Setecon

Context

Setecon is an online accounting advisory with 24 years of experience — fiscal, accounting, and labour services for small and medium businesses. When the firm started there was little competition; by 2020 the market was crowded with flat-rate, SEM-heavy competitors.

Brief

Redesign the corporate identity, analyse the experience, and design the UI for:

• The public website
• The online management platform

The main goal: a product that matches demand and reaches — then beats — the competition.

Audience

Stakeholder interviews, team surveys, Google Analytics, and competitor sites pointed to SME owners:

• Age 35–60
• About 70% men / 30% women
• Looking for a fast service, full access to information, and a low price

Research

Competitor scan covered AyudaT Pymes, Nomasppel, InnuvaPymes, Openges, and Soloautónomos. Patterns that showed up: flat monthly pricing, SEM campaigns, testimonials, and pressure for a more modern look to reach a younger target. Chatbots and clearer client communication also mattered.

Guerrilla tests with staff filled gaps the analytics could not.

Persona — David Manzano: 40, restaurant owner in Madrid, married with a young child. He wants payroll and company paperwork handled quickly, prefers online self-serve when it works, and will switch advisors if it does not.

Brand system

The old logo felt dated — gradients, shadows, overloaded geometry. The redesign simplified the mark, dropped a colour, and kept a cleaner geometric symbol.

Palette inherited from the brand (lime #8baa12, orange #dc8622, dark green, yellow) with tints for UI states. Icon system: outline, 2dp rounded corners, 24dp glyphs with 48dp touch targets.

Product structure

Information architecture for Homepage, Team, Companies, Self-employed, Blog, and Contact — plus client-area entry points.

Low-fidelity wireframes framed the responsive system:

• Mobile 375×667 / 360×640
• Tablet 768×1024
• Desktop 1440×1024

High-fidelity screens carried the yellow/green brand through homepage, services, team, contact, and blog.

Tools

Figma, Sketch, Adobe XD, InVision, Illustrator, Google Analytics.