Digital Fulfillment Agency
Website Rewamping
Project Description - This was a website revamping project I had undertaken during an internship. The name and specifications of the company have not been mentioned in the case study for confidentiality.
About the Company - X is a 14 year old digital marketing firm. The company specializes in designing and implementing digital marketing services and solutions for SMBs. The company provides fulfillment services to help publishers scale up their business without overloading their costs.
Design Process
Problems Identified in the current website -
1. Unable to gain credibility - Unable to gain the trust of the user regarding the authenticity of the company. This was specifically since the company can not name many clients or show any projects due to confidentiality agreements.
2. Cognitive Overload - Too much information cramped in one place.
3. Not engaging - Unable to keep the user interested.
4. Visual inconsistency - In terms of alignments, colors, fonts, imagery etc.
Competitors Analysis
Competitor’s Analysis Takeaways -
1. Focus on simplicity - in terms of functionality and content.
2. Be impactful and direct. Focus on selling points.
3. Gain trust - customer satisfaction, success stories, clients, portfolio, awards.
4. Justify and sell your "weakness".( Premium services)
5. Avoid cognitive overload.
6. Don't be ambiguous.
7. Don't cram too much functionality into one site.
8. Don't make the visuals complex (law of pragnanz - people process visually simpler things faster than complex)
9. Make communication easier - via chatbots etc.
10. Continue to stay relevant - up to date with trends and zeitgeist.
User Personas
Global Conglomerate Enterprises -
Needs and wants -
1. These companies want to provide their clients with an additional service that they don’t specialize in.
2. They are looking for someone who can deliver multi - faceted projects on time.
3. They want a company who has experience and expertise, who provides long term support and is willing to work on custom flexible workflows.
Indian Conglomerate Enterprise -
Needs and Wants -
1. These companies want to assist their clientele in expanding their reach.
2. They are looking for a company which is credible and familiar with the Indian market.
3. They want someone who has high on going levels of customer service, knowledge about potential buyers and target market and delivers projects on time.
SMBs (Small and Medium Businesses) -
Needs and Wants -
These are Indian or Global companies dealing in particular sectors and clientele.
They want to provide them with digital marketing services as well.
They are looking for a company that has a familiarity with the market and provides critical input to projects.
Career Aspirants -
These include both freshers and experienced people in the industry.
Needs and Wants -
The freshers look for a company that has exceptional training and provides opportunities of growth.
The experienced individuals want a company that helps them with networking and building connections along with good working hours.
Both of them want to work at a large corporation that looks good on their resume.
They want a company who cares for their employees and offers benefits.
Note - the user personas were defined by taking interviews of the company's employees and structuring the clients information into categories
SWOT Analysis
S
Strengths
- Global Brand
- Large team of specialists
- Expertise
- Trust the experience, not the words (Free Trial)
- Worked with big brands
- Elaborate process followed.
- Quality and quantity.
Speed
- Respect Privacy of clients -top priority.
- Our history and story
W
Weaknesses
- Can't showcase portfolio due to contract. (Makes it harder to gain trust).
- Can't showcase companies worked for because of contract.(Makes it harder to gain trust).
- To show we are catching on with the global trends and market.
O
Opportunities
- Getting more direct projects from companies.(studio website)
- Using social media to expand and attract.
- New clientele - word of the mouth publicity .
T
Threats
- Growing competition
- New concepts and business models in competition
- Growing technology and costs to keep up with them
Note - the SWOT is based on the interviews that were taken of the company's employees and market research
User flow
Closer view
Hi - Fi Screens
Prototype
*Kindly note that mockup text has been used instead of descriptive information, since the content writer had not been involved in the project till this point*
Impact
1. Credibility - Gaining the trust of consumers was difficult for the company since it can not name many clients or show any projects due to confidentiality agreements. In order to help with the credibility of the company, I added the following sections -
a. Number of clients section - showing the amount of clients the company has worked for
b. About us page - showcasing that the company is 16 years old, and the core team members have a lot of experience
c. Blogs page - writing blogs on design and showcasing knowledge and thought process of the company
d. Why us page - having a whole page on why the client should choose the company gives an easier access and clarity to potential clients
e. Client testimonials - reviews from the clients (who are comfortable with revealing identity) directly
f. Our success stories section - case studies of not the final output but the impact created on client projects
2. Cognitive Overload - Creating a more structured information architecture, organizing the menu, adding breadcrumbs for the website and keeping the sections clean and spacious.
3. Not engaging - Creating animations, adding videos and keeping the website interactive.
4. Visual inconsistency - setting a color palette, typography and an overall aesthetic
