Redesigning a B2B landing for visual balance
The project is about redesigning an old corporate landing page of a Berlin-based IT outsourcing company.
About the people 🚚
Nerdcrew operated as a service across Europe. The model was to provide external support to companies in areas of development, software testing, research, temporary staffing, and logistics for IoT infrastructure.
Why was I hired? 🤔
Compared to their competitors they felt that the current website looked old and wanted me to do a revamp. They were also looking for a developer. I pitched them my skills in 'No Code' and asked if they'll have me do that work as well to which they readily agreed.
Understanding what to design 🧠
I was asked to hit the design ASAP and my role was more around UI. But I tried to get some context first.
What do the stakeholders say?
Started by reaching out internally through direct Slack DM. My approach was to learn about the targeted people as this was a B2B and has to have a highly specific audience. I got in touch with multiple people for this information.
Analyzing corporate websites
My main purpose was to have a better visualization of corporate websites and find what kind of design is preferred. These were my observation:
Constraining creativity 🌌
Decided to experiment with the corporate copy by first cutting down whatever was unnecessary and then placing it alongside vibrant illustrations. Honestly, the copies should have been redone, and I suggested that but the idea wasn't given much importance :)
I made sort of a spec-sheet based on what I wanted to achieve:
The visual output 🎨
Color & Font
Used a brighter shade of the brand color which was 'Orange' and introduced a secondary 'Blue'. I used Raleway as my font with varying strength and size.
As I had the task of developing my design, I mostly designed it straight in WordPress skipping wireframes and the design workflow, which didn't feel necessary. I prefer not to explain this section-wise to reduce the size of this case study. It's very much self-explanatory and totally in context to the "Design Spec" above. If you want me to explain this, just let me know.
A tiny outcome 🎊
The job was completed within 20 days. The new design was highly appreciated by everyone I was in sync with. Some decisions were questioned, but my reasoning was well accepted.
After an internal announcement of the new web design, I got private DMs from a few people of the company stating how happy they feel about the website now.
Most of all, what gathered everyone's attention was the reduced content, lots of visuals, a brighter theme, and all that on a single page. It made them feel easy about the work they do.
My overall lessons 🧙♂️
I'll list them all in points:
Thanks for your time.