Grey Dynamics
Grey Dynamics
Grey Dynamics is a private intelligence firm that offers apolitical analysis on topics such as security, geopolitics, defence and espionage.
Under the direction of Ahmed Hassan (Founder) I helped build the early stage look of the startup by designing prototypes, and creating the visual identity of the platform and podcast.
- Client: Ahmed Hassan
- Skills: UX/UI Design, UX Research, & Service Design
- Tools: Adobe XD, Illustrator & Photoshop
The Challenge
Grey Dynamics required a more professional and modern website with improved user journeys to give a clear understanding of what the company privdes and to increase visibility. They were open to developing the current branding identity further while preserving brand recognition. The website had to provide information for both target audiences: businesses who buy services for their team, as well as Grey Dynamics partners who supply services.
Conceptualizing Key Features
I identified several core features essential to the project: an intuitive user interface for easy content discovery, a responsive design for optimal performance on all devices, and a visual hierarchy that emphasizes important data points.
Analyzing Audience Needs
To design a user-centric experience for Grey Dynamics, we first explored the key motivations and challenges faced by the site’s audience. Through qualitative feedback, I identified several themes that guided the approach:
Navigational Complexity
Readers often found it cumbersome to locate specific articles and in-depth analyses. A more intuitive site structure and clear content categorization became paramount for efficient discovery.
Overwhelming Technicality
The specialized nature of intelligence and geopolitical content sometimes led to information overload. Simplified layouts, concise summaries, and structured readability were crucial to reducing cognitive fatigue.
Credibility & Trust
High-stakes content required clear source verification. Direct references, authoritative design, and explicit authorship built transparency and trust.
Privacy Concerns
Visitors expressed heightened awareness around data protection and site security. Explicit privacy measures and secure design practices bolstered user confidence in browsing and sharing sensitive materials.
Early Wireframes
Initial wireframes were developed to map the user journey and layout structure. Wireframes prioritized layout clarity and flow—especially for long-form reading. Navigation and content blocks were designed modularly to ensure scalability.
Mobile-first considerations were embedded early in the process to support a global, on-the-go audience.
The Final Solution
A polished, high-fidelity prototype was created and tested, integrating feedback to ensure an enhanced user experience. The final design solution features a streamlined, modern layout that emphasizes usability and visual appeal.
