UX / Site Redesign & Branding Case Study – Digital Marketing Company
WHO: Take 5 Media Group
TIMELINE: Less than 4 months
MY ROLE: Interview Stakeholders, Content and Taxonomy Strategy, Interaction Design, Copywriting, Testing, UI Redesign, Development
RESULT: Reduced call time of sales reps, 100% increase in traffic, generated more business.
Who & Why
The Sales Team
The main complaint was that prospective clients were visiting the old site and were confused about what the company did. The sales team spent too much time having to explain their services. They wanted a web presence that would educate and help reduce call load, so they could concentrate on generating revenue. In addition, the competitors’ sites looked better.
Before
The old site was a long, one-page brochure site. The hero slider was populated with posed stock photos. Copy was wordy and devoid of actionable content. Icons were vague. The only call-to-action was a non-functional form at the bottom of the page. The site had almost no traffic.
Requirements
- Visual refresh
- Instant understanding of who the company was and what they offered
- Educational and SEO-friendly content
- CTAs in relevant places
- Reduce calls for sales team
- Convey creditability in comparison to their competitors
- Have a scalable CMS and blogging platform
Content Strategy
The challenge here was explaining what this company offered in a way that didn’t overwhelm people. It’s also a jargon-heavy industry. I worked with the art director, copywriter and sales director to gather existing content or create new content. The IA was created as the content was delivered. I iterated quick wireframes with markers and delivered finals in Adobe XD.
Homepage UI Iterations
The homepage was established first and set the direction for the rest of the site. We also wanted to create an instant visual connection to data and shopping.
Final Design
The site was launched in April 2017. It was a major win for the company — traffic spiked from 0 to 500 daily, as the sales team immediately started referring it to clients. The site allowed for content to be added quickly in the form of additional landing pages and blog posts. SEO strategy was implemented and the company leveraged their posts on LinkedIn.
