Project Time: July 2020 - Nov 2020
Team: Executives, Team Leads, Energy Advisors, Marketing, IT Management
Responsibilities: User Research, Feedback Analysis, Design Direction, Digital Mock-Ups & Prototypes, Site Development, Implementation & Launch
Objective:
Create a new site that communicates the value proposition and services of the company.
User Journey:
Working with the Executive Team, we learned that the original site's purpose was to over-deliver information about our services. It had become an outdated place that our Energy Advisors would shy away from rather than using it as a channel to increase sales/conversion rates.
These insights highlighted an opportunity to clarify our message and create a site that sets the company up for the future.
Platform Constraints:
Because we did not have a dedicated team of developers, we decided to utilize low-code options. We also had to guarantee easy integration with our current CRM solution and ensure that the site could be updated with ease by team members.
Let's just say - there is no purpose in designing a car if you are the only one who can drive it.
Design Cycles:
User Flows: Facilitated a workshop between the Executive Team and Team Leads. Analyzed discussions to discovered our core competencies and specific values to highlight on the new site.
MockUps: Designed high-fidelity mockups to present our creative direction and ensure nothing was missing and the user flow was smooth.
Prototypes: Using prototyping software, I created an interactive mockup of the site to share with team leads and incorporate feedback.
Development: Built out the complete site with the head of IT. After we finalized the site, we worked to connect it to our hosting platform and ensure it worked across mainstream browsers and mobile OS.
Launch: Successfully launched the new site to the excitement of our entire company.
Key Features:
It seamlessly integrated with our CRM platform.
It clarified our message around our municipal services and showcased our extensive list of nationwide projects.
It incorporated 'engagement loops' - connecting visitors to additional content / social platforms and back again.