re-designing
SAMUEL ASSOCIATES WEBSITE
Samuel Associates Website Re-Design
Samuel Associates' website was outdated and failed to represent its new brand direction. The redesign aimed to enhance visual appeal, increase user engagement, improve information architecture, and reflect a modern and credible government relations firm.
My task as the solo designer was a complete website re-design of the corporate website to focus on Corporate Vision, Strategy and align with Business goals according to our stakeholders.
Role
Web UX/UI Designer
Project Lead
UX Researcher
Sunny Yu
Year
2023-2025
Timeline
8 Weeks
User Research, Market Research, Stakeholder Engagements, Usability Audits, Ideation, Rapid Prototyping, Testing, Website Build in Webflow.
Problem
The original site lacked:
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Clear company identity on the homepage
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Engaging visuals and consistent branding
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Readable, digestible service information
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A seamless job application experience
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Accessibility standards (e.g., color contrast)
The Opportunity
I was given a chance to be in charge of the Art Direction of the UI of the website, while doing a complete re-design and user evaluation of the website including the complete re-design of the homepage,and improving the other pages on the website.
Process
1. Understand Users
UX Methods:
Usability Evaluation, Persona, User Flows.
Navigation User Flows
Here are mapped out processes for users on how they navigate
The website’s pages organized into User Flows.
Found some areas of improvement for pages:
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Opportunities page: apply for a job user flow
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Service pages: navigation of services
Persona
2. Understand Business Goals
To better understand business goals of Samuel Associates, meetings were held with the team and the stakeholders including the CEO, and Director of Operations.
Methods used: Stakeholder Interviews, Competitive Analysis, Design Brainstorming
Competitive Analysis
Direct Competitors
After researching Government Relations Firms in Ottawa, I came up with 4 direct competitors for Samuel Associates. After looking at their
websites, I evaluated the UX and UI of their websites and used it to draw inspiration for the new Samuel Associates Website.
Indirect Competitors:
Looking at larger consulting companies within Canada and Globally, I
evaluated the UX and UI of their websites, taking inspiration from their
Visual design and evaluating the website in terms of usability in terms of
UX design, and looked at corporate brand identity within the websites.
Improvements
For improvements, I looked at the Navigation User Experience,
Homepage User Interface, and overall improvements to the
navigation, and looked at user flows of completing different tasks
as a user on the website.
Methods Used: Information Architecture, Card Sorting
Re-Design
For the re-design, I created wireframes, and did design iterations of the homepage UI, and UI for the individual pages. The improvements
are now implemented in the new designs. I then created hi-fidelity designs, and prototypes before developing the website on Webflow.
Methods Used:
Wireframing, Hi-Fidelity Design, Prototyping, Design Mockups,
Website Development
