution.

What did I include in my persona characteristics? 

  • Personal experiences
  • Activity and behaviour
  • Role models
  • Gains/pains
  • Quotes
  • Social & tech literacy
  • Cost estimate
  • The key purpose of being actually part of the platform
  • Interactions ("what does audience group A attain by interacting with audience group B?")
  • What kind of empowerment/experience do we want to invoke through the use of the service?

I used software such as MIRO, Microsoft Excel and had the “write once, deploy everywhere” working process, avoiding redundant data.
My practical  approach to data management and data discipline proved beneficial

User Journeys & Experiences
Impact business design

User Journey

The user journey was important to manage to and track the process, thus gave a single source of reference.

From the initial, analogue phase of card sorting, shifting to digital using and cards, mapping the correct flow for the different user types.

Impact business design

Its really useful to work with cards with assigned functions

to get the correct flow of interaction and conversion rates.


I used the wireframes to do a reference point and made it possible to decide the correct properties, actions, indicators.

I used a low-fi version to make it concrete as possible to gain more clear insights in conversion rates and the return of the experience, delivering the best output for handoff to developers.

UI design + prototyping

Pages and templates

Taking the low-fi cards, and customer journeys into a clickable, hi-fi prototype, meant that I used the concept of design systems and UI kits.

I had a dialogue with the developers and decided on a 12 column grid and space - 

I applied the brand ID, elements and typography and looked towards the best UX/IU practice.

I used materials from an array of usable design kits, such as Material Design, IOS style guide end UI kits (Platforma Wireframe Kit) for Figma.

I used to design system thinking to familiarize myself to the tools, UX copywriting, the level of details and the complexity and I might extend my interest to learn about Figma, design systems, components and time-saving methods.

All the links are not interactive, but it is to illustrate a clickable, usable prototype, done in Figma

The path forward

Working with GI have really sharpened my skillset within brand development, content strategy and UX/UI disciplines. 

All processes, corporate cultures, business strategy and development are different, but I hope that I provided valuable insights and pathways on how and when the next phase of product could be executed.

The transition from early-stage start up to improving a sustainable business model, which is ready to scale, connecting the passionate community, engage the corporations and experience increased commitment from the public sector, whilst solving the global challenges.

My biggest problem?:
Applying all the knowledge, and insights accumulated, in order to create the best product, I must admit that my biggest struggle was my own ambitions.

I believe that I am “hunter-gatherer” looking outside the box, combining the tools and methods, but keep having focus and dedication on the problem solving as in the “how might we” working method.

I am always curious, looking for the opportunities and maybe it's my lack of patience, which fuels my interest in optimizing processes, applying creativity and aim for the best, optimal results.

I had taken courses in UX/UI and gaining experience as a UX lead, brand developer utilizing the key findings in new business and the co-creative context was definitely fruitful
 and capabilities I will use onward - beginning something new...

After this experience, I have gained a process overview on UX/UI and product design, and the steps needed from a good idea to a  launched digital product, from fundraising, pitch decks, UX process/sitemaps, customer journeys, card sorting and UIs.

My purpose is providing experience, learnings & insights for brand development and impact business development from “do good to do better” standpoint and unlock the value, the dimensions and the experiences in creating a sustainable, positive change for the society, environment and businesses.

I am always open for new opportunities, co-creating with like-minded spirits, so please join me on LinkedIn and let's continue the conversations.

Thank you for your attention and your time!