Client
Mekong Capital
Sector
Venture
Year
2021
Scope of Work
Consultation, Art Direction, Content Strategy, Website UX/UI, Supervision
Team
Creative Direction: Danh Pham
Content Strategy and Copywriting: Hien Nguyen
Mekong Capital is the first private equity fund in Vietnam to focus on consumer-driven businesses. Through its proprietary ontological investing approach called Vision Driven Investing, many of its investees have transformed into the big players today.
2021 marked a major twenty-year milestone of its corporate cultural transformation journey. Thus, overhauling its digital platforms was a big decision, starting with the website.
The original website was not user-friendly during our audit due to its complex information architecture and wordy content. So how might we make an overwhelming page more absorbable to investors and people with interest?
We took a step back to identify to whom the website would talk. They were the Investors, the Investees, and the Talents. From there, to make the navigating and viewing experience more effortless, we have:
— restructured the information architecture
— defined the content's mood and tone
— rewrote the content to be more coherent and comprehensive
— experimented with and refined a new UX flow
— designed and tested a consistent UI system
The result was a complete website makeover while maintaining Mekong Capital's identity.
Here's to more effective investment and exponential growth for ambitious Vietnamese businesses.
