Challenges

• The current website was out of date and did not align with the current product
• It lacked relevance to the target audience and didn't represent the company's core values

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Goals

1. Create a website that is usable, accessible and aligns with the current audience, product and company as a whole
2. Design a visual cohesive and experience that brings in more sales

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Design Process

1. Research and Strategy
   1. Brand discovery, analysis & research
      • Misalignments
      • Brand messaging
        • Partnership and support
        • Ongoing value
        • Modern
        • Flexible
        • Friendly
        • Cohesion
      • Personas - needs, pain-points, motivators
        • Plant managers
        • Corporate managers
        • Quality managers
        • Front-line operators
        • Production
2. Define visual identity
   • Flexible, transparent, simple, modern
   • Conveyor belt concept
3. Design
   1. Information architecture
   2. Mockups - focusing first on components that would be used more frequently
   3. Prototypes / Interactions
   4. Style Guide
   5. Iteration and Testing - this was ongoing throughout the design phase

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Outcome

The client reported an increase and sales and lower bounce rate. The new website was faster, more accessible, more visually cohesive and most importantly resonated with the core values of the company.

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How the conveyor belt concept evolved

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Some examples of finalized page designs:

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We revamped the navigation to make it more relevant to the industries the product worked with as well as the user persona roles

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I defined and documented the styles and reusable components and so that the team could easily refer back to it

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