CLIENT
Design Mart
ROLE
UX Design
UX Writing
BEFORE
SUMMARY
I worked on the redesign and rewriting for a website refresh
PROBLEM STATEMENT
Design Mart needed a visual refresh, greater flexibility for their content, and a website they could invest more time in scaling rather than fixing.
KEY FOCUS AREAS
In a collaborative work with the web developer, programmer and the information architect, I took energetic colours and built a palette that included soft earthy tones for balance. Part of the design was a complete update to their photography, to create an approachable, personable experience. Fresh, modern typography rounded out the new look.
I started by thinking small and used the fewest words possible to make the microcopy clear concise, useful, and invisible to the user. Progressive disclosures were made to reveal more details.
I worked on the ‘less is more’ approach, and tried to stay out of the way of the beautiful product shots. By keeping the colour palette simple and subdued, we were able to make the photography really shine through. My goal was to showcase the products and to guide users to get the information they need, to encourage conversions.
The new Design Mart site brings their brand story to life through advanced home and product pages, as well as new pages that connect with visitors by sharing their design resources. A custom contact form was developed for easier conversions. User experience is dramatically improved through intuitive search capabilities and related content recommendations.
CLIENT
Startup Company Counsel
ROLE
UX Design
UX Writing
SUMMARY
I helped empathise and visualize the revamp of a website
BEFORE
PROBLEM STATEMENT
Startup Counsel needed help in letting their users find relevant content quickly and effortlessly, and communicating their commitment to startups through site-wide branded storytelling. They also needed strategically placed CTAS to create urgency.
KEY FOCUS AREAS
- I developed a palette which emphasized a clean design through a strong, but limited, color palette in place of the many visually distracting colors. I used simple shapes and clean lines to give the theme a branded feel, making it easy to understand at a glance.
- In place of difficult vocabulary and complicated sentences, I used simple language, and active voice. I frequently used the second person pronoun ‘you’ to make the interface speak and establish a connection, a relationship, with the users.
- A friendly and personal tone of voice provided visitors with an inviting summary and highlighting the Counsel’s commitment to startups. To reinforce their dedication, I did away with marketing jargon and included trust building elements such as testimonials, FAQs and blog to build credibility with users.
- Our team designed a simple & effective navigation by having a logical page hierarchy by following the Three Click Rule for the users to find their desired information within three clicks.
CLIENT
Fulcrum Resources Environmental
ROLE
UX Design
UX Writing
SUMMARY
I worked on a website’s expansion for its increased product offerings
PROBLEM STATEMENT
Fulcrum Resources Environmental’s market and product solutions had evolved into new directions. They were looking for a new responsive website design that would enhance the site to accurately represent their solutions.
KEY FOCUS AREAS
To minimize the effect of the plenty of information, I included white space as a buffer between all elements on page to direct the attention of the user’s eyes. The content frequently described an objective and the action needed to achieve it, so I started sentences directly with the objectives.
I created large and immersive Hero images to focus user attention. The strong visual experience encouraged the user to read more, while a slider invited him to scroll through to view the various stages of project updates.
I used vibrant colours sparingly to create emotion and for buttons and Call to Actions. The minimalist style and carefully positioned CTAs allowed the user to navigate his way around the pages with ease.
CLIENT
Browning Enterprise, Inc.
ROLE
UX Design
UX Writing
SUMMARY
I helped develop a clean and uncluttered website revamp
PROBLEM STATEMENT
Browning Enterprise’ site was outdated and copy-heavy, burying pertinent information behind numerous clicks and PDF documents and didn’t represent their polished, professional work. They needed a redesign to improve their existing cumbersome design.
KEY FOCUS AREAS
I restructured the content with contrasting colours for text and background to make the reading easier on the eye. Then worked on a self-explanatory, unobtrusive, and helpful microcopy.
I built out the brand story through lively photos and videos of real customers and staff, without relying on a ton of text. The team improved the overall site architecture with a strong content strategy and engaging inter-site navigation.
I broke up different pieces of content into cards for the users to pick and choose which articles they wanted to expand. It helped keep the homepage clean and organized.
The new website is modern and the flexible content blocks allow the website more creativity. The new design evokes Browning Enterprise’ prowess in the steel processing industry, while highlighting the depth of their expertise with concise content and smooth navigation.
