Project Overview

Client: Eaco Systems
Industry: Facility Management, Operations Software
Timeline: 2024-2025
Role: Lead Product Designer

The Challenge

Eaco’s software solves complex operational problems, but the website struggled to communicate this clearly. New users were required to interpret dense feature descriptions and mentally connect workflows themselves.

The challenge was not only improving usability, but redefining how the product story was told across the website and supporting marketing touchpoints.

The Problem

• The website felt functional but emotionally flat

• Feature-heavy pages overwhelmed first-time visitors

• Users struggled to visualise real-world workflows

• Marketing explained what the software did, not how it felt to use it

• There was no consistent narrative across the website, campaigns, and videos

The challenge wasn’t usability alone; it was engagement and comprehension.

The Idea

Instead of explaining Eaco like software, I treated it like a story.

The core idea was to:

• Introduce relatable characters based on real roles

• Use storytelling to explain workflows

• Build suspense and curiosity through marketing and video

• Use the website as the central place where the story comes together

Characters became the bridge between complex systems and human understanding.

Introducing the Characters

Oscar as the Narrative Guide

Oscar acts as the main storyteller across the website and marketing. Through him, visitors are invited into a familiar scenario: juggling multiple responsibilities, constant interruptions, and disconnected systems.

As users scroll, Oscar introduces the people he relies on to keep operations moving, each representing a core Eaco module.

This structure allows the product to unfold naturally, one problem at a time.

Annie — Asset Management

Oscar introduces Annie when assets start failing, records are missing, and maintenance history is scattered. Annie represents visibility and control, bringing structure to asset tracking, maintenance schedules, and compliance.

Riya — Rostering & Scheduling

When shifts clash, coverage breaks, and last-minute changes create chaos, Oscar introduces Riya. Riya represents workforce coordination, ensuring the right people are in the right place at the right time.

Carlo — Contractor Management

As external contractors are brought in, communication gaps and compliance risks appear. Carlo represents streamlined contractor onboarding, tracking, and accountability.

Amira — Accounting & Finance

When jobs are completed but invoicing lags, Oscar introduces Amira. Amira represents financial clarity linking jobs, costs, and invoices without manual follow-ups.

Using AI as a Creative Accelerator

AI was used to rapidly explore, iterate, and refine:

• Character styles and expressions

• Consistent visual language

• Short narrative videos for campaigns

This enabled faster experimentation while maintaining design intent and quality

Website Design Approach

From Features to Scenarios

The website structure shifted from feature lists to scenario-based storytelling:

• Characters introduce real operational problems

• Eaco’s tools are presented as responses

• Outcomes are clearly framed

This reduced cognitive load and improved comprehension.

UI & Visual System

• Clean, grid-based layouts for clarity

• Strong typographic hierarchy

• Restrained use of brand colours

• Characters integrated contextually

• Fully responsive across devices

Marketing & Video Integration

Short, suspense-driven videos and campaign visuals were created to spark curiosity before directing users to the website. The website then served as the place where the full story and product depth were revealed.

Outcome

• Improved engagement across the website and campaigns

• Faster understanding of complex workflows

• Stronger brand recall and differentiation

• A scalable storytelling system for future use

Reflection

This project demonstrates how storytelling, character design, and AI-assisted creativity can elevate enterprise software experiences. By aligning product, brand, and marketing around a single narrative system, the Eaco website evolved from a functional touchpoint into a memorable, human-centred experience.