Context
At the time, the current website was becoming outdated, iterated on desktop-first, legacy designs, with outdated content regarding their services, and an inconsistent brand identity. In order to have incremental impact on metrics like conversion rate, it was the moment for the workshop to take a good hard look at what the website was meant to be, and most importantly, how we could improve it from a user perspective in order to have a bold impact.
Discovery
I was looking at the goals of people visiting the website. Using tools like Hotjar, I set up surveys asking users what they were looking for on the landing page, collected heatmaps and other insights into the behaviour of the customers. I came to several insights that sparked the next steps of the redesign process.
In parallel, I reworked in co-creation sessions with stakeholders, all the content to reflect their vision, the brand values, and the main services. This sessions helps them to draw up their ideas of what the website should entail and achieve. Combined with the outcomes of empathy mapping and user journeys, there was a greater sense of what the requirements for the website should be.
Development
After redefined the entire user flows, I took a lot of time to refresh the brand assets and components. Also, when creating the hi-fi designs for the different pages, I was taking into account the previous sketches, wireframes, layouts and findings from the research.
These work allowed me to explore different CTA’s, title/button placements, text hierarchies, different interactive elements displaying the relevant contents that my client offer, different visual ways of communicating the USP’s, as well as different ways of presenting all these elements in a more cohesive way.
Delivery
User testing & learnings
The next step in the process was to make different hi-fi designs of the page into interactive prototypes, and have people that are in the target group walk through several different journeys while interacting with the redesigns. Quite a few findings came to light from the testing (positives, as well as negatives).
Final design & implementation
After a few refining and testing, the new website was ready ✨ The process was fruitful for the users and the business in the end (better conversion and visibility after the launch), but also for me personally. Taking the lead on the project, hosting the co-creation sessions and user tests were all valuable experiences 👍🏽
You can take a look at the full website here 🚀
