Research and Discovery

The redesign process started with a deep dive into user behavior and an audit of the current website. We analyzed analytics data, gathered insights from user surveys, and conducted interviews with stakeholders within the organization to better understand the needs of target users. This information helped identify key areas of improvement, such as streamlining the navigation, optimizing content for clarity, and improving the design's visual appeal.

Wireframing and Prototyping

With a clear understanding of user needs, we moved forward with wireframing and prototyping. The wireframes focused on improving the site's layout and information architecture, ensuring users could easily find relevant content. We designed clear, actionable calls-to-action (CTAs) that guided visitors toward important conversion points like demo requests, case studies, and product overviews. The prototypes were then tested with internal stakeholders to gather feedback and iterate before moving into full design.

Visual Design

The visual design overhaul included a modern, sleek look that conveyed the brand’s expertise in the HCM space. We updated the color palette, typography, and imagery to create a more polished, professional aesthetic. Custom icons and interactive design elements were added to make key information stand out, such as highlighting service offerings or benefits of partnering with the brand.

We also ensured that the website’s design was responsive, meaning that it would adapt seamlessly across all devices, from desktop to mobile. Given that HR professionals and business leaders frequently access websites from their phones, ensuring an optimal mobile experience was a top priority.

Content Strategy

We worked closely with the content team to optimize the site’s messaging, ensuring that each page clearly conveyed the brand's value proposition in a way that resonated with target audiences. For example, we emphasized the ease of use and scalability of the company’s HCM platform, as well as its ability to integrate with existing business systems.

We also restructured the site’s content to focus on customer pain points, offering solutions through case studies, client testimonials, and product overviews. The goal was to make it clear that the brand could solve real business challenges for HR departments and organizational leaders.

Conversion Optimization

One of the key focuses of the redesign was improving the conversion funnel. We simplified the process for users to take action by adding more prominent CTAs on every page. We created optimized landing pages for each service offering, with clear, compelling copy that outlined the benefits and next steps.

Additionally, we made sure the contact forms were easy to find, simple to fill out, and offered multiple ways for users to engage, including scheduling a demo, requesting more information, or speaking with a sales representative.

Testing and Launch

Before launching the new website, we conducted extensive usability testing and A/B testing on key pages, particularly those focused on conversion. We tested different CTAs, landing page designs, and content layouts to identify which variations led to the highest engagement and conversion rates. After refining the site based on test results, we launched the new website.