SARA KASHIR
Work
Play
About
CLIENT
Elgato
MY ROLE
Research, UX/UI Design, Product Design
Overview
Elgato introduced Neo, a beginner-friendly product line designed to expand its market reach. My role was to integrate Neo into the existing website without overshadowing the core product line. I focused on navigation, information architecture, and developing design tokens that gave Neo a distinct identity with softer corners, muted colours, and an airy layout. Through research, strategy, and design, I collaborated with the team to create a seamless, user-friendly experience that told a compelling story while maintaining consistency with Elgato’s existing design system.
Research & Insights
We began by analyzing data from the strategic direction team to gain a clear understanding of the Neo product line — its purpose, target audience, and how it should be positioned within the brand. This foundation helped shape our design decisions to ensure Neo resonated with beginner creators.
Next, we conducted a competitive analysis to explore how other companies introduced new product lines. We examined how these launches were reflected across their websites, focusing on navigation strategies, homepage visibility, dedicated landing pages, product bundling, and interactive tools like quizzes. This analysis revealed patterns and best practices that guided our approach to integrating Neo seamlessly into Elgato’s existing site.
What does Elgato already do?
Elgato Hero Pages
Elgato Product Comparison
Elgato Quizzes
Elgato labels on navigation page to differentiate new products
Elgato labels on store page
Navigation Strategy
With a solid understanding of the Neo product line and industry best practices, we explored different approaches for integrating Neo into the Elgato website. The goal was to ensure Neo had a strong presence without complicating the user experience or detracting from Elgato’s core product line.
We proposed three primary navigation strategies:
Direction A: Seamless Integration
Conserving the Current Structure
Neo will seamlessly integrate into the existing Elgato structure while also carving out its distinctive presence with a dedicated "Meet Neo" section prominently featured in the main navigation. This addition will serve as a centralized hub for introducing the latest Neo products and providing an exclusive shopping experience for the Neo product line.
Pros
Ease of integration into existing systems.
Dedicated NEO space in main navigation – Striking NEO launch
Engaging Interactive feature for transitioning to the NEO world
Direction A: Architecture Map
Direction A: Mock Up
Direction A: Showing seamless integration into existing naviation
Direction B: Structured Navigation
Introducing Category Pages
The category pages can enhance the overall user experience, assist with SEO, and offer opportunities for cross-selling and upselling. Apple, for instance, optimises each category page to showcase product features and benefits, simplifying decision-making for customers exploring their product lines.
Pros
Cross-Promotion – Showcase Elgato ecosystem (Mix and match)
SEO Benefits
Improved user experience: Each category page provides an opportunity to highlight the unique features and benefits of the new products within that category. This helps customers understand what makes each product lineup special.
Implications
Creation of seven new landing pages
Direction B: Architecture Map
Direction B: Mock Up
Direction B: Showing NEO within different product navigation pages
Direction C: Curated Product Lists
New Ways of Discovering Products
Elgato is refining its product categorisation within sub-navigation menus to elevate user convenience and streamline product discovery. This involves the introduction of fresh categories like "New In," "Best Selling," "NEO," "PRO," "Limited Editions," and others. These carefully curated lists empower users to swiftly and effortlessly locate their desired products, tailored to specific preferences, special offers, or events, facilitating a novel and enriching product discovery experience.
Pros
Users find/discover products effortlessly through curated categories.
Tailored recommendations match their preferences and interests.
The website's navigation is simplified, reducing confusion.
Special offers and limited editions are transparent, aiding informed decisions.
Valuable data insights inform marketing and product strategies for Elgato.
Implications
Ongoing maintenance and updates are necessary to keep curated categories relevant.
Regular data analysis and user feedback mechanisms are required to fine-tune the categorisation strategy.
Direction C: Architecture Map
Direction C: Mock Up
Direction C: Showing Neo products within several product categories
Navigation Conclusion
After evaluating the pros and cons of each strategy, we recommended the Seamless Integration approach. It provided a clear and focused experience for users, balanced brand cohesion, and minimized the need for additional pages, ensuring efficient navigation.
Idle
LEVEL 1
LEVEL 2
Design Execution
With the seamless integration strategy in place, the focus shifted to creating a distinct yet cohesive visual identity for Neo within the Elgato ecosystem. To achieve this, I developed a set of design tokens that reflected Neo’s approachable and beginner-friendly personality.
The design tokens introduced:
Softer Corners: Rounded edges created a more inviting look, contrasting with Elgato’s sharper, professional aesthetic.
Muted Colors: A lighter color palette differentiated Neo from Elgato’s core products while maintaining brand cohesion.
Airy Layouts: Increased white space ensured clarity, making product information easily digestible for new users
These scalable components ensured visual consistency across all Neo-related pages and simplified future updates. Additionally, I applied the design tokens to mockups, showcasing how Neo’s identity could be seamlessly integrated into the existing Elgato site. By maintaining design flexibility, we also ensured that Elgato could easily expand its product line without compromising the brand’s established presence.
Results & Reflections
The seamless integration strategy provided Elgato with a clear, user-friendly way to introduce the Neo product line without disrupting the existing experience. By applying design tokens to differentiate Neo’s aesthetic, we ensured the new line had a distinct yet cohesive identity within the Elgato ecosystem. The scalable components also streamlined future product updates.
This project reinforced the importance of balancing brand consistency with introducing new product narratives. Collaborating across teams and grounding decisions in research allowed us to create a solution that met both business goals and user needs.
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