Dygma is a company specializing in creating ergonomic hardware tailored for the gaming and coding community. They set out to design products that strike a perfect balance between functionality, aesthetics, and ergonomics, with a primary goal of ensuring maximum performance without compromising the users' health and well-being. The challenge they faced was to identify the right market fit and customize the aesthetics to cater to the diverse needs of their target audience.

Main process

Market Research

Dygma initiated in-depth market research to identify the key segments within the ergonomic keyboard industry, realizing that certain sectors were more predominant than others. This research included studying existing metrics and data from their previous website, analyzing user behavior, and examining market trends to pinpoint their potential customer base.

User and Professional Interviews

Dygma conducted interviews with both end-users and professionals from the gaming, coding, and design sectors. This allowed them to gain insights into what each group valued most in their daily activities and the role ergonomics played in their work and leisure.

Audience Segmentation

Through this research, it became evident that the two most prominent segments that highly valued ergonomic keyboards were coders and gamers, with a special emphasis on the latter group. This insight informed Dygma's marketing and design decisions.

Information Architecture

The information architecture of the website was a crucial component of the design process. Dygma realized that a technical product like theirs required a clear separation between content intended for users who were already considering a purchase and those who were in the exploration phase. To address this, Dygma implemented two key strategies:

1. Content Separation:

   Dygma segmented website elements into two categories. The first category included informational content like user manuals, product features, and informative videos. The second category was dedicated to elements that encouraged and facilitated the purchase decision.

   
   

2. Aesthetic Choices.

   Dygma used a strategic color scheme for different sections of the website. Dark backgrounds were employed for aesthetic elements and elements confirming the purchase decision, creating a visually appealing and immersive environment. Light backgrounds were reserved for explanatory and informative sections, ensuring clarity and ease of navigation.