During my time as Design Lead at FullCircle LLC, I redesigned the company's website to more efficiently attract press and customers and establish a new visual brand language. My design focused on telling FullCircle's story and mission in an elegant yet dynamic manner, and successfully created a 316% increase in site sessions and a 559% increase in unique site visitors.
DURATION
June 2020 -
June 2020
MY ROLE
Web Design
Graphic Design
TOOLS
Illustrator
After Effects
DESIGN OPPORTUNITIES
Where can the previous website be improved?
My first step was to take a look at the previous site, and critically evaluate areas that could be improved or emphasized. During this process, my main takeaways were the large chunks of text that could lead to cognitive overload, the lack of color contrast which made reading more difficult, and the use of unoriginal images that made the interface feel mismatched and disjointed.
INFORMATION ARCHITECTURE
How will users navigate through the site?
Before creating wireframes, or even thinking about visual elements, I created a chart of content that I organized to visualize how users would navigate through the website.
WEBSITE INSPIRATION
How can I make this website engaging and on trend?
I researched up-and-coming graphic design and web design trends for inspiration. The key was to utilize different techniques and trends to make the site less mundane and text heavy.
DYNAMIC PRODUCT IMAGES
The best way to tell users how a product will work is to show them. Apple puts the new features they introduce front and center, showing users exactly what is so great about it.
MOVEMENT AND ANIMATION
Adding animations and creating some movement on the landing page is a great way to make a memorable first impression, while setting the tone for the brand. In this case Self Sci comes off as quirky and bold.
FRIENDLY ILLUSTRATIONS
When there is a lot of content to present, illustrations can help break up large chunks of text into more digestible, and less intimidating pieces.
WIREFRAMING
Laying out the elements
With user flow and visual trends in mind I began to experiment with how they could all come together.
ITERATION 1
Evaluating my first design
After the website went live, I found that there were some opportunities to improve the design.
ITERATION 2
My final design
REFLECTION
When less is more
At the beginning of this project, I had the opportunity to analyze the previous website. I noticed that there was a ton of information which was all interesting yet overwhelming. As a designer I had to understand which pieces of information were the most important and then create a design that could emphasize the most important content while eliminating pieces that were less relevant. I found that reducing the amount of information and content on each page allowed key features to shine more cohesively.