Redesigning the digital experience of DWAO
During my tenure at NowForm design studios in Gurgaon, India, I had the privilege of participating in an 8-week project aimed at revamping the online presence of DWAO, a leading MarTech services provider. As part of the team entrusted with the successful execution of this project, I collaborated closely with the client to develop a modern, user-friendly design that aligned with their branding and mission.
To this end, we adopted a multidisciplinary approach that focused on optimizing the website and mobile interfaces for enhanced user experience, seamless navigation, and optimal accessibility. Our commitment to excellence was reflected in the rigorous user testing sessions that we conducted, which allowed us to obtain valuable insights on the efficacy of our interventions and make necessary refinements.
UX & UI Design, Graphic Design
Designers
Subahlakshmi Chandra, Shivangi Tikekar, Nabhya Parmar
Agency
NowForm
Client
DWAO
Duration
6 Weeks
My Roles
UX & UI Designer
Graphic Designer
I cooperated with the lead designer and partner of NowForm throughout this project. Working on all the key deliverables for the redesign, my position was that of the team's primary designer. My knowledge of graphic design was also useful at this time because it transferred into the development of visual assets for DWAO.
Context
DWAO is a MarTech services company looking to redesign their website for the fourth time after three unsuccessful attempts. They want to present themselves as a provider of strategic MarTech services, show off their work to prospective clients, and become thought leaders in the sector. Additionally, they want their website to be easily accessible, super-fast, and demonstrate their expertise in Adobe and Google products, as well as showcase their healthy and open work culture.
Problem Statement
DWAO needs a new website to boost business and establish their image as a top MarTech services provider, showcasing their work and thought leadership.
Who is DWAO?DWAO is a leading MarTech services company that was established in 2014 with a primary focus on web analytics. Over time, the company expanded its offerings and diversified its service portfolio to include digital marketing, website design and development, strategic consultancy, and other related services.
DWAO's offerings include digital analytics, website design and development, digital marketing, and more. With a comprehensive suite of services, DWAO is well-positioned to provide clients with tailored solutions to meet their digital needs.
Key insights
The human element
Establishing trust is important to DWAO, and one of the ways this can be accomplished is by adding a human element to the brand’s digital presence and communication. Put team members at the forefront, share their stories, and talk about their skills and experiences.
Thought leadership
Thought leadership articles position the company as an authority on relevant topics. They’re also an opportunity to demonstrate credibility and expertise in areas of interest.
Crisp and interactive content
Content should be crisp, and should focus on how DWAO can add value to the client’s business. Key data metrics should be presented in large, bold, eye-catching type. Interactive media can be leveraged to make content more engaging.
Clean visuals
Ample white space, large full-bleed imagery, and low clutter – all add an expansive and sophisticated feel to websites.
Sitemap
Establishing trust is important to DWAO, and one of the ways this can be accomplished is by adding a human element to the brand’s digital presence and communication. Put team members at the forefront, share their stories, and talk about their skills and experiences.
What didn't work before?
DWAO's recent offerings and innovative solutions were not given due prominence on their present website, prompting a strategic decision to prioritize them.
Despite increased revenue, the website failed to match the trustworthiness and esteemed reputation of industry competitors such as Accenture, EY, and McKinsey.
The former website failed to effectively establish DWAO as a prominent authority and catalyst for progress and inventive solutions within their respective field.
In addition, DWAO aims to achieve optimal web performance through efficient web performance optimization, with a target of attaining a score of 98 or higher on the Google Lighthouse assessment tool.
Wireframes
Keeping the problem statement in mind, while being perceptive of the issues faced by the previous websites, comprehensive wireframes were created.
Visual Design
The visual design process considered both mobile and desktop experiences.
Showcasing Success
A user-friendly, trustworthy online experience gives the brand a sense of reliability. It lends legitimacy and value to also list some of DWAO's largest clients and significant case studies.
Highlighting Offerings
A user-friendly, trustworthy online experience gives the brand a sense of reliability. It lends legitimacy and value to also list some of DWAO's largest clients and significant case studies.
Prominent Authority
By providing a platform for the brand to share its case studies and insights, DWAO is recognized as a leading authority and a driving force behind forward-thinking ideas in their sector.
Increased Web Performance
Initial website performance indicated a score of 47%. Some factors considered were - First Contentful Paint, Speed Index, Time to Interactive, Total Blocking Time, and Cumulative Layout Shift. This website performance score was imporved to 93% for Desktop and 84% on Mobile devices.
Learnings
Working closely with the development team and stakeholders helped me create a website that not only looked great but also met the business needs and technical constraints. By conducting user research and competitor analysis, I gained valuable insights that informed my design decisions and ensured the new design was more effective. Using analytics tools and A/B testing, I was able to measure the impact of the new design and refine it further, resulting in improved user engagement and increased conversion rates.
What worked and what didn't
Through this project, we were able to address all of DWAO concerns with high impact strategies that would give them measurable impact. This website redesign gave DWAO legitimacy and prestige in their industry. By highlighting their prominence in the relevant fields makes sure of them building trust with their clients. Additionally, with the increased web-performance, their website loads faster and performs better in web optimisation statistics.
We discovered the value of having clear goal-setting and expectations with the website developers during the execution of the redesign process. After the handoff, it became apparent that some of our recommended interventions had not been put into practice. In retrospect, more effective communication channels and a committed development team would have ensured that our design solutions were implemented correctly.
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