Improving brand value
Revamping a brand to expand and retain customers
- Endorfinas website revamped design
Role
UI/UX Designer
Team
1 Frontend Developer
1 Backend Developer
1 Digital Marketing Strategist
Duration
2022 - 2023 (3 months)
Activities
User research
Platform audit
Competitive analysis
Planning & scope
UX Design
Motion & interactions
Business need
Endorfinas Media’s website was facing suboptimal traffic and was looking for a redesign.
My role
As the only UX designer, I singlehandedly undertook the whole project. After a competitive analysis and product audit, I understood that a complicated navigation and lacking design consistency led to a negative user experience. I redesigned the website based on these research insights and adhering to the latest brand guidelines.
Goal
Revamp website to align with updated brand specifications and implement a distinctive storytelling approach for brand uniqueness.
Impact
The updated website design enhanced SEO, boosting site traffic. It featured rebranding, a brief quiz for personalized service selection, and overall improved website usability.
Initial research
Deep dive
After understanding the user pain points and business goals, I conducted competitor analysis, visual research and product audit. From this research, I found a number of challenges for the design.
- Platform audit
- Visual research
Design challenges
Problems
Inconsistent visual system
The earlier design files were missing. At the same time, the agency wanted to retain the webpages related to their production unit. This meant that I had to design the wireframes in response to the current visual language. Style guides had to be remade to follow the existing pattern.
Rebranding & microcopy
The marketing team aimed to shift the website's branding voice from service-centric to client-centric. This prompted a review of content and microcopy for the new design.
Complicated user flow
The existing services page had complex wayfinding in its information architecture. To simplify, crucial information was identified, prioritized, and linked directly from the home page for better accessibility.
Information architecture & structural mapping
Information architecture
After multiple iterations, I was able to identify and prioritize the core elements for the website. I also tested the prototype for usability.
Low fidelity designs
Wireframes
Final solution
High fidelity designs
Old home page
New home page
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