Overview
About
ASE Holding is a global leader in semiconductor manufacturing service provider of assembly packaging and testing solutions to global semiconductor companies.
Challenges
The awareness with the importance of brand and marketing, ASE Holdings desired to strengthen its brand image, positioning itself as an influential semiconductor brand in the global market.
This mission is toward to solution of the digital presence. They need to take an action to modernize its digital brand identity and website for aiming being leadership in cutting-edge technology and industry.
My Role/ Responsibilities
UX research, UI design, Brand identity, Art direction
Project Process
Discover
Competitor research
We began researching competitors in the semiconductor industry, like ASML, Qualcomm, TSMC etc., analyzing their websites and technical design features to identify standout elements. Key findings include:
A strong focus on sustainability as a core business proposition
Organized and clear structural information architecture
Consistency in brand identity and user interface
Engaging, storytelling-driven copywriting
Define
Information Architecture
Information Architecture
We deconstructed the original website's structure and integrated the information, maintaining communication with stakeholders to ensure alignment with the semiconductor industry's key values and client needs.
Wireframe
While creating the Information Architecture, we planed and designed the specific content on different pages, considering the functionality and marketing strategy like ESG reports and stock trend lines.
Design
Digital Branding
The brand architecture and identity should extend across the entire digital presence to reinforce users' perception of brand relationships and positioning, with ASE Holdings as the parent company of ASE, USI, and SPIL.
This led to the concept of a light-reflective silicon wafer surface, integrated with a regal blue color to signify their leadership in the industry. For the supporting graphic design, we extracted from the logo to have sun, moon, and light shapes.
Website Design & UI guide
We created a cohesive look by aligning fonts, colors, and photo styles with our UI guidelines. Using clear infographics and interactive design, we made ESG content simple and easy to understand.
Develop
Webflow Develop
In development process, I used Webflow to bring designs to life, focusing on both functionality and long-term maintainability. By building with reusable components and setting up a CMS structure, We ensure that updates and content management are efficient and scalable.
Dliver
Deliverables
In the final delivery phase, we develop a comprehensive website maintenance guide using Notion, equipping the internal team with clear methods and pathways to effectively manage and navigate the site.
