A New Era
Leading the design and UI development of a new website for sydney-based ux agency, blueegg.
Client
blueegg
Role
UI Designer
Timeline
8 Sprints
Team
Design
Challenge
A new website and branding language was required to align with the company vision of ‘Designing with certainty’, whilst also adhering to modern usability guidelines.
It was decided that a new agency design library would be developed to coincide with the website build and elements of this system rolled out simultaneously across all external agency communications i.e social posts, presentation decks & marketing material. This ensured a cohesive design language and cemented a new look and feel for the agency moving forward.
The previous website contained a series of usability issues such as:
Design and functionality that was not optimised for use on multiple viewports, leading to an inconsistent experience across web, tablet & mobile.
Broken / missing links led to an inconsistent user experience
Lacked a coherent brand language and tone of voice
Inconsistent / non-existent design language & design system
The deadline for the updated landing page was 2 sprints, with remaining pages (services, about, contact) to be completed in the subsequent sprints.
Solution
The complexities of this project required a calculated approach from the beginning:
Planning
Multiple stakeholders were involved across various time zones, so it was essential to create a unified project timeline in Asana for clear stakeholder alignment. By breaking the project down into its constituent parts, we were able to implement weekly review schedules to work asynchronously across different time zones at rapid pace.
Design
The design system needed to be both simple to build and robust enough to be rolled out across multiple engagement channels. Elements from the design system were not only being used on the website, but also for external agency assets from newsletter blasts to presentation slides as well.
For this reason, colour theory played a crucial role in developing a malleable framework that emphasised information hierarchy more than complex interactions and UI transitions.
Review
An Airtable changelog allowed us to raise queries and inconsistencies in a concise and orderly manner. With such a tight turnaround time, daily check-ins helped to align internal stakeholders and raise change requests to be actioned overnight by our developer in San Francisco.
The biggest challenge was prioritising changes in order of impact and available time for execution.
outcome
The updated website now works seamlessly across all viewports and adheres to current WCAG usability guidelines.
The implementation of a ‘Get in touch’ form has contributed to a 4% increase in Marketing Qualified Leads.
