User research and UI design project
Promoting sustainable international trade Collaborating with Merle Hinrich, the founder and a long-time advocate for global trade, to refresh his foundation's corporate messaging was a rare and enriching opportunity. This comprehensive project tested Grayscale’s research, design, and teamwork abilities in crafting a new design language that would support their goals for the future. Responding to findings from a strategic evaluation, we identified several issues, including dissatisfied stakeholders, an outdated website design, and changes in the organization’s offerings, as highlighted in a recent internal audit of the foundation’s brand image. Founded by Merle Hinrich in 2012 after years of experience with the sourcing platform Global Sources, the Hinrich Foundation is a philanthropic NGO dedicated to promoting sustainable global trade through policy research, education, and expert insights. From the initial meeting, we recognized a significant disconnect between the team’s vibrant in-person interactions and the online representation of the foundation. Beyond necessary functional updates, we aimed to ensure that this distinctive personality was reflected in the new website. Grayscale collaborated closely with the client to identify goals and desired outcomes. We conducted interviews with various internal and external stakeholders and thoroughly researched best practices before embarking on an iterative and test-driven UX design process. For the complete case study, visit https://grayscale.com.hk/ux-research-hong-kong/hinrich-foundation/.