Shkudo
Building Trust Through Clear, Purposeful Web Design
Role: UX Lead
Timeframe: 6 days
Shkudo is an app that offers immediate, third-party support for employees facing sensitive workplace issues—like harassment or personal challenges—bypassing internal HR when trust is low.
​
The founder needed a new website to build trust, clearly explain the product, and attract new clients. I led the UX and UI design from the ground up—including content—while working closely with the founder throughout the project.
Benchmarking
I assessed similar HR tools aimed at mid-to-large companies to identify best practices in tone, layout, and messaging. This helped align the site with industry expectations while differentiating the brand.
Hesitation Mapping
In an interview with the founder, I asked about past pitches—where potential clients felt unsure and what made Shkudo stand out. These insights shaped the site’s messaging, helping us address concerns directly while highlighting clear differentiators
Website Goals
1. Show the Value Instantly
Make it immediately clear what Shkudo does and why it matters.
​
2. Build Trust
Speak directly to HR and leadership with calm, credible language that earns confidence.
​
3. Speak to Head & Heart
Balance empathy and safety with business benefits like ROI and risk reduction.
​
4. Reinforce Credibility
Tackle data privacy upfront and show we work with—not against—HR.
​
5. Stand Out
Highlight 24/7 chat, real-time support, and our unique edge over typical HR tools.
​
6. Address Concerns
Anticipate common hesitations and resolve them through honest messaging.
​
7. Prompt Action
Use clear, friendly calls to action that guide users to connect or learn more.
Storytelling
After studying competitor storytelling formats, I mapped a flow tailored to Shkudo’s context. Since the founder shared that potential clients weren’t sure they needed the product, I opened with a clear problem statements that I researched —followed by strong, solution-focused messaging and CTA's in every section.
​
"More than half of employees who experience bullying or discrimination in Switzerland never inform a manager or HR."
— EY Workplace Behavior Report, 2023
"One in six employees in Switzerland took sick leave last year due to mental health issues linked to workplace stress."
— AXA Work Stress Index, 2023
Over 90% of sexual harassment cases in Swiss workplaces go unreported to HR.
— Swiss Federal Study on Workplace Harassment, 2024
Real-life feedback
​Once the first version of the site is ready, the founder will begin using it in sales conversations with potential clients.
While these aren’t formal usability tests, I plan to work closely with him to define what kinds of reactions and questions we should focus on during these pitches.
We can then re-arrange the storyline through types of sections, narrative and visuals to fine-tune our storyline.
My learnings so far
This project reminded me how valuable it is to simply ask the people around me. Instead of guessing, I reached out to Vasco—who speaks directly with clients—and quickly learned where the real communication challenges were. In the team, we worked closely to shape language that wouldn’t scare HR teams away, but still spoke honestly about the problems Shkudo addresses. I really enjoyed the collaborative process. I also learned that the brand needed a personal, approachable style—but not too informal. Finding that balance was a design challenge I loved leaning into. Overall, I appreciated learning more about this industry and the chance to tell a story that will help people in need.
Current Design
I benchmarked similar HR tools aimed at mid-to-large companies to identify best practices in tone, layout, and messaging. This helped align the site with industry expectations while differentiating the brand.
