Creating a Fresh and Intuitive
User Experience
Creating a Fresh and Intuitive
User Experience
Creating a Fresh and Intuitive
User Experience
Responsive Website
Live Site
Duration
Duration
1 month
1 month
1 month
Tools
Tools
Figma, Notion, Canva, Pencil + Paper
Figma, Notion, Canva, Pencil + Paper
Figma, Notion, Canva, Pencil + Paper
My Role
My Role
User Researcher, UX & UI Designer
User Researcher, UX & UI Designer
User Researcher, UX & UI Designer
Worked With
Worked With
A Software Engineer, Jessica Scott - Manager at Enterprize Steel
A Software Engineer, Jessica Scott - Manager at Enterprize Steel
A Software Engineer, Jessica Scott - Manager at Enterprize Steel
2 mins to skim
2 mins to skim
4.5 mins to read
4.5 mins to read
The Problem
The Problem
The Problem
Clients have trouble finding key information and projects on the Enterprize Steel website. Poor navigation, dated visuals and information as well as limited accessibility create friction, reducing trust and engagement.
Clients have trouble finding key information and projects on the Enterprize Steel website. Poor navigation, dated visuals and information as well as limited accessibility create friction, reducing trust and engagement.
Clients have trouble finding key information and projects on the Enterprize Steel website. Poor navigation, dated visuals and information as well as limited accessibility create friction, reducing trust and engagement.
Who is Enterprize Steel?
Who is Enterprize Steel?
Who is Enterprize Steel?
Enterprize Steel is an Auckland steel construction company with over 30 years of experience in large-scale projects. Despite their strong reputation, their outdated and inaccessible website needed a redesign to better represent the brand and remain competitive.
Enterprize Steel is an Auckland steel construction company with over 30 years of experience in large-scale projects. Despite their strong reputation, their outdated and inaccessible website needed a redesign to better represent the brand and remain competitive.
Enterprize Steel is an Auckland steel construction company with over 30 years of experience in large-scale projects. Despite their strong reputation, their outdated and inaccessible website needed a redesign to better represent the brand and remain competitive.
Goals
Goals
Goals
Users understand what they offer with updated content and relevant information.
Users understand what they offer with updated content and relevant information.
Users understand what they offer with updated content and relevant information.
Align the Website with their Brand Identity.
Align the Website with their Brand Identity.
Align the Website with their Brand Identity.
It is easy for users to contact the team and see who the best person to speak to for their enquiry is.
It is easy for users to contact the team and see who the best person to speak to for their enquiry is.
It is easy for users to contact the team and see who the best person to speak to for their enquiry is.
A Look at the Outcome
A Look at the Outcome
A Look at the Outcome
Great success! The website redesign has been highly successful. With intuitive and easy access to the correct contact information, there has been a noticable decrease in calls to reception and fewer misdirected emails in administrative inboxes. Additionally, since the company specialises in large scale projects, the website clearly communicates its services, leading to fewer inquiries about small jobs or products that they do not offer.
Great success! The website redesign has been highly successful. With intuitive and easy access to the correct contact information, there has been a noticable decrease in calls to reception and fewer misdirected emails in administrative inboxes. Additionally, since the company specialises in large scale projects, the website clearly communicates its services, leading to fewer inquiries about small jobs or products that they do not offer.
Great success! The website redesign has been highly successful. With intuitive and easy access to the correct contact information, there has been a noticable decrease in calls to reception and fewer misdirected emails in administrative inboxes. Additionally, since the company specialises in large scale projects, the website clearly communicates its services, leading to fewer inquiries about small jobs or products that they do not offer.
Research
Research
Research
Competitive Audit
Competitive Audit
This was conducted between direct and indirect competitors.
This was conducted between direct and indirect competitors.
This was conducted between direct and indirect competitors.
Personas
Personas
After the competitive audit and qualitative research I made personas to further research users behaviours and characteristics.
After the competitive audit and qualitative research I made personas to further research users behaviours and characteristics.
After the competitive audit and qualitative research I made personas to further research users behaviours and characteristics.
Lo-Fi Prototypes and Brand Identity
Lo-Fi Prototypes and Brand Identity
Lo-Fi Prototypes and Brand Identity
Created low-fidelity desktop prototypes with a more structured layout and refined the overall brand identity for consistency.
Created low-fidelity desktop prototypes with a more structured layout and refined the overall brand identity for consistency.
Created low-fidelity desktop prototypes with a more structured layout and refined the overall brand identity for consistency.
Hi-Fi Prototypes and Stakeholder Thoughts
Hi-Fi Prototypes and Stakeholder Thoughts
Hi-Fi Prototypes and Stakeholder Thoughts
Based on the Lo-Fi prototypes and brand identity, I went to create the Hi-Fi prototypes.
