Diag Partners Website Redesign
Problem: Diag’s website was not conveying the necessary information to subdue anxiety and inspire confidence which is pivotal for conversion in the staffing / recruitment industry.
Solution: Design a comprehensive web experience that concisely details Diag’s expertise, interests, and offerings to increase online conversion.
Role: Lead Product Designer
One of the key items to extract from the discovery process. The user personas dictate who will be the “users” in “user experience”. They are the cornerstone of the reasonings behind every design decision that is made moving forward as they are the people that the experience is designed for.
It is critical to never forget about the user, their motivations, their pain points, or their goals - all of these factors must be integrated into every part of the design process in order to conceive an effective, simple, targeted experience.
Remember, these are the people who will transact with you and give you revenue - don’t betray what it is that they want.
This is an extremely rudimentary style guide needed for my own sake while going through this project. This document was used to receive buy-in from stakeholders to a newly proposed digital logo (as Diag’s previous logo was designed with traditional marketing means in mind), the proposed color palette, the art direction of photos to be used on the site, and the recommended typeface.
A lot changed throughout the wiring process - mostly due to features we diagnosed as effective and advantageous being too costly to implement at this stage of Diag’s digital development; this is the importance of wireframing. We were able to move quickly to adapt the wires as necessary to receive buy-in to the overall structure, intended features, and user flows of the site. We gained all of that while avoiding a significant investment of time and money due to revisiting compositions endlessly (that would be expensive - ouch).
A Lesson Learned
Believe it or not, we went through 4 different versions of compositions to receive buy-in from all necessary stakeholders. The main issue: lack of communication on the specified creative direction. More attention and care needed to be placed in keeping all stakeholders on the same page as to how the site was to feel and function.
Solution: Implemented a new phase during the discovery process of future projects leveraging “stylescapes”. You can see stylescapes and their intended use-case in my AHCP project.