The company needs to partner up with different service providers in order to grow as a startup. After getting in contact with potential partners, the company would ask them to look up their website. For better chances of accepting partnership, the company had to have an attractive, informative website and a noticeable brand.
In order to find out, what the current website design was doing wrong, I conducted a series of Think-aloud tests to see what blockers users are experiencing.
I eventually found 2 of the most crucial issues, which were: 1. the lack of labeling. And 2. the lack of Call-to-actions that are allowing users to act when they decide that they like the company. Keeping that in mind, I could move on to inspecting the content more closely.
Before setting up an information architecture, I created a content inventory and analyzed the website’s content one by one. Taking note of the type of content, its location and containing links, I noticed ill-fitting content scattered around the page. I took note of my inspections and moved on to creating an initial Information Architecture (IA).
One of the issues I noticed on my testers with the current website was that the content the user should be presented, was mostly written in an FAQ section on the bottom of the page.
This resulted in frustration, because users believed that there is not enough information and viewed the FAQ section as a last resort. To fix that, I visualized information, such as “Who is eligible to become a partner”, and created a separate page for the Frequently Asked Questions.
I applied better categorization by using sub-items in the navigation bar. Doing so, the navigation bar got shorter and contained only the keywords that are necessary for the user.
The company did not have an established style guide when I arrived. Thus, the second thing I started working on is: What the company stands for, whether they want to convey a formal or an informal style. Depending on that, I went on choosing a number of typefaces, that in the end would result in unique and readable content.
I chose the sans-serif and curvy Rubik for headings and the serif Lora for body texts.
The newly created color palette contains the company logo’s colors as well as darker, lighter versions of them. Both versions can come in handy when trying to make contrast between foreground and background elements.