Challenges & Strategy
The goal was never only a "finished" product, but rather a finely tuned instrument of marketing.
Driven by three key objectives, the foremost goal for this product was to establish and strengthen the brand's voice and identity. Second, the website needed to be more than pleasant, it needed to serve as a carefully constructed and very precise machine both qualified and unqualified leads. Lastly, I aimed to create a versatile platform capable of catering to a diverse audience, spanning various user demographics and client personas.
Scope of Work
User Research & Personas: Conducted extensive user and market research to understand the target audience, their behaviors, and pain points.
Information Architecture & Navigation: Refined the information hierarchy to optimize content discoverability and strategically structure user navigation by defining and implementing clear user pathways/journeys.
Visual Design & Branding: Ideated, designed, and established the visual branding standards, color palette, typography, imagery, etc. to perpetuate brand voice and identity.
Accessibility: Prioritized accessibility by adhering to WCAG standards, ensuring the website is inclusive and usable for individuals with diverse abilities.
Prototyping & User Testing: Developed interactive prototypes for key user flows and conducted usability testing to gather feedback and refine design elements. Iterative testing helped ensure the website met user expectations and addressed any usability issues.
Content Strategy: Collaborated with the content team to develop a cohesive content strategy that communicates the brand message effectively. Ensured content was engaging, concise, and aligned with SEO best practices.
Responsive Design: Ensured a seamless experience across devices by implementing a responsive design approach. Prioritized mobile responsiveness to accommodate the increasing trend of mobile browsing.
