THE TIME IS CURRENTLY:
Identiti is a national signage provider offering exterior/interior signage, branded environments, & facility maintenance to clients nationwide. As marketing manager, I was tasked with updating our online presence which included: content for our website, social media, and in-house marketing collateral to support our sales team.
Our agenda was to introduce new case studies to the website and social media, as well as a news section which would be updated in tandem with our social channels. Initial research began with auditing our current site and recognizing problems/solutions.
Prior to this, no UX research or usability tests were gathered to understand the user’s behavior or interactions. I began with an entire brand and web audit, studying current SEO data and establishing what action items needed to be prioritized and dealt with.
I began with identifying keywords through our existing collateral and what was currently ranking online; beginning to develop trends and identifying solutions on how to design the site and clean up the back end for SEO. Once research was in the monitoring phase, I began to implement a design and visual type hierarchy guide.
Hi-Fi Wireframes done in Adobe XD
I wanted the case study page to remain minimalist with a clean UI that conveyed well organized type and showcased our professional images.
I implemented a smooth parallax scroll that helped ease the user as they moved down the page, providing keyword anchor buttons to help with a users choice based on their needs with the case study. The hero section contains a featured case study section, complete with 3 grid-based images and a call-to-action (CTA) button for quick access to the page.
The case study section was designed for a narrative scrolling experience, with a smooth scroll integrated and anchored “Back Up” button for easy navigation.
Each case study included a sticky highlight bar which would stick on scroll to allow for a user to reach each highlight and navigate through the project with ease to avoid over scrolling, especially for longer projects.
results & takeaways
Since the implementation of the case studies, we’ve been able to market and lead clients through a glimpse of our work process and increase traffic and user retention rates. We’ve established a news page and have a system between our social channels and our site for information and press releases.
I proposed the site mockup through Webflow, and designed/developed the UI in Adobe XD.