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UPLIFTING the UX and identity of an automation and engineering company through a website redesign process
ROLES AND CONTRIBUTIONS
UX DESIGN
VISUAL DESIGN
DESIGN SYSTEM
BRANDING UPDATES
PROJECT COORDINATION
Control Technologies UK, came with the requirement of a complete redesign of their corporate website after going through it one time with a third party and not happy with the results. So, it was my sole responsibility in designing a website which aligns both visually and ux wise with their future needs of promoting them as an expert consultant in automation and real time solutions.
Goals
1. Combine three of Petrospot's website without breaking any of the currently provided services and in a better way with better UX and refined functionality.
2. Project ship.energy as a news website and a place for gathering any sort of knowledge and updates related to shipping, energy, bunkering and port around the world.
3. Accomodate the business requirements of the new ship.energy without intrusively affecting any experiences.
Challenges
1. The main challenge lied in how the vast data from all three websites will be combined without making the website overwhelming with information overload?
2. How to primarly keep the website as a news website at the same time showcase other aspects of ship.energy - its conferences and events, bunker related port updates, throw a light to its paid publications and podcasts.
3. Provide a new visual language based on their newly rebranded logo and base colours.
4. An improved conference registration flow, create a clear distinction between events and webinars
Overview of processes and steps used in design process
Discovery phase: Methods used: Stakeholder interviews, Brand audit, Secondary research.
Analysis phase: Methods used: Focus group workshops, Flow diagrams, Competitor analysis (SWOT method)
Design phase: Methods used: Mood boarding, Lo-Fi wireframes, Branding updates, Hi - Fi designs, Design system and component creation. A photography moodboard creation exercise was also done to find more updated imagery style for newly introduced brand direction.
Dev handover and support: Dev handover was done in batches through figma dev files (which included all visual assets properly ordered, responsive designs and a design style guide. This project ended up being the fastest developed website of its size ever in the agency due to the usage of component based design system and continous designer - developer reviews.
Deciding the core pages of the website that can highlight CT-UK as a reliable consultant
Because there was no exisitng corporate website for CT-UK, I did multiple stakeholder interview sessions, competitor analysis and desk research. In addition to this, multiple workshop sessions with their managerial team members gave me an outline of their requirements which lead to mapping out the information architecture, content strategy and core pages.
Taking a tangent on existing branding and design direction
The existing branding colours were great only when its used as an accent colour or to highlight key UI components in a page. I decided to introduce secondary colours derived from the two primary colours (which is also the part of their logo) to create a less jarring yet a similar palette that wont look too far off from CT-UK. The usage of random vector graphical shapes were minimised, introduced a new sans serif font (IBM Plex), a new visual direction for imagery was also introduced - images with well balanced colour range and less busy frames. Also, introduced hexagonal shaped cuts and vectors in areas where iconographic representation would benefit. And as a hint to the company's futuristic approach glassmorphism too.
Integrating the exisitng CT-UK online store as a part of the corporate website
Control Technologies have a very successfull online ecommerce platform which they wanted to integrate it to the new website. The initial plan was to just add a CTA button but down the line after the discovery phase and design process a better solution was found. Dedicating a section of core technology and service related pages to list contextually related product categories felt more organic and provides more value.
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