Attane
ATTANE | Website Restructuring
Story
Attane, a multi-industry marketing agency, sought to transform its website to focus exclusively on the senior living industry and improve overall usability. As the UX Designer, I undertook the challenge to restructure and redesign the website, ensuring a seamless user experience and a human-centric approach to showcase services tailored to clients' needs. This case study outlines the research, design, and collaboration efforts to achieve the project's goals.
- Displaying a large amount of information without overwhelming users.
- Balancing the technicalities of services with easy-to-understand benefits.
- Ensuring the website design was senior-friendly, given the domain.
- Position Attane as the go-to agency for senior living marketing.
- Increase engagement and conversion rates.
- Reduce bounce rates to improve ROI.
- Boost SEO to ensure a dominant online presence.
As the lead UX Designer for this project, I spearheaded the complete restructuring and redesign of Attane's website. My responsibilities encompassed conducting extensive research, crafting user personas, and collaborating closely with stakeholders, a UI designer, and developer to create a human-centered design aligned with the company's new focus on the senior living industry.
For this project, the key methods included conducting a comprehensive competitor's analysis to assess strengths and weaknesses, creating detailed user personas through stakeholder interviews and user feedback, and implementing a systematic design process. This process involved creating lo-fi wireframes, iterating based on stakeholder feedback, collaborating with the UI designer for hi-fi mockups, and utilizing various tools to ensure the final design met user needs and business goals.
THE Research PROCESS
To ensure Attane's website resonated with its target audience, which primarily consists of marketing managers and senior living community decision-makers.
Initial Research Methods:
- Developed customized questionnaires.
- Conducted exhaustive interviews with stakeholders to align website design with the company's renewed focus.
Key Findings:
- A strong desire for clear and concise information.
- A need for clarity regarding service offerings and their distinct advantages.
UX Audit:
An exhaustive UX audit of the existing website integrated all insights, culminating in a refined information architecture aligning with Attane's new direction and its target audience's needs.
Competitor Analysis:
To gain further insight into the senior living industry, a comprehensive competitor analysis was undertaken, revealing both strengths and areas needing improvement.
User Interviews:
Conducted 3 user interviews which:
- Identified pain points and specific business goals.
- Informed the design approach.
Note: The niche senior living market presented challenges in finding users for interviews, leading to extended timelines for gathering insights.
Journey Mapping & Personas:
Using the data collected, detailed personas were created, and journey mapping was used to delve deeper into user behavior and preferences.
THE DESIGN PROCESS
Information Architecture & Low-Fi Wireframes:
To provide a skeletal structure for the website, started by developing a sitemap. Organized all content into dedicated web pages, with each page having clear, distinct sections. Produced lo-fi wireframes in Figma to enhance communication of the designs to internal teams.
Internal Feedback & Iterations:
Presented initial designs to internal teams, gathering feedback from leadership, copywriters, and a UI designer. Post-feedback, made necessary iterations and collaborated closely with the copywriter and UI designer for refinements of the final mock-ups, providing feedback and guidance, emphasizing large fonts, intuitive icons, clear CTAs, ADA compliance, and more.
Continuous Collaboration and User Testing:
Maintained dynamic engagement with the development team, emphasizing website functionality, and communicated feedback through Jira tickets within a staging environment, with the ultimate goal of achieving a user-centered final website.
Key Features
Working closely with cross-functional teams was crucial. Through Figma feedback and Jira ticketing, we refined and iterated on the design, ensuring it was optimized for production.
- Service Highlights: Clear icons and brief descriptions make it easy for users to understand services at a glance.
- CTAs: Placed strong and clear CTAs like "Book My Consultation" and "Get Started" to drive user action.
- Interactive Journey: From data mastery to web development, the website takes users on a guided journey of Attane's offerings.
Conclusion & Takeaways
Though an unforeseen circumstance prevented the website from going live, the journey through the redesign process was invaluable. It highlighted the importance of flexible design strategies, thorough research, and continuous collaboration in producing a user-centric and business-aligned website. The insights and methodologies employed in this project will undoubtedly shape future endeavors.