Based on the Lo-Fi prototypes and brand identity, I went to create the Hi-Fi prototypes.
Based on the Lo-Fi prototypes and brand identity, I went to create the Hi-Fi prototypes.
Stakeholder Meeting
Stakeholder Meeting
Stakeholder Meeting
Back to the drawing board!
Back to the drawing board!
Back to the drawing board!
With the information received from the stakeholder meeting, I set out to improve the website using their suggestions. Starting with Lo-Fi Prototypes for iteration to creating Hi-Fi Prototypes.
With the information received from the stakeholder meeting, I set out to improve the website using their suggestions. Starting with Lo-Fi Prototypes for iteration to creating Hi-Fi Prototypes.
With the information received from the stakeholder meeting, I set out to improve the website using their suggestions. Starting with Lo-Fi Prototypes for iteration to creating Hi-Fi Prototypes.
Usability Testing
Usability Testing
Usability Testing
🧑💻 Method: In-person unmoderated usability study.
🧍♀️ Participants: 4 users all aged 30-45, working in the construction Industry.
💭 Scenario: You are a project manager looking for a steel company to handle fabrication and erection.
Task One: Locate the contact information for the Estimator for your tender inquiry.
Task Two: Locate the contact phone number for reception.
🧑💻 Method: In-person unmoderated usability study.
🧍♀️ Participants: 4 users all aged 30-45, working in the construction Industry.
💭 Scenario: You are a project manager looking for a steel company to handle fabrication and erection.
Task One: Locate the contact information for the Estimator for your tender inquiry.
Task Two: Locate the contact phone number for reception.
Solutions
Solutions
Solutions
Immediately stating on the landing page what Enterprize Steel does
Immediately stating on the landing page what Enterprize Steel does
Immediately stating on the landing page what Enterprize Steel does
The vague, hard-to-read sentence above the video was removed and replaced with a clear, prominent explanation with CTA buttons.
The vague, hard-to-read sentence above the video was removed and replaced with a clear, prominent explanation with CTA buttons.
The vague, hard-to-read sentence above the video was removed and replaced with a clear, prominent explanation with CTA buttons.
Including contact information for the management team
Including contact information for the management team
Including contact information for the management team
Including email addresses and phone numbers for the management team so users can contact them directly.
Including email addresses and phone numbers for the management team so users can contact them directly.
Including email addresses and phone numbers for the management team so users can contact them directly.
Streamlining the homepage with necessary information
Streamlining the homepage with necessary information
Streamlining the homepage with necessary information
Duplicate information on the homepage was removed, leaving only the updated essential details users need, while retaining the slide-in animation.
Duplicate information on the homepage was removed, leaving only the updated essential details users need, while retaining the slide-in animation.
Duplicate information on the homepage was removed, leaving only the updated essential details users need, while retaining the slide-in animation.
Organising the contact information
Organising the contact information
The contact page was updated to include information for both Enterprize Steel and Selwood Coatings, organised in a clearer, more coherent layout.
The contact page was updated to include information for both Enterprize Steel and Selwood Coatings, organised in a clearer, more coherent layout.
The contact page was updated to include information for both Enterprize Steel and Selwood Coatings, organised in a clearer, more coherent layout.
Implementation & Final Thoughts
Implementation & Final Thoughts
Implementation & Final Thoughts
With great feedback from usability testing and approval from the stakeholders, I handed the final designs over to the Software Engineer to bring the website to life. I’ll continue checking in with Enterprize Steel to see if they’d like to update content or make future improvements.
Final Thoughts
This project taught me a lot about balancing what users need with business goals, while keeping the brand feeling consistent. It was really rewarding to see how small changes in usability and accessibility could make a big difference for how people interact with the site. Overall, it was a great experience for me as a designer and gave me confidence to tackle more complex challenges in the future. Check out the live site below!
With great feedback from usability testing and approval from the stakeholders, I handed the final designs over to the Software Engineer to bring the website to life. I’ll continue checking in with Enterprize Steel to see if they’d like to update content or make future improvements.
Final Thoughts
This project taught me a lot about balancing what users need with business goals, while keeping the brand feeling consistent. It was really rewarding to see how small changes in usability and accessibility could make a big difference for how people interact with the site. Overall, it was a great experience for me as a designer and gave me confidence to tackle more complex challenges in the future. Check out the live site below!
With great feedback from usability testing and approval from the stakeholders, I handed the final designs over to the Software Engineer to bring the website to life. I’ll continue checking in with Enterprize Steel to see if they’d like to update content or make future improvements.
Final Thoughts
This project taught me a lot about balancing what users need with business goals, while keeping the brand feeling consistent. It was really rewarding to see how small changes in usability and accessibility could make a big difference for how people interact with the site. Overall, it was a great experience for me as a designer and gave me confidence to tackle more complex challenges in the future. Check out the live site below!
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