Designing the digital face of a human-centred technology business
Learn more about this project
Challenge
The time was right to refresh the digital presence of Engage Squared. Better representing the growth, investment and rejuvenated brand strategy of the preceding years. Creating a user experience with personality that resonated with employees and clients alike.
- The existing website was dated and no longer reflective of a mature and growing business
- The user interface was heavily templated, limiting functionality and communicative expression for the marketing and communications team
- The ’back-end’ user experience was a significant impediment to updating and maintaining the site
- A brand and visual identity refresh needed to be carried forward into a new digital platform for clients and prospective clients
Response
A collaborative scope of work was defined that prioritised high-value functionality and interactions, while acknowledging the available resources. Building from a comprehensive brief by the Engage Squared project team, Ellis Jones’ digital leads delivered:
- research into key audiences and behaviours
- overarching user experience (UX) guiding principles, aligning the project output with accepted best practice
- Strategic site architecture, fostering outcome-oriented user journeys with compelling calls to action
- Modular, accessible user interface (UI) design
- Technical specification, and development management
Testing, bug-identification and deployment (development was delivered in conjunction with Bone Digital)
Outcome
Engage Squared’s new website launched in mid-2022, bringing their refreshed brand and visual identity to life through dynamic motion and interaction. A modular design toolkit, and purpose-built website back-end allows site and content owners to build out new content verticals, event-specific sections and more without external development support.
Site architecture now effectively caters for casual browsers and content-specific user journeys – providing top level content overviews, with the capacity to drill down quickly into content verticals.
The visual identity elements are given greater personality and energy with the introduction of motion. Photography places people and their experience of technology at the heart of the brand’s visual expression.
