Website Redesign

Logistics and Inventory Management Company

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Overview
My main project throughout this work term was completely redesigning the company website. I also completed additional design projects that fell under the company’s marketing strategy including blog posts, newsletters, social media posts and case studies.

I independently worked through the redesign process, providing deliverables at each stage of the project including audits, competitor and industry research, a revised information architecture, a new design direction and wireframes. I produced high-quality UI/UX and graphic design solutions for each project that I worked on.

I used many different software applications within my role including Adobe XD, Adobe Illustrator, Adobe InDesign, Google Workspace Apps, Figma, FigJam, Milanote, and Mailchimp.
About The Company
Clear Spider is the market leader in enterprise cloud-based inventory management solutions. There are over 100,000 companies around the world that use Clear Spider. Their clients are enterprise-level organizations including Fortune 500 companies.

Clear Spider provides SAAS solutions including inventory management, warehouse management, and order management. Their software provides enhanced tracking, organization and visibility at thousands of forward-stocking locations. This is made possible through a highly customizable platform, limitless integration options, a smooth implementation process, unique system reports and mobile capabilities. Clear Spider is available through the cloud on desktops, tablets, and smartphones.

Website

Objective
The goal of this website redesign project is to set Clear Spider apart from the competition, engage the targeted audience and lead to quality conversions.

Upon conducting an audit of the existing website I saw what was working well and what wasn’t, such as pain points in navigation that stemmed from the information architecture.
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A new strategy needed to be formed to ensure that the website appeals to the right audience and increases the conversion rate of quality leads. I went through a full redesign process to modernize the website and raise the standard above and beyond competitors and other B2B and SAAS companies.
Tools
• Adobe XD
• Milanote
• Google Suite
• Figma + FigJam
Process
Clear Spider Website Audit
‍I put together a Google spreadsheet to identify strengths, weaknesses and pain points in the user journey. I documented my findings including usability and navigation issues that may lead users to abandon and leave the website. This process gave me a lot of insight and a good starting point to see what is working well and what doesn’t.

Company and Industry Research (B2B, SAAS, Inventory Management)
Using another Google spreadsheet, I analyzed the inventory management industry and any relevant competitors. Through this research I identified strengths, weaknesses, best practices, design styles and strategies that are consistent among B2B, SAAS, and inventory management companies.

‍Navigation and Colour Theory Research
Before tackling the information architecture and website design, I conducted some research on navigation, menu best practices and colour theory. I documented my findings in a Google Doc to be able to refer back to throughout the rest of the website redesign process.
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‍Restructuring of the Website’s Information Architecture
‍I created a FigJam file in Figma to create a visual diagram of the existing website. This flow diagram shows the hierarchy and relationships of all the pages that exist in the website. Using the findings from my navigation and industry research, I revised and reconstructed the entire information architecture.
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‍Moodboards and Design Direction Exploration
‍I incorporated my colour theory research with Clear Spider’s brand identity to put together 4 different moodboards. I went through numerous revisions of the moodboards. I narrowed the options down to the colours, typography and elements that worked best to cohesively represent the brand identity.

‍Wireframing
‍For each page within the new information architecture, I experimented with different layouts, design elements, and interactions for the user experience. Another consideration was the addition or removal of written content. Throughout this process, I tried to keep my focus on the goal of conversion, thinking of strategies to convert quality leads.
Results
Research
The research conducted provided valuable insights to set the rest of the redesign process up for success. This experience gave me further insight into the complexity of UI/UX research and an opportunity to dive into conducting more advanced research.
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‍Information Architecture and Navigation
I created a new information architecture for the Clear Spider website which cleaned up and improved the navigation of the website and the overall user experience.

‍Adobe XD Wireframes
I created a wireframe for each page on the website, including any forms and pop-ups.This was my first project where I used AdobeXD. Despite using a new software, I learned quickly and was able to successfully use Adobe XD at an advanced level.
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‍Modern Design
I provided the company with a whole new design direction to refresh and modernize the website. This new design direction, among the restructured information architecture and wireframes, provide a seamless user experience, appeal to the target audience, and lead to quality conversions.

‍Valuable Contributions
‍Each of these crucial pieces that I worked on, have made major steps towards the prototype and implementation of a completely new website. My work has provided significant value for the company.

Want to work together?

If you like what you see and want to work together, get in touch!

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