Industry: Agency Website

Timeline: May 2021 - Aug 2021 (4 months)

Role: UI Designer, Prototyper

Team Size: 2 Designers, 1 front-end developer, 1 PM

Overview

Angry Ventures is a digital agency with a distinct ethos rooted in bold ideas and emotional storytelling. When I joined the team, they were preparing for a rebrand and needed a new website to reflect their evolving identity and unique positioning.

Challenge

The challenge was to create a memorable and experimental digital experience without compromising usability. The concept needed to be unexpected, emotional, and visually distinctive while remaining intuitive and accessible for all types of users.

Looking out for inspiration

The project began with a deep benchmarking analysis of creative agency websites that used unconventional navigation models. We studied experimental layouts, interactive storytelling techniques, and animation-heavy interfaces to understand how far we could push the user experience without compromising accessibility or performance.

Benchmarking database stored in a shared Notion

Designing a literal dialogue between users and the UI required a whole lot of user flows to make sure reponses were appropriate

When brainstorming interaction models for the website we did not shy away from bad ideas!

Exploring novel ways to navigate the web

As part of concept development, we explored interaction models such as WASD navigation, drag-and-drop, voice input, and a dialogue-based RPG interface. Each was tested for originality, emotional resonance, accessibility, and alignment with Angry Ventures' brand.

Making the UI-user dialogue more literal

Personally, coming out of a 1-year technical course on UX design, it was hard to stray away from conventions and best practices while still promoting usability on this project! On the other hand, it was the perfect analogy for UX as a moderator of conversations between user and UI.

Thank you Angry Ventures for letting me in on this awesome project!

Systemic design ready to scale

The final prototype delivered a bold yet user-friendly experience that allowed users to interact with the site based on mood-driven journeys. The interface created space for emotional expression without sacrificing clarity, giving users a fresh, personalized way to explore the company’s services.

We also ran workshops to push the idea of the brands first design system to by applied to ecosystem of tools developed by Angry Ventures

Click here to explore the final result!

Recognizing innovation

Our innovative approach earned industry recognition, with the concept being nominated for multiple design awards, including Awwwards, CSS Design Awards, and CSS Winner. This validated the project’s unique design direction and reinforced the value of balancing creativity with usability.

Angry Ventures

Breaking the mold of agency websites through a conversational experience