PROJECT OVERVIEW
SingleHop (now INAP) was constantly evolving digitally. The redesign work listed below includes a variety of user experience, web, visual, and print projects. The team generally consisted of myself, the executives, the marketing manager, the development team, and the lead copywriter.
ROLE & TOOLS
UX-UI Design, Graphic Design, Print Design, Photoshop, Illustrator, InDesign
By conducting customer and stakeholder interviews, we had the opportunity to better understand the wants and needs of our users based on the market research we had planned. Our goal was to redesign the site to make it more user-friendly, with a particular focus on the mobile site. We also planned to refresh the brand to reflect our found audience and apply our brand consistently across all services.
Using insights from a customer panel and knowledge from within the company, primarily the sales team, I created micro-personas based on the engagement of our current customers to document key attributes and needs. Personas were also used to guide messaging and other brand strategies.
Since we were a small company, we didn't develop a full brand guide. However, I created a simple UI guide for use in development and to maintain consistency across websites.
For the website redesign, we focused on: existing customer support, pushing our differentiators like the customer SLA, using in-house photography to the greatest extent possible, and mobile-first navigation.
The SingleHop blog was our second site. It functioned as a standalone entity and generated leads to the main site. I created an extension to the main style guide to give more instructions specifically for the blog site.
The design was kept very simple and based on our brand colors. The image selection was stock photography, so we knew we could use the color as a rule of thumb to get a consistent feel.
The visual branding was also applied to a modernized print style. Below is an ebook I created with our senior copywriter that was promoted through the new blog. It generated fourteen quality leads in the first week it was in circulation (a larger amount for our company size). View the full ebook
Copyright 2021 Betsy O'Donnell.