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Communication hub

Creation of a central hub for easy material sharing, boosting brand awareness among clients.
This strengthens communication with end-users, promoting what3words and attracting new users.

Role: designer - Mockups, testing, visuals

Team: what3words in-house studio, marketing managers, product team, developers.

Duration: March - Dec 2020

​The problem
Business Development and Marketing teams face the challenge of promptly providing materials to small businesses for effective communication using what3words. This spans across B2B, B2B2B, and B2B2C frameworks.

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The goal

Create a centralized hub designed for seamless material sharing, amplifying brand awareness among clients.

By streamlining the sharing process, the goal is not only to strengthen existing connections but also to attract and engage new users, ultimately expanding the reach and impact of what3words within the target audience.

Target audience


Name: Karen

Age: 35

Occupation: Business Development Associale

Karen, employed at what3words, is keen to assist her clients in communicating their collaboration with what3words. She seeks a streamlined method to share assets without the need for bespoke creations every time.

Image by Sigmund

Name: Jack

Age: 43

Occupation: Small business owner

Jack, a small business owner, is eager to convey to his clients the convenience of using what3words for location communication, but lacks the time and expertise to create the necessary assets.


Paper prototypes

Using notes and simple sketches on paper helped us figure out the best design components and user journey before moving on to the detailed design work in Figma.


This hands-on approach made it easier to explore ideas and ensured that we had a clear direction for the next steps in the design process.

Information architecture

To help us create a structure, we layed out the information architecture, ensuring users can readily locate the information they need.


We categorized all clients into specific verticals, ensuring that the content is tailored and relevant to their respective industries (initially they were just 9).


Within each vertical, we've structured three sections to aid clients in promoting their use of our service: one for announcements, another for educating their customers, and a third to actively promote increased usage.

Version 1 mockup

We generated an initial mockup for internal presentation, utilizing pre-existing components from the website.

Subsequently, we developed a high-fidelity mockup for further testing and refinement.

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Usability test

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We conducted a rapid user test with clients to assess the idea. Our focus was on identifying potential issues with website navigation and finding solutions. 

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Version 2

Version two offers enhanced navigation and organization of content, informed by the insights gained from testing results.

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The key updates primarily concentrated on optimizing navigation within the page. There's now a menu on the right side for easy navigation to access the assets.

Another upgraded feature is the asset download functionality, now offering the choice between downloading individual files or entire sets.

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Readability test

We also conducted a readability test on our colours to assess their legibility and accessibility.

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Key learnings

  • Plan and structure the user flow and information architecture in advance.

  • Design one vertical at a time, and once confirmed, proceed to construct the others. This approach avoids the need for extensive modifications across all verticals in case adjustments are required.

  • Conduct multiple tests with the appropriate user target to gather valuable insights.

  • Prioritize simplicity and accessibility when implementing features.

  • Avoid overcomplicating messages; keep them concise and straightforward.

Next steps

  • Add more verticals

  • Localise for other languages

  • Create a Design hub

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