Website redesign for a Creative design agency: A UX case study | by Smriti Rawat | Sep, 2021


Target audience: Clients, Job seekers, and online businesses

Being a new member of the team, I had no experience with the existing website. Therefore, we started with identifying key problems in the current website with our fresh eyes and carried out a UX audit to understand the pain points and areas of improvement in the live experience of the site.

As we figured out the pain points the next step in the process was to decide the mood and expectations for the website.

Expected mood statements:

  1. The user feels cheerful & excited when he interacts with the website.
  2. The user is excited to see what’s coming up next and would be ready to invest his time on the website.

The early stage of creating the website was the preparation of the framework; which included creating a plan, layout, navigation design, placement of web links, and contact us call for action.

In the initial brainstorming process, we looked over a variety of websites for inspiration and identified the pros and cons of each website. We brainstormed on how we could incorporate the good attributes (good call to action, simple and concise content, etc) into our website. After all the competitive analysis and internet research we came up with our own mood board for the site.

And after all those rounds of discussion, our proposed IA looked like this in the diagram below.

Information architecture for the new website

Improvements in new IA-

  1. Every page had a redirection to either our works page or the contact us page considering it would make user navigation easier also resulting in an increased conversion rate.
  2. One existing loophole which we tried to rework was how to be more transparent and concise at the same time for our users. We solved this by including the timeline section on the About us page & the culture section on the Careers page.
  3. Adding a customized footer to every page of the website.

I started with sketching what each page would potentially look like and what kind of content would be displayed including the layout & orientation to the overall composition of the webpage. This helped in freezing the flow and user journey for the website and gave a skeleton to build upon.

Low fidelity wireframes

The next step in the process was to move each of the pages to Figma to explore possible design alternatives and come up with a high fidelity wireframe in terms of how the content hierarchy would be displayed.

The idea was that every page should have a story to tell and should answer the following questions — What we are, who we are, what we do, how we can help you.

To make the human interaction more immersive with the website, we experimented with the layout of the home page. Instead of the old vertical scrolling behavior, we decided to have a horizontal scroll on the home page which gave a cleaner transition to the sections and better visibility to the content.

Key highlights-

  1. Horizontal scrolling to make it stand out from the rest of the pages.
  2. Tried to have more impact with fewer words — Crisp visuals
  3. Easy scanning.
  4. To get more conversions — we decided to have ‘Contact’ as a primary CTA on the header so that it gets user attention which was missing earlier.
  5. Coherent layout— every section was visually different from each other yet felt a part of the whole.



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