ICS Group
UX Design
ICS GROUP
Scope
Heuristic analysis, IA redesign, wireframing, UI design, visual system
Tools Used
Figma, FigJam, Illustrator
Role
UX & UI Designer
Duration
8 Weeks
What This Project Was Really About
Crafting clarity for a multi-subsidiary conglomerate.
ICS needed a website experience that could guide investors, partners, and job seekers through complex business verticals. I led the UX revamp - simplifying navigation, restructuring content, and defining clear user journeys.
What Was Blocking Growth & User Trust
When information is scattered, users don’t know where to go
ICS had fragmented navigation, unclear business groupings, and no guided paths for key users. This led to high confusion and a poor first impression for investors and partners exploring the company.
Insights That Changed The Direction
Breaking a complex ecosystem into clear, guided journeys
Each visitor type (Investor / Partner / Job Seeker) needed a dedicated path.
Content was scattered across pages, causing cognitive overload.
Users didn’t understand ICS’ business hierarchy at first glance.
Navigation and content grouping needed a complete foundational restructure.
Design Thinking In Motion
Turning messy navigation into a guiding system
I sketched multiple versions of IA and flows, tested path predictability, and refined the navigation until each user type had a clear start, middle, and end. The goal was to minimize cognitive load while maintaining enterprise trust.
The Final Experience (Clean, Intuitive & Cohesive)
A website structure built for clarity and credibility
Once the information foundation was strong, the interface became intuitive by default. I created wireframes that prioritized hierarchy, clarity, and a predictable user journey across all subsidiaries.
How The Redesign Actually Helped
Turning messy navigation into a guiding system
I sketched multiple versions of IA and flows, tested path predictability, and refined the navigation until each user type had a clear start, middle, and end. The goal was to minimize cognitive load while maintaining enterprise trust.
What I Personally Contributed
My role in untangling the complexity
Led IA, user flows, navigation restructure, and content architecture.
Delivered low-fi + high-fi wireframes across all key pages.
Collaborated with client stakeholders for validation and clarity.
Who I Collaborated With
Cross-functional support that enabled clarity
• Stakeholders shared insights about business verticals.
• Marketing team verified content hierarchy and terminology.
• Development team aligned on feasibility and handoff.
How This Experience Can Grow Further
Future vision for ICS’ digital ecosystem
Add subsidiary-level microsites for deeper engagement.
Build a unified visual design system across business units.
