Orijin

Conceptual Thinking

From the outset, I focused on storytelling and user-centric design. Rather than overwhelming visitors with technical jargon, I crafted a narrative that connects with the day-to-day realities of farming while highlighting Orijin’s solution.

I aimed to make the site feel accessible and relevant to an international audience with diverse cultural and professional backgrounds. This meant using clear, approachable language and supportive visuals that any farmer or agri-business manager could relate to. Every design choice was made in service of clarity and empathy. For example, I used imagery of farmers, crops (such as cacao and coffee), and software screenshots to immediately convey context. I also broke up information into digestible sections with concise, straightforward headings. By considering the range of Orijin’s users, I ensured the story was understandable, whether you were a tech-savvy export manager or a farmer exploring digital tools for the first time.

Process & Execution

Over a five-week timeline, I was partially immersed in this project while also juggling three other projects (one of them being Biotara). I collaborated closely with Orijin’s founders to absorb everything about their product and vision. Through interviews and a content audits, I gathered technical documents, compliance details, and the founders’ insights about their audience. My first major task was translating this highly technical material into accessible, human language. During this phase, I often played the role of storyteller and translator, making sure we didn’t lose accuracy while greatly improving clarity.

I mapped out wireframes for the key pages and sections, focusing on a logical flow that would tell Orijin’s story clearly. I iterated quickly on layouts and got frequent feedback from the Orijin team to ensure we were highlighting the right information in the right order. Once the structure and mockups were approved, I moved into development. I implemented the design with interactive scroll-triggered animations and fully responsive layouts, so that what I was designing was instantly testable as a working website. Throughout this rapid build, I maintained close communication with the founders, sharing interactive previews along the way to align on details. By the end of the five weeks, we had thoroughly tested the site and delivered a polished website.

Reflection

The impact of the redesign was immediate: the new narrative-driven site distilled Orijin’s complex offering into a format that users could grasp quickly. Users noted that the story came across much more clearly than before. On a personal level, this project reinforced why storytelling and user-first thinking are so critical in design. I learned firsthand that no matter how advanced or technical a product is, clarity and narrative can transform how that product is received by a global audience. By stepping into the shoes of both farmers and agri-business managers, I was able to cut through the jargon and focus on what really matters to users, the problems we solve for them.

I also realized the value of doing research, writing, design, and even implementing independently. It meant I kept a holistic view of the user experience at every stage. In hindsight, the Orijin project is a highlight in my portfolio because it taught me to always design with purpose and empathy. It showed that with the right creative strategy, even highly technical subject matter can be made compelling, clear, and accessible to anyone, anywhere in the world.