Designing for adventurers

It was the last days of 2019 when Michele Mezzanzanica and Manuel Siclari were peeping into our inbox to tell us about this web aggregator of outdoor activities that they had recently launched and was already starting to grind out interesting numbers. They were asking us for help in refining the brand identity and improving the UX, moving from the first MVP to a more robust solution. A few weeks later we were already working together.

Getting started on the right foot

With our Co-design Workshop we quickly and effectively addressed the most important topics that should not be overlooked at the beginning of a new collaboration: the problem you want to solve, the business model, the competitive scenario, the long-term goals. Working alongside founders in the very early stages of a project allows them to quickly gain a general understanding of these topics. This is essential to be able to come alongside a startup as true project partners, with a strategic vision that goes beyond the design or technology development tasks we are asked to do from time to time.

Through a User Story Mapping session, we mapped the as-is and to-be features of Freedome’s web platform, with a particular focus on the asset search, selection, and purchase funnel. Creating a Story Map is useful for defining project priorities and visualizing key design opportunities by posing from the user’s perspective.

At the request of the Freedome team, we analyzed possible technological solutions for the development of their business aggregator. At the end of the analysis, we suggested that they continue developing the platform with WordPress and WooCommerce, the stack they had already chosen for the implementation of the Minimum Viable Product (MVP). Considering the technical skills of their team and the large scalability margins provided by the world’s most popular open source CMS and its e-commerce extension, we felt there was no reason to change technology.

A fix to the identity

We defined and codified the guidelines of Freedome’s visual identity.

UX and Design System to Grow

Working closely with the Freedome team, we designed the user experience of the platform and designed the interface of the most important pages: the home page, the activity search page and the individual activity page, the checkout process for purchase, and the Freedome user area.

We created a Design System that over the next few years of growth allowed Freedome to evolve the web platform independently, while keeping the style and interaction patterns consistent.

Round A arrives

In 2023 Freedome announced the closing of a 2.5 million euro Round A led by Opes Italia SICAF EuVECA, a venture capital fund that supports the development and growth of innovative social impact startups. The objectives of the funding are to further consolidate Freedome in the Italian territory, start international expansion, expand the catalog of activities available on the platform, and extend Freedome’s offerings through the introduction of other innovative services.

Towards the future with User Research

To evaluate the development of new digital products dedicated to operators selling their businesses on Freedome, soon after the Round A announcement, the startup came back to us.

Using the Jobs-to-be-done framework, we interviewed a sample of operators to investigate their experience and assess in which areas of their business new digital tools could bring added value.

Using the insights from the initial interviews, we created the prototype marketing page for a potential new Freedome product.

Then we went back to engaging the operators: we submitted the presentation page to them to capture their reactions about the product.

At the end of the User Research journey, we provided the Freedome team with a report containing key information gathered and strategic insights to be used as a basis for making decisions about the development of new products and services.