Investment Metrics Website Redesign
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Project Objective
The main goal was to completely modernize and update the look and feel of the client which inturn would help differentiate them from the competition in order to drive more qualified leads. Also, to help develop the brand with repeatable assets that could be delivered through social and other forms of engagement content. This includes a better way to organize existing content and provide creative that is representative of the brand.
Other goals include clearly identifying and articulating the value proposition(s) and offering through web property. As well as leveraging the new website as a lead generation and nurturing tool with cleareer paths to conversion and lead capture. Along with integrating a strategy for third party tools inlcuding analytics, marketing automation and Salesforce.
The Challenge
More of an opportunity than a challenge, was that Investment Metrics at the time did not have any creative assets or direction. They were open to any and all ideas that we were ready to provide.
They wanted to keep the blue as part of their core branding; however, their ultimate goal was to look and feel like they are part of the modern age. Our goal was to help reach our client expectations but also was to push the limits on what we can do and truly impress them.
To stay competitive and stand out in their target markets, Investment Metrics sought to update their branding and messaging. A rebranded and positioned website would also be needed, which wasn't currently competitive. This included inconsistent and outdated messaging that no longer fit their business model, as well as a disjointed customer experience that made finding information difficult.
Sitemap and Wireframes
This project was a little unique as we had a strict timeframe to conceptualize, design and develop the entire website. Our normal process with wireframes was modified so that we can optimize the progress of the project as a whole.
Instead of mocking up wireframes with complete detail, we decided to add those details within the design; while only using sketches and quick drawn mockups of the pages that needed to be designed. This way, we knew the consensus of what needed to be on each page, but had some more creative freedom within the design to explore interesting and new approaches.
Styleguide
The styleguide is the core of a website redesign. This keeps the site consistent and helps both the designer(s) and developer(s) follow a standard process of elements. The styleguide consists of many moving parts and is an ever growing peice of the entire project. It consists of colors, typography, button and form styles as well as graphical elements needed for the site.
Design Comps
Since one of the challenges was to get this site launch as soon as possible; we had to start on design right away. An obstacle was trying to designing without any real content. We were able to layout the pages and get the sections together with ideas of how we wanted to layout the site.
The prototype includes more than 20 different comps, including some very important mobile designs.
The Results
A new, redesigned website that emphasizes mobile-centric functionality and emphasizes modernism and style surpassed client expectations in its initial launch and year-end results.
4250% increase in web leads
A website that excels in user experience can increase leads to a spectacular level, as demonstrated by this massive increase in web leads.
6 weeks to launch
With a time crunch of less than 2 months, we were able to expediate some steps in order to provide a high quality product, in a short amount of time.
196% increase in new users
This percentage jump is indicative of the value of a site relaunch and rebrand when new users visit the rennovative site.
