Felicia Sugiarta — GeoComply

Design System

Brand Identity

Information Architecture

Felicia’s design story • 4 min read

*While I'm unable to share project specifics due to NDA agreements, I'm excited to share the overall experience and learnings!

Team

Creative Team, Go-To-Market

Role

Visual Digital Designer

Timeline

May 2021 - Present

Tools

Figma, Jira, Adobe Suite CC

Overview

Worked closely with product managers, marketers, and other stakeholders on website improvements. As part of the creative team, my primary role was maintaining the website and managing internal/external communications across digital platforms. Additionally, I took on a special project, delivering innovative design solutions that became essential assets for both designers and teams presenting to customers.

WHAT THEY SAY

“Felicia is a swish-knife – She can cut through anything and she’ll learn to sharpen her skills if she doesn’t know how to”

Director of Marketing

So... What have I done for GeoComply?

Authority of GeoComply’s website

I am in charge of maintaining and enhancing GeoComply’s website, ensuring it serves as a credible and authoritative source of information for our users and stakeholders.

Identify trends through data translation

I analyze data to identify trends and translate them into actionable insights that enhance website performance. By leveraging these insights, I implement strategic improvements to optimize user experience and drive engagement.

Brand Awareness

As part of the brand guardians, we protect the authenticity of the brand while actively sharing awareness on its proper use and continuously evolving it to stay relevant.

External & internal communication

Responsible for delivering global communications through newsletters, company TVs, and other digital platforms, ensuring consistent and effective messaging both internally and externally.

Interactive demos & other innovative solutions

Spearheaded projects that utilize advanced digital platforms to create engaging interactive demos, significantly enhancing user experience and showcasing our technological capabilities.

But First... | Who is GeoComply?

GeoComply is a leading technology company specializing in geolocation compliance and security solutions. Their advanced software ensures accurate location detection for regulatory and fraud prevention purposes across industries. GeoComply provides businesses with reliable tools to comply with location-based regulations and protect their platforms from fraud and unauthorized access.

THE CHALLENGE

Advanced Technology Solutions, But “What Exactly?”

GeoComply offers a wide range of solutions—over 6 products—but sometimes it’s hard for customers to know which one they need. GeoComply covers so many different areas that it can feel overwhelming and confusing. In fact, most of the time, customers don’t even realize they have a problem until GeoComply points it out. This makes it challenging to clearly demonstrate the value of the solutions.

CONTEXT • 1

Specialized in Geolocation, but many more!

... but which product should I look at?

A lot of the time user doesn’t realize they have a problem until GeoComply points it out.

THE SOLUTION • 1

Market moves quick, we move quicker.

Regroup

Since this was GeoComply’s first time tackling this type of initiative, we kicked things off with a 1-week sprint dedicated to discovery. Collaborating with Product Marketing, content writers, designers, and external developers, we took a “from the ground up” approach to map out the ideal customer journeys.

*Images are not meant to be zoomed in or readable as per NDA guidelines. They are purely for showcasing the process.

Define

From there, we ensured GeoComply’s booth ecosystem aligned seamlessly with the year's theme and ran smoothly throughout the event.

*Images are not meant to be zoomed in or readable as per NDA guidelines. They are purely for showcasing the process.

Build

With tight deadlines, we worked closely—side by side—conducting workshops to bring everything together efficiently.

✅ Visual Overview: Illustrations provide a clear view of all solutions at once.

❌ Interaction Confusion: Eye-catching, but it's unclear which elements are clickable.

✅ Categorized Navigation: Organized menu helps users explore specific solutions more easily.

✅ User-Friendly Design: Clear layout makes navigation intuitive and seamless.

Iterate

Fast-paced doesn’t mean rushed. We stayed agile, adapting quickly when needed to ensure quality was never sacrificed.

Launch

Not only did we successfully deliver an interactive kiosk, but we also created a suite of assets that will serve as reusable, primary resources moving forward.

DISCOVER • TAKE AWAYS

Improve conversion rates

By making it easier for users to find the solutions they need, we boost the likelihood of turning visitors into customers, as well as generating future leads and demo appointments.

Sustainable assets

The newly designed interface and categorized menu system can be adapted for future projects, providing lasting value and scalability across different platforms.

THE TEAM • 1

Working in the Marketing team at GeoComply has really opened my eyes to how engaging managing complex motion design studies can be. It’s not just about understanding user engagement—it’s about diving deep into it.

I started out as an intern back in 2021 and have since worked my way up to being the visual digital designer in charge of our website. Working alongside three other senior designers has taught me so much more than just design skills; they've taught me how to tell our brand's story with confidence and creativity. As GeoComply has a wide range of products, each with its own set of complex details, it’s been crucial to make sure they aren’t confusing for our users. From here, I learned how effective communication and user experience design play a big part in marketing.

The past years have been truly amazing (and I am beyond excited for what lies ahead)! At GeoComply, they don’t just allow me to deliver designs; they encourage me to have fun with it. I’ve learned a lot, especially about finding the middle ground in balancing what the business wants and what it needs.

Excelling in delivering design decision

Demonstrated a strong ability to make informed design decisions that align with user requirements and project goals, ensuring intuitive and visually appealing interfaces.

Business wants vs business needs

Effectively distinguished between business wants and needs, prioritizing solutions that drive long-term value and sustainability through informed decision-making.

Precision under pressure

Consistently maintained high standards of accuracy and detail under tight deadlines, demonstrating adaptability and robust problem-solving skills in high-pressure environments.