METRO
Turning METRO's record growth into a digital report
built for the customers and partners who helped drive it.
UX/UI
Motion
Project Title
METRO Annual and Corporate Responsibility Reports
My Role
Lead Designer, Motion Designer
Period
2022
Key Results
The report won gold in the 'Annual Reports Online' category at the ICMA Awards, and separately took gold for best online annual report at the German Stevie Awards.
01︱CHALLENGE
METRO's record growth needed to be connected back to the customers, partners, and employees who helped drive it, and that connection had to carry across two responsive websites, the Annual Report and the Corporate Responsibility Report, that read as one system.
02︱APPROACH
We wanted the hands-on, physical work behind that growth to come through in the design itself, and tied the report closely to METRO's MPulse magazine, which carries many of the real stories behind the people who work with and for METRO. That crosslink gave the two reports a grounded feel within an otherwise modern digital environment.
03│SOLUTION
As lead designer, I developed the visual concept and UI design around that grounded feel, building highly interactive Figma prototypes to carry it through to development. Learnings from user tests and surveys on previous reports shaped the structure directly, and it was the first time I implemented AI-assisted image editing into my process.
