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While running my digital agency, UX Native, we were contracted by a leading supplier in fixings and construction consumables in the UK to completely overhaul their digital presence. This ambitious project required us to redesign their website and internal tools, starting with only their logo and an outdated presentation website. Despite facing budget constraints and having limited control over the development process, our innovative and strategic approach led to a successful transformation that significantly enhanced their online presence and sales.
The project presented several significant challenges
Limited Budget
The client had a very tight budget, which restricted our ability to supervise or monitor the implementation of our designs. This financial constraint required us to be exceptionally resourceful and efficient in our design process.
Client-Handled Development
Our team was responsible solely for the design phase, while the client preferred to manage the development internally. This arrangement limited our control over the final product and posed challenges in ensuring our designs were implemented accurately.
Lack of Initial Data
With no user data or analytics available, we had to rely heavily on our expertise and intuition in the initial stages of the project. This required us to make educated guesses and validate our assumptions through creative testing methods.
Initial Analysis
We began by conducting a thorough analysis of the competition and the client’s existing website. This helped us identify gaps and opportunities for improvement.
Held extensive meetings with stakeholders and the development team to align on project goals, understand their vision, and address any potential challenges upfront. These discussions were crucial for setting realistic expectations and ensuring everyone was on the same page.
Design and User Testing
With limited data, we started designing the user interface and user experience based on industry best practices and our previous experience.
To ensure our designs resonated with users, we conducted user testing using interactive prototypes. This included gathering feedback from construction workers, managers, and everyday users. By involving a diverse group of testers, we gained valuable insights into user behavior and preferences.
This iterative process of designing and testing allowed us to refine our concepts and ensure they met the needs and expectations of the end users.
Creating the Design System
Developed a comprehensive design system that served as the foundation for the entire project. This system included style guides, component libraries, and templates that ensured consistency across all pages and devices.
The design system facilitated the creation of over 50 unique pages for the platform, with a total of more than 150 pages when considering desktop, tablet, and mobile versions. This approach enabled us to maintain a cohesive look and feel while efficiently managing the design workload.
Extensive Mapping
Spent over two weeks meticulously mapping the entire product to ensure a logical and user-friendly structure. This phase involved outlining the information architecture, user flows, and interaction patterns.
This detailed mapping was essential for planning the platform’s overall logic and ensuring a seamless user experience.
Implementation Challenges
Despite not being able to oversee the development, we provided comprehensive documentation and clear guidelines to the client’s development team. This included annotated design files, interaction specifications, and style guides.
We maintained open lines of communication with the development team, offering support and clarification as needed to help them implement our designs accurately.
The project was a resounding success. The client’s online presence and sales saw a significant boost following the implementation of our designs and recommendations. Our innovative solutions and strategic planning allowed us to deliver a high-quality product despite the challenges.
Specifically, the new digital presence improved user engagement, reduced bounce rates, and increased conversion rates, contributing to a substantial increase in sales. The comprehensive design system we developed ensured a consistent and professional appearance across all touchpoints, enhancing the brand’s credibility and appeal.
However, after the completion of this project, the client transitioned to working with another agency. Unfortunately, due to the financial challenges of running UX Native, including undercharging clients, I had to close the agency. This experience underscored the importance of balancing passion with sound business practices.
It was a valuable lesson in the necessity of sustainable pricing strategies and effective business management.
