Corporate website redesign
How can we modernize our brands' digital presence?
Even before my first day as Senior User Experience Designer at William Blair, I made it my responsibility to campaign for the redesign the firms' website. After nearly ten years the website was in dire need of a facelift, and in 2021, the project was given the green light.
The primary goals of the project were broken down into three categories:
- Inform: Help new prospects and clients quickly and easily find what they need
- Attract: Connect with job seekers to help educate them about our culture and differentiators
- Reinforce our brand: Establish awareness, strengthen relationships
User Experience Considerations
Mobile-first
The current site was not responsive and mobile traffic to the site has increased more than 20% YoY in the past three years.
Attention grabbing visuals
We wanted to include visuals with a modern aesthetic that properly reflects our brand.
Focus on accessibility
We were falling short on website accessibility and now was the time to fix it.
Typographic hierarchy
Typography on the current site was flat and was not leading users through the pages.
Clear Calls-to-action
Declutter structure to make navigation within the site much more targeted and accurate.
Simple navigation
Help users to make decisions by creating a simple navigation structure.
The (re)design process
I worked in design sprints over an eight week period to develop the visuals and any prototypes for each component. During this time our teams (digital & brand design) met weekly to review and provide feedback on the proposed designs.
Based on the feedback that was received, iterations on the component designs were made and resubmitted for approvals.
Design system
One of the best things to come out of the project – besides an amazing new website – was the creation of the design system. This new design system allows our team to work more efficiently and create cohesive designs across our entire digital landscape.
Project details
My Role
- User Experience Design
- User Interface Design
- Front-End Web Development
Tools
- Sketch
- Invision
- HTML / SCSS / Javascript