Reflekt – A tech magazin with two-way communication

Before the brand became ‘Reflekt’, it was a tech blog that focused on mid-price and good-quality chinese products. After the European Union regulated imports the brand had to renew. 


Brand strategy

Logo design


Start the research

The process began with the brand sprint and website analysis so we used data and visions together. We made a survey for the current users because there were a couple of holes in the data and we had to know the users’ “why”. The blog already had a Facebook group that was a perfect basis for this netnography research. 

The research revealed we have three types of customers. The “conscious customer” who checks all of the information available on the internet about the product that they want to buy. The “coupon hunter” who wants to buy cheaper and they have the patience to wait for a sale. The last group is the “community people”. They read the blog for fun or because they would like to be up-to-date in the tech world. 

Product grouping

We found a bigger problem in the web analysis research. When we reviewed the search history we found plenty of simple phrases like scooter, tablet, smartwatch. We came to the conclusion that the users can’t find the products in the menu structure. In the survey we used the ‘card sorting method’ because we wanted to see how the users would group the products. After that we made only a two-level category system and introduced new categories.

Type of contents

The other big problem was the users couldn’t see the difference between articles and tests and they looked for the product ratings at the end of every page. We wanted to make the difference more visible on the home page and the collector page, but we were not satisfied with the labels in the cards corner. We used the color sign and the best marks of the tests is the ratings so we put the rates or the stars on the cards

Elevate the interactions

We needed two type of interactions: user reviews and coupon use. At the case of the couponcode we had it easy. It was only the UI problem so we made the coupon section more prominent and tidy. The research explored the two types of coupon-user. The one of them waiting for the couponcode or sale for the product that they choses. In the future we build for them the notification system that sends to them the reminder if they sets it at the product. The other type grind before the buy. We would not to push them with the countdown or any FOMO things. 

We designed Wealth’s visual language through a blend of a signature logotype, bold typography, and illustrative language.

More and more ratings

The big task is get more comments and ratings. There is revealed by the survey and the netnography research the people like talk about the product and say their opinion in comment but they feel the rating is more demanding. The made a method that the comment transform to rating with only one switcher. 

During the design process we follow the content of the Facebook group because we would like to redridect the people to the website. We took a couple of functions from the group for example the product test request.


The other solution to elevate the interaction is the gamification. The user get points an badges for various thing for example the comments, ratings, the time spent on the site etc. We “steal” from the Reddit too. The users give an emoji for one day when they has anniversary of sign up or they has birthday. We would like to anybody will able to be highlighted so the platform in the future will be extended with user toplists and at the test will be visible who have suggested by. 

Periodic popularity

When we build the information architecture we use the web analytics which pages was the most visited, how was the user journey. It revealed the certainty of product types became popular in certain period for example the heatable seatcarpet in winter get more search. We make a section where we can highlight these. 

We design another section that collect to last 1-3 month most searched product categories. We made new category system but we need to make easier the process for the lazy users too so the popular categories they found on the home page and they do not need to look for these. 

The style

The illustration and the couple of UI elements follow the 8bit style. This is merged well the games and the techs world. We design a lot of default avatar for the users and the authors get dedicated characters. We use pixelart illustrations for the redirecting and the modals.

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