While the primary focus at 2trde was UI/UX design, the role evolved to address broader business needs in HR and Marketing. Recognizing that a company's employees are its most valuable "users," a video content initiative was launched to support hiring and brand awareness. By filming and editing a series of culture-focused videos, the project successfully utilized cross-functional skills to strengthen the employer brand and streamline the recruitment funnel.
True User Experience extends beyond the digital interface; it encompasses the internal team and company culture. By treating colleagues as "internal users" and the hiring process as a "user journey," it becomes clear that design thinking can solve organizational challenges, not just software ones.
To support 2trde's growth, the scope of work was expanded beyond standard UI/UX tasks to include employer branding. A series of promotional and culture-focused videos was produced to bridge the gap between Product, HR, and Marketing. This content visualized the team dynamic, transforming internal culture into an external asset that attracted talent and humanized the brand on social media.