As web developers at heart, Metrik’s existing site lacked a distinctive visual language and suffered a lack of impactful content. The presentation of their content did not meet the standards of their development work.
Increase project fees and Metrik’s brand and company value..
Understanding the state of play
As a site redesign, I first had to understand the sate of play. This began with a kick-off meeting and run through of the current site. The client highlighted some problem areas from their perspective.
Presentation of work
“Our capabilities in web development aren’t presented well enough”
The current site had some clever technologies implemented and required a lot of skill development. However, this wasn't being conveyed through the design and there was a clearly disparity in the quality of development work and the visual presentation of it.
Design best practices
“We aren't sure what needs improving"
With strong backgrounds in programming and development, some guiding design principles hadn't been followed in the build of the existing site, resulting in dissatisfaction with the design.
Identifying areas for improvement
As well as discussing areas to improve, we also honed in on goals for the redesign. Metrik wanted to strike the balance of being playful and channelling creativity, while demonstrating their passion for emerging technologies and modern development techniques. These principles guided the redesign.
Tone of voice workshop
With content being the highest priority, we needed to begin producing it right away. To help unify the tone of voice used in copy to best convey the brand, I facilitated a workshop.
We began by brainstorming some key adjectives and strengths we felt we represented the company and then dot voted the key ones, resulting in Metrik’s new tone of voice.
I used the existing structure of the site and rearranged to a more fitting hierarchy. Metrik also provided guidelines on the required content for launch, helping to inform a new sitemap.
Given the lack of existing content and desire to get the site up and running quickly, my main recommendation was to implement a single-page style layout; with projects, news, and contact sections allowing you to dive deeper into dedicated hubs and interior pages.
After discussing the proposed sitemap and single page style, next, I presented two navigation solutions to review and discuss.
Due to the more minimal look and feel, and to align with the single-page style, we opted for the burger menu navigation.
Using a Kanban workflow I was closely involved with the development and monitored quality assurance and design review during the build.
Whilst the build was in progress, I produced content including mock ups, copy, and two news articles.
Content driven redesign
A content driven redesign that compliments the development work showcased. Analysed a range of solutions weighing up impact vs effort and delivered a single-page style site as an MVP with flexibility to build and expand upon.
After completing the build all that was left to do was announce the launch. To drive site traffic and new business, I designed posts and created a 6-week social media schedule across the company's three social media platforms.
The social media schedule increased users and sessions 10x and 8x respectively.
“James’ strategic design decisions, and delivery of designs have truly encapsulated the kind of business that we are striving to be.”
Ben Goodwin, Co-founder/Developer at Metrik Space