01

02

03

04

05

06

Leading Insight

Leading Insight

Website enhancement for a management consultancy firm.

Website enhancement for a management consultancy firm.

Year

Year

2024

2024

project

project

web ux/ui design

web ux/ui design

Roles

Roles

synthesis

ia

ui design

ux copywriting

pitch

synthesis

ia

ui design

ux copywriting

pitch

the problem
the problem

An outdated brochure site with little functional purpose

An outdated brochure site with little functional purpose

The client wanted a modernised website that did more. As it stood, there were 3 major roadblocks to that goal:

  1. Critical information hidden behind unintuitive architecture.

  2. No real calls to action.

  3. An inconsistent style and design system.

The client wanted a modernised website that did more. As it stood, there were 3 major roadblocks to that goal:

  1. Critical information hidden behind unintuitive architecture.

  2. No real calls to action.

  3. An inconsistent style and design system.

the constraints
the constraints
the constraints

Unique challenges for a unique client

Unique challenges for a unique client

Unique challenges for a unique client

As Leading Insight specialised in the public sector but was looking to expand into new sectors, we faced three key challenges:

  • Demystifying the management consultancy process

  • Creating an adaptable brand identity to allow for expansion into new sectors

  • Designing the lead generation funnel from scratch (i.e. letting the website do the work)

As Leading Insight specialised in the public sector but was looking to expand into new sectors, we faced three key challenges:

  • Demystifying the management consultancy process

  • Creating an adaptable brand identity to allow for expansion into new sectors

  • Designing the lead generation funnel from scratch (i.e. letting the website do the work)

Before

Before

Research uncovered that the website served little purpose beyond validation for prospective clients that the firm existed.

Research uncovered that the website served little purpose beyond validation for prospective clients that the firm existed.

After

After

Prioritising visual and informational hierarchy to give prospective clients the information they needed, and the ability to reach out, fast.

Prioritising visual and informational hierarchy to give prospective clients the information they needed, and the ability to reach out, fast.

The process
The process

Evaluating what wasn't working

Evaluating what wasn't working

A lack of first hand research meant a substantial heuristic evaluation of the current website and main competitors websites, needed to happen to bolstered the limited findings we did have.

I led the team in transposing the 15 most severe findings and recommendations into 15 specific user stories. This helped to boost empathy so we could see their jobs to be done more clearly.

A lack of first hand research meant a substantial heuristic evaluation of the current website and main competitors websites, needed to happen to bolstered the limited findings we did have.

I led the team in transposing the 15 most severe findings and recommendations into 15 specific user stories. This helped to boost empathy so we could see their jobs to be done more clearly.

the information architecture
the information architecture

Re-aligning navigation to user needs

Re-aligning navigation to user needs

Six user flows were developed as pathways for the user stories to be solved. I used these to build our future-state sitemap. The new structure followed web-standard conventions and allowed easier and more memorable navigation.

Six user flows were developed as pathways for the user stories to be solved. I used these to build our future-state sitemap. The new structure followed web-standard conventions and allowed easier and more memorable navigation.

the interface 01
the interface 01

Creating a unique brand identity

Creating a unique brand identity

To compensate for a lack of company-specific assets available to us, a team member suggested a 3D amalgamation of objects in brand colours for use in our hero sections. The result was a great concept but one that lacked any connection to the brand or its story.

To rectify this, I suggested we break this design down into its separate elements, adjusting each to create a repeatable but unique hero section for each page. This aligned with our positioning of the firm as a 'guiding light' in the industry and supported user insights affirming the company as having a unique, tailored-to-fit approach.

To compensate for a lack of company-specific assets available to us, a team member suggested a 3D amalgamation of objects in brand colours for use in our hero sections. The result was a great concept but one that lacked any connection to the brand or its story.

To rectify this, I suggested we break this design down into its separate elements, adjusting each to create a repeatable but unique hero section for each page. This aligned with our positioning of the firm as a 'guiding light' in the industry and supported user insights affirming the company as having a unique, tailored-to-fit approach.

the interface 02
the interface 02

Humanising management consultancy jargon

Humanising management consultancy jargon

I was responsible for designing the final About Us page, where I used simple UX-focused copy to demystify the confusion around what consultancies do. I employed industry-standard layout and hierarchy to make the page more scrollable and ease cognitive load. Simple animations engage the user along the journey.

I was responsible for designing the final About Us page, where I used simple UX-focused copy to demystify the confusion around what consultancies do. I employed industry-standard layout and hierarchy to make the page more scrollable and ease cognitive load. Simple animations engage the user along the journey.

the results
the results

A modern funnel for lead generation and business growth

A modern funnel for lead generation and business growth

Through a largely heuristics-based foundation complimented with creative UI and persuasive UX copy, the redesign boosted the firm's capacity for lead generation. By delivering an innovative and coherent design system, the client was able to continue development into the future and grow the website's offerings as the business scales.

Through a largely heuristics-based foundation complimented with creative UI and persuasive UX copy, the redesign boosted the firm's capacity for lead generation. By delivering an innovative and coherent design system, the client was able to continue development into the future and grow the website's offerings as the business scales.

Testimonial

Testimonial

"I was impressed with the capability, energy and professionalism of the team. They provided high-quality deliverables which will be very useful for enhancing the website and better positioning our brand in the market.

Given the quality of the work, I have asked the team to further support our brand positioning and website enhancement work.

I would definitely recommend the team to anyone looking to undertake evidence-based improvements to communication, UX, UI, or website products."

"I was impressed with the capability, energy and professionalism of the team. They provided high-quality deliverables which will be very useful for enhancing the website and better positioning our brand in the market.

Given the quality of the work, I have asked the team to further support our brand positioning and website enhancement work.

I would definitely recommend the team to anyone looking to undertake evidence-based improvements to communication, UX, UI, or website products."

Matthew Mulrine

Managing Director, Leading Insight Group

Matthew Mulrine

Managing Director, Leading Insight Group

LUKAS WHITING 2024

BACK TO TOP

BACK TO TOP

LUKAS WHITING 2024

BACK TO TOP

BACK TO TOP