One of our most complex projects as this website redesign was not focused on new graphics, but rather on the information architecture. The company had long been aware that the previous website made it difficult to understand what services it provided to its clients. A user should understand what a company does for her after only a few seconds. With this in mind we decided that restructuring and simplifying the text content was the most important task to be carried out.
The menu system was completely redone and the company’s many services were grouped into only three main categories.
As for the visual style, we took the minimalistic approach with clean white pages and simple animations. Large photos were selected to cater for a more visual approach than in yesterday’s text-heavy design.
As a company geared towards inbound marketing, the blog was of utmost importance. We made it adaptable to various content formats, and we also made sure to integrate easy ways of adding call to actions and downloadable (gated) content. Furthermore, both service pages and articles are linked to each other to promote navigation between them.
Some of the UX steps involved in this project were stakeholder discussions, brand strategy, user interviews, competitor analysis, user testing, personas workshop, wireframes and testing.