The Brief

Protein were invited by Westpac to redesign Ruby Connection, an interactive online community designed to inspire, promote and connect Australian businesswomen.

Our Response

The interface design combines elegant curves, serif typography and vivid colour to bring the social media site to life, while structured composition and textured backgrounds maintain the site’s professional integrity.

Small iconic graphics such as photo frames and speech bubbles were placed throughout the site to provide a friendly and engaging user experience.

As with any dynamic software application, the challenge it presents is the need to maintain a unique design whilst all the while accounting for a content-managed organic structure. (No mean feat.)

The site was built as a Rails application, with custom CMS system, events-management and user-generated content. In short, the response was to design and build a platform which acts very much like LinkedIn, only for a very targeted audience.

The new website provides an extensive platform for networking and a source of information for women in business, with tools to follow profiles, offer member discounts and more.

The Result

Since the relaunch of Ruby Connection in 2011, the site has reached the targeted annual KPI in under 2 months. It continues to be one of Australia’s leading online communities for entrepreneurial businesswomen, with thousands of members exchanging advice, creating events and sharing their stories each day.

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