Tech Company "revamp"
The company requires a partner to revamp its marketing website while maintaining the brand guidelines in order to optimize the user experience for its user groups.
Challenges:
From the stakeholder’s perspective:
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The structure of the website requires improvement as there is no common template followed, which results in inconsistency.
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It is difficult for users to understand what the website really provides when they open it.
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Due to the absence of regular updates, users feel as if they are dealing with a startup and wonder what they actually do.
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“Their approach to solving the problem” is not readily apparent on the website.
From our perspective:
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The lack of data provided will complicate the mission of removing the confusion that appears in the users' minds.
Objectives:
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Revise the current website in accordance with the brand guidelines and align it with their overall brand positioning.
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Promote products and provide customers with comprehensive decision-making assistance through a marketing facility.
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Provide easy access to content through a user-friendly and familiar design based on current trends and best practices.
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Enhance the visitor's experience, better communicate with visuals, include CTAs to specific outcomes, and simplify the customer journey.
Insights:
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Create a user-friendly structure that makes the website more informative and appealing to the users.
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Ensure the site is up-to-date among industry peers by understanding the field and what the competitors are providing.
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Provide a clear visual appeal.
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In each page template, produce new content based on the factual information provided by the client.
Solutions:
New structure:
Based on the workshop and benchmarking that RBBi did to analyze the market, the latest trends, and the features that the competitors provide.
As a result, our new structure keeps the users feeling that the site is easy to navigate, up-to-date, and meets their expectations in comparison to the competition.
New content:
In order to optimize the content, we used the factual information (base content) provided by the client for each page template. We re-wrote content based on research and competitor benchmarking, followed the brand's unique voice, and optimized it for SEO.
New design:
In order to ensure that our design followed the structure we provided in an easy-to-use way, we added new CTAs, main navigation, and features in a user-friendly manner in order to create a feeling of attachment to the website and simplify the customer journey by simplifying the approach to the website.
Conclusion:
Through very close teamwork, we were able to achieve our goals and solve the problems the users had, making sure that their approach to solving the problem was clearly evident and that was confirmed with the stakeholders.
We provided a new website that meets both the expectations of the client and the target audience, with a user-friendly design and a clear visual appeal that keeps in mind the tone of the brand, the competition, and the industry expectations.